Market Snapshot Charities need volunteers, but volunteers can be hard to find. A January Gallup poll revealed that volunteer activity remains below pre-pandemic levels. Last year, 56 percent of U.S. adults say they volunteered their time for a charity, compared to 64 percent in 2017. Some volunteers may hesitate to return to their previous activities due to ongoing concerns about COVID-19. However, this doesn’t mean they can’t contribute in meaningful ways. Many organizations need help that volunteers can complete remotely, from writing letters to mentoring or tutoring virtually. Through promotional campaigns, charities have an opportunity to reconnect with previous volunteers and recruit new ones. Forces In Philanthropy These were the nation’s largest charities in 2021, in terms of private donations received: 1 United Way Worldwide $3.8 billion 2 Feeding America $3.4 billion 3 Salvation Army $2.3 billion 4 St. Jude Children’s Research Hospital $2 billion 5 Direct Relief $1.9 billion 6 Habitat for Humanity International $1.4 billion 7 Americares $1.4 billion 8 YMCA of the USA $1.3 billion 9 Boys & Girls Clubs of America $1.1 billion 10 Compassion International $1 billion Source: Forbes Top Charities List 2021 The Country’s Most (And Least) Charitable States WalletHub evaluated each state on 19 different metrics, including share of income donated and volunteer hours per capita, to determine the nation’s most philanthropic states. Here’s the breakdown: Top Five Most Charitable Top Five Least Charitable 1 Utah 1 New Mexico 2 Maryland 2 Arizona 3 Minnesota 3 Mississippi 4 Oregon 4 Louisiana 5 North Dakota 5 Rhode Island Promotional products can help charities stand out and connect with their target audiences, whether they want to reach corporate sponsors, event attendees, advocates or volunteers. About 20% of people who donate to charities say they are more likely to give money if they get a free gift in return, according to Giving USA. In other words, bring on the promotional products—people want them. Organizations can also use logoed items to educate those on the receiving end of charitable programs and offerings. From food banks and homeless shelters to organizations that donate clothing and shoes, promotional campaigns can help connect charities with the people who need themmost. People want to contribute their time and money to causes that matter to them. Last year, more than half of Americans (56%) donated to charities, according to LendingTree research. Food banks, religious groups and animalrelated causes received the largest outpouring of support. Research shows that about one in four people also made a pandemic-related financial gift last year. The same number contributed to racial justice causes. No matter where they’re giving, men tend to donate more than women on average—$711 compared to $446 a year, respectively. The United States ranked as the world’s most generous country from 2009 to 2018, according to the World Giving Index, an annual report from Charities Aid Foundation. However, in 2020, the U.S. slipped to 19th in the world for charitable giving ($471 billion, albeit a record high for the U.S.). Many of the world’s mostgiving countries also dropped in their rankings amid the pandemic. This is likely due to fewer opportunities to give, as fundraising events got cancelled and charity-based retail stores shut their doors. Through promotional campaigns, charities of all types and sizes can reengage their audiences and press on toward their mission. | JUNE 2022 | 39 GROW
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