UK Christmas Giving A Mixed Bag - Study
22 December 2011 at 10:35 am
The “Season of Goodwill” affords a mixed Santa’s sack for British charities, according to new research.
Researchers found that 1 in 5 people claim to donate more to charity at Christmas yet a similar proportion say they find it harder to give.
Half (49%) of people say they “usually buy charity Christmas cards”; almost a third (31%) say they are “more likely to buy a product that makes a donation to charity at Christmas”; 29% say they “hear more about charities at Christmas”; a sixth (17%) say they are “more likely to visit a charity shop at Christmas”; and 1 in 10 (11%) claim they “buy charity gifts for family and friends at Christmas”.
However – after the likes of spending time with family and friends; or enjoying resting, food, booze, carols and telly – charity-related factors come relatively low down people’s wish-list of what Christmas most means to them: only 6% citing “buying something from a charity”, 3% “giving money to charities” and 1% “volunteering for charities” respectively. Sixteen percent still say Christmas is about celebrating the birth of Jesus.
The survey, by Not for Profit sector research consultancy nfpSynergy, asked a sample of 1000 16+ year olds in December throughout mainland Britain what Christmas most means to them, and how the supposed ‘Season of Goodwill’ impacts on their charitable habits. Parallel comparative in-depth research was also carried out amongst a sample of over 1000 11-25 year old Brits in November.
The research says a disproportionately high number of young people appear to associate Christmas with “getting time off school or work” (25%) and with “receiving presents” (22%).
nfpSynergy’s Driver of Ideas, Joe Saxton, says charities cannot take Christmas for granted.
“Almost as many people say they find it harder to give as say they are more likely to give to charity at Christmas. As Sir Cliff will have us all know, charities at Christmastime must compete with mistletoe and wine, children singing and logs on the fire – not to mention much-loved in-laws, ruthless bargain hunting and soapy cliffhangers! That all said, ‘bar humbug’, one must surely concede that the ‘Season of Goodwill’ still affords opportunities of Dickensian proportions for those charities that work hard to cut through all the sherry and tinsel, to tug at merry hearts.”
Follow the research stats from nfpSynergy here.
