In Andrea Lehr’s recent article on the Moz blog, a company that builds tools that make inbound marketing easy, she offers insight into content marketing specific to generational needs. Andrea Lehr is a promotions supervisor at Fractl, a creative digital agency specializing in high-quality content creation and placement. In other words, she helps produce innovative, data-driven campaigns about industry trends.
Exposing The Generational Content Gap: Three Ways to Reach Multiple Generations
By Andrea Lehr | Moz | 5/26/15
With more people of all ages online than ever before, marketers must create content that resonates with multiple generations. Successful marketers realize that each generation has unique expectations, values and experiences that influence consumer behaviors, and that offering your audience content that reflects their shared interests is a powerful way to connect with them and inspire them to take action.
Here’s our breakdown of the three key takeaways you can use to elevate your future campaigns:
1. Baby Boomers are consuming the most content
2. Preferred content types and lengths span all three generations
3. Facebook is the preferred content sharing platform across all three generations
Andrea Lehr makes a good point when she says “We’re in the midst of a generational shift, with Millennials expected to surpass Baby Boomers in 2015.” As this shift takes place, nonprofits should reassess their channels of communication and outreach.
One size does not fit all when it comes to expectations, values, experiences, giving habits and communication preferences. Each generation is unique. Gaining a better understanding of what makes Baby Boomers (1945 – 1964) different from Generation X-ers (born 1965-1979) and Millennials (1980 – 1995) will help your nonprofit effectively engage more people and increase donations through targeted content marketing.
Boomers currently account for 43% of total US giving with an annual donation amount of $1,200 spread across 4-5 organizations. Establishing solid, long-term relationship through frequent email updates and a few text messages will keep them engaged in your cause.
Gen X-ers volunteer their time and tend to make approximately $700 in one-time pledges every year. You can still reach them through email, but they are more likely to regularly check social media or text messages than the generation before.
Millennials are unique, indeed. They currently give about $480 to three carefully chosen causes annually. However, as they take over 75% of the workforce and build financial decision-making power over the next decade, they will be extremely valuable to the survival of all for-profit and not-for-profit organizations. Unlike previous generations, Millennials want to use technology for every aspect of their lives – including the selection of nonprofit benefactors and the donation process.
Take away: Getting to know generational differences in your donors may seem insignificant, but learning their basic preferences and donating habits will help you streamline and target your content marketing so supporters actually see your updates and donate. In turn, you will end up spending less time chasing down new donors to reach your goals.