catch ‘em coming and going: age segmentation of young leaders and loyal donors

Catch ‘Em Coming and Going: Age Segmentation of Young Leaders and Loyal Donors

Generational Marketing:Understanding generations and engaging Young ProfessionalsJennifer Dietsch, Communications ManagerUnited Way of the Greater Dayton [email protected]

3United Way of the Greater Dayton Area

The Generations Dynamic

Formative years mold core values

5 living and working generations – first time in history

Values Attitudes Decisions

**Generational marketing research gathered from Rocking the Ages, The Yankelovich Report on Generational Marketing


America’s Generations

G.I.’s 1901-1926 80+

Silents 1927-1945 61 to 79

Boomers 1946-1964 42 to 60

Gen X 1965-1981 25 to 41

Millennials 1982-Present 0 to 24*Most generations are split in half, with the older half having some traits of generation before them, and the younger half having traits of the generation below them.


Generational Strategy

Understand formative years

Understand core values

Accurate Messaging


Implementing Generational Marketing

A few ideas…

Internal communications

Volunteer recruitment and communications

Facilitating effective meetings

Campaign speeches

Direct mail

Targeted advertising

G.I.’s and Silentsage: 61+

“Traditional” Generation


G.I.’s and Silents - Background

America’s first Boy Scouts and Girl Scouts

America’s first “senior citizens”

Came of age during Great Depression, WWII, Korea, and Cold War

Built the suburbs and shopping malls of middle-class America

Accomplished goals through hard work and sacrifice

Worked as a team

Created the most conformist culture of the 20th century

Self-sacrificing commitment to bettering society

Cohesive, similarly motivated group of consumers


G.I.’s - Background

Name comes from terms “general issue” and “government issue”, describing uniforms given to solders during WWII

More than half of G.I. Men served in Armed Forces

Important to them to be “regular” guys who are team players who work within the system

Government GI Bill of Rights paid for their education and helped them buy their first homes

Government provided jobs in unprecedented numbers

Receiving most generous pensions and best subsidized medical care in nation’s history


Silents - Background

Rely on G.I.’s for leadership

More cautious and quietly assertive

Served in crucial back-room support roles as facilitators and bureaucrats

Never produced a president

Married young, had children early

Greater educational achievement than G.I.’s

Produced every major figure in 20th century civil rights movement (Martin Luther King, Jr., Malcolm X, Cesar Chavez)


G.I.’s and Silents Today

Many are retired and compared to any retired generation to date:

– Retired earlier

– Richer

– With better health benefits and pension plans

– More comfortable lives

Preference for conformity led to creation of retirement villages

Crime and personal safety are chief concerns

Spending style is cautious and disciplined

Saved a lot of money, but saved it for their families

Have begun to spend money on themselves

View leisure as their reward for lifetime of hard work


G.I.’s and Silents – How to market to them

Don’t treat them like they are old

Don’t be loud or brash

Emphasize experience and wisdom

Base decision making on established institutions and authority figures

Key messages should focus on values such as frugality, responsibility and caution

Like to spend money on grandchildren


G.I.’s and Silents – Key Communication Methods

G.I.’s

Face-to-Face Conversation

Children

Professional Advisors

Formal Social Events

Recognition and Tribute Events

Silents



Formal Social Events

Recognition and Tribute Events

Direct Mail

Telephone

Internet

Baby BoomersBorn: 1946-1964 (42 to 60)78,000,000

Me Generation


Baby Boomers - Background

Most populous and influential generation in America

Grew up with Disney and Barbie

Important marker of generation – color TV

Rebelled against parents and Vietnam War

Enjoyed unprecedented employment and education opportunities

Self-absorbed

Strong belief in their own individual capabilities

Grew up being told they were special and received education and training so they could be

Better educated than parents

– 86% graduated from high school

– 25% graduated from college


Baby Boomers – Background cont.

