Civic Engagement and Boomers Conference May 18, 2010

1. Make Your Marketing Resonate … to boomers as volunteers Civic Engagement and Boomers Conference May 18, 2010

2. Know Your Audience • “All generalizations are false, including this one.” • Mark Twain 11

3. Boomers – in Minnesota • Between 2010 and 2030, the number of adults age 65+ is expected to double to almost 620,000 people in the metro and 1.3 million statewide • Volunteerism of older local metro residents far outpace national rates* • 36.3% of those age 55-64 (vs 28.1%) • 45% of those age 65-74 (vs 26.7%) • 33.1% of those age 75+ (vs 20.3%) • Among boomers particularly, volunteerism rates go up statewide* • 39.8% of those age 55-64 • 44.7% of those age 65-74 • 33.5% of those age 75+ *SOURCE: Compiled by MNCompass, from: Current Population Survey, Volunteer Supplement, conducted by the U.S. Census Bureau for the Bureau of Labor Statistics. at www.mncompass.org

4. Boomers – Diversity in Action • In 2010 there are more than 101 million Americans age 50+ and by 2020 there will be nearly 120 million • Boomers are demographically diverse: • 9.8% are African American • 7.5% are Latino • 3.5% are Asian • 7 of 10 boomers volunteer on their own or through an organization with outside formal organization volunteering on the increase* • There is a particularly high rate of engagement in 45+ African Americans *SOURCE: AARP, January 18, 2010 Boomers and Older Volunteers Serving on Their Own

5. Boomers – Psychographics • Psychographics matter too • Any attributes relating to personality, values, • attitudes, interests, or lifestyles. • Some categories of psychographic factors used in market segmentation include: • Activity, Interest, Opinion (AIO) • Attitudes • Values

6. Source: Strategic Directions Group, Inc. www.4growth.com

7. Lifestyle Segments • Upbeat Enjoyers (19.4%) • Enthusiastic, active, involved • Optimistic about future • Feel financially secure • Believe age increases attractiveness • Want to expand intellectual horizons • Want to work in “retirement” • Interested in doing more volunteer work Source: Strategic Directions Group, Inc. www.4growth.com

8. Lifestyle Segments • Insecure (36.5%) • Troubled by lack of financial resources • Pessimistic about future • Feel unlucky & unsuccessful • Concerned about crime • Feel age impacts memory and appearance • Few plans for retirement, may work out of financial necessity Source: Strategic Directions Group, Inc. www.4growth.com

9. Lifestyle Segments • Financial Positives (18.8%) • Realists and long-term planners • Optimistic, positive view of their lives • Feel appearance and memory deteriorating • Want to relax, not work, in retirement • Feel financially secure • Relentless seekers of value Source: Strategic Directions Group, Inc. www.4growth.com

10. Lifestyle Segments • Threatened Actives (25.2%) • Want to preserve independence • Generally positive outlook, content with life • Don’t plan to retire from work • Don’t think old age is time for new interests or personal growth • Accept themselves as they are • Would like to pass assets to children Source: Strategic Directions Group, Inc. www.4growth.com

11. Know Boomer volunteers want to • Find a good “fit” • Channel their passions/competitive nature • Offer their expertise/skills • Focus on how they can have impact • And this economy… • Turn their contributions into a potential job Sources: MAVA Minnesota Association for Volunteer Administration, 2010, Serve America, BridgeWorks, 2005

12. Know the right messages: Personal Descriptors Source: Recasting Retirement (2002) Civic Ventures/Temple U.

13. Know the right messages: Life Stage Source: Recasting Retirement (2002) Civic Ventures/Temple U.

14. Know the right messages: Images “[Respondents] gravitated to more uplifting pictures full of color and hope. There was a strong emphasis on scenes that showed camaraderie.” Source: Recasting Retirement (2002) Civic Ventures/Temple U.

15. Messages That Resonate Life is a continuing journey with never ending opportunities to learn, give and grow. You know what you have to offer. We can help you find a volunteer opportunity. “Relationships with a purpose” didn’t end with your career. Source: Recasting Retirement (2002) Civic Ventures/Temple U.

16. Know the right media for your audience • “Traditional media” (TV, radio, print) still very much alive and well. • “New media” usage high and rapidly increasing among those 50+. • Email an especially powerful medium for those age 50+.

17. “Media Diversity” By Age Group Using a 10 minute average as a cut off Source: Center for Media Design Ball State U.

18. Large Group: Discussion • What reconfirmed what you know? • What surprised you? • What questions do you have for us? 11

19. Small Group: Discussion • Create your own marketing plan • Define your organizational need for volunteers • Determine your target audience – demographic and psychographic • Create a resonating message (10 words or less) • Choose a media campaign • Share your plan with 1 person 11

20. Large Group: Discussion • Share messages you created • What themes emerge? • What questions do you have for the larger group? 11