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Effective Communication Strategies for Reaching Older Donors

Learn how to effectively communicate with older adults for fundraising efforts. Discover age-related changes impacting communication and how to avoid stereotypes and patronizing language. Explore tips for written, online, and interpersonal communication to engage older donors effectively.

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Effective Communication Strategies for Reaching Older Donors

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  1. Communicating your message to older prospective donors Stephanie Chong, LICSW

  2. The Impact Of Older Adults in Your Fundraising Efforts • The population of Americans age 65 and over is growing at an unprecedented pace • Older adults are often financially secure and capable of making donations with great impact • Older adults are often willing and able to volunteer their time or financial resources for a cause they believe in

  3. Communicating Your Message Effectively Focus for today: • Printed Literature • Online • Face to Face

  4. Common Age Related Changes that Impact Effective Communication • Sensory Loss – Hearing, Vision • Changes in Language Comprehension and Production • Cognitive Changes/Memory Loss

  5. Effective Communication:Recognize Stereotypes • Recognize the tendency to stereotype older adults • Ex. Internet use, active lifestyles, employment • Reflect on your own values • What is your personal experience with aging? • What does aging mean to you? • How do your values about aging impact your communication style? • Avoid allowing stereotypes to direct your communication style

  6. Effective Communication:Avoid Patronizing Language • Do not use: • Oversimplified vocabulary and sentence structure. • Exaggerated descriptions of average things • Ex. – “At age 95, he still drives!” • Endearing adjectives – “Young lady”, “Cute”, “Sweet”

  7. Written Communication Style • Maintain a professional image - limit casual speech • Be direct and to the point • Use bullets and headers

  8. Printable Materials • Use large print • Black lettering with a white background is easier to read • Avoid glossy paper • Avoid complicated designs

  9. Online Fundraising • Ensure your website is senior friendly: • Use a large font that is easy to read • The “donate button” should be clear and easy to find • The website should be easy to navigate • Offer options for bequests • Contact information should be easy to find (and include a phone number)

  10. Interpersonal Communication • Environmental: • Minimize distractions/background noise • Make sure space offers appropriate accommodations • Non-verbal Communication • Maintain eye contact • Facial expressions • Body positioning • Relaxed and engaged (not rushed) • Accommodate special needs (ex. Hearing or vision impairments) • Verbal Communication: • Stick to one topic at a time • Ask open ended questions • Actively listen • Take your time

  11. "Aging is not lost youth but a new stage of opportunity and strength." --Betty Friedan

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