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Monday Buzz: Is Your Association Reaching “Perennials”?

By / Feb 12, 2018 Not millennials, perennials. Get it? (apomares/iStock/Getty Images Plus)

To think outside the traditional marketing demographic labels, consider what “perennials” have to offer your association. Also: Jeff Bezos’ winning formula for success.

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. “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

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, 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. 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.

As the #metoo movement makes waves in politics and the entertainment industry, NonprofitAF examines how the nonprofit sector should think about responding.

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.

Raegan Johnson

Raegan Johnson is a contributor to Associations Now. More »

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