Older people vital to online third sector fundraising, survey indicates

15/02/10

Written by Isabel Griffith.

A Non-profit organisations must engage with older people as well as their younger counterparts if they are to boost their charity fundraising potential, it has been stated.

According to donations website JustGiving, 46 per cent of its donors are over the age of 45, while the average amount pledged by over-64s is  £50, including gift aid.

The figures were released in the latest edition of Fundraising magazine and show that over-45s account for 55 per cent of total donations on the website.

Commenting on the importance of keeping in contact with these older supporters online, the report stated:'Email is still the most important communication medium with your older donors - it is what they use to communicate with each other, much more than social networks, so a strong email marketing strategy is vital for getting their attention online.'

The report also noted that 70 per cent of donors aged between 55 and 64 had made an online donation before, a fact that could highlight the importance of older supporters to organisations hoping to improve their charity fundraising through the internet.

Non-profits hoping to improve their online presence might have attended JustGiving's Media 140 third sector event in London this month (February 4th), which emphasised the importance of social networking to charity fundraising

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