Communicating with older generations

Communicating with older generations

Date: Friday 10th Jan 2020

Time: 10am to 1pm

Town/City: Westminster

Location: London

Venue: IoF Office

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As we age, the way we read, listen and view communications changes, and concentration is short. We are in an age of changing channel preferences – especially older generations, and lack of mobility increases use of the internet in all its forms. The evidence from focus groups, and academic research around the world, indicates a sad lack of recall by all donors and prospects because of the number and design of communications. This seminar is aimed at discussing how we can maximise engagement thereby enhancing levels of support. - To empower both communication and fundraising professionals to communicate more effectively with older generations. - To ensure the greatest recall of charity communications leading to the best engagement through the most relevant channels

Session outcomes:

  • To gain greater internal understanding/buy-in, within both communications and fundraising teams, on the above issues so that all charity communications are well designed for maximum impact and recall.
  • To improve all charity communications for older generations. Target audience is ALL prospects and donors
  • To understand how older brains and physical and mental conditions affect recall of communications
  • To debate the use of channels used by older generations


Who should attend?

We are keen to bring together fundraisers from individual giving and legacy marketing with creative designers, copy writers, insight teams, digital communication staff



Academic research and what it tells us about the communication needs, preferences and  communication habits of older people

Channels: how older generations like to communicate

Design: key issues and suggestions on graphic design, images, info graphics, typefaces and words

Discussion on how to affect change in charity communication and fundraising departments to ensure greater supporter recall and engagement.



Richard Radcliffe. FinstF Cert. Founder Radcliffe Consulting 30 years’ experience in legacy fundraising and has met over 28,000 donors and volunteers in focus groups for over 400 charities where fundraising  communications are discussed in great detail!   



£69     IoF Individual member

£129   Non individual member 




Further details and contact information

Events team
Telephone: 020 7840 1040

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