Online Donations From Seniors Strong
15 February 2010
JustGiving has reported some great figures regarding online fundraising. A recent article in Fundraising Magazine provided data from this ten-year-old website that offers charities assistance with online resources and fundraising campaigns.
The good news is that people from older age brackets respond very well to email campaigns, and are using the internet to make donations almost as often as younger people. Additionally, the level of their giving is edging out their younger counterparts.
The article reported that people over 64 years of age are 4 times more likely to donate at the £50 level than those aged 18-24. That's well over the website's average donation of £32 (including gift aid). And 70% of those aged 55-64 who donated had previously used the internet to make a donation.
25% of JustGiving's donors are between 25 and 34, 22% are between 35 and 44, and 21% are between 45 and 54. Their research shows that Email is still the most important communication medium with your older donors. It is what they use to communicate with each other, so a strong email marketing strategy is vital for getting their attention online.
It's good to know that online campaigns are reaching all ages and not just younger groups!
