Recent Survey Reveals Consumers Prefer Charitable Contributions

Survey: Consumers Prefer Charitable Contributions to Traditional Holiday Gifts

Dec. 27, 2005

By Darryl Gordon

Charitable giving is expected to be a popular trend in gift-giving this season. According to a recent survey by San Diego-based technology services provider Kintera, three out of four consumers would prefer to have a charitable contribution made in their honor than receive the traditional tie or scarf this holiday season.

The survey of more than 600 consumers also found that a majority of respondents would consider giving charitable gifts this year. For example, 56 percent of participants said they would consider making charitable gifts on behalf of friends and family in lieu of traditional holiday gifts. In addition, 57 percent said they would consider giving up all of their holiday gifts in order to help their favorite charity.

The survey also revealed that six out of 10 respondents were unaware of new charitable-giving tax breaks offered under the Katrina Emergency Tax Relief Act of 2005 (KETRA) -- and with a Dec. 31, 2005, deadline, the clock is ticking. In light of the act, 53 percent of respondents said they would consider making additional donations or consult with their tax advisor about KETRA.

In fact, the survey indicated that nearly half of the respondents planning to give will donate online to meet the year-end deadline. Key survey findings include:

• 44 percent of consumers planning to give will donate online to meet the Dec. 31, 2005, deadline.
• 32 percent of participants planning to give will donate via mailed check.
• 82 percent of consumers planning to give would consider donating up to $100 in light of KETRA.

Darryl Gordon is vice president of marketing for Kintera. For more on the survey, visit http://www.kintera.org