Recently, this blog referenced research by Leo Burnett that demonstrated how consumers are eager to continue giving to charities, even though economic times are tough. The American Red Cross released survey results that reinforce that trend. The American Red Cross survey found that 7 in 10 Americans plan to give more, or about the same, to charity this holiday season – up 10% from last year.
"Despite the difficult economy Americans want to give to help others in need," said Red Cross President and CEO Gail J. McGovern quoted in the Huffington Post. "With so many people out of work, they want to give something that means something."
Below is an infographic that illustrates the survey results.
What does this mean for your company? Your consumers and employees want to support good causes and your company has the ability to help them make a difference – and even amplify their impact through matching grants, corporate communications attention and other resources.
The holidays are an ideal time to collaborate with your consumers and employees on cause initiatives. Charity is top of mind for all with the looming tax deadline, not to mention all the messages about generosity and cheer that abound during the season.
If you don’t have a cause campaign in mind, here are a few ideas:
- Thank individuals who participated in a cause marketing initiative, giving campaign or volunteer program during 2011. You can acknowledge their past support, including your company’s collective impact and invite them to give again.
- Consider rewarding customers, clients or employees by letting them direct where your corporate philanthropic dollars get spent. With Network for Good’s Good Card® - a gift card for charity - your audience can choose their favorite charities to support, but your company gets the tax credit.
- Consider hosting an end of the year giving campaign or challenge with matching funds. This is a great way to tap into the spirit of the season and amplify your audience’s generosity.