Millennials, Millennials, Millennials!

What’s the big deal with Millennials? Has everyone forgotten about Generation X?

For a brief spell in the 90s, Generation X – my generation – dominated public interest and headlines as the hopeless “slacker” generation, originators of grunge rock and 70’s nostalgia. (Did you catch the “Brady Bunch” reference above?)

Thankfully, we’ve grown up! Today there are 65 million people ages 36-51 who qualify as Gen Xers – and they currently possess more spending power than any other generation.

I’ll pause for a moment and let that fact sink in.

[Pause]

Did you already know that? Why or why not?

If you didn’t, it’s likely because we’re surrounded by messages targeted at baby boomers and Millennials – two gigantic generations that bookend Generation X. As the skinny little volume of poetry between two encyclopedias, Generation X is passed over by marketers seeking a larger ROI.

When it comes to leading and fundraising in your community, however, I do not recommend this approach.

I’m here to tell you that your organization’s fundraising success does not rely on your next great idea. It rests on your ability to create authentic and meaningful partnerships with ALL current and prospective donors in your community.

Gen Xers have a 70 percent brand loyalty rate. If you can get them to fall in love with your organization, they could be keepers for the long haul, pulling in a segment that is upgradable and ready to come along for the ride as long as they see how their gifts make an impact.

It’s not all roses, though. This is the generation with the least amount of spare time, yet requiring special stewardship touches to keep and upgrade their giving.

Or if I translate this in my own Gen X way: I don’t have time to waste. When I give or volunteer, I want it to be valuable for both the organization AND myself.

So how can you reach out to Generation X?

I’m a big fan of advice visits. Do you know people with special skills and perspectives you’d like to apply to your mission? Ask them if they’d be willing to meet for – you guessed it – advice about a particular problem or situation. It will make them feel good, help you out and, hopefully, result in a new friend of your cause.

Gen Xers are natural skeptics, so cultivate these relationships well and bring some new brains to the board table. Who better to analyze financial statements and govern your organization than the all-questioning Gen Xers? Put them through a thorough onboarding and orientation process and you could have some stellar board members.

Now’s the time to get started! Think about 5-10 folks in your database that you know or would guess are Gen Xers. Add one or two names you’d like to see in your database. Think about a very personalized strategy to engage them. Set up some advice visits – learn where and why they give, what interests them, what they make time for, what frustrates them and their ideas for how your organization can make an even bigger difference.

My guess is that if you listen to their advice, you’ll learn new ways to engage every generation in your mission.

Don’t you forget about me… or these potential supporters with the most spending power… right now.

[Cue the Simple Minds music…]