The generation game
John Baguley identifies why fundraising approaches should be tailored to specific age groups and generations...
Fundraisers today are caught in a new dilemma, one that cannot be resolved by turning to our previous experiences. As old recruitment techniques like direct mail fade; the new technologies, try as we may, are not proving to be an adequate replacement. This is because generational cohorts have not only radically different giving cultures, but now use very different media to communicate, join and donate. Indeed the word ‘join’ itself means different things to different generations. Generations are never precisely defined, more sociology than science; but an understanding of them is increasingly critical, as a particular generation is rising which will drive forward new ways of supporting charities and new ways of donating. To examine why this is so and how fundraisers can take advantage of the situation let us look at the current set of cohorts and their instincts.
Author: John Baguley
John Baguley founded the International Fundraising Consultancy in 2000 and has been a fundraiser, director and consultant for over 25 years. Specialisms include the international development of non-governmental organisations (NGOs), governance, management, capital appeals, major donor development and trading. He is a trustee of the Institute of Fundraising and chair of its consultants group. He holds an MBA and a PhD.
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