- Home
-
Resources
-
Digital Fundraising for Older Donors: Your Most Valuable Untapped Opportunity
Digital Fundraising for Older Donors: Your Most Valuable Untapped Opportunity
Digital MediaSupporter Stewardship
At Fundraising Convention (2024), Lizi Zipser and Nathalie Ormrod from Blue State, presented the opportunities available to most organisations to identify and increase giving with older donors using modern and interactive channels with examples from the sector.
When it comes to inspiring more people to give, one of the first things to understand is that lots of older donors are very active online. This misconception that older donors are not online, could be costing your organisation significant revenue and leaving your most valuable supporter segment underserved. Recent research reveals that over 50s are 81% more likely to open emails than under 30s, and older donors are increasingly driving online giving while younger segments reduce their donations during the cost of living crisis.