In our recent Project Resource session, we learned ways to think about how our communications might differ between generational cohorts. In this article we'll outline some of those general characteristics, bearing in mind, of course, that these are generalizations. That said, considering differences in communications between generational groups can make your donor and pledge communications more relevant and effective. Some short cut ways to think about how you might communicate with different generations differently...
Matures/The Greatest Generation, born before 1930
The Silent Generation (1930-1945)
People in these cohorts may tend to:
- Be loyal
- Be more trusting of authority than other groups
- Value loyalty and tradition
- Have a willingness to sacrifice for the good of the group
Ways you might adjust your communications to them:
- Letter comes from authority figure
- Personal call/visit from clergy is appealing to this group
- Show appreciation – these are the generations that built our churches
- We are in this together; we are all part of the Church
Baby Boomer (born 1946-1964)
People in this cohort may tend to:
- Be defined by idealism and freedom
- Reject establishment
- Feel the self is more important than group
- Need information on impact/how gift will be used
- Want transparency – tend to have mistrust of information
Ways you might adjust your communications to this group:
- You care enough to make sure your charitable giving has impact
- "Let me share how your gift is put to use"
- Narrative budgets; Impactful storytelling
- Appeal to their idealism
- Have actual recipients speak
Generation X (1965-1978)
People in this cohort may tend to:
- Be defined by individualism
- Be more entrepreneurial
- Wish to “experience” church, may not attend regularly
- Connect their "experience" to their giving
Ways you might adjust your communications to this group:
- We are a people/community who care about each other (as individuals)
- Put individuals in front of ministries
- Year-round stewardship important with this group
- Think of experiences that can build engagement opportunities with them
Millennials (1979-2000)
People in this cohort may tend to:
- Share traumatic national experiences 9/11, AIDS, Climate
- Celebrate diversity
- Be socially conscious
- Heavy users of digital media
Ways you might adjust your communications to this group:
- Your gift is important and will impact lives. Now, how can we get to know you?
- More likely to give when they know their gift will make an impact
- Want immediate gratification of giving (thank you right away)
- Online stories of impact (stories again!)
- Pull them into focus groups, ask their opinions
Generation Z (2000+)
People in this cohort may tend to be:
- Also known as “Philanthrokids”
- High proportion volunteer
- Want their work to “make a difference”
- Believe that Work life balance is important
- Worried about the planet
Ways you might adjust your communications to this group:
- Specific ways gift will make an impact
- Quick ways to give (text)
- Volunteer opportunities
How many generations are represented in your parish? Can you think of ways to segment your communications so you're more relevant to each group?
