With many charities feeling cut off from a number of their supporters, there has never been a better time to engage with younger generations of digital natives
The article is sponsored by online fundraising platform Give as you Live
Online fundraising platform, Give as you Live Donate has released a new white paper focusing on how charities can make their offering more relevant to younger people.
Many charities may find themselves unsure about how to engage with a younger audience. They may not be sure of the right channels, or the kind of content and messaging that such an audience will respond to. This focus on tone and delivery is crucial.
The survey asked respondents if their charity had a specific plan for targeting volunteers and donors under the age of 25. Surprisingly, almost two-thirds (64%) did not and just 27% said they had with 10% being unsure.
So why the reluctance?
“An over-reliance on older volunteers can also be a problem at certain charity events geared towards younger people. Charities should think about what skills, incentives and experiences younger people will get out of volunteering work as many want to receive more than just a sense of doing good.”
- Annabelle Risdon, Director and Head of Partnerships at Give as you Live
Many charities may be neglecting a wide base of potential supporters simply because they don’t know where to start. Or worse still, because they don’t have an accurate understanding of a younger audience’s values.
But with most of the country confined to their homes, charities are increasingly looking towards digital fundraising channels. And what better audience is there in the current situation than one that spends 75% of their free time online?
The report continues to focus on how best to measure the understanding of younger peoples’ values with in-depth practical advice along with top tips on how to target younger people via innovative communication methods.