The Planned Giving Blogger

The art and science of planned giving.

When I’m 64.

with one comment

Apparently when I’m 64, I’ll feel like I’m only 54.  That’s according to a new Pew Research Center Social & Demographic Trends survey on “Growing Old In America” which has just been released.   Pew ChartBeginning in their fifties and continuing through their seventies, people generally feel ten years younger than they actually are.  This is not surprising to me because it’s pretty much how I feel–younger than I really am.

And this finding is consistent with information provided by Modern Maturity, the AARP publication, in their handbook on how to advertise to maturity.  Their advice:  ” Take off 15 years.  At least.  Talk to a person, not a birth date.  Enjoy their continued youth with them.  Show them young and behaving a good fifteen years younger than preceding generations did at the same age.  See them as they are.”  This seems like especially good advice for planned giving marketers.


p.s.  The full Pew study has other interesting information, too.  For a full read, click here.

p.p.s.  Kathy Swayze, of Impact Communications, will be speaking on this very topic–how to craft messages for a planned giving audience–at the upcoming Bridge to Integrated Marketing & Fundraising conference in DC, July 22 and 23rd.


Written by Phyllis Freedman

June 30, 2009 at 9:00 am

One Response

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  1. I think it’s especially important when communicating to people in this age group to get the tone right. Often the tone is just a bit condescending … aren’t they cute, 65 years old and still dancing …. While we may glance through “Modern Maturity”, it’s not our favorite magazine. But, we are thinking about legacies, how to leave the world a better place, those things that make us prime planned giving candidates.

    Dinah O'Berry

    July 1, 2009 at 10:03 pm

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