Q&A: Attracting Different Generations to Social Organizations

Hi Gregory—

That’s a really interesting question.  I’ve found that the key is to match programming of the social organizations to the key values of the generation. 

Here’s an example.  I was on the Board of an arts organization a number of years ago.  Initially, our target donors were Traditionalists—a group that deeply values joining organizations, membership, and belonging.  The fund-raising emphasized that donations of different amounts would allow you to become a “member” of different “clubs”—the Silver Club, Gold Club, etc.  Each Club came with increasing levels of prestigious amenities.  As our target donor based shifted, and we began to focus more on Boomers, it became necessary to change the approach.  Boomers place little value on joining institutions, but they are idealistic.  We developed an approach in which different levels of donations were expressed in terms of the benefits each one would provide to others (donations of a certain amount would help x number of children experience this art form, etc.).  It was a very effective campaign, because it touched a core value for this generation.  I’m no longer on the Board of this organization, but I’d suggest that campaigns directed to X’ers might emphasize choice, control, and options (in other words, provide a menu of ways in which the donation could be used and allow the donor some control over the choice).

I haven’t seen other work in this area, but I hope this gives you some useful ideas.

Warmly,

Tammy

Filed under: Comparisons Among the Generations | Published: 01/15/11