Ignore the Economy: The Boomers Are Getting Richer
The November 16, 2010 USA Today headlined the "Big Spending Boomers." But for the astute, the article tells us much more particularly as it relates to the future of giving.
First, many marketers and correspondingly ministries have overlooked the Boomer generation and gone straight to marketing to the millenials–a much younger generation. The assumption is that the millenials are the future now.
Second, by going straight to the millenials, the overlooked fact is that the Boomers have the wealth. The Boomers are in their peak earning years, and will further inherit 14 to 20 trillion dollars over the next 20 years. Overlook the Boomers to your peril.
Third, Boomers take a different marketing bent. We can`t simply go to a Boomer and present the ministry mission and expect them to fund it. Boomers want to (a) feel good about the ministry, (b) feel intelligent about the ministry, and (c) want to feel that the ministry is making the biggest impact. At the same time, Boomers want it easy to become involved, easy to give, and easy to keep track of.
What`s the solution? Pay attention to the Boomers. Tell them stories about your organization. Appeal to their desire for impact and accountability yet recognize they have powerful purse strings.