Targeting Baby Boomers

Targeting Baby Boomers Presented By: PDG & Extension Team Member Barbara Toosley

Recruiting the Baby Boomer Generation

Who are Baby Boomers?

• Baby Boomers are Individuals born between 1946 and 1964. • This demographic effects most of the Western world. • As they retire, most have the time and resources to volunteer. LIONS CLUBS INTERNATIONAL

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Why Boomers?

• LCI realizes that we have not marketed to directly reach this large group of people. • The “Boomer” initiative can be adapted to reach most populations that have the same desire to make a difference. • Targeted approaches to membership development are more effective in recruiting quality members.

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Why Boomers?

““In the coming years, the 50+ population will be healthier, will live longer, and will continue searching for ways to change the world. We expect volunteering to be part of their lives.” - American Association of Retired People (AARP)

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“As some of the demands of work and family…recede, Boomers will have the potential to become a social resource of unprecedented proportions by participating in the lives of their communities.”

- Harvard University School of Public Health TARGETING BABY BOOMERS 5

Boomer Characteristics

The “Do Your Own Thing Generation” • Diverse attitudes • Educated • Health Conscious • Individualistic • Deep sense of idealism • Do things for personal fulfillment, not obligation • Eager to reinvent themselves

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Boomer Volunteering

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Boomers are active volunteers. Boomers want choice and flexibility. Boomers are in no hurry to retire. Boomers know what they want – Lions can provide it.

Boomers hope to maintain a focus on purpose, people and community…both in their professional and their leisure activities. LIONS CLUBS INTERNATIONAL

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Why Boomers May Avoid Joining Lions

• Reluctance about traditional channels for civic engagement • Vote less • Less apt to join churches • Hierarchy perceived as a barrier to providing direct service

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What Motivates Boomers?

• Self-esteem and personal satisfaction • Commitment to a cause and making a difference

• Giving back to the community • Health and longevity

• Individual impact LIONS CLUBS INTERNATIONAL

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Repositioning 1. 2.

3. 4. 5.

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Speak directly to Boomer values. Persuade them that Lions can offer a varied and fulfilling volunteer experience. Encourage individualism, downplay conformity. Be mission focused, downplay hierarchy. Do these things aggressively; LCI is competing with over 2 million other organizations that Boomers can become involved with.

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Messaging

Messages that might reach them: • “LCI is a progressive and international organization.” (Stress that it is a unique form of civic engagement.) • “LCI can help you make a difference in someone’s life.” (Stress personal satisfaction.) • “LCI can help them change the world.” (Stress activism.) • “LCI can help them get more out of life.” (Stress the health benefits to volunteering.) Boomers are forward thinkers interest in what the organization can do, not their prestige or traditions. LIONS CLUBS INTERNATIONAL

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Your Boomer Recruitment Program

1. Identify Prospects 2. Position Your Club

3. Plan for Retention 4. Communicate Effectively Present your club in ways that demonstrate how its people and plans align with their wants and needs. LIONS CLUBS INTERNATIONAL

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Just Ask!

Research shows that the biggest single inducement for Baby Boomers to volunteer is being asked by someone with whom they have an established business or social relationship. LIONS CLUBS INTERNATIONAL

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The Boomer Initiative

Key Themes

• We serve…like never before. • We’re building community.

• We’re helping young people • We’re advancing world health. • We’re exploring, learning, growing.

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Boomer Materials

Available for Order & Download from LCI: • Resource/Recruiting Guide • Brochure • 6 Posters • Print Ad • Boomer Recruitment Kit (all items) LIONS CLUBS INTERNATIONAL

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Things You Can Do…

• Encourage clubs to host Boomer events with music from their era. • Post downloadable materials in public areas. • Send the e-brochure to prospective members • But most of all, invite a Boomer to join.

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