Holiday Giving Prediction Despite Difficult Economy

The doomsayers may be predicting a significant drop in global charity donations this holiday season but in the US a survey reveals that more than half of those questioned plan to donate to charity using the Internet before the end of the year.

For Americans, that can equate to around $US3 billion in funds.

Nearly 7 out of 10 people surveyed plan to give the same amount or more, while the current state of the economy will lead 33 percent to give less to charity this holiday season.

Despite the challenges of the economy online giving levels in the US have surpassed the tipping point in being a critical component for the overall Not for Profit fundraising mix.

The survey was conducted for Convio, a US software provider for Not for Profit organisations.

CEO of Convio, Gene Austin, says consumers continue to go online in growing numbers to learn about, engage and support Not for Profit organisations.

Austin says with consumer dollars being tight and the competition for donations growing, the efficiency and effectiveness of the Internet as an engagement, communication and giving platform continues to grow in importance for donors and organizations alike.

For the first time Convio commissioned JupiterResearch to add questions about online support for Not for Profit organisations during their annual US Online Retail Consumer Survey.

The study was fielded from September 17 to 24, 2008, thus factoring in some of the challenges of the current state of the financial markets and economy.

Convio says with more than 5- percent of online consumers planning to donate, the level of online support shows that NFPs of all sizes need to make sure that their web sites and other electronic communications meet consumer expectations.

It says it is also important to make sure that traditional appeals such as direct mail, television and events provide people with the option to give online. If it is difficult to give to your organisation online consumers will find an alternative.

For the US consumer, helping other people through human and social services organisations such as food banks and homeless shelters will be the top priority during this holiday season with 41 percent of the people expecting to support that type of organization.

Thirty-four (34) percent of consumers will support faith-based organisations, followed closely by disease and health service organisations with 33 percent.

Consumers also cited animal welfare organisations and disaster and international relief organisations as expected recipients, with 24 and 22 percent respectively.

Women plan to donate more than men – 54 percent versus 48 percent. Most likely to donate online are those age 45-54 (55 percent) and those with incomes of $100k+ (64 percent).

When it comes to donating more online this year than last, more than 15 percent of Blacks/African Americans and Asians said they planned to do so; the highest of all individual ethnicities.

Forty-five (45) percent of women planned to give to a human or social service compared to 35 percent of men.

A charity’s web site is the most useful tool among those who plan to donate online this holiday season (27%), followed by email appeals sent from family and friends (15%).

Charity evaluator sites also play a role for 10 percent of online adults in their decision making process. Some respondents commented that existing relationships with organisations helped in that decision to donate.

You can obtain a free copy of the paper by registering at www.convio.com/holiday2008.