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You are: Home / Third Sector News / Fundraising / 'Ignore older donors at your peril' says JustGiving fundraiser / 'Ignore older donors at your peril' says JustGiving fundraiser

'Ignore older donors at your peril' says JustGiving fundraiser

23/10/09

Written by Sally O'Connell.

Organisations must focus on making their websites more accessible to older people in order to boost their charity fundraising potential, it has been claimed.

According to Third Sector, JustGiving fundraising researcher Jonathan Waddingham told an International Fundraising Congress workshop this week that a third of his website's revenue comes from people aged over 55.

On top of this, he dispelled a myth that young people are used to giving online.

According to the website, Mr Waddingham said: 'It's easy to get carried away with the new breed of online donors, because their contribution is important. But charities shouldn't forget about the old breed too.'

'Ignore your older donors online at your peril,' he added.

Some 45 per cent of 18 to 24-year-olds who filled in a JustGiving survey when giving money said it was the first time they had done so online.

Some eight million people have donated £537 million to more than 8,000 charities via JustGiving since it was set up in 2001.

Charities that use the website include Aspire, Jane's Appeal, Yorkshire Air Ambulance, the Steve Redgrave Trust and Leukaemia Research.

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