You just have to love the term "silver surfers" for older people who are online. That's who they're talking about at Precision Marketing in Silver surfers shun email marketing. Key finding:
... almost 80% of the over 50 age group does not respond to email marketing, preferring to use email to communicate with friends.... However ... 36% of this age group are happy to communicate with brands online once initial contact has been made using other media.
Most donors (by a large margin) are over 50. These findings may apply to nonprofit communications. I'd work on the assumption that they do.
Meaning: Online donor acquisition will be a struggle with older donors. But you may find many among donors to offline media who are willing to communicate online.
Thanks to BeRelevant for the tip.
Technorati Tags: fundraising, nptech
True, but also 'older web searchers' are less aware of what is advertising and what is not - especially when it comes to search engine marketing. So, they are somehwat responsive to online marketig but they are unlikely to take an action.
Matthew
www.emarketinginabox.com
Posted by: Matthew | 01 November 2007 at 13:58