Care International has doubts about turning away young donors

Overseas aid charity only signs up those aged 25 or over in street fundraising campaign

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."


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