A report by Barclays bank says people aged 35-54 give the most, but many charities continue to focus their efforts on the over-55s.
The Future of Giving report, just published by Barclays bank and based on a survey of 2,017 UK consumers and 301 charities, says that people aged between 35 and 54 claimed to give the most to charity.
Researchers found that people in this age group gave an average of £265 last year to charities. Over-55s reported giving an average of £168.
But the report says that 63% of charities surveyed said the over-50s age group was where they drew most of their support from.
Those aged under 35 said they gave £246 last year, the survey showed, but 57% of that age group said they were more likely to donate today than they were three years ago. The report says this suggests charities should focus their fundraising efforts on younger people.
Street giving was found to be the most popular way to give, with 48% of donors saying this was how they donated. But 74% of charities said they believed this method was in decline.
David McHattie, head of charities at Barclays Corporate Banking, said: “Fast-moving shifts in technology and consumer behaviour create significant opportunities for charities. However, to continue to thrive, the third sector must continue to adapt.
“Nurturing loyal givers while finding further ways to attract new support is critical. Investing in innovations, whether online, on-street, or in-store, will ensure that important causes continue to benefit from changing donation demographics and preferences.”