Overseas aid charity Care International UK has revealed that its latest face- to-face fundraising campaign, in which it asked fundraisers to recruit only donors aged over 25, has resulted in a reduction in the number of sign-ups and might not have been worth doing.
The charity decided to exclude people aged under 25 in a campaign that started in June and will last until December.
Tracey Horner, head of direct marketing at the charity, told Third Sector that under-25s normally represented between 30 and 40 per cent of its new face-to-face donors, but 10 per cent of those that signed up never made a payment.
"Excluding younger people means we have struggled to sign up high quantities of donors," she said. "This may well not be a viable model."
She said the campaign, which has taken place in London, Glasgow and Edinburgh, had a target of recruiting 3,000 donors, but she declined to reveal how many had been recruited so far.
A spokeswoman for Gift Fundraising, the agency running the campaign, said this was the first time it had run a campaign that excluded under-25s.
"If this significantly reduces attrition, it'll be a breakthrough," she said. "But it's difficult to keep fundraisers' morale high when they are not recruiting many donors."