In order to get potential volunteers in the Baby Boomer generation to think, “Now, that’s the program I want to be a part of,” there are ideas, images, and a vision that must be created and infused into all communications. Good marketing and recruiting of this growing demographic is more than describing an organization’s mission and hoping people will sign up. It’s about identifying the target audience and understanding their motivation, interests, and cultural nuances. This workshop will help attendees understand how to identify their Baby Boomer target audiences, specific to their communities, and these audience’s motivations for participation. Attendees will also learn about the “customer benefit” and its importance in marketing and recruiting Baby Boomers and how to apply these concepts to their recruitment plans.