What's with all the lame marketing to Boomers that's built on how cool the 60s were?
According to the Ageless Marketing blog, this marketing misses the mark: What Marketers Need to Know About Aging Boomers (part of a good series on the topic of reaching Boomers). As we age, it becomes our goal to find "a sense of oneness with all and reconcile the sweet and the bitter in life. The main life focus is reconciliation -- finding harmony and peace with ourselves, others and life in general."
You can see why older people are better donors than younger people.
And why appealing to the themes of their youth is just plain irrelevant to Boomers or anyone else:
Aging boomers should be marketed to in terms of where they are in life now, not where they were "back then," Yet, marketing often reflects the fantasy theme ... sometimes in hollow reverie ....
I haven't seen much fundraising that makes gratuitous use of Grateful Dead songs. But I have seen a fair amount of stylish retro use of 60s imagery and colors (yuck). Forget it. It's not getting you anywhere with the Boomers. Speak to them as the mature, fully shaped people they are now, not the groovy youngsters they once were.
Technorati Tags: boomers, fundraising, donor psychology
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