Online Holiday Giving to Exceed $3 Billion
a key finding:
The 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%).
Giving priorites:
For the US consumer, helping other people through human and social services organizations 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 organizations, followed closely by disease and health service organizations with 33 percent. Consumers also cited animal welfare organizations and disaster and international relief organizations 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).
You can download the complete report $3 Billion Is A Click Away here.