Thursday, September 24, 2009

Charities giving by the 50-plus is vitally important

As the chart shows, unless charities capture the older giver they are toast.

If you are in the Charity Business then this is a must read analysis of who gives - more importantly who does not.

The ‘high roller’ givers constitute a disproportionate amount of total giving. This research suggests that those aged 65 and over are most likely to be higher-level donors (10%), followed by 45-64 year olds (9%), 25-44 year olds (7%) and 16-24 years olds (2%).

The research I conducted with Mature Marketing showed that 50% of the 50-plus had reduced their charitable giving by an average of 50%. Worse still, if you don’t keep this group as regular givers you are likely to miss out on their legacy payments.

Number one priority for the charities is to make sure their marketing to the older age group has adapted to the changed behaviour created by the recession. My bet is that most of them have yet to get the message. Watch out for redundancies and mergers as charities fight to keep going. And this is all before we see the swinging reductions in public expenditure.

Rough times ahead in the Charities Sector. Dick Stroud

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