Wilderness Society target Aussies over 45 as they’re ‘better off’

PESKY fundraisers who bail up pedestrians in the street for donations are being told to target older Australians because of two main reasons. The Daily Telegraph can reveal the charity that is asking each person over 45 to make big cash pledges.

PESKY fundraisers who bail up pedestrians in the street for donations are being paid handsome bonuses to target older Australians — because they are better off and less likely to cancel their membership.

The Daily Telegraph can reveal that the Wilderness Society pays their face-to-face fundraisers up to $90 for each person aged 45 and older who they get to make a cash pledge.

That’s three times the $30 it pays fundraisers for each donor aged 18 to 20.

Such fundraising is big business, with street solicitors — sometimes criticised as “chuggers”, or charity muggers — coaxing Australians to hand over $135 million last year.

Wilderness Society “chuggers” are being told to target older Australians who are better off and less likely to cancel their membership. Picture: Annette Dew

Wilderness Society national director Lyndon Schneiders said members over the age of 45 were “generally more financially secure” and concerned about “what sort of planet they leave their children and grandchildren”.

The society raised $11.7 million in 2016-17 from a range of fundraising activities, according to its latest annual report. Of that, $5.5 million was spent on campaigns while $1.3 million went toward administrative costs.

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Public Fundraising Regulatory Association chief executive Peter Hills-Jones said not all charities pay extra for older benefactors but it was widely accepted that people aged over 45 were much more likely to be a long term donor.

The fundraising self regulatory body’s latest survey of members found the average monthly donation was $33 — or $396 a year per donor.

More than 343,000 Australians signed up to charities last year after speaking to a public fundraiser.

Wilderness Society national director Lyndon Schneiders said older Aussies are more concerned about the future of the planet. Picture: Hollie Adams

Mr Hills-Jones said charities used a data-driven approach to “identify those people who’re most able to become long-term, committed donors”.

“Donors of all ages are vitally important for charities, but most evidence suggests that those over 45 tend to remain with a charity for longer,” he said.

A Greenpeace spokesman said the organisation does not pay its fundraisers extra to target donors in specific age groups, and had not asked the agencies it uses to do such work to offer any incentives.

The Wilderness Society’s Mr Schneiders defended the use of street fundraisers, saying they played a central role alerting Australians to environmental issues.

“The Wilderness Defenders raise funds, but just as importantly also have tens of thousands of meaningful conversations every year with Australians of all ages and from all walks of life,” he said.