In The Silent Generation Continues to be Silent , Tera explained that many people in their early 60’s to mid 70’s are still engaged in the nonprofit workforce. They are also very important donors and volunteers.

Silents are the healthiest, wealthiest retired generation ever. All signs indicate that they will have very different types of retirements from their WWII generation predecessors. Many continue to work part-time or even full-time. They are staying active in their communities instead of retiring to warmer climates (although they are doing that as well, so take advantage of them if you are located in the U.S. Southeast or Southwest). Also, they are the only generation that will really feel the benefits from pensions, Individual Retirement Accounts, AND Social Security.

How can you engage Silents in your nonprofit as employees, volunteers and donors? Read on for some suggestions.

1. Involve their grandchildren. Silents were the ultimate “company men” and women working long hours – often at the expense of family time. Now it seems that they are trying to make up for it by spoiling the heck out of their Millennial grandchildren. When trying to attract Silent donors and volunteers, find ways to make events multi-generation. For example, if you run a nature center you could have a family trail clearing day that features opportunities for family members to work on a project together.
2. Listen to their stories. Silents tend to be more conversational than younger generations. They grew up with radio plays and early television as their mass media and tend to avoid acronyms, abbreviations and shorthand phrases such as, “you know.” When speaking with them in any context, take the time to really listen to their stories. Don’t interrupt and hold your questions until an appropriate pause. They will appreciate the courtesy.
3. Ask them to teach. As volunteers and employees Silents have a lot of experience to share. They are a generation that respected their elders, so show them their due respect and let them teach their skills to other volunteers and staff members.
4. Appeal to their belief in the American Dream. When marketing to Silents, whether for employee/volunteer recruitment or for donation, emphasize how their action can help others achieve the American Dream. This generation came of age during the great Post-War economic boom and still tends to believe in the dream of a house in the suburbs with a white picket fence. Many of them have achieved this dream and are willing to help others get there.
5. Use old-line media to communicate. Silents like to read. Sounds crazy, I know, but Silents are the last generation that is inclined to sit down and read your direct mail donation appeal. They prefer information in a printed form, not from a web site, so be sure to keep brochures available. They also answer their phones (gasp!) and will listen to your phonathon appeal. Take advantage of this by targeting your marketing with these media in places where lots of Silents live.

Now it’s your turn. How has your organization tapped into the incredible time, talent, and treasure that the Silent Generation has to share? Do you have any success stories? What factors helped you reach your goal? Do you have any horror stories? How did you resolve them? Please tell us about it in the comments below.

Credit goes to The Generational Imperative by Chuck Underwood and Roberta King of the Grand Rapids Community Foundation for inspiring many of the ideas in this post.

by Maria Gajewski, Flannel-wearing GenX Slacker