Almost half of senior donors (49%) are enrolled in a monthly giving program.
A Blackbaud Institute study found that the average age of donors in the US in 2019 was 63.
The study found that Baby boomers (born 1946-1964) represent the top source of income for American nonprofits. They account for 34% of the annual donor base in the US, but they contribute to 43 % of all individual donations.
The Mature generation (born 1945 or earlier), on the other hand, represents 26% of overall giving in America. Out of the entire donor pool, mature donors rely most on direct mail to help and participate in the causes they care for (52 % donated by mail and 27 % online, according to the study).
In the UK, Blackbaud Institute reported that the Mature and Baby Boomer generations are the ones with the highest proportion of people giving – at 68% of people in both age groups. These senior donors also contribute to the second-highest number of charities, with more than five charities per person.
How to design your direct mail to older donors?
With older donors, you may need to have a more accessible design in your direct mail campaigns. Here are some great guidelines.
Use Larger Type
Type size must be larger than average. In print materials, font sizes of 12-points or larger are preferred.
Break It Up
Write short paragraphs and use subheadings to break up the long copy. Also, subheadings make it easy for readers to scan and read only what is important to them.v
Use bold or bigger sized font to emphasise text
To show the importance of a word or parts of your text, use a bolder type weight or bigger sized text.
However, bold text should be used for emphasis rather than being used consistently in the main body of the text. (Source: Centre for Excellence in Universal Design, Ireland)
Use left aligned text
Avoid justified text as it can lead to large spaces of text between words. This can make sentences more difficult to read, particularly if a person uses text-to-speech software. (Source: Centre for Excellence in Universal Design, Ireland).
Choose your fonts wisely
According to the Canadian Center of Science and Education, the most accessible fonts are:
Times New Roman
Bookman Old Style
Choosing the right paper
Give preference to matte or uncoated paper —glossy paper can have a glare that makes it harder to read.
Choose the right colours
According to the Royal National Institute of Blind People (RNIB UK), approximately 8% of men and 1% of women have a form of colour vision deficiency.
Some colour combinations should be avoided as they may cause problems for people with a colour vision deficiency (colour blindness). This is more evident if the two colours are very similar in tone, saturation and contrast. The hardest combinations are red and green or yellow and purple.
Leading is the space between lines of text and should be at least 25 to 30 per cent of the point size. This helps readers move their eyes more easily to the next line of text. Heavier typefaces will require slightly more leading. (Canadian National Institute for the Blind)
Azure Communications has the experience and expertise to help create your fundraising materials for your senior donors. Call us at (0)1 531 2695 or email firstname.lastname@example.org