From Boomers to Zoomers: How Tech-Savvy Generations are Revolutionizing Public Media Fundraising

October 14, 2024

Disciplines: Equity & Inclusion, Major and Planned Giving, Membership

Author

I still remember the day I got my first cellphone—a sleek, metallic Motorola Razr that could make calls, send texts, connect to Bluetooth devices and alert my mom with its loud haptics when I stayed up too late talking to my friends. Though I was young and barely had any contacts stored, I felt like the most important person in the world! Most of my friends still made calls on their home phones, so having the liberty to make a call anywhere was golden to me. This iconic flip phone was not just a communication device but also described as a fashion statement and cultural phenomenon. It felt like stepping into the future, even though it was worlds apart from today’s smartphones. Who remembers their first piece of digital technology? Can you remember how it made you feel? Whatever that device may be, it probably introduced you to a whole new universe.

My cherished memory made me consider how each generation has its own tech milestones. They all shape our interactions with the world around us and are integral components of how we journey through important moments in our lives. Public media has always been a beacon of information, education and entertainment, adapting to changing times and technologies to serve the world. As we navigate the ever-changing digital age, understanding generational tech adoption is crucial for ensuring the continued success and support of public media. These tech-savvy generations—from Boomers to Zoomers—are revolutionizing public media fundraising.

A Quick Dive Through the Ages

From the clunky rotary phones of the mid-20th century to the sleek smartphones of today, technology has undergone a remarkable evolution. Each generation has witnessed and adapted to these technological transformations in unique ways, shaping their behaviors and expectations. Baby Boomers marveled at the advent of television and the moon landing, while Gen X grew up alongside the rise of personal computers and the internet. Millennials came of age during the explosion of social media and mobile technology and Gen Z has never known a world without instant connectivity and digital convenience. Understanding the tech adoption trends across generations is crucial for crafting effective fundraising strategies that resonate with diverse age groups and ultimately affect their interaction with public media.

Baby Boomers (1946-1964) | Pioneers of the Television Age:

Though initially hesitant, Baby Boomers have steadily embraced digital tools, especially for staying connected with family and friends. They grew up during a time when television was the dominant technology. They experienced the transition from black-and-white to color TV and many remember gathering around the TV for historic events like the moon landing in 1969. Boomers also witnessed the rise of home computers in the 1980s and the early days of the Internet in the 1990s. They favor more traditional media but are increasingly using social media platforms like Facebook and are comfortable with email communications. The rise of smartphones has also seen Baby Boomers becoming more tech-savvy, using apps to stay informed and connected. For example, they might follow news outlets on social media or subscribe to newsletters from their favorite public media stations.

Generation X (1965-1980) | Bridging the Analog and Digital Worlds:

This generation is often dubbed the “digital immigrants.” They grew up with rotary phones, VHS tapes and the early days of video games, but they also witnessed the dawn of the digital age. The arrival of personal computers, the internet and mobile phones during their formative years has made Gen Xers adept at navigating both worlds, making them a versatile audience. Gen Xers are active on social media and use a variety of digital platforms for news and entertainment. This generation values independence and authenticity, often seeking out content that aligns with their personal values and interests. They might listen to the radio during their commute, watch television in the evening and catch up on podcasts or news apps on their smartphones throughout the day.

Millennials (1981-1996) | The Rise of Social Media and Mobile Technology:

As digital natives, millennials grew up with technology and are comfortable using a range of digital devices and platforms. They value convenience and immediacy, favoring streaming services and social media for content consumption. Millennials are also more likely to engage with interactive content and participate in online communities. They prefer on-demand services like podcasts and streaming platforms, where they can choose what type and when to consume content. Social media plays a significant role in their media consumption, with platforms like Instagram, X (Formerly known as Twitter) and TikTok serving as primary sources of news and entertainment.

Generation Z (1997-2012) | Born into a Digital World:

The true digital natives, Gen Z, have never known a world without smartphones and high-speed internet. They are versed in multitasking across multiple devices and platforms and favor visually-driven content on platforms like Instagram, TikTok and YouTube. Gen Z values authenticity and transparency and tends to support brands and organizations that align with their values. They are highly engaged with video content, whether it’s short-form videos on TikTok or longer content on YouTube. This generation is also more likely to engage with interactive and immersive experiences, such as virtual reality or live-streaming events.

Generation Alpha (2013-Present) | The AI-Native Generation:

Though they are far too young to make a gift to our stations right now, it’s still important to connect with this generation. Generation Alphas are growing up in a world where artificial intelligence, voice assistants and advanced digital interfaces are commonplace. This generation is introduced to technology from an early age (like Generation Z), with many using tablets and smart devices before they can even read. Their familiarity with interactive and intuitive technology shapes their expectations for seamless and engaging digital experiences. Generation Alpha is expected to be even more comfortable with AI-driven content and augmented reality.

The Ripple Effect on Public Media

As public media adapts to the evolving technological landscape, the impact of generational preferences becomes increasingly evident. Traditional methods of fundraising, such as pledge drives and direct mail, continue to hold value but are now complemented by innovative digital strategies. The rise of digital pledge drives, which incorporate live streaming and social media engagement, has significantly expanded the reach and impact of these campaigns. Platforms like Facebook Live, YouTube and Instagram offer opportunities for interactive fundraising events that resonate particularly well with younger audiences. These platforms enable real-time interactions, making the experience more engaging and personal.

Crowdfunding and peer-to-peer fundraising have also emerged as powerful tools, especially among Millennials and Generation Z. For instance, Public Radio International’s use of Kickstarter for specific projects has demonstrated the potential of crowdfunding in engaging younger audiences.

Personalized communication, powered by data analytics, enables public media organizations to tailor their messaging to different generational groups. Email marketing campaigns can be customized to meet the preferences of each generation, improving engagement and conversion rates. Mobile optimization is equally crucial, given the prevalence of smartphone usage among Millennials and Gen Z. Ensuring websites, donation platforms and communications are mobile-friendly enhances user experience and facilitates on-the-go engagement and donations.

Offering a range of content formats and ensuring accessibility through various channels can significantly broaden the audience base. Providing diverse content, such as podcasts, videos and interactive articles, caters to the varied preferences of different generations.

Interactive and gamified fundraising approaches have also proven effective in making the donation process more engaging. Elements like quizzes, polls and challenges on social media can drive interaction and encourage donations. Gamified experiences, such as donation-based competitions or reward systems, create a sense of excitement and community among supporters. PBS Digital Studios’ innovative approaches in this area highlight the potential of gamification in fundraising.

Lastly, transparency and impact reporting are vital, particularly for younger generations who value seeing the direct impact of their contributions. Regularly reporting on how funds are used and showcasing the tangible outcomes of donations can build trust and encourage continued support. Public media stations around the world must make a commitment to transparency through detailed impact reports exemplifying how clear communication can enhance donor relationships.

Bridging the Generational Tech Gap in Fundraising

Each age group brings its own set of expectations, habits and preferences when it comes to technology and media consumption. By understanding these unique characteristics, public media can craft tailored strategies that not only capture the attention of diverse audiences but also foster lasting engagement and support. The following solutions and strategies provide a roadmap for effectively navigating the generational tech divide, ensuring that public media remains relevant and well-supported in the digital age. From leveraging multichannel engagement to fostering authentic connections, these approaches are designed to resonate with every generation, driving sustained contributions and enthusiasm for public media’s mission.

Reaching Donors Where They Are

Develop a comprehensive digital strategy that includes social media, email marketing, live streaming and traditional media. Ensure content is accessible and engaging across all platforms. We’ve all learned over the years that media is king!

Social Media: Use platforms favored by each generation. Facebook for Boomers, X for Gen X, Instagram and TikTok for Millennials and Gen Z. Tailor content to suit the platform’s strengths—long-form posts on Facebook, quick updates on X, visually appealing images and videos on Instagram and TikTok.
Email Marketing: Segment your audience by generation and craft personalized messages. For example, send in-depth newsletters to Boomers and Gen X, while using brief, dynamic emails with strong visuals for Millennials and Gen Z. However, if you’re sending an email to your whole database that varies in age, remember to keep your content simple, strategic and satisfying. The email should be easy to read and digest, sent with a purpose and gratifying enough to invoke the reader to engage.

Amplifying Your Message

Collaborate with influencers and ambassadors who resonate with different generational audiences. Their endorsement can boost credibility and reach.

Influencer Partnerships: Identify influencers who align with your organization’s values and mission. Partnering with micro-influencers can be particularly effective for reaching niche audiences. If you enjoy IG Reels like I do, you may be familiar with Concordia Shwarma McGraw for KCRW. Her show, “Important Things of Great Importance,” not only gives you the latest news in digestible pieces but highlights the benefit of utilizing influencers. Many stations have beloved talent that their audience knows and adores. You’re prone to see their face during an on-air drive or a Passport interstitial, but what about the individuals who are new to the station and don’t recognize them? Influencers may be a remedy to this concern and open the door for other generations to relate.
Ambassador Programs: Develop ambassador programs where dedicated supporters can advocate for your organization within their communities and social networks. In 2019, South Carolina ETV started a Social Media Ambassadors program that sought to digitally promote the organization. This was a tight-knit, statewide community of South Carolinians who received special SCETV and PBS swag, provided input on various projects, gained a behind-the-scenes glimpse of the network and assisted in the promotion of key programs and events. Aside from the cost of branded materials, this free initiative helped expand digital reach.

Staying Ahead in the Digital Age

Equip your team with the necessary tools and training to effectively use digital platforms. Staying current with technological trends ensures your strategies remain relevant and effective.

Training Workshops: Regularly conduct workshops to keep your team updated on the latest digital marketing trends and tools. This is not only a great fundraising tool, but also a chance to collaborate with other departments at your station. Oftentimes, the reason why you may not always get fundraising support across your station is because they don’t know what you do. It’s important to remember that the “what” is just as important as the “why.” Fundraising is a group effort and taking a few minutes out of your schedule to educate others allows them to see how a share on social media or a forwarded email to their networks could change the trajectory of a pledge drive.
Technology Upgrades: Invest in advanced analytics tools to better understand audience behavior and preferences. Utilize CRM systems to manage donor relationships more effectively. Platforms like Google Analytics offer free tools to understand customer behavior and improve marketing ROI across devices and platforms.

Evolving with Your Audience

Regularly seek feedback from your audience and analyze engagement metrics to refine your approach. Adaptability is key to meeting the evolving preferences of each generation.

Surveys and Polls: Conduct regular surveys and polls to gather feedback from your audience. Use the insights to improve your content and fundraising strategies. One of my favorite ways to engage with an audience is to find out what program everyone is most excited to explore. Whether you’re in pledge or outside, it’s good to know what genre resonates the most with your constituents.
Data Analytics: Monitor engagement metrics such as click-through rates, social media interactions and donation patterns. Use this data to adjust your strategies in real time.

Crafting Narratives that Resonate

Create compelling stories that resonate with each generation. Authentic, relatable narratives can drive deeper engagement and loyalty.

Impact Stories: Share stories that highlight the real-world impact of donations. Use multimedia elements like videos and infographics to make the stories more engaging. These impact stories can literally be photographed or filmed with your smartphone and posted to their respective platform in a matter of minutes. Not every piece of content needs to be shot in a production studio with bright lights and a boom mic.
Behind-the-Scenes Content: Provide a behind-the-scenes look at your organization’s work. Transparency builds trust and allows supporters to feel more connected to your mission. When I tell my family and friends where I work, their reaction is contingent upon their age and experience. For my fellow Gen-Z’ers, recognition of PBS KIDS is their initial response, but for my more seasoned loved ones, they remember older public TV shows that used to air and the joy of watching hosts during live pledge drives.

These expressions are all garnered from the sense each of them felt as they turned on their televisions (or radios) and allowed their local public media station into their space. Behind-the-scenes content has the ability to ignite the same feelings. A great example of this is this video from KCUR 89.3 explaining who they are and what they bring to their community.

Fostering Connections

Foster a sense of community among your supporters by creating opportunities for interaction and engagement.

Online Forums and Groups: Establish online communities where supporters can discuss and engage with your content. Platforms like Facebook Groups or dedicated forums can facilitate these interactions.
Live Events and Webinars: Host live events and webinars to engage with your audience in real time. These can include Q&A sessions, program screenings, virtual tours or panel discussions. If your station doesn’t have a distinctive ‘Events’ section on its website, it’s a great idea to suggest implementing one. This dedicated space will house all the important details people need to know leading up to the event and keep them informed on what’s to come.

Speaking to Unique Generational Values

Design fundraising campaigns that cater to the unique interests and values of each generation.

Targeted Campaigns: Develop campaigns that address specific generational concerns. For instance, focus on environmental issues for Millennials and Gen Z, while highlighting community and heritage for Boomers and Gen X.
Diverse Donation Options: Offer a variety of donation options, including one-time donations, monthly contributions and legacy giving. Make the process as seamless as possible across all devices.

Understanding and embracing generational tech adoption is essential for the continued success of public media. By embracing digital tools, personalized communication and innovative fundraising methods, we can create a more inclusive and engaging media environment that resonates with all ages. Public media’s ability to adapt to these differences isn’t just a strategy; it’s a necessity.

The key to success lies in our willingness to evolve, listen and innovate. It is important to remember that while we cater to the present, we must also prepare for our rapidly growing future. Together, we cohesively exist in the pursuit of more “Sesame Street,” “MASTERPIECE” series and “Morning Edition” content. Let’s continue to pioneer new ways of connecting, storytelling and inspiring. The future of public media depends on our ability to harness the power of technology and generational diversity.

Deontre’ McCray