Catch ‘Em Coming and Going: Age Segmentation of Young Leaders and Loyal Donors

1. Catch ‘Em Coming and Going: Age Segmentation of Young Leaders and Loyal Donors

2. Generational Marketing:Understanding generations and engaging Young ProfessionalsJennifer Dietsch, Communications ManagerUnited Way of the Greater Dayton Areajenniferd@dayton-unitedway.org

3. The Generations Dynamic • Formative years mold core values • 5 living and working generations – first time in history • Values Attitudes Decisions **Generational marketing research gathered from Rocking the Ages, The Yankelovich Report on Generational Marketing

4. America’s Generations • G.I.’s 1901-1926 80+ • Silents 1927-1945 61 to 79 • Boomers 1946-1964 42 to 60 • Gen X 1965-1981 25 to 41 • Millennials 1982-Present 0 to 24 • *Most generations are split in half, with the older half having some traits of generation before them, and the younger half having traits of the generation below them.

5. Generational Strategy • Understand formative years • Understand core values • Accurate Messaging

6. Implementing Generational Marketing A few ideas… • Internal communications • Volunteer recruitment and communications • Facilitating effective meetings • Campaign speeches • Direct mail • Targeted advertising

7. G.I.’s and Silentsage: 61+ “Traditional” Generation

8. G.I.’s and Silents - Background • America’s first Boy Scouts and Girl Scouts • America’s first “senior citizens” • Came of age during Great Depression, WWII, Korea, and Cold War • Built the suburbs and shopping malls of middle-class America • Accomplished goals through hard work and sacrifice • Worked as a team • Created the most conformist culture of the 20th century • Self-sacrificing commitment to bettering society • Cohesive, similarly motivated group of consumers

9. G.I.’s - Background • Name comes from terms “general issue” and “government issue”, describing uniforms given to solders during WWII • More than half of G.I. Men served in Armed Forces • Important to them to be “regular” guys who are team players who work within the system • Government GI Bill of Rights paid for their education and helped them buy their first homes • Government provided jobs in unprecedented numbers • Receiving most generous pensions and best subsidized medical care in nation’s history

10. Silents - Background • Rely on G.I.’s for leadership • More cautious and quietly assertive • Served in crucial back-room support roles as facilitators and bureaucrats • Never produced a president • Married young, had children early • Greater educational achievement than G.I.’s • Produced every major figure in 20th century civil rights movement (Martin Luther King, Jr., Malcolm X, Cesar Chavez)

11. G.I.’s and Silents Today • Many are retired and compared to any retired generation to date: • Retired earlier • Richer • With better health benefits and pension plans • More comfortable lives • Preference for conformity led to creation of retirement villages • Crime and personal safety are chief concerns • Spending style is cautious and disciplined • Saved a lot of money, but saved it for their families • Have begun to spend money on themselves • View leisure as their reward for lifetime of hard work

12. G.I.’s and Silents – How to market to them • Don’t treat them like they are old • Don’t be loud or brash • Emphasize experience and wisdom • Base decision making on established institutions and authority figures • Key messages should focus on values such as frugality, responsibility and caution • Like to spend money on grandchildren

13. G.I.’s and Silents – Key Communication Methods Silents • Face-to-Face Conversation • Professional Advisors • Formal Social Events • Recognition and Tribute Events • Direct Mail • Telephone • Internet • G.I.’s • Face-to-Face Conversation • Children • Professional Advisors • Formal Social Events • Recognition and Tribute Events

14. Baby BoomersBorn: 1946-1964 (42 to 60)78,000,000 Me Generation

15. Baby Boomers - Background • Most populous and influential generation in America • Grew up with Disney and Barbie • Important marker of generation – color TV • Rebelled against parents and Vietnam War • Enjoyed unprecedented employment and education opportunities • Self-absorbed • Strong belief in their own individual capabilities • Grew up being told they were special and received education and training so they could be • Better educated than parents • 86% graduated from high school • 25% graduated from college

16. Baby Boomers – Background cont. • Fixated on self-improvement and individual accomplishment • Evaluate achievement in terms of personal fulfillment • Generation spawned hippies and yuppies • Strong sense of expectation and entitlement • Grew up spoiled and pampered by stay-at-home moms • Have been media darlings their whole life • Married older • High divorce rate • Most likely part of a married-couple family • Even among youngest boomers, nearly 2 out of 3 are married

17. Baby Boomers – Background cont. • Most haven’t reached their peak earning years • Tied to the workforce more strongly than prior generations because of women in the workforce • Creating a new marketplace and will redefine “mature” marketplace • Deserve versus earn what-they-get mentality • More inclusive than generations before them • Embraced civil rights and women’s movements because of rosy outlook and certainty that there was enough for everyone • Used to breaking the rules • Best educated, most sophisticated Americans in history • Less likely than G.I.’s and Silents to live in retirement communities, want something more sophisticated

