Survey: Who Gives on #GivingTuesday?


Today is obviously Giving Tuesday — a day on which PRs with nonprofit clients look to help maximize donations. So who gives — and why? Last week Mashable showed us the causes that Americans care about most (families, animals, medical research and education), while earlier this month Vox told us, via various graphs, that our nation is a little stingy (only 13.8 percent of Americans give 2 percent or more of their income each year).

So who does give?

Today polling company CivicScience released a telling, if unsurprising, survey to answer that question.

The company polled more than 4,500 American adults to find:

  • Most have not considered giving donations in place of gifts: 11 percent said “definitely” while 23 percent couldn’t see themselves doing it and only 13 percent said “I hadn’t thought of that!”

Those who said they would “probably” or “definitely” give were:

  • More likely to be women
  • More likely to be homeowners
  • More likely to hold a graduate or other post-grad degree
  • More likely to have grandchildren
  • LESS likely to have school-age kids living with them

In behavioral terms, those who do plan to give were considerably more likely to:

  • Buy organic food
  • Go to the movies
  • Subscribe to a print newspaper
  • Own an e-reader (but not a tablet)

Most interestingly, they were more than three times as likely to follow the financial markets closely.

So, in summary: the target your nonprofit clients need to reach is a well-educated grandmother who reads traditional media, eats well and invests in the stock market.

Given an earlier survey from Fluent which found that Americans plan to spend less on everything this holiday season, we’re sorry that this information comes be too late to help with 2014 efforts (as if it were news anyway).

But something tells us the trends will hold steady next year…

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.
Publish date: December 2, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT