Black Friday numbers are just in — good news for charities?
World Vision Gift Catalog revenue up almost 30 percent

New study says three out of four Americans would prefer to receive a meaningful gift.

Seattle, Dec. 1, 2009—The faltering U.S. economy is again forcing many U.S. adults to cut back on holiday gift spending this year, but one leading U.S. charity reports 2009 charitable giving for their holiday gift catalog is up dramatically compared to last year. World Vision, an international relief and development organization, says 2009 revenue for World Vision’s Gift Catalog is running 28 percent ahead of 2008. Since Oct. 1, the charity has raised more than $4.7 million toward its $25 million goal this holiday season. These numbers seem to confirm findings from a new study on charitable giving conducted on World Vision’s behalf by Harris Interactive.

According to that new study, three out of four U.S. adults (76 percent) would prefer to receive a meaningful gift that would help someone else instead of a traditional holiday gift like clothing or electronics. And an overwhelming majority (95 percent), agrees it is especially important to help children during the holiday season. Most Americans also say, once the economy improves, they’ll increase their donations to charities.

According to the poll, almost three out of four U.S. adults (74 percent) say they plan to increase their charitable giving once the economy improves. But these new revenue numbers indicate charities like World Vision may not have to wait until the recession is over.

2009 Survey Findings

More than nine out of 10 (95 percent) agree that it is especially important to help children during the holiday season.

More than three out of four U.S. adults (76 percent) would prefer to receive a meaningful gift that would help someone else instead of a traditional holiday gift like clothing or electronics.

Almost three out of four (74 percent) plan to increase their charitable giving once the economy improves.

"We’re cautiously optimistic about these new numbers,” says Devin Hermanson, World Vision’s Gift Catalog senior director. “And this research shows that people are still very anxious about the economy but clearly concerned about children,” says Hermanson. “They want to help. The Gift Catalog is a great solution since it allows people to have a life-changing impact for very little money.”

“And this year, we'll be able to truly show how powerful that impact can be through our Spirit of Christmas Tour. We're traveling literally around the world to videotape children and their families who have benefited from gifts from the Gift Catalog such as goats, water, and malaria prevention." The tour left New York Nov. 22 and will return mid-December. The tour is being followed by more than 14,000 facebook friends.

“A gift given from the Gift Catalog significantly improves the life of a child or family in need by providing tools and opportunities to overcome extreme poverty while at the same time honoring your friends and loved ones,” says Hermanson. For each World Vision gift, the giver can make the purchase in the name of a friend, family member, or business associate. World Vision then sends special cards to those individuals, describing the gifts and their impact. In the following year, the gift itself or intervention reaches the child or family in need.

Last year alone, World Vision’s Gift Catalog raised $25 million and provided assistance to more than 500,000 people around the world.

World Vision launched the Gift Catalog in 1996. And while a goat ($75) may be World Vision’s number one seller, there are more than 100 gifts (many under $35) to choose from.

To order visit www.worldvisiongifts.org. Or call toll-free (888) 511-6511. All items are tax-deductible.

Devin Hermanson, World Vision (holiday gift-giving expert) is available for interviews.

Contacts

• John Yeager—World Vision Media Relations, 425-765-9845
• Laura Blank—World Vision Media Relations, 646-245-2496

About the survey

The poll was conducted by telephone on behalf of World Vision, an international Christian relief and development organization, among 1,001 U.S. adults (ages 18 +) Oct. 29 - Nov. 1, 2009. For complete methodology, including weighing variables, please contact John Yeager.

World Vision is a Christian relief and development organization dedicated to helping children and their communities worldwide reach their full potential by tackling the causes of poverty. We serve the world’s poor — regardless of a person’s religion, race, ethnicity, or gender. For more information, please visit www.worldvision.org/press.