Aug 16, 2021
Empowering your baby boomer donors
If you run a nonprofit organization, it’s wise to set your sights on baby boomer donors. As one of the largest and most charitable generations in American history, baby boomers can prove to be highly valuable to your mission. That’s why you must know this audience well enough to evaluate their donating habits and empower them to give.
Who are the baby boomers?
By most definitions, baby boomers — also known as the Woodstock Generation — are individuals born between 1946 and 1964. Boomers have what is perhaps the highest amount of disposable income among the generations, meaning they have the ability to give significant amounts to charities and nonprofits.
Like any group, baby boomers have many shared interests that define their generation. Some of their primary influences include:
- Rock ‘n’ roll
- Space exploration
- Post-war prosperity
- The civil rights movement
- The Vietnam War
- Women’s liberation
Exploring baby boomer giving habits
Baby boomers are currently considered one of the most generous generations in terms of charitable giving — in fact, baby boomer donors are responsible for 43% of total giving within the United States.
The baby-boom generation tends to donate to organizations with positive reputations, and it’s important to them that they know about a nonprofit’s financial competence before they decide to give. They want to make sure their donations will be spent wisely and used to make a difference.
These donors typically prefer to send gifts by mail, with 43% stating that they choose to donate using paper checks. However, this group has recently begun transitioning to online charity, with monthly giving and crowdfunding campaigns rising in popularity. Fewer baby boomers tend to donate through email responses.
How to empower baby boomer donors
Now that you know what baby boomers look for when contributing to nonprofits, you can better cater your messages to their personal preferences. Some of the primary ways you can empower your baby boomer donors to contribute to your cause include:
- Demonstrating credibility: Baby boomers value organizational repute and will often look for ways to verify that a nonprofit is trustworthy. It’s wise to keep your website and third-party profiles updated with proof of your organization’s credibility, such as testimonials, media coverage, and financial reports.
- Showcasing impact: Baby boomers want to know that their donations will make a difference. You can prove that your nonprofit uses its funds responsibly by showcasing projects that past donations have funded on your website and in monthly newsletters.
- Customizing outreach: You can’t tailor your messages to your baby boomer donors when you have no way of distinguishing them from other patrons. That’s why you should find a way to gather information about your donors’ birthdays to customize your outreach approach.
- Varying engagement methods: Though many assume that online engagement is better suited for younger donors, digital giving has become a popular platform for boomers as well. Try diversifying your fundraising approach by incorporating both mail and online charity opportunities.
Empower your donors with our mobile fundraising software
If you’re looking to empower your baby boomer donors to donate to your cause, GiveSmart is your solution. Our mobile bidding software is designed to facilitate nonprofit events and fundraising opportunities.
Request a custom demo to get started with GiveSmart today!