Article

The Spirit of Giving: Charity, Service, and What it Means for Companies

Field Agent

December 23, 2014

4 Calling Birds…and all those who answer the call of need at Christmas

During the holidays, individuals and companies make special strides to act benevolently toward those in need and society in general. Field Agent recently surveyed 350 Americans to identify the most common charitable activities at Christmas. We also sought to understand how charitable giving among companies influences consumer perceptions and purchase decisions. It’s all about gifts—that is, gifts that keep on giving.

From the biblical declaration of “peace on Earth, goodwill toward men” to Tiny Tim’s feeble but resolved “God bless us, everyone,” Christmas is a season of charity, joy, and seeking the best in ourselves and others. But many complain Christmas has lost some of this noble purpose. Our own survey of 350 adults, for instance, revealed that 82% believe Christmas has become too commercialized.

So we at Field Agent went in search of the best side of humanity. What follows are the results of a recent survey, in which we asked people across the country about their giving and serving during the holidays. You’ll find the results have important implications for retailers and brands. In fact, we specifically address the outcomes for companies that sponsor charitable programs at Christmas.

The Season of Giving

Just how do Americans observe Christmas as a season of giving? We asked our sample to identify the charitable activities in which they’ll participate during the holidays. At 59%, giving one or more presents to needy children (e.g., Toys for Tots, Adopt-an-Angel) was most common. Additionally, 47% said they made or will make a “red kettle” donation to the Salvation Army this year, and 29% will give to their church in the form of a special Christmas offering.

And what about volunteerism? Will anyone give of their time to help people in need? 15% said yes, including service at a soup kitchen or homeless shelter. Encouragingly, 90% of respondents selected at least one charitable activity, which they plan to participate in this holiday season. Good will toward men, indeed.

Teaching the Little Ones

We also surveyed 333 parents with children at home. To what degree, we wondered, is Christmas an opportunity for parents to teach their kids about giving and serving? Impressively, 93% of parents confirmed they use the holidays in such a way, to instill in their children the Christmas virtues of giving and serving.

In Good Company

Of course companies can be charitable, too. At Christmas, retailers and brands sponsor toy drives, donate revenues to worthy causes, and engage in other philanthropic activities. In the course of surveying 350 adults across the country, we became curious what effect, if any, such good-natured, corporate behavior has on consumers.

We first asked our agents whether they have a more favorable view of companies that support charitable causes at Christmas. 63% said yes, while 33% were “neutral,” having neither a more favorable nor less favorable view of such companies. Consequently, it seems companies do little harm by acting charitably at Christmas, and they may even win favor with the majority of consumers.

Yet Field Agent also wondered whether such favorability translates to higher holiday sales—that is, whether consumers prefer to spend money with companies that exhibit a spirit of giving at Christmas. We asked, “Have you ever chosen one brand or store over another at Christmas because the one you chose supported a charitable cause?” In all, 37% had bought one or more items in which the company’s charitable giving was a—if not the—determining factor in the purchase.

Wrapping it Up: The Gift of Charity

All in all, the results suggest the spirit of giving is alive and well. Not only do individuals engage in charitable activities themselves, but they also grant more favorability to companies that support worthy causes at Christmas. Tiny Tim would be proud.