65+ Finally Over 50+
Finally, according to Pew Internet, more than half of Americans age 65 or older are online … 53% to be exact. Of these online seniors, 70% use the internet on a typical day and 86% use email.
Just watch those online contributions blossom as the most proven segment of the donor population gets comfortable with the medium in large numbers. [Working to online fundraisers’ advantage, the ‘seniors’ I know about are too polite to not open emails!]
Pew Internet also reports that 34% of internet users age 65 and older use social networking sites such as Facebook, and 18% do so on a typical day. I suspect Pew Internet will soon release additional info on how the oldsters are using their internet time.
Tom
3 responses to “65+ Finally Over 50+”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Tom, It’s the same people that have always been using online communications and tools. We’re just getting older.
Hello Tom – I think that, for a number of reasons, we will want to be qualifying who we are calling “oldsters”. It looks to me as if many “sixty-something” people do not think of themselves that way.Partially due to their growing currency with the internet….
Tom, many “older” folks are email savvy but will still not buy online due to worries about credit card hacking… So, the fact that more “oldsters” are going online may not necessarily translate into online fundraising growth…