18. Baby Boomers – How to market to them • Nostalgia • Stay-at-home moms are fashionable again • Rise in the priority of family and family activities • Invented new forms of families • Divorce • Live-in lifestyles • His and her children • Same sex couples • Stress • Eliminate stress through simplification • Boom in personal services • Less welcoming of technology because it forces them to make more decisions

19. Baby Boomers – How to market to them • Control • Provide simplicity along with control • Demanding consumers – want the whole story…want data before they buy • Reinforce strong sense of self-reliance and individual superiority without a lot of effort and participation • Mass customization • Think of themselves as young • Consider age 79 as old • Will avoid products pitched to older consumers • Be subtle • Attracted to romance and adventure • Position brand as the choice of winners

20. Baby Boomers – How to market to them • No brand loyalty – brand names are no longer badges of success • Let them know they are getting a good deal • Many won’t retire • Will begin second careers • Retirement as work style, not lifestyle • Won’t have enough money to retire (saving rates are low) • Work-centered • Looking for meaning and fulfillment • Want products that keep them healthy and sustain energy and activity levels • Will remain dominant consumer group in marketplace for years to come • Will continue to expect to be center of attention

21. Baby Boomers – Key Communication Methods • Social and Recognition Events • Professional Advisors • Direct Mail • Face-to-Face Conversation • Internet • Email

22. Generation X (Young Professionals)Born: 1965-1981 (25 to 41) The New Pragmatists

23. Generation X - Background • First generation that’s never been able to presume success • Uncertainty came from generational debris from Boomers • Divorce – Crack • Latchkey kids – Downsizing and layoffs • Homelessness – Urban deterioration • Soaring national debt – Gangs • Bankrupt social security – Junk Bonds • Holes in ozone • Grew up with Simpsons and Roseanne, not Cleavers and Mayberry • Learned early to never take anything for granted, especially if first handled by a Boomer

24. Generation X – Background cont. • No one or nothing is as it seems • Wary and cautious, but rarely apathetic, profligate or corrupt • Much savvier consumers • Determined to be involved, responsible and in control • “Life is uncertain. Eat dessert first.” • Not sure what to do about future, so they focus on trying to get through the day • Nothing is black and white – there is good and bad in all things • Important formative experience: have to weigh trade-offs in everything • Find themselves opting for lesser of two evils • Thirst for next level of adventure and excitement

25. Generation X – Background cont. • Risks aren’t to be feared – overcome through total immersion • Vigilance and adaptability are important • Have trouble describing future • Mature beyond their years • Experienced middle-age pressures, responsibilities and choices at an early age • Less judgmental – more accepting of alternative lifestyles • Getting married later • Buying homes later…Many still live at home • Diversity in all forms – cultural, political, sexual, racial, social – is the hallmark of this generation

26. Generation X – Background cont. • Very fast paced lives • Demographically, most diverse generation to date: • 69% Caucasian* • 13% African American • 13% Hispanic • 3% Asian American • 1% Native American *Boomers are 75% Caucasian

27. Generation X – How to market to them • Diversity is the key fact of life for Xers, the core of the perspective they bring to the marketplace • Sophistication about advertising from a lifetime spent watching more of it than any generation • Skeptical and irreverent, ready to buy but smart about marketing • Refuse to let their lives be stripped down to the stereotype of a marketing target group • New means finding extreme edge of what is already there • Avoid labels…Don’t pigeonhole them all together • Mainstream is a mixed stream • Less quantity, more quality • Multimedia • Retro-eclectic chic

28. Generation X – How to market to them • Abandon hard sell • Want to be treated with more intelligence and respect than they usually see in ads • Want honest approach • Get to the point and stick to the point • Don’t drown message in warm and fuzzy or unrealistic promises • Get some attitude • Attitude, not brand, makes the sale • Have some fun • Xers are young people, full of energy and ready for fun • Keep life in perspective • Crusading is for Boomers, Sacrificing is for G.I.’s and Silents

29. Generation X – How to market to them • Want a job and a life • Emphasize pragmatism • Bottom line is about survival, not about ideology or mission • Focus on getting by, not bigger causes and movements • Prepared to do what it takes • Cautious and financially conservative • Pragmatism has led to a back up plan / holding a little back • Later marriages • ILYA’s – Incompletely Launched Young Adults • Women in 20’s living with parents rose to 24% in 1993 from 17% in 1977 • Men in 20’s living with parents rose to 35% in 1993 from 30% in 1977

