This year’s two new LERN Recommendations are that EVERY program should offer classes for:
*Boomers.
*Kids and Youth.
Even programs focused on professional development and workforce development can reap the rewards from programming to Boomers as well as to Kids and Youth.
The reason is money, both for your program and to your other financial contributions to your institution.
Over the past year, the most successful programs in all institutional settings have demonstrated the and documented the value of marketing and programming to both Boomers and Kids and Youth.
Boomers
Here’s what we know:
-Boomers dominate the wealth.
Far from being “seniors” needing discounts, Boomers now possess 70% of the wealth in society.
-Boomers will pay more.
Boomers want value, and will pay for value. In fact, a higher price indicates value to most people.
–Use the surplus.
Use the surplus from Boomer classes to offset mission-centered classes and pay for staff (you).
–Keep Boomers in your community.
Classes are a major reason why Boomers live in, or leave, your community. Their tax dollars and discretionary spending help your local economy.
-Tap into their talent.
Boomers also contribute their talents, experience and wisdom to your community.
Kids and Youth
Here’s what your colleagues are reporting:
–Kids are profitable.
Kids summer classes, workshops and camps are big money makers. They have a high Operating Margin.
–Kids year round.
Use that coveted mailing list of summer kids, and their parents. Kids programming can be offered over holiday and spring breaks.
–Boost kids’ health.
Youth programming boosts children’s physical health and mental health. Yeah, it reduces teenage crime too.
Choose one:
–Enroll them in college.
For colleges and universities, programs have found that a huge percentage of children who enroll in kids college later enroll in the same institution of higher education.
–Tax support.
For grandparents and parents, business people and other taxpayers, your youth programming increases tax payer support for your recreation department or public school.
