Forty-three percent of the total dollars given to nonprofits each year in the United States is donated by people between the ages of 49 and 67! Yes, the Boomers! And it’s likely that they will continue to outgive other age groups for the next ten years. The survey, commissioned by Blackbaud, showed that, in addition to contributing the most dollars, Boomers are also the largest group numerically of American givers. (Boomers gave an estimated $61.9 billion in the year studied.)
So, do you know who are the Boomers in your database? The easiest way to get this information is to ask for date of birth on your online donation forms. If that feels too intrusive, then ask on your very next contact with the donor. Perhaps institute a birthday card system. With donors you know, you could enter an approximate year of birth. Or you could ask the donor to check off an age range—30s, 40s, 50s, etc.
Once you can sort by date-of-birth, it becomes easy to tailor your communications to donors based on their generation. You can match options for style, medium, giving level, and follow-up. Pitch to the Boomers differently than you do to Matures, Gen Xers, and Gen Y. Target that Boomer market!