Here's a reminder of why things are looking up for smart fundraisers, from the Engage:Boomers blog: Don't Sell The Product, Sell The Experience.
Commercial marketers who have followed the Boomer generation for the past few decades are noticing a fundamental change in what their customers want:
Boomers are at a juncture in their life journeys where having the hottest and greatest "new, new" thing does not appeal to them in the same way it does their younger counterparts.... Boomers are looking for the deeper meaning, the second act, or just trying to enjoy the journey.
This is great news for fundraisers, because charitable giving is an experience that's packed with meaning.
Those aging Boomers want what you have to offer. And there are a lot of Boomers.
But if you really want to tap into this incredible reservoir of people seeking meaning, you have to fulfill their search for meaning. That means:
- Great fundraising offers. Give your donors specific, compelling, exciting things they can do to change the world through your organization. The standard unrestricted "support us" offer doesn't necessarily meet their need for meaning and connection.
- Be thankful. They need to know -- quickly and specifically -- that you got their gift, you put it to work, and you're grateful for their generosity.
- Report back. This is the difference between winners and losers in Boomer fundraising. Show them what their giving accomplished. The more specific and emotional you are at this stage, the better.