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Communicating your message to older prospective donors

Communicating your message to older prospective donors. Stephanie Chong, LICSW. The Impact Of Older Adults in Your Fundraising Efforts. The population of Americans age 65 and over is growing at an unprecedented pace

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Communicating your message to older prospective 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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