Before the recession, there was something of a gold rush in marketing to baby boomers and seniors because they are such a huge demographic and often have considerable buying power. The recession has sent us all scurrying from the malls but, when the economy turns, consumers will be back, and an increasng number of them will be older people.
What does that have to do with fundraising? The fact is that older people have traditionally been the largest group of charitable givers. That is not going to change. However, in our flight to attract younger donors and to adopt the latest fundraising techniques, we may be forgetting where our bread is actually buttered.
That doesn't mean that we need to abandon our online fundraising efforts. Far from it. All generations are online, but we do need to remember the needs and preferences of our older donors. Is your typeface easy to read? Are you avoiding the colors that might create a problem for older eyes? Is your navigation system on your website easy to use? Can your donate button be found quickly? Are you keeping up your direct mail efforts? Are your print materials easy to read?
Review the basics of appealing to older donors with these articles:
- 5 Steps to a Website That Will Attract and Keep Mature Donors & Volunteers
- What Online Donors Want to See on Your Website
- 8 Tips for Designing Print Materials That Appeal to Mature Donors
Photo by Matt Gray/Getty Images