30. Generation X – How to market to them • Live modular lives • Don’t buy a house and live in it forever • Don’t graduate and get a job and work there until retirement • Stay flexible, continually adaptable • Resourceful…Confident…Ambitious • Depend on themselves and their own capabilities to get things done • Confidence in public institutions – economic, political, religious, business, media, professional, charities – has bottomed out • Believe no institution can be trusted

31. Generation X – How to market to them • Provide prophylaxis • Protect yourself Wear a condom, stockpile your own blood, designate a driver, just say no, wear a seatbelt They live for today protecting themselves against tomorrow • Think in terms of enclaves • Most peer-focused generation in history • Rely on friends for advice about everything • Technology • Comfortable with all forms of high technology But, technology has been a contributor to their sense of uncertainty, risk and diversity Created its own risks and tradeoffs

32. Generation X – How to market to them • Strong desire to participate in marketplace and accumulate consumer goods • Have new tradeoffs coming - $50 pair of jeans or $100 lamp • Creating new kinds of households • Living with parents longer • Parents helping after kids move out • 1/3 of consumers of all ages believe that parental support shouldn’t stop when kids move out

33. Generation X – How to market to them • Most effective way to reach Xers – visual • True TV generation • Spent much of early years alone in front of TV or watching with young friends • Seldom watched with families because of family fragmentation and multiple TV’s • Attitudes and values shaped by visual images rather than written word • Least likely generation to read paper • Always true of younger people, but more pronounced and not increasing with age • But, percent of Xers going to movies/galleries/museums rising

34. Generation X – Key Communication Methods • Email • Internet • Multi-media • Word-of-Mouth • Social Events • Peer Gatherings

35. Engaging Young Professionals at Your United Way

36. Reach – Top of Mind Awareness When you think about a nonprofit or charitable organization that makes a difference in the community, which organizations come to mind?

37. Reach – Advertising Awareness In the past six months have you seen, heard or read any advertisements for the United Way?

38. United Way of the Greater Dayton AreaYoung Leaders Circle • Goal: To engage Young Professionals and foster United Way Leadership givers, champions and volunteers through unique networking and learning opportunities • Challenge: 3 other local Young Professionals organizations active in Greater Dayton Area • Young Leaders Circle: • Young Professionals under 40 • Contribute at least $1,000 through United Way • Members and prospects: 100+

39. United Way of the Greater Dayton AreaYoung Leaders Circle • Recognition • United Way Leadership book and brochure • United Way website • Networking and Professional Enrichment • Leadership Luncheon Series • Young, United, Connected • Social Activities • Philanthropic education • Joint events/mentoring program with Alexis de Tocqueville Society members

40. United Way of the Greater Dayton AreaYoung Professionals Campaign Strategy • Piloted in 2005 • 2 companies with established management/ leadership development programs • Mortgage company and university – two different executions

41. United Way of the Greater Dayton AreaYoung Professionals Campaign Strategy Mortgage company: • Campaign held in the midst of downsizing • Monthly meeting devoted to United Way • CEO asked Young Professionals to donate, volunteer and champion United Way among peers and staff • $1,683 increase among Young Professionals • 13 of 24 increased contributions • 1 new Leadership giver • Overall campaign increased by nearly $1,000 • Total Campaign: $231,000+ employee giving, $120,000 corporate gift

42. United Way of the Greater Dayton AreaYoung Professionals Campaign Strategy University: • Monthly meeting devoted to United Way • Agency tour and speaker • United Way Board member (employee), Staff and Campaign Coordinator spoke • $1,148 increase among Young Professionals • 7 of 24 increased contributions • Overall campaign increased by 13%; participation increased by 3% • Total campaign: $109,000+ employee giving and student participation

43. United Way of the Greater Dayton AreaYoung Professional Event

44. United Way of the Greater Dayton AreaYoung Professional Event • Advertised event to 18,000+ Young Professionals • Email • Viral marketing • Young Leaders Circle • Leadership Dayton • 3,000+ email list of 25-40 year-olds

45. United Way of the Greater Dayton AreaYoung Professionals Target Marketing • Disruptive Marketing - Billboard Advertising

46. United Way of the Greater Dayton AreaYoung Professionals Target Marketing • Disruptive Marketing - Billboard Advertising

47. United Way of the Greater Dayton AreaYoung Professionals Target Marketing • Disruptive Marketing - Billboard Advertising

48. United Way of the Greater Dayton AreaYoung Professionals Target Marketing • Radio Spots

49. United Way of the Greater Dayton AreaYoung Professionals Target Marketing • Radio Spots • Impact bracelets • www.iamwhatmatters.org

50. Thank you.