Generational Segmentation

How to best communicate with your donors based their generation.

Let's talk about social media.

When you segment your donors based on age, you'll find that there will be best practices for social media to communicate based on age group preferences and habits. For reference:

Baby Boomers: born 1946-1965
Generation X: born 1966-1976
Generation Y: born 1977-1994
Generation Z: born 1995-present

Read: Millennials and the future of fundraising
Read: When it comes to charity events...millennials vs. boomers

Facebook

Facebook is far and away the most popular social
media platform with over 1.71 billion users.

The majority of users are between 25 and 32 years old
It is the most popular social media platform across all age groups.

To keep your followers up-to-date, you can share interesting content about what your organization is currently doing. This content can include written status updates, photos, videos, events, and more! The key is to post quality content that will engage your target demographic.

Twitter

Twitter usage is very diverse among age and therefore
can be a good way to reach multiple segments of donors.

Most popular among the 35 and under group
Used for quick messages and as well as your organization’s
major announcements
Always provide a link in your tweets so users can gather
more information
Interact with constituents, sponsors, partners,
peers, and other local organizations.

Twitter also offers the flexibility to try a variety of campaign ideas
to generate followers and increase involvement with your existing
audience base. You can try:

Giving a discounted ticket for a tweet “retweet” or reply
Polling followers to learn what they'd like to see at your next event.

Pinterest is an incredibly visual social networking site that allows
users to share and discover new interests.

42% of all online women use Pinterest.
Posting powerful photos motivates users to
learn the story behind them.
Link image to your organization's website to invite
users to learn more.
Organize new ideas, initiates, stories, and resources
on corresponding "boards".

Instagram

Instagram users check the site and engage with posts at a much higher rate than other social media networks.

Over 90% of Instagram users are younger than 35 and belong to
Generations Y and Z.
32% of Generation Z cite Instagram as their favorite social media tool.

A strategic plan is needed for Instagram to work best for you.

This includes:

Posting photos and videos regularly
Interacting with your donors on the network
(following, liking, and commenting
on their content).
Sharing images that tell a story
about your organization and its impact.

The professional atmosphere of LinkedIn influences the type of material that performs well.

Currently has 414 million users
Equally split between male and female users
Fairly equally used between Generations X, Y, and the Baby Boomers.
For nonprofits, LinkedIn is perhaps the most underutilized channel.
Used to tell the professional side of your organization's story.

LinkedIn is also a great place to post about volunteer or career
opportunities within your organization or on your board. Users expect
to see this type of material on LinkedIn, and will be overall more receptive to it.

YouTube

YouTube makes video sharing a simple, cost-effective method of showcasing your organization’s work and sharing content with your follower base.

> Free to post an unlimited number of videos

> Reaches more members of Generations X and Y than any broadcast or cable television network

> Ideal channel for sharing longer video content

> Organizations can use YouTube to upload testimonials to share with potential partners

> YouTube's Nonprofit Program provides free premium services (donate buttons, CTA overlays, live-streaming, goal tracking.)

> Always include your donation link in the caption of the video for easy, one-click donations!