Canadian Baby Boomers want donor power. At least that's what a study reported in The Vancouver Sun says. Boomer phenom even hits charities says that 74% of Canadian Boomers "want to know exactly where their charitable dollars are going before they hand over their cash." (In Quebec, 86% say this.)
"This is the biggest change I've seen in the past 10 years in philanthropy," said [Marvi Ricker, vice-president and managing director, philanthropic services at BMO Harris]. "And its very much a baby boom phenomenon." She added that in previous generations, people trusted institutions more and were happy to hand over their money to them. "Baby boomers have grown up questioning authority, defying it and wanting to do things themselves and being very hands-on."
Pay close attention to what Boomers say about their giving beliefs. Because they're moving into the ranks of donors. Age overlays on new donors for some of the organizations I work with show nearly half of new donors are under 60 -- that is, Boomers.
Personal significance is a defining characteristic of the Boomer generation.
The best thing you can do about it: Give them information, power, and choice. Specific fundraising offers. The ability to restrict their giving. Choices about how you'll communicate with them and about what.
Without roughly 8,000 Boomers turning 60 every day (that's in the US alone), they are a more significant audience every time we turn around! Don't miss them by sticking doggedly to old assumptions about donors.
Thanks to AFP Blog: Recent News of Note for the tip.
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