In applying the concept of generation-based marketing to the world of planned giving, some lessons can be borrowed from Madison Avenue.
A good place to start is to try to understand the events that helped shape and define a particular generation. Acknowledging or referencing a former mission while connecting your current mission can be an effective way to bridge generation gaps to make your communication efforts more effective.
For instance, if your planned giving audience is made up of a combination of the Silent Generation (1928-1945) or the Baby Boomers (1946-1964) consider these ideas:
- Education: Consider using yearbooks for photographs for the classes you are communicating with.
- Healthcare: If you were an institution that dealt primarily with polio or other specific medical concerns, recognize that many of your older donors and auxiliary members may still identify with your former mission even if your current focus is different.
- Cause-related: Feature quotations from or other references to a well-known founder of leader your older donors may readily identify even though they are no longer part of your organization.
Matching media with audience
For now, most of your best planned giving prospects will still respond to printed materials. Think about it this way: These were the generations who wrote and received handwritten letters. Digital media can be used effectively to reach the younger audience but for your older donors, don’t give up on print yet.
