Fundraisers should know the joy of old age

If you’re below a certain age, it might surprise you to learn that in general, happiness increases with age. That’s right, as your health and strength decrease, as death approaches, people feel more joy.

This is as reported at the Ageless Marketing blog, at The Joys of Old Age Are Real.

Okay, that gives us something to look forward to. But for fundraisers, it should give us something to seriously consider:

Success in older markets depends on connecting with them through their worldview, which means the younger members of your marketing and service team need to learn how to shift away from the worldview of the young….

Fundraising is overwhelmingly a form of elder marketing. That means you need to get older people. They feel joy, and their joy is different from young people’s joy. They worry less than younger people. They have more emotional intelligence.

If you’re under 60 and your yardstick for effective fundraising is That’s really persuasive to me and all my friends — you’re missing the boat. You’re being irrelevant.

Keep your eyes open. Know your older audience.

If you’re interested in understanding some of the ways older donors are different, you might want to read these posts:


Comments

6 responses to “Fundraisers should know the joy of old age”

  1. Charles Cherry Avatar
    Charles Cherry

    Maybe fundraisers should hire older people to do their marketing, rather than the hip young whipper-snappers who don’t understand their demographic.

  2. Charles Cherry Avatar
    Charles Cherry

    Maybe fundraisers should hire older people to do their marketing, rather than the hip young whipper-snappers who don’t understand their demographic.

  3. How about grant proposal writing? Are the readers young or old? They ask for statistics and outcome measures. They only want stories to put on their own website.

  4. How about grant proposal writing? Are the readers young or old? They ask for statistics and outcome measures. They only want stories to put on their own website.

  5. One could assume they would be the ones who have the capability to make larger donations as well…but we can’t forget the younger crowd. Start building relationships when they’re young, so when they are older and happier, they’ll know exactly where to go with their retirement money!

  6. One could assume they would be the ones who have the capability to make larger donations as well…but we can’t forget the younger crowd. Start building relationships when they’re young, so when they are older and happier, they’ll know exactly where to go with their retirement money!

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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