American red cross holiday poll 2014

American Red Cross: Holiday Poll
October 16-19, 2014
ORC International CARAVAN® Omnibus Surveys
Report Date: November 3, 2014

Methodology
2
Survey Type Omnibus Study. The online omnibus study is conducted twice a week
among a demographically representative U.S. sample of 1,000 adults 18
years of age and older.
Sample 1,021 adults comprising 508 men and 513 women.
Survey Date October 16-19, 2014

3
Key Findings
Those active on social networks are supportive of non-profit organizations.
• 69% of respondents stated they are active on at least one social network and log into that network at least one time
per day.
• 71% of those active on social networks have donated to a charity in the past 12 months. Of those, 6 in 10 have
donated online.
Cross promotion of online and offline is an important motivator.
• Online solicitations are often cited as influencing offline donations.
• While respondents spend time online each day, they were more likely to increase their giving in retail and public
locations during the coming year.
Personal relationships are a key motivator with regard to donations.
• ‘In person’ solicitations are most likely to generate a response.
• 70% of individuals would take one or more action in response to a friend posting a story on social media about
making a charitable donation.
Giving through social networks is still evolving.
• Even among social network users, there is mixed emotion around sharing donations online.
34% definitely would not/not likely to share and only 40% would share/likely to share
• While relationships are important – respondents are less certain about their donation likelihood if they are ‘called out’
on social media. Almost three-quarters of individuals would not or are unsure if they would be more likely to donate if
a friend asked them by name on social media.
• While social engagement plays a role in many decisions, it is not the key driver and is only mentioned by 39% as very
or somewhat important.

4
Base: All Respondents (n=1021)
T1: Are you active on at least one social network, such as Facebook, Google+, Twitter, or Instagram and log into
that network at least one time per day?
T2: How much time do you spend on social media channels?
T3: Which social media sites are you on?
69% of respondents stated they are active on at least one social network
and log into that network at least one time per day.
Of those, two-thirds are online 2 hours or less each day and spend most of their time on Facebook.
37%
32%
19%
8%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
30 mins or
less
1-2 hours 2-3 hours 4-5 hours 5+ hours
91%
35%
31%
28%
25%
22%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Time spent on social media channels Social media channels used

5
Base: Active on at least one social network and log into that network at least one time per day (n=708)
T4: During the past 12 months, have you donated to a charity any of the following ways?
71% of those active on social networks have donated to a charity in the
past 12 months. Of those, 6 in 10 have donated online.
Giving money to someone asking for a donation in a public place or putting money in a
store countertop canister are the most common ways to give.
Ways donated money
29%
4%
6%
9%
19%
23%
26%
30%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Gave nothing over past 12 months
Used credit card over phone
Sent text message/added to cell
phone bill
Through social media network or
platform
Used credit card on charity's website
At checkout with online retailer
Mailed a check
Put in store countertop canister
Gave to someone in public place
Donate
Online
(59%)
Donate
Offline
(41%)

6
Base: Active on at least one social network and log into that network at least one time per day and donated money to
charity during the past 12 months (n=505)
T5: During the past 12 months, have you donated money to a charity directly in response to any of the following?
Multiple channels are common in motivating donations.
56% of those who made a donation indicated they responded directly to one or more of the ways
noted. 24% reported that their donation was made in response to a mailing from a charity.
Made donation in response to...
24%
18% 17%
12% 11%
7%
44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Mailing from
charity
Email from
friend
Message/post
on social
media
Phone call
from charity
Email from
charity
Solicitation
featuring
celebrity
None of these

