Baby Boomers need to be considered by fundraising efforts because of age and interests.
A study of charitable giving demographics by a national fundraising website shows that Baby Boomers are being unintentionally discriminated against by charitable organizations looking for donations on-line.
Future Fundraising Now (www.futurefundraisingnow.com), which reports on fundraising trends, reports that Baby Boomers find on-line contributing difficult due to web site design. It cites a recent report that states that 35 percent of Americans aged 45-54 feel web sites are designed with them in mind, while only 20 percent of Americans over the age of 55 believe web site design is for their use.
According to TrueSense Marketing blogger Jeff Brooks, writing for Future Fundraising Now, charitable organizations can attract older contributors by using larger and darker fonts on their web site, simplifying the design, and maintaining a consistent layout from page to page. Recent estimates are that there are 19 million Americans over the age of 65 who are frequent Internet users.
Future Fundraising Now says Baby Boomers will be the best charitable giving demographic until 2033, and advises charitable organizations on what Baby Boomers want from their donations.
· Specific donation goals: General fundraising is not going to work on Baby Boomers as much as specific target programs.
· Avoid hyperbole: Older contributors have been hearing wild claims for decades, and don’t buy fairy tale stories. Be direct and concrete in your fundraising pitches, and Baby Boomers will appreciate it.
· Understand Boomer values: They want to do what they can to preserve life as they know it, or knew it. If your fundraising effort can speak to a time-honored value, do so.
· Do unto others: Baby Boomers are not as interested in helping themselves as they are in helping others. They are less interested than younger investors in how their contributions are self-benefitting.
Generations X and Y are not expected to be the world’s best charitable giving demographic until 2033, according to Future Fundraising Now, which is why charitable organizations need to focus their efforts on appealing to, and assisting, the older generation donor.
Kent McDill is a staff writer for Millionaire Corner. McDill spent 30 years as a sports writer, working for United Press International and the Daily Herald of Arlington Heights, Ill. From 1988-1999, he covered the Chicago Bulls for the Daily Herald, traveling with them every day through the nine-month season. He also covered the Bulls for UPI from 1985-88, and currently covers the team for www.nba.com. He has written two books on the Bulls, including the new title “100 Things Bulls Fans Should Know And Do Before They Die’, published by Triumph Books. In August 2013, his new book “100 Things Bears Fans Should Know And Do Before They Die” gets published.
In 2008, he resigned from the Herald and became a freelance writer. The Herald hired him to write business features and speeches for the Daily Herald Business Conferences and Awards presentations.
McDill also writes a monthly parenting column for the Herald’s Suburban Parent magazine.
McDill is the father of four children, and an active fan of soccer, Jimmy Buffett and all things Disney.