5Matures – 68 and older Core Values – Hard work; authority Perception of Work – ObligationCommunication – Formal and writtenKey Motivators – Respect for experienceEducation – A dreamFamily - Traditional; nuclearBest at – Duty first; reliable, steadfast; eager to share what they know
6Baby Boomers – 49 - 67 Core Values – Loyalty Perception of Work – OpportunityCommunication – Person to PersonKey Motivators–Feeling valued, neededEducation – A birthrightFamily - DisintegratingBest at: Idealism, structure, process
7Gen Xers – 33 - 48 Core Values – Work-life balance Perception of Work – ContractualCommunication–Direct and immediateKey Motivators – Autonomy; have funEducation – A way to get thereFamily – Latch-key kidsBest at – Independence, entrepreneurialismunafraid of new things
8Millennials – 22 - 32 Core Values – Innovation and change Perception of Work – Means to an endCommunication – Text andKey Motivators – Collaborating with bright, creative people; technologyEducation – An incredible expenseFamily – Merged, blendedBest at – Technology, organized, demanding, problem solvers
9Small Group Activity #1 Form teams of 5/6 people Workbook – Page 2 – InstructionsRead page 3, 4, 5 or 6 – Generation in a NutshellWrite a Zonta Elevator Speech for one generation as assignedSelect a spokesperson to report out minutes -
10Tips for a Marketing Plan Show Matures how to take action in their own communitiesBaby Boomers love options and changeGen Xers need to feed appetite for information and learningMillennials want it all
11Baby Boomer Women and Cause Marketing Stories of real people will trump the latest gadget for womenWomen are ensemble players; think “we” not “me”See themselves first as members of a communityDriven by empathyInterested in belonging
12Why Older Donors Matter Seniors 65+ will grow to 1 in 5 by 2030People 50 and over make up 24 % of US populationAs of % of US adults 65 + use the internet or49% of seniors who are online in 2012 have Facebook accounts
13Gaps, Myths, ConflictsMatures are accustomed to top-down approach to managementBaby Boomers are exiting the workforceBaby Boomer generation uses work as a way to prove their worthiness.Rock ‘n Roll--Beatles, Rolling Stones, Abba were all the rage for BoomersBoomers have had to compete every step of their careers
14Gaps, Myths, Conflicts 11% fewer Gen Xers to fill seats Many Gen Xers are unpreparedGen Xers grew up with sophisticated TV advertising; learned to distrust the mediaWere first children to play video gamesGen Xers value flexibility, work-life balance, autonomy
15Gaps, Myths, ConflictsMillennials are goal and achievement oriented; ambitiousMillennials are still too youngThey are citizens of the worldMillennials have been pampered; they are used to being the center of attention
16Small Group Activity #2 Marketing Idea – 10 mins. Remain in the same Small Group with the same generation assignmentWorkbook – Page 8 – InstructionsRead generation-specific reference material on either pages 9, 10, or 11Answer 5 questions on Page 8Design one idea from “A through F” on Page 8
17Planning Ahead What was surprising? What will you do more of? What will you do differently?
18Steps to Success Action Plan–Page 12 Be wary of stereotypingBe aware of the differencesAppreciate the strengthsManage differences effectivelyDevelop a club-specific PR/Marketing Plan
19Communication Plan Parallel Presence Superficial Contact-Initiation PhaseMaking Contact-Self-disclosure-Intensifying PhasesPhase I - Points of InterestPhase II – Discovering Passions
20Thank YouHave fun targeting Zonta to a diverse audience!