steven dodds dms iof insight 170608
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Engaging with Baby Boomers
Getting the fundraising proposition right
Prepared for Institute of Fundraising INSIGHT conference
17th June 2008
What we’ll cover today
Boomer basics
What research is telling us
What results are telling us
What you can do
We Dorothy Donor…
Elderly ‘Youthful’
Dutiful
Trusting
Uninformed
Consumerist
Sceptical
Savvy
‘Dorothy Donor’ ‘Barbara & Bob Boomer’
What we’ll cover today
Boomer basics
What research is telling us
What results are telling us
What you can do
Boomers love shopping …
Don’t take my word for it…
Their world, as viewed through the letter box
Source: DMS baby boomer panels May 2008
Boomers want specifics …
£29.99
“Great to see what projects they are doing…
you want to know who is getting the benefit” (London)
“Action Aid keep me in constant contact to the projects they are working on.
A girl in India I sponsor is learning to be a mechanic,
I found it gratifying to see her pleasure in learning the skill” (London)
“This implies projects that are up and running. It gives numbers and examples.
You get the feeling you are really helping one of these 740 children” (London)
“I get a video every month and you see the children wearing
the clothes you have donated yourself. Oh, I’d love to
take a month out and go and work out there” (Manchester)
Source: The Children’s Society baby boomer audience research, May 2008
Boomers enjoy experience …
“Race for Life is fabulous, I love it.
I look forward to it. Its very sad,
but it’s very inspiring”
“It’s very local. And it makes you feel as if
you’re doing something, doing good.”
(Sue Ryder Coffee morning)
“It’s a nice way to spend Sunday morning, and
do some good while you’re at it.” (Race For Life)
“It puts the charity in focus, because there’s so
many people thinking about it.” (Race For Life)
Source: DMS baby boomer audience research, May 2008
“It’s easy. Simple. It’s up to you
how much you raise. And you’ve paid
the entrance fee anyway.”
(Race For Life)
A boomers view of fundraising propositions
What we’ll cover today
Boomer basics
What research is telling us
What results are telling us
What you can do
What we’ll cover today
Boomer basics
What research is telling us
What results are telling us
What you can do
Understand your own boomers
Review your product portfolio
Lots in it for the donorNot much in it for the donor
Sponsor-a-child
Events
Alternative giftsCash donation
Prize-led fundraisingRegular giving
Creatively, tick these boxes …
1. Be noticed
2. Be relevant to me
3. Don’t make me feel guilty
4. Make me feel good, happy
5. Show me, don’t tell me
6. Be entertaining
7. Be quick & easy
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Thank you
Any questions ?
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