Technology: Going Digital And User Adoption

August 12, 2015       The NonProfit Times      

Age is often a factor in how often, and how satisfactorily, people use the latest technology, including referring to the Internet.

Baby Boomers, those born between the end of World War II and 1960, can often fall into a gray area between older and younger. They did not grow up on computers and smart phones, but they care coming to accept and even embrace them.

That means the Boomer group can be a tricky one for fundraisers to approach. Should they be approached online? Should they be approached at all?

During the 2015 Bridge to Integrated Marketing Conference, Adam Swaim of Human Rights Campaign and Phyllis Freedman of SmartGiving pointed out a few facts about Boomers, but also about how to set up online vehicles for fundraising.

For example:

As of 2014, every living member of the Boomer generation was older than 50;

78% percent of Americans older than 50 are Baby Boomers;

Slightly less than 60% of donors older than 65 give online; and,

Some 20% of planned gifts come from people who never made a financial contribution during their lifetime.

People can be reached digitally in ways that don’t require large employee commitments. An online publication can be downloaded, an automatic thank-you can be sent and a next step can be offered, all without the intervention of staff. That means online fundraising can be very cost effective.