Bummed-out boomers might need different fundraising

Recent research from Pew finds Baby Boomers more pessimistic than the generations older and younger than they are: Baby Boomers: The Gloomiest Generation. How bad is it? Here are some examples:

• 66% say it's harder for people to get ahead now, compared to 10 years ago.
  
• 55% say it's likely their incomes will not keep up with the cost of living over the next year.
  
• 86% say it's more difficult for middle class people to maintain their standard of living than five years ago.
  

In every case, the Boomers show more pessimistic numbers than those younger and older than them.

Should fundraisers be worried? The Agitator thinks so: Boomer Gloom Affecting Fundraising?

When the largest and most wealthy generation of donors is in a near-Prozac stage and scared to death of their financial future in a society they perceive is going to the dogs, it's not good news for fundraisers.

I'm not so sure the sky is falling. Polling research is notoriously fickle. Next week we could just as well hear about another one finding the Boomers to be jumping for joy. This is a snapshot, not a moving picture. A different moment might look very different, even if conditions are only slightly different.

But it's worth paying attention to. Pessimistic donors may or may not be less responsive -- but their motivators are probably different. They'll want their gifts to promote safety and stability. Framing your work as "revolutionary" is not likely to appeal.

Keep your eyes on this topic so you can respond well.

See also Aging boomers find faith.

Technorati Tags: boomers, fundraising

Comments

[Rita]

Boomers may become more optimistic when the economy turns around.

I write a boomer consumer blog called The Survive and Thrive Boomer Guide at http://boomersurvive-thriveguide.typepad.com.

Rita