Generational Marketing:
Research Offers Lessons for Tailoring Your Solicitations

By Jennifer Furla
Executive Vice President
Kansas City, MO

Attending the Philanthropy Midwest Conference in Kansas City last month, Heather Albrecht, who is Vice President of Non-profit Services for RuffaloCODY, talked about Generational Marketing.

Generational Marketing is based on the premise that members of a generation are linked through their shared life experiences during their formative years. These experiences tie them together in their thinking and behavior. The assumption is that these same links and shared life experiences can help us be more effective fundraisers if we use them to inform what motivates members of different generations and how they like to be approached.

Take the “Civics,” for instance. Also called “The Veterans” because many lived through the last World War, members of this generation were born before 1945 and graduated prior to 1967. “Masters of the American Dream,” they are the Great Generation and their motto is “Ask not what your country can do for you, but what you can do for your country.” Civics define themselves by the concepts of self-discipline, self-denial and a sense of duty. Their success is fought hard and won and they are the wealthy generation.

Research from the Center on Philanthropy tells us that this generation is at the top of the household giving ladder in the United States, outpacing the next younger generation in all various brackets by 40 to 50 percent. And, depending on their income bracket, they are also 4 to 12 percent more likely to give.

So, what can we learn from marketing research that will help us gain our market share of giving from this generation?

Civics are loyal. They are likely going to be the donor who gives you $25 a year for 25 years. And, they remember when that $25 actually did something. They respond to advice from professional advisors and appreciate formal events, recognition and tribute events. While they will respond to direct mail, they are motivated by personal, face to face contact. They believe it is their duty and responsibility to give. They want to know that their life experience is valued and that they are making a difference for the next generation.

Born from 1946 to 1964, and at 80-plus million strong, the “Boomers,” on the other hand, are the largest generation to date and define themselves by youth, individuality and the “ME” generation. They were there for Woodstock, Vietnam, Watergate, the women’s movement and man’s first steps on the moon. They are the most influential generation, but also the most stressed. Their mottos are “The good life,” “Keeping up with the Jones’s,” and “He who has the most toys wins!”

Boomers have little time for phone or direct mail. They’re already inundated with thousands of daily offers of travel, luxury goods and financial services. If you’re going to offer them information, don’t give them too much detail. It only adds to their stress. They are motivated by messages of value, need and worth, and believe that they’ve earned and deserve respect, and want you to listen to their ideas about how to make the world better. These are the social venture capitalists who want to do more than give money, but want to be involved with your organization to help direct where that money will go. They respond to social and recognition events and want to know where they “stack up” to their friends, the Jones’s. “Printer’s proofs” and other recognition lists motivate them to give to higher levels.

Born between 1965 and 1980, Gen X is a generation of young alumni and recent grads. They are a “Do It – Now!” generation that is into the newest in hardware, software and technology, and they tend to run in packs. They are not rule followers and eschew the “corporate” approach, preferring to be more hands-on. Online and E-marketing will capture them, and if you’re going to call them, be sure you have their cell number and ask if they have “weekend and evening minutes.” Word-of-mouth and peer gatherings are the way to go with getting Gen Xers to attend special events. In fact, they don’t even care if they receive a printed invitation; it’s cool just to be invited by friends.

But with Gen Xers, be cautioned: Above all they are skeptics and want truth in advertising. They’re the generation that was born of the internet, MTV and email. They are pessimists and believe that life is uncertain. They fear there won’t be enough to go around for them and tend not to take anything for granted.

Amidst this pessimism, however, they take a light view: They say, “Life is uncertain – eat dessert first!” Combined with a tendency to move in peer groups, this means you can capture Gen Xers with young professionals’ events, giving circles, beyond-the-usual special event themes and casual gatherings at friends’ homes/work.

The Millenials, or Gen Y, are the emerging generation. Born from 1980 and beyond, some of them are still in high school. Children of the Boomers, they are out to change the world. They are the most diverse generation to date and place a high value on that diversity. They’ve experienced some horrific events: September 11, Columbine, the Oklahoma City bombing and the War in Iraq. Yet, they have generally lived a life not wanting for much. They are confident and self-reliant. And, while they’ve never known life without CNN or cell phones, they are highly influenced in their attitudes and ideas by their grandparents, the Veterans/Civics.

Gen Yers likely have a page on MySpace and, like Gen Xers, respond to online and E-marketing. Radio and pod Ccsts reach them. They might want to join a “Street Team” to help your organization. Because they look up to their grandparents, invitations to the Civics to come to an event and “bring the grandchildren” are a likely hook for both of these generations.

Armed with this information, you can begin to take a fresh look at your donor, prospect and constituent base. Ask yourself: Do I know my segments? Where do I need to focus? If you’re looking to grow major and planned gifts, are your messages delivered in a way that appeals to The Veterans/Civics? Can you offer your Boomer supporters an opportunity to be recognized and to get involved and make a difference? Does your organization have its own MySpace page and are you up-to-speed technologically to reach Gen Xers and Millenials?

As with shaping our marketing messages, we can learn much from the volume of marketing research that’s available when we apply it to how we ask for gifts and what we say to our donors and prospects when we make those asks. Take the time understand your support base, segment it for different messages, and customize your approach in a way that will make a difference “for the Generations.”