Give As You Live research advises how charities can engage better with younger people
Howard Lake | 18 March 2020 | News
Online fundraising platform Give as you Live Donate has published its latest white paper focussing on how charities can make their offering more relevant to younger people.
Give as you Live Donate’s research confirms that this is an ongoing challenge for many charities face, despite their acknowledgement that attracting younger donors is essential for them over the longer term.
The survey that underpinned the research asked respondents if their charity had a specific plan for targeting volunteers and donors under the age of 25. The result were:
- two-thirds (64%) did not
- just 27% said they had
- 10% were unsure.
Online fundraising platforms are not surprisingly the most popular way for donors under 25 to give to charity.
Annabelle Risdon, Director and Head of Partnerships at Give as you Live, said:
“An over-reliance on older volunteers can also be a problem at certain charity events geared towards younger people. Charities should think about what skills, incentives and experiences younger people will get out of volunteering work as many want to receive more than just a sense of doing good.”
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The report includes advice on how best to measure the understanding of younger peoples’ values, together with tips on how to target younger people “via innovative communication methods”.
GAYL’s research also explored the importance to younger donors of how donations are spent. Image: GAYL white paper
For the past 15 years Give as you Live products have made it easy for all 220,000 UK charities to generate extra income and increase supporter loyalty through technology. All Give as you Live products are free for both charities and supporters.
You can download a free copy of Give As You Live’s white paper.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.