The population is aging at a rate faster than anyone had anticipated. In less than three decades from now, the number of people globally under the ages of five years and those above the age of 65 will criss-cross. That means that there will be more elderly people around than younger ones. Projecting another 30 years forward and the number of elderly will double their younger cohorts.
This shift is unprecedented In history — the number of people under age 5 has always exceeded the number of people over 65 —and brings with it new challenges. In terms of healthcare, a huge portion of those over 65 will suffer from more than one chronic disease. And routine matters such as transportation, will need to be reassessed.
We must be cautious not to view this situation as a problem, but rather as an opportunity To create needed wide-scale improvements. For example, in designing cars that are easier to use and transportation systems that are safer for everyone, or even in reassessing our need for transportation.
WAKE-UP CALL: So what does this mean for nonprofits?
1. Anticipate how this trend might affect your mission or services. Is this an opportunity for you to expand our base or provide new services? If you deal with a senior population, additional research showing need can bolster support for additional funding to serve this audience.
2. As people retire earlier and live longer, they have more time to spend on volunteering. Start planning how you you can leverage this workforce (more on this in a future blog entry).
3. In terms of immediate communications with your members, begin by acknowledging the different needs between your older and younger constituents. Younger members tend to want to make an immediate impact on solving social problems, while older donors are more concerned about leaving a legacy. Be sure to address both of the these needs in telling your story on your website, newsletter and other marketing materials.
4. If possible, segment your communications and speak in a voice that resonates with each group. To younger groups, address actions that can be taken immediately and allow them to engage directly with you and others that are involved in your cause. For the senior audience, provide a context for your mission and a framework for demonstrating your history, experience and impact in your sector.
