When searching for volunteers for your non-profit, is there an explicit or implied cut off based on age? Do you tend to focus on seeking younger people for your volunteer positions, and then relegate the older generation to your pool of potential donors? If so, you may be targeting the wrong generation.

There are good reasons why most donors tend to be from the older generation, particularly those aged 65 and over.  As we grow older, our finances tend to become more secure as our knowledge and expertise are rewarded with promotions and increased pay. This financial security leads to a larger reserve of resources from which to draw from to donate to the causes and concerns we care about.

During this time in our lives, we also tend to become more reflective, and it’s only natural that we feel an increased pull to “make a difference” in the world and the lives of those around us. Combining financial stability with self-reflection often leads to individuals choosing to become donors to the causes they care about.

But why fall into the trap of stereotypes and relegating the older generation to the donor only crowd?  Why not take advantage of this group’s stability, wisdom and passion and encourage them to donate their talents and time as well as their money?

The well-known adage, “we learn best from experience,” is certainly true when it comes to life. Older people have great stores of knowledge and experience to share with us, if we will give them the opportunity.  This group may also have more time to give back to their community, as it is during this time of life that children are leaving home to start their own families.

One reason that many non-profits neglect to consider the older set for their volunteer projects is the presumption that older people aren’t online to target.  Research shows that this myth simply isn’t true.  According to a 2009 report by the Australian Communications and Media Authority, 48% of adults aged 65 and older report at least some use of the Internet.  While an updated report is not yet available, nearby New Zealand’s statistics show that internet use among those aged 65 and older literally double from 2009 to 2012.

There can be little doubt then, that the older generation is online, and with all of the benefits and resources that this generation has to offer,  it’s certainly a lost opportunity to not target this group for volunteer projects as well as donations.