WHY BABY BOOMERS MATTER:
Turning Generosity Into Action

Older audiences remain one of the most important groups in charitable fundraising today. While they may no longer sit within traditional age-based marketing segments, their giving habits, loyalty, and financial commitment continue to make a meaningful impact for charities across Canada.

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These audiences are more likely to donate, to give consistently, and to maintain long-term relationships with the causes they care about. Years of generosity, combined with greater financial stability, mean their support remains critical for sustainable fundraising.

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At the same time, how older audiences consume media has evolved. While they continue to spend significant time with traditional, linear television, many are also increasingly engaged with Connected TV (CTV) and digital video. They are no longer reachable through a single channel — they are watching, streaming, and engaging across screens.

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For charities, this creates a clear opportunity.

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The most effective fundraising strategies don’t rely on one channel alone. By combining the trust and emotional impact of TV with the precision and measurability of digital, organizations can reach older audiences more effectively — and guide them from awareness to meaningful action.

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Younger donors are growing in importance, but in the years ahead, older audiences will continue to play a vital role in driving charitable impact. The charities that succeed will be those that recognize this value and invest in strategies designed to meet generous audiences where they are today.