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World Vision survey: Americans are less charitable this year

By Warren S. Hersch

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Americans are less likely this year than last to give a charitable gift during the end-of-year holidays, according to new research.

World Vision, a Federal Way, Wash.-based Christian relief and developed organization, released this finding in a 5th annual survey on annual giving conducted by Harris Interactive, New York. The survey polled 1,012 U.S. adults and 1,000 Canadian adults ages 18-plus in November.

The survey reveals that 45 percent of U.S. adults agree they’d be “more likely” to give a charitable gift as a holiday present as a result of the current economic climate. This percentage is down from the 51percent who expressed the same intention at this time last year.

The survey also shows that about six in ten (59 percent) respondents say that “as a result of the current economic climate” they will spend less money on holiday presents this year. This represents a 12 percent drop from 2011, when about seven out of ten (71percent) said they’d plan to spend less money on holiday gifts.

Among the report’s additional findings:

  • Most Americans (83 percent) still prefer to give a “meaningful gift,” up from 80 percent in 2011.
  • One in two (49 percent) say social media has affected their charitable giving this holiday season.
  • Nearly four in ten (39%) survey respondents say social media has made them more aware of the needs of others.