Is it possible to appeal to members of the Greatest\nGeneration, Baby Boomers, Generation X, Millennials, and Generation Z all at\nthe same time? Or do you have to build separate campaigns for each generation?<\/p>\n\n\n\n
The generation gap(s) may seem insurmountable at times, but don\u2019t worry! There are some steps you can take that will make your next campaign appeal to everyone. Here\u2019s how to do it.<\/p>\n\n\n\n
Different generations are motivated by different things. The\nGreatest Generation and older Baby Boomers, for example, are more concerned\nwith leaving a legacy for their children and grandchildren. Millennials and Gen\nX tend to be less motivated by personal recognition (although it\u2019s certainly a\nbonus) and more concerned with solving social issues. That\u2019s not to say that\nolder donors don\u2019t want to solve social issues and younger donors don\u2019t care\nabout legacies! They just have different primary motivations.<\/p>\n\n\n\n
But, in their hearts, all donors are motivated by the same thing\u2014making the world a better place for its inhabitants. We all want to help the people, animals, and ecosystems that share the world with us! If you want to create a campaign that appeals to all ages, show potential supporters how their gift will achieve that goal. You can tailor future communications to different generations\u2019 motivations once you\u2019ve established a relationship with them.<\/p>\n\n\n\n
If you want to appeal to donors from different generations,\nfocus on making an ask that\u2019s accessible to a broad range of people. A one-time\ngift of a reasonable amount is pretty doable for most people. An ask for $1,000\nis better for a smaller, targeted group of people. Asking donors to join your\nmonthly giving program is a good option but asking for planned gifts should be\na part of a specific campaign aimed at a specific segment of donors. <\/p>\n\n\n\n
Members of different generations have different giving capacities and different motivations behind their philanthropic habits. If you want to appeal to multiple generations, create an ask that\u2019s easy to fulfill regardless of age, capacity, or motivation. You can always create additional asks that are much more targeted later on!<\/p>\n\n\n\n
While we can make some blanket statements about how donors\nprefer to give, there\u2019s always a group that defies our expectations. We seem to\nget new insights into donors\u2019 preferences every day! Boomer donors, for\nexample, are split: some prefer to give through direct mail while some prefer\nto receive appeals (and give!) entirely online. Millennial donors seem to\nappreciate receiving direct mail but almost always make a gift online. But some\ndon\u2019t. Some Boomer donors prefer to give one large gift, but many Millennial\ndonors prefer to make multiple smaller gifts. And who knows what Generation Z\nprefers yet?<\/p>\n\n\n\n
Cover all your bases by giving your donors multiple options\nthey can use to make a gift the way they want. Include a simple URL to your\ndonation form on your direct mail appeals in addition to your remit slip. Add a\nphone number to your donation form if a donor would prefer to make a gift that\nway. Enable both one-time and recurring donations so donors can support you to\nthe fullest on their own schedule. Include a variety of suggested giving\namounts that help donors of different giving capacities choose an amount that\u2019s\nbest for them. <\/p>\n\n\n\n
Once you have direct mail, an online donation form, and a\nphone number established, consider adding different options to make giving even\neasier. Try adding a text-to-donate number to brochures and websites or explore\nsetting up a peer-to-peer fundraising event that will let donors support you\nwith their time and access to their social networks. Once you\u2019ve built a solid\nbase of dependable donation methods that cover your donors\u2019 primary needs, the\npossibilities are endless!<\/p>\n\n\n\n
So much is made of our generational differences that creating\nuniversally appealing campaigns and fundraising pieces can feel overwhelming.\nAvoid the temptation to over-complicate it! Following three simple rules in\nyour next campaign will help you cover all your generation bases: tell stories\nthat appeal to our desire to make a better place, ask donors to give in a way\nthat\u2019s accessible to all ages and giving capacities, and offer donation options\ndonors can use to give in a way that\u2019s best for them. You can always target\ndifferent demographics later on\u2014keep it simple and focus on the basics for your\nuniversal appeals!<\/p>\n\n\n\n
Are you ready to support online donations? Do you have a\ngreat donation form and recurring options? Have you set up suggested gift\namounts that show donors their impact? If you want an online fundraising\nplatform that can help you do these things (and more!), talk to Qgiv! We\u2019d love\nto share how our tools can make your online fundraising easier and more\neffective. Learn more about our\nplatform<\/a> online, schedule\na demo<\/a> of our tools, or call us at 888-855-9595 to talk to a real person\nabout how we can help.<\/p>\n\n\n\n