Who Gives? Who Gets? ... this holiday season

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Post by: Karl Mattison

Over $48billion = charitable gifts anticipated in November & December of 2010. The data below was pulled from a research report on 2010 Holiday Giving by Convio, Inc.

WHO'S GIVING?

  • 74% of US adults plan to make charitable gifts this holiday season.
  • Generation X and Y are the most likely to give during the holiday season.
  • Generation X is expected to be the highest giving generation. ($348 vs. average $281)

AVERAGE GIFT SIZE:

  • $281 = the average anticipated giving of all donors.
  • $348 = the average giving of a Generation X donor.
  • $952 = the average projected gift from high-dollar donors
  • Donors with online relationships will give nearly $100 more than average.

WHO’S GETTING?

  • 55% intend to spread their contributions across 2 to 3 organizations. 23% will give to 4 or more.
  • Biggest recipients: 50% of givers indicated intentions to give to human and social services and 45% to faith-based organizations.
  • High dollar donors are particularly supportive of faith-based organizations (68% will contribute)

ONLINE GIVING:

  • High dollar donors are more likely than other givers to make online donations (25% vs. 21% overall).
  • Online donors intend to donate more than the average holiday giver ($378 vs. $281).

GROWTH FROM LAST YEAR

  • 66% givers plan to donate the same as they did last year. 12% plan to give more.
  • High dollar givers are 3 times as likely to say they intend to increase rather than decrease the amount they are giving this holiday season.

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