The answer is “Yes!” And, research is one key to your success. We all know that testing is expensive. And, now there are many new options for reaching out to constituents. So where do you start?
Begin by looking at corporate marketing efforts. See the images they use in magazines. Watch TV and visit websites to see how others portray the generational differences. Make note of them. Then take what you have seen and complete a review of your organization’s communication and fundraising materials.
Do your ministry's brochures, website and fundraising materials need a facelift? Has your organizations' ministries changed its look and feel over the years? Will this next generation of constituents understand the value of your ministry to their lives through your current communication tools?
Use the visual concepts you see in your daily life and apply them to your ministry. As you create marketing strategies for your organization, test some of the imaging you have seen. Monitor your results. Remember imaging is just one part of the message. Test copy with the next generations of non-traditional religion cohorts.
Though our biggest challenge today is reaching out to Boomers for support, do not forget to communicate to the younger generations who may be willing to give to the nonprofit in other ways.
-Gail
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