Older donors becoming comfortable with online giving

Fundraising | Celina Ribeiro | 6 Aug 2012

The over-60 age group have propelled a significant increase in online donations to arts and culture and religious causes, according to Justgiving.

Adding weight to the argument that the internet, and online giving, is not exclusively the domain of the young, Justgiving has released figures showing that donations from people aged over 60 have made a significant impact on some types of charity.

Between 2007 and 2011 the value of donations to arts and culture causes on Justgiving more than doubled, but the largest growth came from gifts made by older donors, which increased by 459 per cent.

Religious charities experienced a similar boon from the over-60 donors. The value of gifts from older donors to religious causes on Justgiving increased by 171 per cent between 2007 and 2011, boosting overall income to those charities by 128 per cent during the four-year period.

Elizabeth Kessick, head of insight at Justgiving, said: “Use of the internet is now mainstream among those aged 65-plus and this is having a major impact on giving trends, with causes typically supported by older people benefitting.”

A poll carried out by ICM in May this year found that older donors were most inclined to support charities related to cancer, old age and religion, and least likely to give to organisations working on the subjects of animals, homelessness and foreign aid.

Directory: JustGiving

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