It is interesting when you look at the Baby Boomer cohorts. Their births span 18 years. Fundraisers should take this statistic into consideration when developing their communication to these cohorts. Marketing and fundraising efforts may need to be different.
Let’s look at their life experiences. Baby Boomers born between 1946-1954 remember the assassination of Martin Luther King Jr., John F. Kennedy and Bobby Kennedy, “Cold War” bomb drills, the Vietnam War and Watergate. Many Boomers of this group were personally involved in some way with the Vietnam War. These events led Boomers to soul searching on moral and ethical topics.
And who could forget the Beatles coming to America and Woodstock? These events changed the world of music and the lives of many early Boomer cohorts.
Even with all the life changing events during this period, Boomers still held onto traditional values.
Baby Boomers born in 1955-1964 did not face the same challenges as their earlier cohorts. Many are too young to remember the assignations, the wars and political scandals.
On the other hand, those born in the later years of the Baby Boomer era were raised on disco and “rock & roll” music. The use of recreational drugs and having casual affairs became more prevalent. Birth control, along with the Women’s Rights Movement, changed the life for women of all ages. Women were now thinking about careers and putting off having children.
For Baby Boomers who identified themselves as Roman Catholics, the Vatican Council profoundly changed the way they practiced their faith. Many Roman Catholics of this cohort and those that follow don’t actually believe (or even know) what Catholic theology states. This same trend is seen in other religions as well.
What does this mean for fundraisers? Your nonprofit’s mission should find ways to address their unique generational values and shared life experiences and correlate them with your need for support. Ensure the messages you send resonate with their life experiences.
-Gail
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