Are you paying attention to the Boomers? You should be, and here are some reasons why, from Engage:Boomers, at The Numbers That Make Boomers Number One For Many Marketers:
- Boomers have 70% of all disposable income in the United States.
- They spend $2.9 trillion a year.
- There are nearly 80 million of them in the US.
- Close to 100% of them own computers.
Boomers now make up more than half of the donor-age population of the US. They increase both in numbers and proportion, since for every elderly donor who "involuntarily lapses" out of the donor population, more than one Boomer ages into it.
What this means for fundraisers:
- We need to get smart about how they're different from their elders. And they are different.
- We need to be online, climbing up the learning curve. Because Boomers are the first generation that's comfortable and competent doing almost everything online.
- We must ramp up our brands, because Boomers don't spread their giving around as much. Be on their smaller list, and you'll get more from them.
- Really get donor-focused, because Boomers aren't going to pay attention to the old "look-at-me" nonprofit brands.
The organizations that make the jump to successful Boomer fundraising have a bright future ahead of them. Because there are a lot of Boomers, and their life expectancy is long.
