Generational vs. Lifestyle

     In this week's newsletter from the NonProfit Times, the lead article headline states "Mail versus Online: It's Lifestyle, Not Generational."  At first glance, one can think that this applies to marketing.  It's a headline, and since it's a NEWSletter, this is big news from recently completed research.  As one reads the article, however, the slant is toward fundraising/development, and the results of donor gift solicitation.  The article speaks to attibutes of donors...which is great for determining what kind of donors an organization has; unfortunately, it leaves out information relative to whom the requests were sent.  Individuals are more apt to become supporting donors when they are "engaged" with the work of the organization.  Giving to my Church, the American Cancer Society, the local food bank or the homeless shelter are all worthy causes, but the organizations that get the most support from our family are those in which we have a vested interest or that engage us beyond a yearly (or monthly) direct mail piece request.

     The article found that as these contributors age, their contact preferences do not necessarily continue with them.  In 1995, it was thought that by the year 2005, those core individuals that responded to a direct mail campaign would die out, and that online giving would have to ramp up to capture the new breed of philanthropic supporters.  Those predictions were incorrect, at least according to this research.  The current research show that most contributors still respond to a direct mail campaign.

     I believe the research is incomplete.  I wonder what the percentage of response was for an email versus direct mail request, and was this solicitation for an annual appeal gift or for a supplemental gift?

     A direct mail solicitation for an annual appeal gift is paramount.  Indeed, it is "lifestyle" - I want to be engaged with the organizations I'm going to give money to, and therefore, will open a quality piece of mail from them.  An email is too easy to delete for something this important.  The only other reason I would use direct mail is for quick information (a one-item announcement, such as a new contact person/representative of the organization, or a call to action to move the recipient to a Web site (which must have an easy to remember and easy to input URL)) in postcard format.  If something comes in an envelope, that's a non-verbal for "request for donation enclosed."  A prospect must be informed, invited, involved and then engaged to get to fifth step where they're willing to open their wallets and checkbooks.

     It's much easier (and much more stewardship-oriented) to request an individual to make smaller gifts through the course of the year online, saving printing and postage costs and providing the ability to forward a link to another person (the equivalent of a sales referral).

     But that's all about "development."  What about "marketing?"  Is marketing the same as development when it comes to generational vs. lifestyle?  No - it's generational.  Attributes that are lifestyle-orientend change as constituents age - individuals in 1995 may have been more oriented toward the use of the Internet because it was relatively new then, but 20 years later, those same people now donate when they receive a direct mail appeal for an annual gift.  Attributes that are generationally-oriented remain consistent with the generation.  For instance, 18- to 25-year-olds that listened to Led Zeppelin in 1975 were surprised to hear a song of the group as a soundtrack for a Cadillac sport sedan commercial in 2005.  After all, Cadillac targets drivers that are around 45 to 55+ years of age, and - oh, well look at that - the 18- to 25-year-olds of 1975 are the 48- to 55-year-olds of 2005.

     Are parents of young children today looking in the Yellow Pages for information about our schools?  No.  Ads in newspapers?  No.  Their main sources of information are their neighbors (and businesses in the neighborhood) and the Internet.  What about information from the Church?  That's an interesting one.  The Church is BOTH - Lifestyle AND Generational...but don't count on young parents to ask the Church about your Catholic school - unless the Church has engaged them on a consistent basis from the time they were married through the time of their children being born and baptized through the time that the children are ready to enter school.

© Michael V. Ziemski, SchoolAdvancement, 2008 (Original Publication Date: 6/23/08)

Back to Marketing Matters Index