The year-end holidays mark a time of increased mindfulness around charitable giving. DDB U.S. gathered data on over 6,000 U.S. adults regarding habits, trends and values of those who made charitable donations, either in the form of money, time or goods, over the past year. In doing so, it found that brands can do a lot to impact relationships with consumers.
"Providing tangible proof of both where and how their contributions will have an impact would likely attract more consumers to a brand," said Denise Delahorne, DDB U.S.'s svp and group strategy director. "The data indicates that this kind of specificity would be motivating to consumers."
This story first appeared in the Nov. 30 issue of Adweek magazine. Click here to subscribe.