Segment Snapshots

Here, some fundraising pros talk about messaging to specific donor segments.

Mature Donors

by Phyllis Freedman

What do Bob Dylan, Betty White and former President Bill Clinton have in common? At ages 70, 89 and soon-to-be 65, respectively, these well-known individuals all fall into the broad group that some (unfortunately) refer to as "seniors." The first thing you should know about fundraising strategies for mature donors is to never refer to them as "seniors"! The second most important thing to know is that one size does not fit all, especially the leading- and trailing-edge baby boomers who are often quite different from each other. Here are five tips for fundraising to mature donors: