Targeting Baby Boomers
Presented By: PDG & Extension
Team Member Barbara Toosley
Recruiting the Baby Boomer Generation
Who are Baby Boomers?
• Baby Boomers are
Individuals born
between 1946 and
1964.
• This demographic
effects most of the
Western world.
• As they retire, most
have the time and
resources to volunteer.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 3
Why Boomers?
• LCI realizes that we have not marketed to
directly reach this large group of people.
• The “Boomer” initiative can be adapted to
reach most populations that have the same
desire to make a difference.
• Targeted approaches to membership
development are more effective in recruiting
quality members.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 4
Why Boomers?
““In the coming years, the
50+ population will be
healthier, will live longer,
and will continue searching
for ways to change the
world. We expect
volunteering to be part of
their lives.”
- American Association of
Retired People (AARP)
LIONS CLUBS INTERNATIONAL
“As some of the demands
of work and
family…recede, Boomers
will have the potential to
become a social resource
of unprecedented
proportions by participating
in the lives of their
communities.”
- Harvard University School
of Public Health
TARGETING BABY BOOMERS 5
Boomer Characteristics
The “Do Your Own Thing Generation”
• Diverse attitudes
• Educated
• Health Conscious
• Individualistic
• Deep sense of idealism
• Do things for personal fulfillment, not obligation
• Eager to reinvent themselves
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 6
Boomer Volunteering




Boomers are active volunteers.
Boomers want choice and flexibility.
Boomers are in no hurry to retire.
Boomers know what they want – Lions can
provide it.
Boomers hope to maintain a focus on purpose, people and
community…both in their professional and their leisure activities.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 7
Why Boomers May Avoid Joining Lions
• Reluctance about traditional channels for civic
engagement
• Vote less
• Less apt to join churches
• Hierarchy perceived as a barrier to providing direct
service
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 8
What Motivates Boomers?
• Self-esteem and personal satisfaction
• Commitment to a cause and making a
difference
• Giving back to the community
• Health and longevity
• Individual impact
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 9
Repositioning
1.
2.
3.
4.
5.
LIONS CLUBS INTERNATIONAL
Speak directly to Boomer
values.
Persuade them that Lions can
offer a varied and fulfilling
volunteer experience.
Encourage individualism,
downplay conformity.
Be mission focused, downplay
hierarchy.
Do these things aggressively;
LCI is competing with over 2
million other organizations that
Boomers can become involved
with.
TARGETING BABY BOOMERS 10
Messaging
Messages that might reach them:
• “LCI is a progressive and international organization.”
(Stress that it is a unique form of civic engagement.)
• “LCI can help you make a difference in someone’s life.”
(Stress personal satisfaction.)
• “LCI can help them change the world.” (Stress activism.)
• “LCI can help them get more out of life.” (Stress the health
benefits to volunteering.)
Boomers are forward thinkers interest in what the organization
can do, not their prestige or traditions.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 11
Your Boomer Recruitment Program
1. Identify Prospects
2. Position Your Club
3. Plan for Retention
4. Communicate Effectively
Present your club in ways that demonstrate how its
people and plans align with their wants and needs.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 12
Just Ask!
Research shows that
the biggest single
inducement for Baby
Boomers to volunteer is
being asked by
someone with whom
they have an
established business or
social relationship.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 13
The Boomer Initiative
Key Themes
• We serve…like never before.
• We’re building community.
• We’re helping young people
• We’re advancing world health.
• We’re exploring, learning, growing.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 15
Boomer Materials
Available for Order &
Download from LCI:
• Resource/Recruiting
Guide
• Brochure
• 6 Posters
• Print Ad
• Boomer Recruitment
Kit (all items)
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 16
Things You Can Do…
• Encourage clubs to host Boomer events with
music from their era.
• Post downloadable materials in public areas.
• Send the e-brochure to prospective
members
• But most of all, invite a Boomer to join.
LIONS CLUBS INTERNATIONAL
TARGETING BABY BOOMERS 17