Two different articles collided in my in-box to make a great big impression about being audience-savvy.
This Gizmodo feature is about a space ad that presents a completely different message to adults and kids. Technically it presents a different message to short people, but it probably gets the percentages right. It’s quite moving as well.
Then this piece from Engage:Boomers came in, talking about the fact as we get older, we rely more on emotion and intuition in making decisions. Behavioral science has all but concluded that the right brain (emotion, intuition) makes most of the decisions for most people and the left (analytic) conjures up post-hoc rationalizations for them. But that seems to become more true as we age, not less so.
To be a broken record: most donors are baby boomers or older. Are you speaking their language?