Whitewater is launching an unprecedented programme of primary research into those they believe to be the most important generation for charity marketers to get to grips with - the Baby Boomers. And because Whitewater believes that understanding this group is so crucial, they are offering UK charities the opportunity to come and view some of the groups, for free!

If predictions are borne out, in 20 years' time Boomers (people aged 45-65 years now) will control around 90% of the UK's disposable income. But many charities are failing to connect with them; Boomers are often glaringly under-represented on fundraising databases. Quantitative industry research has shown that supporters in this age group are cancelling their regular gifts and disengaging from charity support more than any other age group - a worrying trend. So understanding them and engaging with them is an urgent priority for charities hoping to improve on, or even maintain, their fundraising income over the coming years.

Whitewater has commissioned a series of 36 focus groups in a state-of-the-art viewing facility in central London, to test industry assumptions and build new insight into these powerful consumers. The groups will be divided by charity sub-sector to allow us to delve into the differing motivations between the key cause areas. So if charities would like to hear for themselves what Baby Boomers think about supporting their cause (and possibly their charity) they must let Whitewater know as soon as possible to secure their seat behind the viewing mirror!

There will be about five places per session available. Places will be given on a first come, first served basis. And yes, it really is free.