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“Tell them you want to end world hunger, and they’ll say, ‘No, you’re not,’” she said. “Tell them you want to put a piece of fresh fruit in every child’s lunch bag, and they listen.”
Cohen added that the ROI for Gen Xers is more psychic than material. They don’t dwell on benefits and are well-positioned to be the most loyal group in decades.
“They are an interesting group to work with,” Cohen said. “They will respond to letters but not four-color brochures. If it’s cheaper to send brochures, tell them that. If you’re not meeting your (fundraising) goals, tell them — but do it in a positive light.
“They want transparency,” she concluded.
Gen Y
The youngest of the three groups — Generation Y — is one of the more difficult to get a handle on, Cohen said.
“This generation is not about success, but being happy,” she explained.
Born between 1980 and 1994, this generation is the least religious, offers little loyalty and isn’t very rebellious.
Gen Ys’ communication focus is very visual; they prefer multimedia. And though they are able to consume volumes of information, they have very short attention spans.
“They go from organization to organization,” Cohen said. “They see what organization to support on a Facebook page. They don’t do research. They support the hot charity of the moment.
“When you are the hot charity of the moment — get them. Maximize the time you have with them,” she advised.
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