--- title: "Monday Buzz: Is Your Association Reaching “Perennials”?" id: "41512" type: "post" slug: "monday-buzz-is-your-association-reaching-perennials" published_at: "2018-02-12T22:53:41+00:00" modified_at: "2018-02-12T22:53:41+00:00" url: "https://associationsnow.com/2018/02/12/monday-buzz-is-your-association-reaching-perennials/" markdown_url: "https://associationsnow.com/2018/02/12/monday-buzz-is-your-association-reaching-perennials.md" excerpt: "To think outside the traditional marketing demographic labels, consider what “perennials” have to offer your association. Also: Jeff Bezos’ winning formula for success." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Communications" - "Marketing" - "Membership" - "reengagement" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Director" - "Executive Team" taxonomy_persona: - "Association Professionals" - "Executive Leadership" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Monday Buzz: Is Your Association Reaching “Perennials”? The nonprofit and for-profit sectors alike aim to attract next-gen markets. But in attempts to reach emerging generations, do organizations overlook engaged adults of all ages who don’t fit a specific generational category? Tech entrepreneur Gina Pell, eschewing traditional marketing demographic labels, coined the term “perennial.” “The term Perennials is a metaphor comparing plants that return with blooms year after year to a category of people without using generation labels,” writes Jeff Hurt in a recent [Velvet Chainsaw blog post (opens in a new tab)](https://velvetchainsaw.com/2018/02/05/next-markets-may-include-leveraging-opportunities-perennials/) . “Perennials are groups of people that bloom in a specific season, take a break to nourish and flourish while remaining green, and then renew themselves throughout a growing season.” This group wants to stay involved, learn about new technologies, and build new relationships. One way associations can tap into this desire is by reaching perennials who are transitioning into new careers. “These people have vibrant networks from their previous careers, strong cash flow, and want to continue to contribute to society,” says Hurt. “They can bring wise experience to your organization, as well as a curiosity to collaborate and co-create with younger perennials.” ### Bezos’ Rules for Success > Jeff Bezos just shared his 3-step formula for success–and it’s absolutely brilliant [https://t.co/zP5qNFYCmM (opens in a new tab)](https://t.co/zP5qNFYCmM) > > — Inc. (@Inc) [February 9, 2018 (opens in a new tab)](https://twitter.com/Inc/status/962010222771388417?ref_src=twsrc%5Etfw) **Two weeks ago, Amazon, Berkshire Hathaway, and JPMorgan Chase** announced that they are partnering on a new independent healthcare company that will deliver more affordable healthcare to each company’s employees. In a [joint announcement (opens in a new tab)](https://www.businesswire.com/news/home/20180130005676/en/Amazon-Berkshire-Hathaway-JPMorgan-Chase-partner-U.S.) , Amazon’s CEO Jeff Bezos conceded that the challenge would be difficult. But in one perfect sentence, he sums up the requirements of triumph: “Success is going to require talented experts, a beginner’s mind, and a long-term orientation.” A writer at *Inc.* delves into [each factor in the success formula (opens in a new tab)](https://www.inc.com/justin-bariso/amazon-jeff-bezos-healthcare-formula-success-1-sentence.html) . When thinking about hiring your next “talented expert,” for example, consider that “you don’t simply want a bunch of ‘brilliant jerks,’ as Netflix CEO Reed Hastings calls them,” writes Justin Bariso. “Rather, you want people who know what they’re doing and have the necessary emotional intelligence to work well with others at the same time.” ### Other Links of Note **Is your group delivering great donor service?** *The Agitator* discusses how [donor feedback can help you do that (opens in a new tab)](http://www.theagitator.net/uncategorized/fundraisings-silver-bullet/) . **As the #metoo movement makes waves**in politics and the entertainment industry, *NonprofitAF* examines how the [nonprofit sector should think about responding (opens in a new tab)](http://nonprofitaf.com/2018/02/metoo-and-the-nonprofit-sector/) . **Is your communication strategy effective?** In a guest post on digital marketing expert John Haydon’s blog, Kivi Leroux Miller shares [four editorial best practices for nonprofits (opens in a new tab)](https://www.johnhaydon.com/editorial-best-practices-nonprofits/) . Not millennials, perennials. Get it? (apomares/iStock/Getty Images Plus) [Raegan Johnson](https://associationsnow.com/author/raegan-johnson/) Raegan Johnson is a contributor to Associations Now. 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