When looking at your donor segments, do not discount your baby boomers. There are several reasons to make sure they are included in a variety of outreach methods.
While most would say that this generation is the direct mail generation (myself included), it is simply not the case. My parents are all over the Internet and the latest technology, so make sure to include this age group in email and peer to peer fundraising campaigns. They are on Facebook and Twitter, and their friend network likely stretches far and wide. These very social networks could possibly hold a hidden major donor for you.
Baby boomers are also more secure financially. They have worked longer, and have reached an age where they are comfortable making large donations, or smaller recurring donations for long periods of time.
While it is not an easy topic to bring up, if you have not already begun this conversation, give them the option to discuss planned giving. The earlier, the better. It takes most donors years to come to terms with the possibility of not being around to see their support of your organization. Once reality sets in, it will still take time for them to narrow down which groups they will choose to contribute to for the many years to come, and at what level they will stay involved.
The baby boomer generation is seeking community involvement. Another great way to get them involved is to offer them exciting and meaningful volunteer opportunities. This will help you offset employment costs now, with the potential that once invested in your organization’s success, they will open their wallets as well.
These are just a few ideas to tap into this donor segment. How do you get baby boomers involved in your organization?
Shanda Wicker is a Business Development Executive at DonorLynk, LLC. DonorLynk is focused on helping nonprofits increase effectiveness and efficiency.