The Planned Giving Blogger

The art and science of planned giving.

Marketing to today’s 65-plus consumer.

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Advertising Age recently published a great summary article about the challenges of marketing to older consumers.  The article validates some of what has been written here previously and also makes some interesting new points.

1.  Although generally speaking images of 65+ consumers should show them no older than their age and ideally younger, the main point is that the people be shown as active but not unbelievably so.  The article cites the idea of showing a 65+ individual water skiing as an image that may not be believable while showing older people bicycling or hiking could work.

2.  Don’t just show couples.  Many older consumers are alone (not lonely!) due to divorce, being widowed or, perhaps, never married.  In the recent Pew survey on growing old in America it was found that most older people do not feel lonely and rely heavily on a circle of friends, rather than family, for support.  So, showing a group of women together is a fine image to use.

3.  The top two things on the wish list of older Americans, according to that same Pew survey, are spending time with family and spending time with grandchildren.  Previous blog posts have talked about the importance of making the case for legacy giving to donors with grandchildren, since those without children (and grandchildren) are exponentially more likely to make a planned gift.  However, if done right, we can help donors with children and grandchildren understand that there are gift types that can work for them and, more importantly, that part of the legacy they may want to leave their family has to do with their values, philanthropy being chief among them.  Clearly, as gift planning professionals, we need to focus more time, energy and marketing effort on making the case for legacy giving even when the donor has children.



Written by Phyllis Freedman

October 6, 2009 at 11:23 pm

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