The Best Way to Engage Older Donors Online
In an article for The Washington Post, Tara Bahrampour tells the story of a young man teaching residents at a senior living community in Virginia all about smartphones, and how the elderly students are quickly learning to embrace mobile technology for more than making phone calls.
Trending Article | Tara Bahrampour | The Washington Post | 03/04/2016
Want grandma to know Siri from a selfie? This teen can help.
In 1948, when Diane Howard was 4, she was learning to play ring-around-the-rosie.
In 2004, when Christian Magnuson was 4, he was teaching himself to install games on his dad’s computer.
On Wednesday, Howard, 71, sat in a classroom where Christian, 16, was the teacher. His class: an introduction to smartphones for residents of Westminster at Lake Ridge, a retirement community in Prince William County, Va. Christian began volunteering at the facility a year ago, helping at Tuesday night sessions where people could come with tech questions.
By the end of the 90-minute session, the students knew how to take selfies, send text messages, change their ringtones, and ask Siri the meaning of life (the answer was chocolate).
Insider Outlook | Dale Bartos | MobileCause Chief Financial Officer
Engage Older Donors Online as They Continue to Embrace Technology
As evidenced by recent studies and the article’s Virginia seniors learning to embrace their smartphones, more and more, the technology adaptation gap that once existed between younger and older generations is rapidly narrowing and clearing the way for nonprofit organizations to engage older donors with digital fundraising tactics and campaigns. In fact, donors over the age 40 are now just as likely as their younger counterparts to give to charitable organizations online.
To take advantage of this closing gap, your organization must be able to engage older donors with mobile-first solutions that allow you to reach them from any device, especially those who have higher levels of disposable income and have the potential to become the biggest and most engaged contributors to your organization. Plus, you can improve the results of targeting this older demographic when you make it easy for them to give.
To successfully engage older donors online your first steps should be to ensure that your donation button is clearly visible on your website and that you are only using mobile-friendly forms designed to make the donation process effortless whether they are making a one-time contribution or setting up a recurring gift with the simple tap of a button.
Summary: Engage older donors who are continuing to adopt technology like smartphones into their everyday lives by making it easy for them to give to your cause with cleanly designed, mobile-friendly forms and simple options for choosing to give repeat gifts on a monthly, quarterly or annual basis.