What should you buy for the friend or relative who has everything? These days, charitable organizations are hoping that consumers will consider making a donation or volunteering their time as a gift. It’s part of a new trend called responsible giving and was highlighted in Liberty Mutual’s 2010 Responsible Giving Project.
Whether it’s a new cultural attitude or extended frugality because of the recession, consumers will be purchasing fewer gifts this year according to Liberty Mutual. Instead, some consumers (up to 30%) will donate money to charity. Here are the survey findings on this topic:
- 80% of consumers appreciate donations being made in their name to a charity instead of getting a gift
- Over 50% of consumers say making a donation instead of giving a gift represents responsible giving
- A majority of consumers, especially those between the ages of 18–29 say time volunteered as a gift represents responsible giving
Interestingly, consumers have mixed feelings about the value of volunteer work undertaken by celebrities. Men (59%) say the celebrities are looking for publicity. However, 78% of women feel celebrities are showing true generosity. Only 49% of women say these celebrity activities are linked to publicity.
Charitable organizations should take note of this consumer attitude. Making donations on behalf of friends and family members can be promoted as a responsible and easy way to recognize a special person or event. This kind of promotion, while popular at the holidays, can be successful on a year-round basis as birthdays, anniversaries, weddings or retirement parties take place.[Source: Liberty Mutual Responsible Giving. Responsibility Project. 9 Dec. 2010. Web. 22 Dec. 2010]