Boomers aren’t online. FICTION.
There are more 77 million baby boomers (anyone born between 1946 and 1964) currently living in the United States. There’s a high probability that a large number of your association’s members fall into this category. What’s your strategy for targeting and engaging these boomer members online?
Here’s an exert from a recent Peach New Media, an Abila company, blog post about facts and myths when engaging with baby boomers online:
FACT: Baby boomers are using social media. The number of people over 65 using social media has tripled since 2009 and 60% of those ages 50 to 64 are actively using social media too! These numbers may be surprising but this demographic is embracing technology and not just for social purposes.
FICTION: Baby boomers don’t have expendable income. This age group actually makes more than half of those younger and older than them, meaning their disposable income is likely more than you think. This source says they are worth 3x more than their younger generations. Studies show that Americans over 55 outspend younger adults online 2:1. Not what you expected, huh? This means your older members may be more likely to keep up-to-date with membership fees and seek new or additional course offerings.
FACT: Boomers value experience. They want to know where you’ve been and where you’re headed. User-friendly websites, targeted marketing and clean design are appreciated by this generation. Make sure your portals are easy-to-navigate and provide content that appeals to their desire to stay fresh. Avoid using gimmicky fonts or distracting formats, clean and simple are the way to their hearts. Share your story. This golden generation appreciates values and the purpose behind what you’re doing.
FICTION: Baby boomers don’t use e-mail. 89% of seniors ages 65 and up have a personal e-mail account that they use regularly. This broadens your audience for e-mail marketing campaigns. Consider updating your e-mail campaign content to appeal to these older adults by featuring tailored programs or sharing more about your organizations values.
FACT: It’s time to keep up with these kids, too. When was the last time you took a look at your membership? Who are they? We recommend identifying your audience and tailoring your marketing to their needs. This means your messaging and design may be different but tailored marketing will be more effective, helping you and your members grow.
How has your association engaged baby boomers online? Share your story in the comment section!