Fixated on self-improvement and individual accomplishment

Evaluate achievement in terms of personal fulfillment

Generation spawned hippies and yuppies

Strong sense of expectation and entitlement

Grew up spoiled and pampered by stay-at-home moms

Have been media darlings their whole life

Married older

High divorce rate

Most likely part of a married-couple family

– Even among youngest boomers, nearly 2 out of 3 are married


Baby Boomers – Background cont.

Most haven’t reached their peak earning years

Tied to the workforce more strongly than prior generations because of women in the workforce

Creating a new marketplace and will redefine “mature” marketplace

Deserve versus earn what-they-get mentality

More inclusive than generations before them

Embraced civil rights and women’s movements because of rosy outlook and certainty that there was enough for everyone

Used to breaking the rules

Best educated, most sophisticated Americans in history

Less likely than G.I.’s and Silents to live in retirement communities, want something more sophisticated


Baby Boomers – How to market to them

Nostalgia

– Stay-at-home moms are fashionable again

Rise in the priority of family and family activities

Invented new forms of families

– Divorce

– Live-in lifestyles

– His and her children

– Same sex couples

Stress

– Eliminate stress through simplification

– Boom in personal services

– Less welcoming of technology because it forces them to make more decisions



Control

– Provide simplicity along with control

Demanding consumers – want the whole story…want data before they buy

Reinforce strong sense of self-reliance and individual superiority without a lot of effort and participation

Mass customization

Think of themselves as young

– Consider age 79 as old

– Will avoid products pitched to older consumers

– Be subtle

Attracted to romance and adventure

Position brand as the choice of winners



No brand loyalty – brand names are no longer badges of success

Let them know they are getting a good deal

Many won’t retire

– Will begin second careers

– Retirement as work style, not lifestyle

– Won’t have enough money to retire (saving rates are low)

– Work-centered

– Looking for meaning and fulfillment

Want products that keep them healthy and sustain energy and activity levels

Will remain dominant consumer group in marketplace for years to come

Will continue to expect to be center of attention


Baby Boomers – Key Communication Methods

Social and Recognition Events


Direct Mail


Internet

Email

Generation X (Young Professionals)Born: 1965-1981 (25 to 41)

The New Pragmatists


Generation X - Background

First generation that’s never been able to presume success

Uncertainty came from generational debris from Boomers

– Divorce – Crack

– Latchkey kids – Downsizing and layoffs

– Homelessness – Urban deterioration

– Soaring national debt – Gangs

– Bankrupt social security – Junk Bonds

– Holes in ozone

Grew up with Simpsons and Roseanne, not Cleavers and Mayberry

Learned early to never take anything for granted, especially if first handled by a Boomer


Generation X – Background cont.

No one or nothing is as it seems

Wary and cautious, but rarely apathetic, profligate or corrupt

Much savvier consumers

Determined to be involved, responsible and in control

“Life is uncertain. Eat dessert first.”

Not sure what to do about future, so they focus on trying to get through the day

Nothing is black and white – there is good and bad in all things

Important formative experience: have to weigh trade-offs in everything

Find themselves opting for lesser of two evils

Thirst for next level of adventure and excitement



Risks aren’t to be feared – overcome through total immersion

Vigilance and adaptability are important

Have trouble describing future

Mature beyond their years

– Experienced middle-age pressures, responsibilities and choices at an early age

Less judgmental – more accepting of alternative lifestyles

Getting married later

Buying homes later…Many still live at home

Diversity in all forms – cultural, political, sexual, racial, social – is the hallmark of this generation



Very fast paced lives

Demographically, most diverse generation to date:

–69% Caucasian*

–13% African American

–13% Hispanic

–3% Asian American

–1% Native American

*Boomers are 75% Caucasian


Generation X – How to market to them

Diversity is the key fact of life for Xers, the core of the perspective they bring to the marketplace

Sophistication about advertising from a lifetime spent watching more of it than any generation

Skeptical and irreverent, ready to buy but smart about marketing

Refuse to let their lives be stripped down to the stereotype of a marketing target group

New means finding extreme edge of what is already there

Avoid labels…Don’t pigeonhole them all together

Mainstream is a mixed stream

Less quantity, more quality

Multimedia

Retro-eclectic chic



Abandon hard sell

Want to be treated with more intelligence and respect than they usually see in ads

