In the field of lifelong learning and continuing education, Generational marketing is at full-stride. Knowing the age of your students allows you to make informed course development and delivery decisions.

For example, Generation X is in need of management training as they advance in their careers. Baby Boomers are seeking out post retirement opportunities for personal interests, as well as second careers. Knowing the individual student’s birth year, and therefore generation, allows you to target market to the needs of the individual and increase registrations.

As the number of Generation Y students increases, you should consider shifting more of your courses to online, 24/7 delivery options to meet their desire for training whenever and wherever they want it. Capturing the birth year of your individual members in your database allows you to segment your marketing towards the various generations and increase registrations.  Asking Birth Year instead of birthday or age is less threatening to your members and they are more likely to respond.