We tend to stereotype folks in many ways—that’s nothing new. We can probably all think back to our days in middle school and remember being placed in a certain “clique.” I’m sure you know stereotyping can be socially damaging, but did you know it can also cost your organization money?
One such stereotype:
Older folks don’t care for modern, digital technology.
Just last week, I was sharing current stats with the Pittsburgh Planned Giving Council on internet usage. According to the 2016 NMI Healthy Aging Database® study, those in the Mature age range (age 71+) are comfortable with technology and use it regularly. 85% of Matures say they are comfortable using new technologies and devices including laptops, tablets and smart phones. More than 65% say they use the Internet on a regular basis.
Pew Research, who has followed these trends since 2004, reports that social media usage among those age 65 and older has more than tripled since 2010 when 11% used social media; in 2015, 35% reported using social media. And that was compared with just 2% in 2005.
And, age 55+ seniors registered a 115% increase in minutes spent on social media on tablet devices from May 2014 to May 2015. That was the highest among any age group.
Don’t be shy about reaching Mature-age prospects and current donors through email, social media and Web tools (video, blogs, surveys, etc). Your older constituents are more tech-attuned than you may realize. Reaching these donors through technology just might be the key to getting the gift.
As I like to say, you need to “go fishing where the fish are” … the good, bad and indifferent social medias are here to stay and your donors are using them!
Want some more helpful tips on who’s using social media? Download our white paper “Social Media—A Maturing Channel.”