7
T4: During the past 12 months, have you donated to a charity any of the following ways?
T7: What would be the most effective way for a charity to ask you to donate money?
Ways donated money in past 12 months Most effective way for charity to ask
Offline Online
In person Letter Phone Email
Social
Media
Offline
Gave to someone in public place 43% 20% 39% 31% 25%
Put in store countertop canister 38% 31% 19% 21% 41%
At checkout with online retailer 27% 18% 21% 20% 31%
Used credit card over phone 4% 4% 3% 15% 3%
Mailed a check 17% 51% 40% 36% 22%
Online
Used credit card on charity’s website 14% 21% 15% 30% 32%
Through social media network or platform 10% 4% 13% 13% 25%
Sent text message/added to cell phone bill 5% 3% 9% 20% 13%
Cross promotion of online and offline is an important motivator.
Online solicitations are often cited as influencing offline donations; it was less likely to see
offline activity driving online donations.
For example, retail checkout campaigns were cited as strongly influenced by social media.

8
Base: Active on at least one social network and log into that network at least one time per day and donated money to
charity during the past 12 months (n=505)
T5: During the past 12 months, have you donated money to a charity directly in response to any of the following?
Motivation for donation in past 12 months Most effective way for charity to ask
Offline Online
In person Letter Phone Email
Social
Media
Offline
Mailing from charity 23% 46% 24% 19% 6%
Phone call from charity 13% 8% 44% 18% 7%
Online
Email from friend 21% 14% 11% 33% 16%
Email from charity 13% 5% 33% 21% 13%
Message/post on social media 16% 9% 11% 32% 46%
Either Celebrity solicitation 6% 4% 18% 23% 6%
The historical motivation for giving is consistent with the way donors
perceive as the best way to ask. For example, a letter is most likely to
generate a mailing.

9
T6: Compared to last year, are you more likely, less likely, or about as likely to donate to charity in the following
ways?
While respondents spend time online each day, they were more likely to
increase their giving in retail and public locations during the coming
year.
Likelihood to donate in the following ways
28%
22% 21% 20%
14%
10% 10%
6%
30%
37%
40% 40%
47%
59%
55%
64%
0%
10%
20%
30%
40%
50%
60%
70%
Put in store
countertop
canister
Gave to
someone in
public place
At checkout
with online
retailer
Mailed a check Used credit card
on charity's
website
Sent a text
message/added
to cell phone bill
Through social
media network
or platform
Used credit card
over phone
More likely Less Likely

10
Personal relationships are a key motivator with regard to donations.
‘In person’ solicitations are most likely to generate a response.
Most likely to make donation in response to...
37%
22%
9% 8%
3%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
In person By sending a
letter
By sending an
email
By telephone Through
Facebook or
other social
media
Don't know

11
T9: If one of your friends donated money to a charity and then posted a story on social media about why he or she
supported the charity, which of the following actions would you be likely to take?
Personal relationships are a key motivator with regard to social activity.
70% of individuals would take one or more action in response to a friend posting a story on social
media about making a charitable donation.
Most all of the actions would have the direct result of either increasing the potential for new donations
or gaining additional awareness of the friend’s donation.
Actions likely to take in response to a friends post about recent donation
30%
15%
17%
19%
19%
22%
29%
36%
0% 10% 20% 30% 40%
None of these
Make comment on social media
Repost friend's request for donation
Have more respect for person as friend
Donate money yourself
Ask friend to tell more about donation
Go to charity's website or Facebook page to learn more
Like or favorite the post

12
T8: If you were to donate money to a charity on a social media platform, how likely are you to share that with your
social networks?
Even among social network users, there is mixed emotion around
sharing donations online.
34% definitely would not/not likely to share.
40% would share/likely to share.
Likelihood to share donation on social network
17% 17%
26%
14%
25%
0%
5%
10%
15%
20%
25%
30%
Definitely would not
share
Not very likely to
share
Somewhat likely to
share
Definitely would
share
I would not donate
to a charity online

13
T13: When deciding on whether to give to a charity, how much does the charity’s level of social engagement play in
your decision?
While social engagement plays a role in many decisions, it is not the key
driver and is only mentioned by 39% as very or somewhat important.
Importance of charity‘s social engagement
17%
21%
31%
4%
26%
0%
5%
10%
15%
20%
25%
30%
35%
Very important Somewhat
important
Neither important
nor unimportant
Somewhat
unimportant
Very unimportant

