Yesterday we talked about Boomers as the centerpiece demographic of today’s marketing (and fundraising).
But don’t forget Seniors. Still the mainstay of direct mail fundraising for most nonprofits, new data from Nielsen reinforces that Seniors (ages 65+) should also be included in your online fundraising plans. This group represents about 13% of the total population, and now nearly 10% of the online population.
According to Nielsen, there are now 17.5 million Seniors online. Up 55% over the past five years. And their favorite destinations include sites like Facebook and YouTube, so they’re not just sending email to the grandchildren! 51% pay or view bills online (and make contributions?) and 49% read general or political news (engaged with issues?)
Tom
This article was posted in: Boomers, charities, database marketing, demographic trends, direct mail, direct marketing, Don't Miss these Posts, email marketing, fundraising, media usage, nonprofit management, nonprofits, online fundraising, online video.
You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.
A much needed post. In our rush to embrace social media to engage the next generation coming up we are often over looking the generation that built so much. Though they are exiting off the stage they still have the ability to make a huge impact with their gifts. My 81 year old mom just got on Facebook! Once again this post reinforces that we need more than one approach to raising funds and we need to approach all segments for success.