Part 2 of 5 in the series “Relating to Donors of all Generations”
Woodstock. Peace. Flower power. Free love.
Post-World War II, there was a marked increase in the birthrate across America.
Born between 1946 and 1964, the generation of free love-sharing hippies (early-Boomers) and corporate ladder-climbing yuppies (late-Boomers) arrived.
Like their parents before them, Boomer women were primarily responsible for child-rearing, but also began working outside the home.
Baby Boomers became the first generation to raise families on two incomes. They were also the first divorce generation, as the dissolution of marriage became socially acceptable.
Respect for absolutes and authority were lost to experimentation and personal liberties. But they do exhibit a strong desire for the common good.
Boomers were also the first generation to take up physical activity to lengthen their lives and to focus attention on retirement planning in order to leave a financial legacy.
Those desires — the common good, long life, leaving a legacy — are all reflected in the Boomer generation’s fundraising tale of the tape. According to Classy.org:
- Boomers represent 43% of total giving (that’s worth re-reading!)
- They have a 27.2% volunteer rate
- 8% donate to human rights causes
- Where religious causes are concerned, 48% donate, 48% volunteer
Boomers are the top supporters of First Responder Organizations.
And one key statistic: 49% want to know about a nonprofit’s finances before donating. Remember that distrust for authority? Boomer donors want to see the math!
Donors of different generations bring varied perspectives, motives, and giving preferences to the table. Your ability to understand who they are and what resonates is strategic to your effectively communicating with them.
Boomers give. Engage them!
In part 1 of the series, I covered donors of the Greatest Generation. Next up: Gen Xers — conversing with the generation of latch-key kids.