14
T10: Would you be more likely to give to a charity if your friend asked you by name on social media to donate to that
charity?
While relationships are important – respondents are less certain about
their donation likelihood if they are ‘called out’ on social media.
Almost three-quarters of individuals would not or are unsure if they would be more likely to donate if a friend asked
them by name on social media.
Interestingly – those who participated in the ALS challenge had a similar reaction to being named as the overall
sample.
Likelihood to donate if mentioned by name on
social media (Total Sample)
27%
35%
38%
Yes No Maybe
Likelihood to donate if mentioned by name on
social media (Participated in ALS Challenge)
35%
29%
36%
Yes No Maybe

15
T11: When giving to charity online, how often do you view the charity’s mobile site?
Of those individuals who donate to charity online, 43% view the charity’s
mobile web site.
View charity‘s mobile website
14%
29%
16%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Often Sometimes Never I do not donate to
charity online
Donate
Online
(59%)
Donate
Offline
(41%)

16
Base: Active on at least one social network and log into that network at least one time per day and donates to charity
online (n=419)
T12: When giving to charity online, what do you typically use to give your donation?
Computers remain the primary way that people give – with 89% using
laptops and desktops.
Method used to make donation
54%
35%
24%
15%
9%
0%
10%
20%
30%
40%
50%
60%
Laptop computer Desktop computer Smart phone Tablet Other

17
T14: Are you more likely to give to a charity if you receive a gift from your donation such as a memento, ornament,
piece of clothing, etc.?
Receiving a gift in return is not a primary motivator.
More than half of respondents are not motivated to give by receiving a gift in return.
Likelihood to give to charity if a gift is received
23%
51%
26%
Yes No Maybe

18
T17: Which of the following would make you more likely to donate to a charity via social media networks?
Among those who want an incentive – the range varies from something
direct (e.g., prize/gift) to something that is more directly impactful to the
charity (e.g. matching gift).
Incentive to make donation
24%
20%
16%
9% 7%
53%
0%
10%
20%
30%
40%
50%
60%
Matching gift
from a
corporation
Free prizes or
gifts
Competition
between cities,
sports teams,
or schools
Chance to be
featured or
recognized on a
charity's
website or
social media
network
Celebrity
request
None of these

19
T15: When you are considering donating to a charity or cause, how much does the topic’s popularity in the media or
its potential trending on Twitter make a difference to you?
The majority of individuals do not feel that a charity’s popularity in the
media has an impact on their intent to give.
However, this response may not factor in the reality that awareness is likely to create a
greater willingness to act.
Importance of charity‘s popularity in media or potential trending on Twitter
72%
15% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
It doesn't make a difference to
me
Trending topics catch my eye
and make me more likely to
donate
Trending topics give some
legitimacy to a cause, but I also
consider other factors when
donating

20
T16: Are you aware of the ALS Ice Bucket Challenge?
There was almost universal awareness of the ALS Ice Bucket
Challenge, with about one in five having participated.
Awareness of Ice Bucket Challenge
19%
44%
41%
24%
5%
0%
10%
20%
30%
40%
50%
Participated in the
challenge myself
Had friends or
family who
participated
Aware of the
challenge through
social media
network
Aware of the
challenge, but did
not personally
participate or did
not have friends
that participated
I am not aware of
the ALS Ice Bucket
Challenge

21
T18: Which of the following events are you aware of this holiday season? Which do you plan to participate in?
The public is more aware of Black Friday (97%) and Cyber Monday (91%)
than they are of Giving Tuesday (41%).
Aware of and will participate in holiday season events
48%
51%
19%
0%
10%
20%
30%
40%
50%
60%
Black Friday Cyber Monday Giving Tuesday

American red cross holiday poll 2014

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