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Olga Woltman thinks about purpose in nonprofit marketing

Often overshadowed by their Baby Boomer and Millennial counterparts, Generation X is used to being overlooked—both in their day-to-day lives and by nonprofit organizations. But thanks to some research we commissioned to gather much-needed insights into Gen X, we can safely say that these latchkey kids are poised to make a big splash in charitable giving in the coming decades.

We shared our findings in our latest eBook, "Don't You Forget About Me: The Nonprofit Marketer's Guide to Generation X." But we couldn’t stop there. We’ve been diving deeper into conversations with thought leaders across the industry on different aspects of the research.

In this episode of our Groupthinkers podcast, we sat down with Olga Woltman, Founder and Principal of LemonSkies, to discuss how nonprofits can connect to a donor’s purpose.

Understanding the generations

We can’t talk about purpose without first understanding how each generation’s life experiences impact the way they interact with nonprofits.

When we conducted our study, we gained insight into the attitudes and core values that drive each of the generations’ giving behaviors. Meet the Social Influencers (Millennials), the Naturalists (Younger Gen X), the Hometown Heroes (Older Gen X), and the Traditionalists (Baby Boomers).

Gen X Personas

With this information in our pockets, let's dive into our discussion with Olga Woltman. In this episode, Olga is joining us to share her insight on:

  • The role purpose plays in a donor’s giving behavior
  • Using empathy to connect with younger audiences
  • How to integrate purpose into your marketing strategy


Meet our guest

Olga Woltman Headshot-1Olga Woltman


Founder and Principal

“A nonprofit is there to help achieve a certain mission and purpose. And when you stop thinking about yourself as an entity and start thinking about why you are there in the first place, I think that really does help.”


Listen now



Want more?

Groupthinkers is the podcast for nonprofit marketers by RKD Group. This is a must-listen experience of thought-provoking content that inspires insight on the industry and strategic decisions. Groupthinkers brings together innovators and curators in nonprofit marketing, branding and direct response to tackle the major issues facing nonprofits today. Be sure to tune in for Season 6, as we drop new episodes over the next few weeks.

RKD Group

RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible.

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