More than half of those who will donate to charity will do so because it’s Christmas.
Vancouver, BC – Many British Columbians will make a significant contribution to charitable causes in the weeks leading up to the end of 2013, a new Insights West survey has found.
In the online survey of a representative sample, 84% of British Columbians say they are likely to make a charitable contribution during the last six weeks of the year. Residents aged 55 and over (85%) lead the way among holiday donors, but the proportion is also high for those aged 35-to-54 (80%) and those aged 18-to-34 (76%).
British Columbians will contribute an average of $753 to charity this year, with $165 of those dollars being donated during the Christmas season. Across the province, more than half of residents (54%) say they will donate specifically because it is the Christmas season.
“While charities seek assistance throughout the entire year, almost a quarter of all donations are made during the Christmas season,” says Steve Mossop, President of Insights West. “This fact presents charities with a unique opportunity to appeal for help at a time when the public is more receptive.”
British Columbians express an inclination to assist specific charities at this time of year, particularly the Food Bank and the Salvation Army. These two charities—along with the BC Children’s Hospital Foundation and the Canadian Red Cross—score relatively high in terms of the willingness of residents to donate over Christmas.
Residents were also asked about how they ponder which charities to assist. The key factors for British Columbians are for the organizations to demonstrate positive outcomes from funding dollars (98%), a personal belief in the cause (96%), and transparency in how the funds are used (also 96%).
“Having a tax receipt to go with the donation is not regarded as one of the most important issues for donors,” continues Mossop. “Along with establishing an emotional connection with causes, British Columbians are looking for organizations that strike a good balance between administration costs and perceptible outcomes.”
About Insights West
Insights West is a progressive, Western-based, full-service marketing research company. It exists to serve the market with insights-driven research solutions and interpretive analysis through leading-edge tools, normative databases, and senior-level expertise across a broad range of public and private sector organizations. Insights West is based in Vancouver and Calgary and has ten full-time and five part-time employees.
About this Release:
Results are based on an online study conducted from November 12 to November 15, 2013, among 749 British Columbians who are aged 18+ and are Your Insights panel members. YourInsights.ca is Insights West’s in-house access panel offering on-demand samples for both clients and research suppliers looking for Western Canadian populations. The data has been statistically weighted according to Canadian census figures for age and gender. While statistical margins of error are arguably not applicable to online panels/online studies of this nature, we have assumed that the same margins of error apply as if it were a true unweighted random probability sample with a margin of error of +/- 3.3 percentage points, nineteen times out of twenty. To view the detailed presentation, click here.
For further information, please contact:
President, Insights West
Photograph: Jamie McCaffrey