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Understanding charitable giving behaviours of 50-70 year olds

charitable giving

As a nation we like to think of ourselves as a charitable bunch; and in 2014 it is estimated that we donated in excess of £10bn.  However, with brexit and uncertainty in the future economy, charities may need to refocus their efforts in order to keep up the good work.

The UK’s increasingly ageing population has a greater purchasing power than its younger counterparts, providing an opportunity for charities to understand the burgeoning potential of this market.

At Future Thinking we have partnered with Seniosphère Conseil, a leading European consulting group specialised in marketing and strategy for the 50+ market to research 50-70 year olds in the UK. One of our key aims was to understand their charitable giving behaviours and what future opportunities there are for engaging with this audience, whether it is through financial contributions or donating more of their time and energy.

Four out of five have made a charitable donation, with women more likely than men to donate. Check out our infographic to find out:

  • Donation behaviours over the past 18 months
  • Top five methods for making a donation
  • Role of new technology in enabling donations
  • Propensity to volunteer
  • Generosity shown in legacy giving

Here at Future Thinking we work with a range of charities helping them to understand key commercial challenges; from measuring the marcomms effectiveness of sponsorship campaigns, the role of governance to identify and understand how they are performing within the market; and how charities can improve their overall brand image.

For more information, please contact Rachel McGrail on +44 (0) 1865 336 400.

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