The giving world is shifting from Matures to Boomers, with GenX on the rise. Thus, connecting with today's older donors requires insight, creativity and subtlety. It is time for generational marketing to discover how to motivate donors in a way that works for them. Learn the ways to best target and motivate the 50+ donor. Get actionable tips for each age group by subscribing to our blog: www.maturemarketingmatters.com. Originally presented by Erin Read at the National Conference for Philanthropic Planning, October 2012.

1. 10/9/2012
#PPPmeet
The
Power
of Generational
Marketing
October 5, 2012
Presented by Erin Read Ruddick
@CreatingResults - #PPPmeet
What generational What it is NOT
marketing is NOT
– Defining markets and donors
solely by age
http://www.youtube.com/watch?v=qAsi-KTG3L0
#PPPmeet
What generational
marketing CAN BE Agenda
Generational Profiles
– A strategy that leads to success
– Discovering how to motivate The Four Most Effective Tactics for 50+
donors with insights
into their: • Direct mail
• Age • Email
• Demographics • Internet
• Psychographics • Social media
• Lifestages
• Generational Cohort
5 Subtleties of 50+ Marketing
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2. 10/9/2012
What is a generation? Generational Cohorts
– Spans 15-25 years
– Defined by historical events,
GREATEST 1901-1924
common experiences SILENT - MATURES 1925-1942 (Howe/Strauss)
– Different than those that come BOOMER 1946-1964 (US Census)
before or follow after
GEN X 1968-1979 (US Census)
GEN Y/MILENNIALS 1982 –late 2002
Talkin’ Bout My Generation
SILENT • Born between 1925 and 1942
• Today they are 69 to 86 years old
• Roughly 59 million
• Names for this group include “Silent”
and “Eisenhower” generation
Mindsets/Attitudes Mindsets/Attitudes
– Silent? or Adaptive? – Respect (authority),
– Stuffy? or Well-Mannered? need to feel respected
– Invisible? or Individual? – Duty before fun
– Helpers
– Conformist? or Pick Battles?
– Responsible
– Spend only what you
have saved
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3. 10/9/2012
Talkin’ Bout My Generation
BABY • Born between 1946 and 1964
• Today they are 47 to 65 years old
BOOMERS
• Between 78 and 80 million
• Can be divided into two parts –
Leading Edge and Trailing Edge
Leading Edge vs. Trailing Edge
– Leading Edge: “Make Love, Not War”;
Woodstock; Dylan
– Trailing Edge: “No Nukes”; LiveAid;
The Boss
Mindsets/Attitudes Mindsets/Attitudes
– Selfish? or Self Confident? – Optimists, idealists
– Hippies? or Hip? – As old as I say I am
– Never grow up? or Never grow old? – Involved
– Busy, busy, busy
– Competitive (especially trailing edge)
– Team players, work towards consensus
– Need to feel valued
– Buy now, pay later
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4. 10/9/2012
Putting it into action
Do this
http://www.youtube.com/watch?v=WJkbEPbjqOc
Not that Talkin’ Bout My Generation
GEN X • Born between 1968 and 1979
• Today they are 32 to 43 years old
• 46 to 55 million
http://www.youtube.com/watch?v=chIgcMqdK_k
Mindsets/Attitudes
– Cynical? or Pragmatic?
– Self-centered? or Self-reliant?
– Lack of optimism for future? or Realistic?
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5. 10/9/2012
Mindsets/Attitudes
– Reactive
– Accepting of diversity
– Entrepreneurial
– Feel overloaded with world challenges
– Confident, competent about own abilities
– Take risks to reach big goals
– Drowning in debt
– Earn and save to spend
Tactics for Reaching
Boomers & Beyond
#PPPmeet
Why Print Works
• Tangible
• Fun
• Convenient
• Long-lived
• Proven
• Timeless – and ageless
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6. 10/9/2012
Char ts for your use: http://www.slideshare.net/CreatingResults
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7. 10/9/2012
Popular Website Categories - ALL
Mortgage 21%
News 24%
Senior Living 25%
Fitness 37%
Shopping 38%
Education 51%
NonProfit 53%
Financial 56%
Real Estate 57%
Local 60%
Health 74%
Travel 87%
Free eBook: 0% 20% 40% 60% 80% 100%
http://www.CreatingResults.com/SocialSilverSurfers
2010 RESEARCH
Popular Categories of
Websites
• 40-54 year olds
– Most likely to visit travel, local, education, non-profit
• 55-64 year olds
– Slight edge w/ visits to social networks
• 65-74 year olds
– Most likely to visit news sites (more than 2x rate of
75+)
• 75+
– Games 1.5x rate of 40-54 yr olds
#PPPmeet
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8. 10/9/2012
2010 RESEARCH
• What percentage of all respondents over 40 do
you think want to engage with a brand on social
networks like Facebook?
– Less than 20%
– 20-40%
– 40-60%
– 60-80%
2010 RESEARCH
Subtleties of Subtleties of 40+ Marketing
40+ Marketing Make it real
Make it real 2. Be sincere
1. Authenticity is critical
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9. 10/9/2012
Subtleties of 40+ Marketing
Make it Easy
3. Stress convenience
4. Deliver great service
Make it Personal
5. R-E-S-P-E-C-T
Case study: http://www.creatingresults.com/Westminster-Online-Offline-Campaign
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10. 10/9/2012
Power up!
Generational Marketing
–
–
Provides Insights
Broadens Your Market
QUESTIONS?
– Educates Your Team 401-289-2500 or toll-free 888-205-8899
– Builds Your Donor Base www.CreatingResults.com
Blog www.MatureMarketingMatters.com
Twitter @CreatingResults
everything mature consumers experience
branding | marketing | web | pr | displays | advertising
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