In our annual study alongside Seniosphère
Conseil, an international specialist in strategy and marketing to the Baby
Boomer generation, we spend time understanding the expectations and priorities
of the 50 to 70 year old generation.
recent years this market has become increasingly valuable to brands, due to high
levels of disposable income. They are also tech-savvy; a generation raised on consumption, marketing,
brands and innovation.
charities understand the effects of ageing and the evolving needs of the Baby Boomer
generation to encourage legacy giving?
Things are getting tough!
everything, consumers are bombarded with charity messages. We are constantly
being asked to donate money to a good cause, sponsor a friend or take part in
an event. We are bombarded via social media and in the street.
therefore getting harder for campaigns to cut through and make a lasting
impression with their legacy communications.
must cut through the clutter and engage supporters so they become longer term
loyalists who will consider leaving a legacy.
Last year’s criticism of fundraising
practices has led to a public backlash, where there is a consensus for tighter
regulation of charity fundraising.
rule for all legacy campaigns is that any engagement should inspire, create
empathy and crucially a sense of trust so audiences are not pressurised into
Be open and honest
Supporters want to know exactly how their gift will make a
difference. Remember, Baby Boomers have time on their hands, so will spend time
making a considered and informed decision about which charity to support.
Many charities have a dedicated legacy page on their
website, but maybe there is a need for stronger clarification on the process of
leaving a gift.
Baby Boomers will have more time than most and the inclination
to investigate your brand thoroughly before making a decision.
The ALS/Motor Neurone Ice Bucket Challenge highlighted how
effective social media and PR can be for charities. As with any campaign,
driving talkability and sharing is key and it is the fun aspect that
generates this, rather than the cause.
Charities need to think of ways to tailor campaigns to make
them relevant to the Baby Boomers. Remember, this audience is digital-savvy so
they will share the experience to help drive awareness.
stories to life
As seen with Cancer Research’s latest
campaign, bringing patients’ stories to life helps to create a personal level
Generating empathy in the same way with
legacy communications will deliver greater awareness to your brand and
willingness to act. What tangible difference will their gift make to your cause
in the future?
Different people have different reasons for leaving a gift
in their Will. It may be purely the closeness to the cause or knowing someone
who has left a legacy.
Tapping into these deep-rooted motivations will strengthen your
there’s a Will there’s a way
2014 figures from nfpSynergy show
that 17% of the public claim to have
left a gift and legacy income is
currently estimated to be worth more than £2 billion a year. There
is undoubtedly a correlation between building awareness through
campaigns with solicitors and will-writers and engagement.
are likely to have more than one visit to their solicitors to amend their Wills,
so don’t forget their power of influence.
Whittaker, head of marketing at Future
Graphics by Shutterstock
First published on www.rememberacharity.org.uk