Philanthropy Survey: Charitable CEOs Can Impact Perception

Facebook CEO Mark Zuckerberg made headlines this week when he and his wife vowed to donate 99% of their Facebook shares to charity. Zuckerberg isn’t the first high profile CEO go get involved with philanthropy. But the move certainly made headlines, and potentially an impact on public opinion of Facebook. So what do consumers think about philanthropic CEOs and brands?



In Ask Your Target Market’s latest survey, 75% of respondents agreed that donating to charity is important. 52% of them said that they regularly make donations to charity. 70% think it’s important for businesses with a lot of money to donate to charity. And 71% said they have a more positive opinion of businesses that donate to charity.

Brand Activity

More Specifically, 59% of respondents said they are more likely to support businesses that donate a portion of their proceeds to charity. 57% said they are likely to support companies that publicly support certain charities or causes. And 50% said they are likely to support businesses that have charitable CEOs.

Charitable Brands

Respondents said they like brands that support charitable organizations like the Red Cross, Salvation Army, St. Jude’s, Humane Society and ASPCA. Some of respondents’ favorite brands that support charities include Target, McDonald’s, Facebook, Microsoft and P&G.

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: Mark zuckerberg el Fundedor de Facebook es un Hombre Feliz from Flickr

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 3 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.