Generational Marketing

Be The Match, a nonprofit that manages a bone marrow registry to help blood cancer patients, needs a new way to recruit young, healthy donors, so it's looking for them on apps popular with Millennials. "What we've found is that while anyone between the ages of 18 and 44 can join the registry at no…

A lot of marketers see Millennial customers as a sort of gold rush. Last year, they reportedly spent 500 percent more on advertising targeted at Millennials than all other age groups combined. Do I detect some herd mentality? Millennials are better customers for certain things than others: outdoor gear, music, electronics. But big picture? Not…

Some of the country's most iconic nonprofits have struggled to raise money in the past few years, while a new breed of philanthropic organization is thriving thanks in large part to its appeal to Millennial donors. While the American Red Cross ran an operating deficit after its worst fundraising year in over a decade in…

A new normal in philanthropy is fast approaching. As members of the Millennial generation grow into their prime giving years, the impact of these philanthropists will upend "business as usual" for nonprofits in ways they are wholly unprepared to address. First the facts: Members of the Millennial generation are the most philanthropic of any generation…

The latest celebrity-approved accessory is a silicon bracelet called the Lokai. Like the iconic yellow Livestrong bands of years past, this one promises to distribute a portion of its profits to charity—10 percent, in this case. Like the Livestrong bands, you can wear it 24/7 without worrying about it tarnishing or falling off. But unlike…

Millennials are different, and, by 2017, they may have the largest buying power in the U.S. Nonprofits can’t just prepare, they actually must change to embrace them...

When I talk to others about time, talent and treasure, I ask them how they were affected by philanthropy. Most of the time they will mention a story about when they were young and the philanthropic seed was planted. We all know if you start early in life, roots may grow strong. Philanthropy training must begin with our youth...

Even as nonprofits work like crazy to have a strong online presence for both younger and older donors, they also send out a heap of direct-mail fundraising letters with numerous printed pieces in each package. They also often print newsletters and annual reports. In short, there is no lack of stuff in print. But are…

In today’s fundraising landscape, there are not many donor groups as coveted as the Millennials. Due to the lifetime value of acquiring Millennials at an early age, Millennial donors quickly have become one of the most sought-after groups among nonprofits and independent fundraisers. And these nonprofits and fundraisers have the numbers to prove it! According…

As technology evolves and new generations arrive on the scene, it can be challenging to connect with your audience in the fresh ways that it desires and expects. Organizations often find that potential supporters and investors become less satisfied with the communications and options they’ve been offered over the years, and the risk of being…