Charities should make their websites more easily accessible to older people, according to online donation firm JustGiving.
In a workshop at the International Fundraising Congress, being held in the Netherlands this week, JustGiving fundraising researcher Jonathan Waddingham said a quarter of the funds raised on the site were from people aged 45 and over who gave more than £50.
He said a further 33 per cent of revenue was from donors aged 55 and over. It would be wrong to assume that younger donors were used to giving online, he said, because for 45 per cent of 18 to 24-year-olds, their JustGiving donation was the first time they had used the internet to donate to charity.
"Ignore your older donors online at your peril," Waddingham told fundraisers at the workshop. "People aged between 17 and 24 make up only 7 per cent of our total revenue, and people over 65 count for 11 per cent.
"It's easy to get carried away with the ‘new breed' of online donors, because their contribution is important. But charities shouldn't forget about the ‘old breed' too," he said.
Waddingham said the necessary changes could be as simple as making fonts on websites larger and testing websites with groups of older people. He said charities should also consider advertising on websites that were popular with older people.
Follow Third Sector's fundraising reporter Kaye Wiggins at the conference on Twitter.