Want honest approach

Get to the point and stick to the point

Don’t drown message in warm and fuzzy or unrealistic promises

Get some attitude

– Attitude, not brand, makes the sale

Have some fun

– Xers are young people, full of energy and ready for fun

– Keep life in perspective

– Crusading is for Boomers, Sacrificing is for G.I.’s and Silents



Want a job and a life

Emphasize pragmatism

– Bottom line is about survival, not about ideology or mission

– Focus on getting by, not bigger causes and movements

– Prepared to do what it takes

Cautious and financially conservative

Pragmatism has led to a back up plan / holding a little back

– Later marriages

– ILYA’s – Incompletely Launched Young Adults

– Women in 20’s living with parents rose to 24% in 1993 from 17% in 1977

– Men in 20’s living with parents rose to 35% in 1993 from 30% in 1977



Live modular lives

– Don’t buy a house and live in it forever

– Don’t graduate and get a job and work there until retirement

– Stay flexible, continually adaptable

Resourceful…Confident…Ambitious

Depend on themselves and their own capabilities to get things done

Confidence in public institutions – economic, political, religious, business, media, professional, charities – has bottomed out

Believe no institution can be trusted



Provide prophylaxis

– Protect yourself

Wear a condom, stockpile your own blood, designate a driver, just say no, wear a seatbelt

They live for today protecting themselves against tomorrow

Think in terms of enclaves

– Most peer-focused generation in history

– Rely on friends for advice about everything

Technology

– Comfortable with all forms of high technology

But, technology has been a contributor to their sense of uncertainty, risk and diversity

Created its own risks and tradeoffs



Strong desire to participate in marketplace and accumulate consumer goods

Have new tradeoffs coming - $50 pair of jeans or $100 lamp

Creating new kinds of households

–Living with parents longer

–Parents helping after kids move out

–1/3 of consumers of all ages believe that parental support shouldn’t stop when kids move out



Most effective way to reach Xers – visual

– True TV generation

– Spent much of early years alone in front of TV or watching with young friends

– Seldom watched with families because of family fragmentation and multiple TV’s

Attitudes and values shaped by visual images rather than written word

Least likely generation to read paper

– Always true of younger people, but more pronounced and not increasing with age

– But, percent of Xers going to movies/galleries/museums rising


Generation X – Key Communication Methods

Email

Internet

Multi-media

Word-of-Mouth

Social Events

Peer Gatherings

Engaging Young Professionals at Your United Way


Reach – Top of Mind Awareness

When you think about a nonprofit or charitable organization that makes a difference in the community, which organizations come to mind?

30%

22%

15%

10%

22%18%

30%34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

2002 2003 2004 2005

Awareness - USA Awareness - Dayton


Reach – Advertising Awareness

34%

52%

31%36%

37%

49%45%

29%

0%

10%

20%

30%

40%

50%

60%

2002 2003 2004 2005

Ad Aw areness - USA Ad Aw areness - Dayton

In the past six months have you seen, heard or read any advertisements for the United Way?


United Way of the Greater Dayton AreaYoung Leaders Circle

Goal: To engage Young Professionals and foster United Way Leadership givers, champions and volunteers through unique networking and learning opportunities

Challenge: 3 other local Young Professionals organizations active in Greater Dayton Area

Young Leaders Circle:

–Young Professionals under 40

–Contribute at least $1,000 through United Way

–Members and prospects: 100+


United Way of the Greater Dayton AreaYoung Leaders Circle

Recognition

–United Way Leadership book and brochure

–United Way website

Networking and Professional Enrichment

–Leadership Luncheon Series

–Young, United, Connected

Social Activities

Philanthropic education

Joint events/mentoring program with Alexis de Tocqueville Society members


United Way of the Greater Dayton AreaYoung Professionals Campaign Strategy

Piloted in 2005

2 companies with established management/ leadership development programs

Mortgage company and university – two different executions



Mortgage company:

