Charities may find e-commerce strategies a helpful way to reach consumers they might not otherwise target, one expert has said.
Henry Palmer, director of Society Media, has commented that conventional methods of fundraising may exclude younger demographics.
Websites could be a useful method of persuading people who might not otherwise donate to give money to charity while they are online shopping, he said.
"One of the things with traditional charity fundraising is that there is an issue with getting young people – the young do not donate much money to charities. However, they are very willing to volunteer and engage with issues," Mr Palmer noted.
Research released by the Charities Aid Foundation in 2002 found that people between the ages of 16 and 24 are especially likely to slip through the net of opportunities for engagement with charitable organisations.
Young people would appreciate more information about how their donations to charity are used, the investigation found.
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