As we wrap up this week’s blog topic of identifying different generations of supporters, and how to target them in unique ways, we take a look at the Silent Generation, 72-92 year old’s. This age demographic is often overlooked, and this post will explore a few reasons why that should never be the case.
The silent generation is proven to give more and support more various organizations than any other generation. This means that their investments are many, and they realize the resources that they have are valuable to multiple causes. Denote these donors as a certain level of ranking in your donor management solution to be sure to acknowledge and cultivate this relationship in a specific way. They will always be appreciative of the special attention they receive, and you know they deserve.
These donors give more in kind donations than those before, or after, them. They have made investments in real estate, and are likely to share what they’ve earned from it, maybe even the properties themselves. Educate your silent generation donors on the options to give in different ways as opposed to the classic check/cash/credit card donation. Target a series of emails a few times a year to alert them of some giving opportunities that allow them to give of their assets.
Planned giving and estate plans, as mentioned yesterday, is an option that allows these donors to continue their investment and involvement for years and years to come. Often these plans are drawn up much later in one’s life, so begin educating your donors in this age demographic earlier on so they can have a full voice in how their gifts are utilized in the future.
Manage your relationships with donors at every age in an effective and efficient way with a custom CRM solution built by DonorLynk. Partner with us today!
Marianna Woodruff is Director of Brand Awareness at DonorLynk, LLC. DonorLynk aims to provide nonprofits with tailored solutions that work for you, not against you.