Campaign held in the midst of downsizing– Monthly meeting devoted to United Way

– CEO asked Young Professionals to donate, volunteer and champion United Way among peers and staff

$1,683 increase among Young Professionals

13 of 24 increased contributions

1 new Leadership giver

Overall campaign increased by nearly $1,000

Total Campaign: $231,000+ employee giving, $120,000 corporate gift



University:

– Monthly meeting devoted to United Way

– Agency tour and speaker

– United Way Board member (employee), Staff and Campaign Coordinator spoke

$1,148 increase among Young Professionals

7 of 24 increased contributions

Overall campaign increased by 13%; participation increased by 3%

Total campaign: $109,000+ employee giving and student participation


United Way of the Greater Dayton AreaYoung Professional Event


United Way of the Greater Dayton AreaYoung Professional Event

Advertised event to 18,000+ Young Professionals

Email

Viral marketing

–Young Leaders Circle

–Leadership Dayton

–3,000+ email list of 25-40 year-olds


United Way of the Greater Dayton AreaYoung Professionals Target Marketing

Disruptive Marketing - Billboard Advertising



Radio Spots



•Radio Spots

•Impact bracelets

•www.iamwhatmatters.org

Thank you.

Diamond Donor Program – Kansas City

Presented by Beth Burkes


Diamond Donor Program Basics

- Recognizes donors who have given to United Way (in any city) for 25+ years.

- Donors self-identify.

- Designed to acknowledge and thank long term donors at any giving level – no other program did so.


Benefits of a Diamond Donor Program

Closer relationship to donors

Home addresses

Connection to retirees

Opens doors for planned gifts

Annual gifts often increase


Benefits of a Diamond Donor Program

Opportunity to say “thank you” to most loyal donors

Differentiation point for United Way

Great stories!

Opportunity to interact with most supportive

companies in a different way


Program Process

1. Donor self-identifies

2. Thank you letter sent from CEO with package of 10

notecards

3. Information captured in donor database

4. Donors prioritized and contacted by PG Director

5. Donors invited to biennial thank you event


Diamond Donor Event

- Sponsored by Helzberg Diamonds

- Heavy hors d’oeuvres

- Gifts for attendees (paperweight, book)

- Message of thanks

- Message about Planned Giving

- Media


Registration form (also online)

AArree yyoouu aa UUnniitteedd WWaayy DDiiaammoonndd DDoonnoorr??

You are if you have been giving to United

Way for 25 years or more.

If so, United Way wants to know about it.

We want you to be a member of United

Way’s Diamond Donor Association comprised of individuals or couples in the Greater Kansas

City area who have been donating to United Way…in any city…for 25 years or more.

We want to recognize you. We want to thank you. We want to make sure you know how important you are to us.

Please register me as a member of United Way’s Diamond Donor Association because I have been giving to United Way for 25 years or more.

Name(s)___________________________________ Date_______

Address_______________________________________________

City_________________________ State__________ Zip________

Phone (business)______________ Phone (home)______________

Fax_________________________ E-mail____________________

Company______________________________________________

I/We have been contributing to United Way for approximately _____ years.

Thank you for supporting United Way!

Return form to: United Way, Attn: Heather Counts 1080 Washington, Kansas City, MO 64105

1080 Washington Kansas City, MO 64105

Phone: 816.559.4655

Fax: 816.472.4207

E-mail: [email protected]

Web: www.kcunitedway.org

♦ Diamond Donor ♦ 25+ years of caring


Kansas City’s History

• Implemented DD Program late 2001

• Over 1,100 members by 2006

• Promoted through campaigners, loaned associates, employee campaign managers, PG newsletters and letters to those giving through direct mail

• Longest giving donors at 67 years and counting!


Communication with ECMs

• Handout: “Diamond Donor Action Steps”

outlines what, why, how, recognition ideas, and messages to Diamond Donors

• Information included at ECM training and in ECM training manual

Thank You

Table top consultations

catch ‘em coming and going: age segmentation of young leaders and loyal donors

Documents