Following is from a blog post I contributed last week to the DMA Nonprofit Federation:

If you’re in the online marketing biz, chances are you belong to Generation X (born between 1965 and 1980) or even Generation Y. Chances are equally good that your online donors and activists are baby boomers.

Therein lies the rub.

Boomers and Xers have different worldviews, cultural touchstones, and senses of humor. Not surprising given Xers’ tendency to define themselves primarily as “not Boomers.” And, while Xers arguably dominate among non-profit fundraisers and marketers, Boomers are undeniably the primary target audience. It’s just demographically the way it is right now.