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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

Submitted by: Cone Communications

Categories: Philanthropy & Corporate Contributions

Posted: Nov 13, 2005 – 11:00 PM EST

 

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.

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

"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

For more information, please contact:

Kelly Faville Cone, Inc.
Phone: 978-405-3199

For more from this organization:

Cone Communications

 

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