Charitable Giving Survey: Nearly Half Likely to Donate This Holiday Season

The holiday season is often considered to be a popular time for charitable giving. And according to Charity Navigator, charitable giving has increased for several years in a row now. With so many different organizations and causes for people to contribute to, there’s no shortage of options for giving this holiday season and beyond. So how many consumers are likely to give to charity in the coming months? And what are the most popular organizations for charitable giving? We asked more than 900 respondents about their giving habits and their thoughts on different organizations.

charitable giving

Charitable Giving

In Ask Your Target Market’s latest survey, 20% of respondents said that they’ve donated to charities within the past week. 17% have given within the past month. 11% have within the past three months. 14% have within the last year. 20% said they last gave to charity more than a year ago. And 18% said they don’t ever give to charity.

The Salvation Army was named as the most popular charity organization by those who have donated. But others also mentioned the Red Cross, American Cancer Society, Goodwill and local organizations and churches.

Future Donations

Going forward, 47% of respondents said that they are at least somewhat likely to donate to charity at some point this holiday season. The Salvation Army was overwhelmingly the most popular charity organization that people plan to donate to. And others also mentioned churches, St. Jude’s and the Red Cross.

Donation Types

Of those who have made charitable donations in the past, 43% said that they’ve made those donations in person. 32% said they’ve donated to charity online. 17% have made donations at store or restaurant checkouts. 5% have made donations over the phone. And just 1% have made charitable donations via mobile apps.

And of those who are likely to make charitable donations this holiday season, 52% said they’re likely to do so in person. 33% are likely to donate to charities online this holiday season. 23% are likely to donate at store or restaurant checkouts. 7% are likely to donate over the phone. And 3% are likely to donate via mobile apps.

Key Takeaways

It certainly seems like the holiday season is again poised to be a big time for charitable giving. But newer donation methods like online and mobile apps are only likely to be slightly more popular than they have been in the past. So it seems like collecting in person, as the Salvation Army does, is one of the most effective ways for charities to get the most possible donations. However, for organizations that want to increase online or mobile donations, it’s possible to learn something from those in-person collections. Since people often donate in person due to the convenience aspect, charities could potentially partner with online or mobile stores or other businesses to collect donations from buyers when they shop online, so they don’t have to add extra steps in order to donate. Making it as easy as possible for people, whether it’s in person or online, could be an effective way to increase charitable donations this holiday season and beyond.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Frank, a Salvation Army bell-ringer by Sage Ross under CC BY-SA 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 4-9 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.