Holiday Giving PollNovember 14, 2012 • Telephone survey of 1,010 U.S. Adults 18 years and older on November 8-11 2012 conducted in ORC International’s CARAVAN® survey using a landline-cell dual-frame sampling design. Margin of error is +/- 3.1 percentage points at the 95% confidence level. • The report includes data from a similar poll conducted September 29 - October 2, 2011.
People are most likely to donate to a local charity. At the same time, nearly half have donated to a national charity 74% indicated that they made a donation to at least one charity. During the past 12 months, have you donated money to any of the following types of charities?
Most popular donation methods are giving to people collecting in public places, countertop canisters, and mailing checks During the past 12 months, have you donated money to a charity in any of the following ways?
Variations in Donation Methods Older donors (45 and over) are more likely to prefer mailing a check (68% compared to 32% for donors 44 and younger). Seniors (65 and older) are less likely to donate at a charity’s website using a credit card (12% for donors 65 and older compared to 23% for donors under 65). Older donors (55 and over) are less likely to donate by sending a text message (4% compared to 12% for donors 18 to 54 years old). The youngest donors (18 to 34 years old) are more likely to give money to someone asking in a public place (73% compared to 50% for donors 35 years and older). During the past 12 months, have you donated money to a charity in any of the following ways?
One in ten reported donating in response to an email from a charity • One in four (24%) were influenced by an email or social media post. • 31% for those aged 18-34 • 37% for people in the Northeast • 34% for those with incomes of $75,000 or more During the past 12 months, have you donated money to a charity directly in response to any of the following?
Sponsored runs, walks and bike rides are most likely to elicit donations.Half would donate if a friend talked with them in person about a charity • Gender differences • 63% of women and 54% of men would donate if asked to sponsor a friend for a walk, run, or bike ride. • 42% of women and 29% of men would donate if invited to attend a fundraising event Top Two Box Score If a friend wanted to encourage you to donate money to a charity, on a scale of 1 to 5 where 1 means “Definitely would not” and 5 means “Definitely would,” how likely you would be to donate if your friend asked you in each of these ways? The [first/next] way is. . .Table shows top two boxes.
Variations in What Encourages People to Donate Older donors (55 and over) are less likely to entertain a request to sponsor someone for a walk, run, or bike ride (51% compared to 62% for those 18 to 54). Seniors (65 and older) are less likely to be influenced by a friend who spoke to them in person about the charity (29% compared to 56% for those 18 to 64 years old). Seniors (65 and older) are less likely to donate if a friend asked them to attend a fundraising event (17% compared to 39% for those under 65). Seniors (65 and older) are less likely to donate if asked by a friend to sponsor them for taking an action to emphasize a charity’s mission (15% compared to 35% for those under 65). During the past 12 months, have you donated money to a charity in any of the following ways?
Friends are the most trusted source of information about charitiesSocial media is the least trusted source of information about charities • 34% of women and 26% of men would trust the information they received from the charity requesting the donation • 57% of respondents earning $75,000 or more would trust the information they received from a friend • 42% of respondents earning $75,000 or more would trust information from the charity’s website Top Two Box Score How much would you trust the following sources of information about charities you might consider donating to? Please indicate your level of trust using a scale of 1 to 5, with 1 indicating a very low level of trust and 5 indicating a very high level of trust. How much do you trust . .Table shows top two boxes.
Half of Americans are planning on donating to charity during the holiday season, compared to 57% in 2011.Compared to 2011, charities can expect fewer donations and smaller amounts this year
Donors are cutting down on all types of donations. Compared to last year, are you more likely, less likely or about as likely, to donate to charity in the following ways?
One in six donated to a political cause. 90% say this will not reduce their end-of-year donations to charity. Over the past 12 months, have you donated money to a political candidate, a political party, or any similar group? If Yes, will your donation to a political cause or candidate reduce the amount of money that you donate to charity between now and the end of this year?
One in five donated to help Hurricane Sandy survivors.Most expect that this will not reduce their end-of-year donations to charity. Over the past week or so, have you donated money to help the survivors of Hurricane Sandy? Will your donation to help Hurricane Sandy survivors reduce the amount of money that you donate to charity between now and the end of this year?
In-person and direct mail requests for donations are most effective. What would be most effective way for a charity to ask you to donate money? Would it be. . . (Select the one best way.)
Donors are most comfortable being asked in person or by direct mail • Women are more comfortable then men with direct mail requests • This option was selected by 41% of women and 32% of men. And which type of request are you most comfortable with? Would it be. . . (Select the one best way.)
Social media mentions of charitable donations reflect well on the donor and prompt actions.Seven in ten would go to the charity’s website to learn more. Do you participate in any online communities or social networks, such as Facebook or Twitter? If one of your friends donated money to a charity and then posted a story in social media about why he or she supported the charity, which of the following actions would you be likely to take? (YES/NO to each) Would you. . .