It Isn’t Only About “Young” People

A recent article in The Economist predicts that 2020 will begin the decade of the “young old” (or “yold”).  This refers to a Japanese term used to classify people aged between 65 and 75. We tend to think of “young” audiences as people below the age of 40 but many of us have audiences where the average age is above 70. We can’t forget about the people in between. The yold are more numerous, healthier and wealthier than previous generations of seniors. There will be 134m 65- to 74-year-olds in rich countries … Read more

Spoiler Alert: Multichannel Communications Work Best With Donors

If you’ve been reading my posts over the years, you know that I’m an advocate of multichannel communications campaigns. It is important to communicate on a variety of channels (social media, email, direct mail, etc) because each channel reinforces the others and strengthens your content. Your patrons will likely see your message on more than one channel before they take an action. A recent article in Forbes provides data that shows that shows existing donors prefer email communications, but many donors first learn of a nonprofit on social media. 42% say they … Read more

Ticket Buyers Are Shoppers

A blog post recently published by the folks at dotdigital shares ideas on how to turn holiday shoppers into year-round buyers through email communications. As I read it, it struck me how these things are pretty much exactly the same for ticket buyers. Our events are products and our ticket buyers are shoppers. (Our websites are e-commerce engines as well. But I digress…) Let’s not forget this. I recommend that you read the post in it’s entirety, but here are some key points: Talk to people like you know them. Because you … Read more

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