What kinds of charities do online consumers plan to donate to this holiday season?
While no charity type tends to standout during the rest of the year, during the Holiday Giving Season human and social services (food banks, homeless shelters, etc.), faith based organizations (churches and ministries) and disease and health non-profits (cancer, heart, etc.) are the most likely recipients among donors at all donation levels. While there are differences in the types of charities donors plan to support based on age, ethnicity and the amount a person plans to donate, human and social services and faith-based organizations stand to be the largest recipients of online consumer generosity. The overall top five charities of choice: • 41% plan to give to human and social service organizations. • 34% plan to give to faith-based organizations. • 33% plan to give to disease and disorder organizations. • 24% plan to give to animal welfare organizations. • 22% plan to give to disaster and international relief organizations Demographic and income differences • 51% of blacks/African
