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Connecting with Baby Boomer Donors 

Baby Boomer donors are donating to a charitable organization while their grandchildren are watching them

How well do you know your Baby Boomer donors?  

One of the most important aspects of fundraising is interacting with your donors. You want your donors to resonate with your mission, while inspiring them to donate. But first, you need to know the best way to connect with your donors. 

As of 2020, the biggest source of revenue for charitable organizations is the Baby Boomer generation, especially for planned giving programs. Research by Google shows that 62% of Boomers support a cause or movement, which should inspire you to create an elaborate and effective plan to attract donors.  

Here are 4 tips on how to connect with Baby Boomer donors: 


1. Encourage positive reviews and feedback 

Baby Boomers are highly influenced by feedback from their family and friends. If a Boomer hears a negative review about your charitable organization from a peer, they are highly unlikely to donate to your cause. This is why it’s extremely important for you to ensure that your donors are happy with their experience with your organization. 

Boomers research nonprofit organizations by looking at reviews on nonprofit evaluator websites like Charity Navigator and GuideStar. If you depend on Boomers for most of your donations, updating your profiles on these platforms and maintaining good reviews will largely benefit your organization. And if your organization does not have a profile on these platforms, you should invest in creating one. Additionally, display their badges on your website and documents to show potential donors that your organization is trustworthy.  


2. Offer various donation options

Technology has been evolving rapidly for many years, providing charitable organizations with various donation channels. However, many Boomers still prefer to send their donations through mail and cheques. It’s great to stay up to date on the latest giving trends, but sometimes old-fashioned snail-mail works just fine. Ensure that donating by mail is easily accessible for your Baby Boomer donors.  

But don’t let this fool you into thinking that Boomers don’t know technology! While younger generations prefer to receive their receipts through text messages, some Boomers like to receive theirs through email. This is why it is always best to ask your donor how they would like to receive their receipts and thank-you messages.  


3. Thank your donors – the right way

Many organizations fail to thank their donors after receiving donations. This can lead to your donors feeling unappreciated, while possibly deterring them from donating again. Recognizing donors for their donations and loyalty is another way of reminding them of how important they are to your organization. Making a thank-you phone call to newly acquired donors increases your revenue by up to 40% by the second year.  

Baby Boomers prefer to receive thank-you letters by direct mail and with the evolution of technology, they like receiving emails as well. Thanking your donors promptly strengthens your relationship with them, while increasing their support for your charity. 


4. Maintain transparency through updates

If you don’t stay in touch with your donors after receiving donations, they will wonder if they have made the right decision. They may not donate again because they don’t know how their money has helped your organization. Many Boomers stop supporting charitable organizations because they feel that their money is not being used wisely. This leads to them feeling disconnected from your organization and mission.  

To prevent this, mail and email your donors regularly with updates and developments. Baby Boomers like to receive monthly and quarterly updates about your organization through direct mail. Asking them for their feedback through surveys will also make them feel heard and valued.

Connecting with your Baby Boomer donors in the right way may seem intimidating at first. But when you make them a part of your journey, they will want to give more. Creating a positive experience for your donors, offering different donation options, thanking them, and ensuring they stay connected to your mission will strengthen relationships with your Baby Boomer donors. 

Need help connecting with your Baby Boomer donors? Click here to find out how we can help.