Age UK 'encouraging charity ICT'

Written by Matthew Carter

Organisations looking to boost their charity fundraising may wish to follow the example of Age UK and place a greater emphasis on the benefits to be had through a greater online presence.

The group has underlined its charity ICT credentials by trying to persuade older people to make better use of the world wide web.

In an attempt to highlight recent findings from the Office for National Statistics (ONS) that revealed many individuals in later life feel very comfortable while surfing the net, the charity is encouraging even more over-65s to turn to their laptops and PCs.

According to the figures provided by the ONS, people in this age group are beginning to challenge youngsters with regard to internet usage, with 78 per cent of those questioned claiming they have searched through digital channels in order to get hold of the goods and services they require.

Age UK, which helps around five million people a year through its charitable efforts, has promoted the findings as part of its Itea and Biscuits Week - an event running from September 19th to 25th - to show that older people are just as capable as younger generations when it comes to using new technology.

The emphasis placed on the internet by Age UK could be enough to spur other charities to think more about the web-based opportunities they might choose to embrace.

This could include making provisions for online charity fundraising or a clearer focus on email marketing for not-for-profits.

Furthermore, the investigation revealed almost two-thirds of those aged 65 and over (63 per cent) are using their computers in order to download computer software, rather than waiting for such programs - which include video games - to arrive via the more traditional method supplied by the postal service.

It was also found 34 per cent of this demographic have downloaded music and films online - an amount just less than the 42 per cent recorded for young people aged 16 to 24.

Helena Herklots, services director at Age UK, said: "We know that when people are online they are extremely active, in fact research shows that older people who are online spend more time surfing the web than other generations."

Ms Herklots added: "Therefore, if you know how to use a computer, mobile phone or digital camera, why not teach an older person [what] you know? It could make a huge difference to their life."

The charity's Itea and Biscuits Week is aiming to give older people a better opportunity to make use of technology that could serve to make their day-to-day living that little bit easier.

It is hoped the initiative will result in more over-65s picking up products they may have never used before - such as a digital camera or a laptop.

Age UK is attempting to help the 5.7 million people in the UK aged 65 and over who are yet to access the internet to get to grips with the concept of the world wide web

As part of the scheme, individuals are being encouraged to attend training classes and those with an in-depth knowledge of technical matters are being urged to share their expertise with others who are not so sure-footed on the matter.