Here from USA Today is the latest article I’ve noticed about marketing to Boomers … you know, the folks who will be paying the bills of most nonprofits for the next three or four decades.
It offers commercial marketers several tips on how to tap into the typical Boomer’s psyche. I’ve made some adjustments …
Make them feel good — should be a no-brainer for nonprofits.
Make them feel hip — my advice … if you’re doing something new, out of the box, innovative … highlight it!
Make them feel smart — your nonprofit is the right choice, is it not? Your welcome package is a great place to do this.
Make them feel sexy — Help! I’m stumped on this one … what makes for a sexy nonprofit? Its celebrity patron is Angelina Jolie? Brad Pitt?
Make them feel hungry — tell your story with flair and they’ll want to know more and more about what you’re doing, why it’s working, the problems you’re up against.
Make them feel techie — maybe a bit counter-intuitive, but Boomers love their gadgets as much as anyone (and can afford them) … what do your email alerts/appeals and web pages look like on an iPhone?
Please, help me with the sexy one!
Tom
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Make it sexy…help boomers feel good. Fit. Energized. Competent. Articulate. Competitive. Impressive. Aging, even with dementia, does not mean one loses his emotions or feelings. Or creativity. Sexy doesn’t mean emulating movie stars (keep it realistic). It’s about feeling worthy and able to contribute.
I agree Molly! Sexy is vibrant and engaged. I read that to mean that we don’t promote our nonprofit only as a beneficiary in their wills.
As a boomer myself, I can tell you that I am just as, or sometimes, MORE tech-savy than the ‘kids’ I work with! Don’t underestimate our ability to relate to today’s culture.