Your older donors are moving online — are you there for them?

If you’re serious about raising funds online, solid email appeals, a strong and easy-to-use website, and both of them integrated with what you’re doing in direct mail are what you need to focus on.

As About Nonprofit Charitable Orgs notes, at More than Half of Older Americans Use the Internet and Email, older people, the real donors that drive fundraising growth, are increasingly interacting with charities and giving online:

If you’re still thinking that older people are only fishing your fundraising letters out of their mailboxes or are missing out on your email newsletters, think again. It’s really the older crowd that constitutes a big share of multichannel donors….

That’s right. Getting your act together online is a matter of keeping up with where your donors are.


Comments

2 responses to “Your older donors are moving online — are you there for them?”

  1. Jeff, I couldn’t agree more. Don’t you think it’s about expectations as well. Board members and Development Committee members – who are generally older – want to communicate by email. They want their information on-line. They want to give on-line. They are asking about SEO in Board meetings. They expect the Development Office not only to keep up with the current trends but also to take the lead.
    Jolynn Reid

  2. Jeff, I couldn’t agree more. Don’t you think it’s about expectations as well. Board members and Development Committee members – who are generally older – want to communicate by email. They want their information on-line. They want to give on-line. They are asking about SEO in Board meetings. They expect the Development Office not only to keep up with the current trends but also to take the lead.
    Jolynn Reid

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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