How can NPOs use digital tools when working with older people?
Older people face difficulties, trying to catch up with the technological reality we all live in nowadays. Especially when it comes to dealing with digital content. This is why many NPOs concentrate their activities on completing a mission of making this digital world more friendly for older people.
For example, just like Youth Centers organize workshops & various online and offline courses for youngsters, some nonprofits do the same for older people. This way people aged 50 plus communicate with others, learn how to use various digital products (from MS Office tools to Photoshop or Social Media), study the “digital language” and this way easier deal with a quickly developing & changing environment.
Let’s take a look at how a nonprofit, working with older people, can promote its activities, using digital tools.
How do older people differ from younger audiences?
- Better loyalty level
- Pay more attention to the information
- Do not get distracted easily
- Increased level of positive-thinking
- Require more refined and detailed information
- Prefer fewer self-study activities
These are some general features that you should keep in mind when planning both educative & promo activities. Pay more attention to creating your User Profiles so each activity would bring you the best result and perform just the way you want it.
Useful content
When creating Google Ads & Targeted Ads on Social Mediate useful content is much more efficient for older people than for younger audiences. It is better to tell people exactly what they will get from completing the necessary action than to give more general promises. For example, if you are creating a Social Media class then people are more likely to come if you tell them they will be able to stay closer to their children & grandchildren than if you tell them they will become influencers & travel around the world.
Simplicity
Try to stay simple with each piece of content you create & publish. If you are running a fundraising campaign then consider using ads in messengers or generally creating communities in various messengers for more native promotion. Make sure the landing page is simple as well. The too-difficult process of completing a donation process as well as too modern and interactive design may confuse visitors.
Time
Time is the most precious resource you will need to work with older audiences. Ask your supporters to be more patient and dedicate more time to the promotion & completion of planned activities. You will need to publish more content in smaller pieces, presenting information from different sides. Your audience will also take a bit more time to make a decision so be ready for it.
Stay real
Older people prefer offline communication. So in order to make your digital promotion more efficient include elements of more real communication: videos, online events & streams. Pay more attention to quick replies to messages & comments, organize offline events, if possible, include phone as a possible way to contact you, and so on.
Working with older audiences might seem a challenge. Web design and development of your platforms, promotion on Social Media, communication strategies – everything has to consider features of your audience. But if you work well on completing User Profiles and then create a clear & comprehensive strategic plan then you will be delighted with how grateful your audience with, as well as the results your work will bring.