Our latest research carried out with a nationally representative sample of the public in October shows how people are more aware of charities at Christmas, but no charities are gaining awareness through advertising at Christmas. Some highlights are:
• 86% of the population don’t remember any ads in which charities featured. Almost no charity ads are remembered at Christmas, and even the best remembered ads are in low single figures.. This must be a massive opportunity for a charity to dominate the charity ad market.
• 60% of the public say they hear more about charities at Christmas, and 31% are more likely to give at Christmas.
• The most common ways of giving are through charity Christmas Cards. These tend to bought by older women (65% for women 55+ vs 48% overall) and products which contain an element of donation (40% overall).
• A minority volunteer at Xmas (18%) and a minority turn are more likely to turn to charities for help at Xmas (19%)
• For about 43% of people its harder to give simply because its Christmas, with all the other demands that brings.