Communicating with Older Citizens

Communicating With Older Citizens

Oct. 25, 2005

By Abny Santicola

Citizens 65 years and older do not usually respond to traditional motivational techniques due to differences in their value structure and informational processing as compared to younger people. Understanding these differences, the psychology of aging and older citizens' motivators can increase the probability of closing the gift, explained R. Jay Ribble, chief development officer at the American Red Cross, in his presentation, "Getting to Yes! A Guide to Understanding and Communicating With Our Elder Citizens" at the 2005 National Conference on Planned Giving in Kissimmee, Fla., last month.