According to a Red Cross poll, almost 70% of Americans believe it is important to give to charity this holiday season. That’s a 10% increase from last year. Interestingly, however, only 57% actually intend to make a gift by year-end. That number is unchanged.
As donors get ready to face the fourth holiday season of a sluggish economy, 72 percent of people who plan to give say they will donate the same as or more than last year, which is the same percentage as in the 2010 poll.
The most encouraging finding may be that charitable contributions are low on the list of things many people plan to cut. Forty-five percent of respondents plan to cut travel expenses and “trim” holiday decorations; 40% say they will spend less on parties, and 35% plan to spend less on gifts for friends and family. Only 26% say they plan to reduce their charitable donations.