Why do younger people seem to ignore your appeals?
An interesting set of studies has been published by UC Berkley that looks at how our emotional strategies for dealing with upsetting issues change as we age.
As psychologist, Robert Levenson explains:
"Increasingly, it appears that the meaning of late life centres on social relationships and caring for and being cared for by others… Evolution seems to have tuned our nervous systems in ways that are optimal for these kinds of interpersonal and compassionate activities as we age."
One study looked at how 144 healthy adults in their twenties, forties and sixties reacted to neutral, sad and disgusting film clips.
Younger and middle-aged participants were best at using 'detached appraisal' to tune out and divert their attention from unpleasant and upsetting scenes. This approach draws heavily on the prefrontal brain's executive function, a mechanism responsible for memory, planning and impulse control that tends to diminish as we age.
Older people were best at reinterpreting negative scenes in positive ways using 'positive reappraisal' – a coping mechanism that draws heavily on life experience and lessons learned.
A second larger study used similar techniques to test how our sensitivity to sadness changes as we age and found that the older cohort showed more sadness in reaction to emotionally charged scenes, compared to younger people. The results, as explained by psychologist Benjamin Seider showed that:
"In late life, individuals often adopt different perspectives and goals that focus more on close interpersonal relationships… By doing so, they become increasingly sensitised to sadness because the shared experience of sadness leads to greater intimacy in interpersonal relationships."
Which, in short, explains why younger people are less likely to respond to your appeals – they are emotionally programmed to ignore them.
You can read more on the studies here.
Picture credit: Melanie Hayes
Tags In
Related Posts
2 Comments
Comments are closed.
The Essentials
‘Tis Halloween. Keep to the light and beware the Four Fundraisers of the Apocalypse!
Why do people give? The Donor Participation Project with Louis Diez.
A guide to fundraising on the back of a postcard
What does the latest research tell us about the state of fundraising?
How do donors manage their philanthropic budgets?
This is very interesting, thanks Mark.
It chimes with what I have long suspected – our obsession with the death of dorothy donor is misplaced.
Today’s baby boomers will eventually replace dorothy and be just as emotionally motivated – and therefore appeal-responsive – as dorothy is today. And generation y, x and whoever else will follow suit.
Donating to charity is inter-generational; we will do it when we are over sixty if we are born in 1910, 1960 or 2010!
That doesn’t mean we should be complacent, and we should certainly look at tweeking what we do to suit new audiences. But a tweek is all it is.
Those who berate the charity DM sector for ‘not getting’ young people miss the point – we are not interested in young people as they are not intereted in us; nor will they be until they are older.
Thanks for the insight Mark. This also speaks to a tip in your post about tone of voice. Keep the age of your donors in mind when creating appeals and write the way your audience talks.