As we get ready for Giving Tuesday next week, the implications for brands of a Ketchum survey seem interesting.
While surveying Americans’ attitudes toward giving in the face of a record number of costly natural disasters in 2017, Ketchum found 48% of consumers are more favorable to brands that donate to disaster relief, as this table shows (second line, far right).
“I suggest marketers consider innovative ways to use not just their brands but also their physical footprint, their operations buildings, employee manpower, etc., to take support disaster relief, because their customers are paying attention,” Monica Marshall, a Ketchum SVP, tells us. “Companies should take into consideration the different ways their customers prefer to help others, and then provide ways to make it easy for them do so,” she adds.
Incidentally, 71% of Americans plan to dig deep into their pockets this holiday season and give to disaster relief, the survey found.
Marshall was “somewhat surprised” by that finding “because reports from the first half of 2017 said charitable giving was down vs 2016.” That, combined with the sheer number of natural disasters in the second half of the year, seemed to indicate “a sort of donation fatigue.” Oh, ye of little faith. Never underestimate the American spirit and good nature. “It is heartening to find out that, in fact, Americans still plan to be generous for the holiday season,” she says.
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