Baby Boomers are everywhere. No, we’re not talking about kangaroos. This popular American term is often used to classify people born in the post-WWII era (1946-1964).
Why do Boomers matter so much to marketing? They make up 21.5% of the total Australian population and have far more discretionary spending available than other generations (with a close second by Millennials).
When you think about it, Boomer financial stability makes perfect sense. They are older, have established home ownership, and have more free time than others raising kids or working 40+ hour weeks.
One of the best strategies for improving your NFP’s volunteer base and donor funds is to market directly to Boomers. Here are some quick tips to help you get started.
The Trick to Baby Boomer Marketing
Generational marketing must be streamlined to the target audience. Your brand is not going to appeal as well to a younger person if you’re not on their preferred platforms like TikTok or YouTube.
The same concept is accurate for Boomers. The most effective campaigns for this generation must consider where they spend their time.
- Baby Boomers spend a lot of time online watching videos, social media posts, blogs, and streaming videos.
- They are way more into social media, but likely to stick to older platforms like Facebook and YouTube.
- They have much more spending power and the time to dedicate to finding the products they like.
You need marketing channels for your NFP that directly appeal to Boomers. Email newsletters and videos top the list, but having an integrated website to both funnel that attention and promote news is also crucial.
9 Tips to Market Your NFP Brand to Boomers
#1 – Use all screen sizes
Boomers are not a mobile-first generation. The adoption of smartphones and tablets didn’t really kick in until the mid to late 2000s. Boomers were around long before that, getting used to larger screens with laptops and PCs.
In addition, Boomers are at an age where if they are using mobile devices, they have to adjust their personal settings to the text so that it is larger due to eyesight issues. You’ll need to create content and a responsive website that works with smaller screens and still looks attractive when the target audience uses larger fonts, magnifying software, or other adaptive technologies.
#2 – Keep your language clean
Older Australians know how to swear. Don’t think for a second your lovely grandmother stitching a new blanket couldn’t swear you under the table. The difference is they don’t use that language in public settings.
In addition to offensive slang, you want to keep your language free from terms that would put their age in a negative light. Saying things like “elderly” or “Boomer” doesn’t go over well. People don’t want to feel like they are in a generation on their way out. They want to feel appreciated and valued, just like anyone else.
#3 – Stick to the value proposition
Older generations do not share the love younger generations have for brand-name items. You will not convince a Boomer that your trendy sneaker is the “must-have” item for the season. While you can appeal to their underlying ethics based on your NFP goals, there is another way.
Showcase your value proposition. Demonstrate the value you bring to the community and how you are making a measurable difference in the world. Boomers will want to put their own stamp of approval on this legacy by donating funds, time, and effort.
#4 – Content over PPC
PPC (pay-per-click) advertising is a valuable way to reach your target audience, but it doesn’t work as well for Boomers. These hardworking Australians grew up in the time of the “Ad Man.” They know the tricks companies use because they grew up being bombarded by false cigarette ads or promotions for timeshares that have left a bad taste in their mouths.
Organic content that delivers value is your better pathway. Keep it positive and to the point, and reinforce personalised stories. You’ll see a much higher ROI over PPC ads.
#5 – SEO is your friend
Speaking of organic marketing, you need to invest in SEO (search engine optimisation) efforts. Boomers want to use traditional search engines over AI or social media. If they have a question, they type it into Google or Bing’s search bars and hope for the best.
You need SEO tactics like keyword planning, backlinking, image optimisation, and more to get your NFP website up to the top of the SERP (search engine results page).
#6 – Focus marketing efforts on trust
You need to gain the trust of your target audience. Boomers are die-hard loyalists to brands they know deliver value over time. They are not “fans” like Apple enthusiasts. They will organically celebrate how much value you bring to any topic and share that news with friends and family.
Ask your grandparents what places they like to shop, eat, or be entertained. You’ll likely hear a story about a multi-generation business that saved the community or a diner that still serves one particular food because they know people like it – even if it doesn’t profit.
That trust factor is gold to a Boomer. Don’t try to overuse personalised marketing directed at this audience, as they don’t like it when data is used in such a way. Stick to value and build trust over time. You’re playing a much longer game with this generation.
#7 – If you go social media, stick to social proof
UGC is your friend. This is user-generated content where you have everyday-looking people who match your target audience to speak about the value and mission of your NFP.
Brand loyalty and trust come when social proof like customer reviews, industry awards, or influencers celebrate your actions. Baby Boomers love to see people of their generation share personal stories, videos, and images of their experience with your NFP.
#8 – Trust is cumulative and compounding
Leveraging compound interest over time is the best way to become a millionaire. The best way to grow your NFP brand with Boomers is consistent messaging over time.
Older demographics are far less likely to make an impulse purchase. They may not donate based on your fast-acting holiday funding campaign. However, they could become a valuable long-term donor based on years of exposure to how you help the local community.
The point is that you’ll need to settle in and slowly acquire this demographic. It takes time.
#9 – Keep it simple
Have you ever heard the axiom “quality over quantity?” Where younger generations are used to endless marketing messages and touchpoints, Boomers prefer less engagement with more value.
A series of emails over a month with perfectly crafted content showcasing value and speaking to their generational needs is more effective than a barrage of emails.
Keep it simple. Keep it tight. Keep it targeted.
Conclusion
Like you would adjust marketing your NFP for people straight out of college or experiencing their firstborn child, you need to adapt campaigns to the Boomer generation. This is a highly valuable demographic with a lot of time and money to contribute to causes they believe in – and that could be your NFP.
All marketing must be centralised and point to your donor forms, volunteer sign-ups, and newsletters. That is where having a mobile responsive, easy-to-navigate website helps.
Our team at Web105 is here to offer the professional website design and development your NFP needs for success. We know how to include adaptive changes like users requiring larger font sizes and other technologies. Our team builds inclusive designs that ensure all your target audiences can read your info, engage with your CTAs, and bring value to your NFP.
Give us a call today and schedule a consultation so we can begin work ensuring your NFP reaches every generation – including those lovable Boomers.
FAQs
What percentage of Australians are Baby Boomers?
As of 2021, Baby Boomers and Millennials made up about the same percentage of Australians, roughly 21.5% each.
How much wealth do Baby Boomers have in Australia?
The average net worth of this generation is $2.31 million, closely followed by Gen X and Millennials.
Which age group donates the most to charity in Australia?
The Boomer generation is the most generous in financial and volunteer donations to NFPs across Australia and the greater global community.