Every day more Baby Boomers flood into the pool of your potential donors. You cannot afford to ignore them — to communicate with them the way you have been with the older generation.
Here are some guidelines on connecting with Boomers from the Engage:Boomers blog: The Do’s And Don’ts Of Connecting. They’re intended for commercial marketers, but you can see how they translate to fundraising:
- Learn as much as you can about physical and behavioral changes caused by the aging process.
- Promote and advertise your [fundraising offer] as a gateway to meaningful experiences….
- Be authentic and give them the facts (reduce hyperbole).
- Portray [your donors] as doing for others, as individuals, as smart, as active, as wise.
- Use Baby Boomers to assist in product, service and communications development.
- Touch their hearts and they will allow you to enter their minds.
Jeff 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.
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