Generational Marketing – Traditionalists

Generational Marketing: Connecting with Traditionalist Donors

Training Thursday

Interact with intent and respect.

Traditionalists include those aged 77+ and will be a key group when it comes to your planned giving outreach. Learning how to communicate with this portion of the population is important for your success. Discovering the nuances and what makes this group different will allow you to interact with intent and respect.

The world has changed drastically over the course of a traditionalists’ life. They have experienced major shifts in every facet of life. As fundraisers, we must educate ourselves on how to properly communicate with this mature audience so we do not alienate or frustrate this donor base. Below are a few notes on ways to communicate, market, and interact with the eldest of donors.

Communication

1. Face-to-face interactions: In-person meetings with their schedule in mind. Meet where they feel most comfortable (their home, a quiet coffee shop or diner, your office).
2. Personal phone calls: Make calls yourself or have a dedicated gift officer call. Do your research before you call and know personal information (preferred name, spouse’s name, recent events).
3. Handwritten notes and letters: Thank you notes or letters written by hand show you have taken the time to communicate personally.

Marketing

1. Print materials: Watch your grammar and manners. Use images that depict life, not aging. Your marketing materials should be designed with this group in mind, using larger fonts and more white space.
2. Direct Mail: Use postcards, pamphlets, and self-mailers. Include multiple ways for donors to get in contact with you, including a picture of yourself.

3 Key Tips

1. Use simple, straightforward content: Stay away from technical terms and instead use everyday language. Deliver your message based on the history and traditions of your organization to help donors feel they belong.
2. Do not take their loyalty for granted: Recognize their continued support and show that you know they are an important part of your organization.
3. Show respect and up your ‘thank-you’ game: Address them as Mr. or Mrs. unless instructed otherwise. Listen first, then ask clarifying questions to demonstrate that you’re listening closely.