The Spirit Of Giving

A recent survey revealed that residents in the Asia Pacific are in the holiday season of giving. Some 64% of consumers polled across the region for a MasterCard survey are looking to contribute to a charity this year-end holiday season. Respondents in Thailand (95%), China (78%), Hong Kong (74%), India (70%) and the Philippines (69%) are especially charitable, having the highest proportion of consumers looking to donate this season.However, it is not just the year-end festive season when consumers feel a tug at their heartstrings. In fact, 85% of all respondents surveyed said they would open their wallets to contribute to a worthy cause regardless of the time of the year.

This is especially true of consumers in New Zealand and Singapore (both 92%) and Australia and the Philippines (both 91%). The year-end festive spirit does play an important role for some consumers, though – 15% of the respondents said they are more likely to contribute at the close of the year than at any other time. The top reason for this is that they simply feel more charitable at year-end (49%). The year-end work bonus (39%) and tax breaks they can receive for charitable giving (35%) also factor among the reasons for the increased generosity during the year-end holiday season.

The survey was conducted from 20 to 29 November 2009 and involved 3,500 consumers from 12 markets1 across Asia Pacific. Data collection was via online interviews, with the questionnaire translated to the local language wherever appropriate and necessary. The survey and its accompanying reports do not represent MasterCard financial performance.

Vice President, Communications, Asia/Pacific, Middle East and Africa, MasterCard Worldwide, Georgette Tan, said:

It is heartening to see that despite the year having been financially difficult for many, consumers continue to think of the less fortunate this holiday season. It is also encouraging to see that many consumers do not think of giving to charity as just something to do as part of the year-end festivities, but are making it a part of their lifestyle all through the year.

Purchase with Purpose, MasterCard’s social responsibility and citizenship efforts across the region, seeks to complement this change in perceptions. Purchase with Purpose enables consumers to play a part in giving back to the community when they use their MasterCard cards, helping them contribute to a good cause even as they go through their everyday activities.

Other highlights from the survey include:

• Some 59% of respondents said they will contribute to a charity regardless of its location. A majority of consumers in Thailand (79%), Taiwan (77%), South Korea (74%) and Japan (68%) were especially likely to donate to a cause regardless of location. However, a majority of consumers in the Philippines and Malaysia (58%) and Singapore (57%) were likely to donate to local charities.
• It appears that an end benefit to giving to charities is that it also helps them relieve their guilt around their spending. Some 44% of respondents in Asia/Pacific agreed to this view, with consumers in India and the Philippines (60% each), Thailand (59%), South Korea (52%) and Japan (51%) topping the list.
• Giving at the year-end makes 48% of all respondents feel that they are starting the new year on a right note.
• Some 45% of the respondents said that they like to do good at least once a year, with the end of the year as their deadline.
• The global economic recession has had an impact on consumers’ charitable behavior, with 24% of the respondents saying they will give smaller amounts this year. Consumers in Taiwan (42%), India and the Philippines (32% each) and Singapore (31%) topped the list of those donating smaller amounts this year compared with last year.
• Some 36% of the respondents said they are not looking to donate this year end holiday season, primarily because their financial situation does not allow them to do so (64%).

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