Donor Demographics Are Shifting. Here's How to Engage Donors Across All Generations.

Hello Fabulous Fundraisers!

This spring, I had a client ask for feedback on how to improve their events. Their main challenge was attracting their audience's interest, partly due to their aging demographic. This is a common concern for non-profits, and it's essential to address it to ensure the sustainability of your work.

The core issue revolved around auction items. The silent auction was filled with "trinkets," and while the live auction had some experiences, it also featured large tangible items that didn't resonate with the older crowd.

To overcome these hurdles, here are some key strategies:

1. Strategic Item Procurement:

• Prioritize items that genuinely interest your audience. Don't waste time procuring items that aren’t relevant to your core donors, whatever their age demographic. Optimizing your auction offerings not only helps maximize revenue—it also ensures a consistent flow for your event. Items that don’t interest your donors will sap the energy from the room. You want an audience that’s hooked on every moment.

• Don't be afraid to decline donations that won't sell. It's okay to say, "This isn't a good fit for our event this year." This prevents disappointment for both the donor and your organization and helps ensure that those donors will come back again with new items for your benefit auction.

2. Cultivating a Younger Donor Base:

• Acknowledge the Aging Demographic: While your current donors are valuable, recognize the need to cultivate new, younger supporters to support your mission in the long term.  

• Leverage Current Donors: Encourage your existing donors to invite like-minded friends to your events. Consider a "Bring a Friend Day" event or other themes that will entice and incentivize existing donors to invite contacts who can add value to your mission. 

• Engage the Next Generation: If elder donors have adult children, create events appealing to them. While they may share their parents' interests, cultivate them as independent donors—no one wants to be thought of as an extension of someone else. Try to balance appreciation for a history of donations within the family with creating relationships based on each donor’s unique characteristics.

• Promote Legacy Giving: Make it easy for long-time supporters to leave bequests—that is, gifts that are directed from a donor to your organization in their will. Not everyone is aware of the details behind bequeathing assets or donations in a will, so try to provide resources to make the process easier. Finally, make sure your donors have informed their heirs and counsel of their wishes to bequeath via their will.

3. Tailoring Events and Auctions:

• Target Younger Audiences with Experiences: Younger generations tend to be more attracted to experiences than they are to items. Packages like luxury vacations, safaris, cruises, or even adventure experiences like skydiving can help you attract a new demographic while lending excitement to the flow of your benefit auction.

• Strategic Placement of Items: If an item (like skydiving) won't interest your primary older audience, place it in an online auction to attract younger attendees for future events. 

• Meet Your Audience Where They Are: Understand both your current attendees and your desired future audience. Design your events and marketing (especially for online vs. live auctions) to appeal to both. This also applies to marketing your event—younger audiences are more likely to be digitally engaged with tactics such as email, social media, and your website. Spending some time updating and maintaining those channels can help you cultivate new audiences and donor relationships without losing touch with existing supporters.