Celebrated on the Tuesday following Thanksgiving, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. #GivingTuesday harnesses the power of social media and the generosity of people around the world to bring about real change in their communities. It brings together the collective power of a unique blend of partners, nonprofits, civic organizations, businesses and corporations, as well as families and individuals all to encourage and amplify small acts of kindness. As #GivingTuesday celebrates it’s fifth year, Nielsen Scarborough elaborates on five ways that individuals and organizations can give back.
Sixty-eight percent of U.S. households contributed money to an organization in the past year. More than one third (36%) contributed to a religious organization, followed by military/veterans (17%), healthcare/medical (15%), educational/academic (14%), social care/welfare (13%), arts/cultural (9%) and political (7%). In addition to these, nearly one-quarter (24%) of U.S. households contributed to other types of organizations. Salt Lake City is the top DMA in the country for donating households with 77% having contributed to an organization in the past year.
Nearly seven out of ten U.S. households donating to a cause in the past year illustrates that if marketed to, people of all income brackets can be involved .
Twenty-eight percent of U.S. adults have done volunteer work in the past year. Baby Boomers (age 50-69) make up the largest age group with 32% having done so. Over half (55%) of volunteers are married and one-third are parents, giving organizations the opportunity to create family focused volunteer events to get everyone involved. As a promising sign for the future of volunteer work, when compared to total adults, Generation Z (age 18-20) are 25% more likely to have done volunteer work in the past year.
Volunteer work can be done by anyone at anytime throughout the year and is a way that individuals can directly help the communities in which they live.
One of the most common forms of corporate volunteerism is skills-based volunteering (SBV), a service by individuals or groups that capitalizes on their core business skills, experience or education to help nonprofits build and sustain their capacity. Because SBV utilizes an employee’s unique skill set, all types of businesses can participate. Nearly two thirds of volunteers (62%) are employed full-time or part-time and they are 47% more likely to be employed in the community or social services field, 40% more likely to be in education, training and library and 30% more likely the be in the legal field than the average U.S. adult.
Collaboration allows individuals, communities and organizations of all kinds to bring their strengths together in a way that benefits all involved.
Volunteers are avid social networkers. Three in four used social networking in the past 30 days, with 39% spending at least an hour a day on social sites. While social networking, volunteers can take part in activities that will benefit the brands and organizations they support: they are 32% more likely to rate or review a product or service, 31% more likely to post a website link, 29% more likely to invite people to an event, 28% more likely to follow or become a “fan of” something or someone and 25% more likely to post that they “like” something.
Social networking gives individuals and organizations a way to show support for causes they believe using the power of their voice and actions rather than solely relying on monetary support.
U.S. adults expect more from the brands that they shop everyday, not just during the holidays. Fifty-three percent say they are more likely to purchase brands that support a cause they care about, 45% say they are more likely to buy a brand they know supports a charity, 36% say they expect the brands they buy to support social causes and 34% say they buy vehicles that reflect their commitment to support the environment.
From purchases big and small, consumers are putting their money behind their values and are expecting the brands they purchase to do the same.
As 2016 comes to a close, #GivingTuesday gives both consumers and brands the opportunity to donate their time, talent and money to support the communities in which they live and, through the power of social media, to encourage others to do the same.
Source: Nielsen Scarborough USA+ 2016 Release 1 GfK/MRI Attitudinal Insights