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Corporate Social Responsibility
News
11.14.2005 ET
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Charitable Giving This Holiday Season Impacted by High Gasoline Prices, Increased Heating Costs and Donor Fatigue; National Survey by Cone, Inc. Finds Financially-Stressed Holiday Shoppers Look for ''Gifts That Give Back'' as a Way to Support Charities
(CSRwire) BOSTON--(BUSINESS WIRE)--Nov. 14, 2005--Tis' the season of giving,
but findings from a new nationwide poll of Americans' plans for charitable
giving may leave nonprofits feeling ho, ho, hum. The results of this year's
Cone Holiday Trend Tracker, now in its eighth year, indicate that increased
financial burdens, such as high gasoline and heating costs, will limit
charitable giving this holiday season.
Furthermore, the poll finds that one-third of respondent's report they
will give less to charity at the holidays this year - citing previous
charitable donations, including disaster relief, as a key factor.
However, with more than 40 shopping days left, not all of the survey
findings are "bah humbug." More than half of Americans say they intend on
buying a holiday gift associated with a cause and/or will buy from a
retailer that supports a cause. Moreover, two-thirds (68
percent) of Americans say they are likely to look at a company's
reputation for supporting causes when deciding who to buy from this
holiday season.
"These results indicate that while this holiday season comes amid
increased financial burdens for many, charitable giving remains an
important consumer driver at holiday time," noted Carol Cone, Chairman and
founder of Cone, Inc. "Consistently, savvy consumers are seeking out
opportunities to give back through their purchases. Both charities and
consumers are relying on Corporate America to provide opportunities that
help them do good."
Added Ms. Cone, "More than two-thirds (77 percent) of those surveyed said
that they want companies to do more to tell them about the causes they are
supporting this holiday season. So for businesses, the lessons are to get
involved with causes, create opportunities for consumers to do the same,
and don't be timid about communicating to the public about your
efforts."
For many holiday shoppers, giving back has never been easier.
Cause-related shopping opportunities abound this holiday season,
including:
Macy's
Customers can join Macy's 'Thanks for Sharing' program for $25 and in
return receive 10 percent off all Macy credit card purchases made during
the holiday season. Additionally, store divisions donate $10 to charity
for each 'Thanks for Sharing' program member.
Brooks Brothers
On Thursday, December 1 and Friday, December 2, Brooks Brothers will
host its annual Holiday shopping event. The Make-A-Wish Foundation will
receive 2 percent of the total sales from stores nationwide, up to a
maximum of $50,000.
Make-A-Wish(R) Star Keepsake Box
Things Remembered will make a $5 donation to the Make-A-Wish
Foundation(R) with every keepsake box purchased.
Day-Timers "Go Red for Women" Organizer
Day-Timers is contributing 15 percent from the final sale price of
every "Go Red for Women" Organizer through December 31, 2006 to the
American Heart Association in support of its "Go Red for Women"
campaign.
About this Survey:
The 2005 Cone Holiday Trend Tracker is an annual survey commissioned
by Boston-based Cone (www.coneinc.com). It is part of a longitudinal study
to examine consumer attitudes toward charitable giving this holiday season.
Findings are the result of a telephone survey conducted from November 3-6,
2005 among a national probability sample of 1,027 adults comprised of 516
men and 511 women 18 years of age and older, living in private households
in the continental United States.
It was conducted by Opinion Research Corporation International and has an
error margin of +/- three percentage points.
About Cone, LLC
Cone, LLC (www.coneinc.com), based in Boston, is a brand strategy and
communications agency engaged in building brand trust. Cone creates
stakeholder loyalty and long-term relationships through the development
and execution of Cause Branding(TM), Brand Marketing and Issues and Crisis
Management initiatives. Cone is a member of the Omnicom Group.
For further information on this survey, or to speak with Cone executives,
please contact Kelly Faville at 978-405-3199 or kfaville@coneinc.com.
Copyright Business Wire 2005
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