Get On Board with Generational, Life-Stage Marketing

Marketing in the planned-giving field is not a “one size fits all” approach. On the contrary, when it comes to selecting charitable gift vehicles, your donors' ages, income, and values all come into play. Businesses don’t try to sell teenagers on the benefits of an anti-wrinkle cream; similarly, they don’t market skateboards to retired adults. The same is true for your organization’s planned-giving marketing: it’s necessary to recognize and accurately gauge the needs of your donors in their various life stages. Furthermore, it is imperative that your marketing materials engage donors based on their generational cohorts’ values and psychographics.