NEW YORK, Nov. 23, 2016 /PRNewswire/ -- The season of giving is upon us! From bell-ringing to food donating to volunteering, Americans are getting in the generous spirit. In 2012, New York City's 92 nd Street Y and the United Nations Foundation started Giving Tuesday to create a global day of giving. The special day is an annual event that takes place on the Tuesday following Thanksgiving ( November 29th this year). While awareness of the day remains low with 75% of Americans unaware of the day, this is down from 87% who had never heard of Giving Tuesday in 2015.
Millennials are more likely than those ages 55 and older to have heard of Giving Tuesday (30% vs. 20% 55-64 & 18% 65+). However, looking at the 25% of adults who have heard of the holiday, just 4% have ever participated - 1 in 10 each say they still don't know what it is (10%) and they've never participated (10%). While 87% say they don't need a holiday to tell them when to give, after being familiarized with the holiday, over three quarters (78%) of Americans say this day represents what the holiday season should be about. These are some of the results of The Harris Poll® of 2,049 U.S. adults surveyed online between November 18 and 22, 2016. Complete results of the study can be found here. Past, present, and future givingAbout 4 in 10 Americans (39%) say they're likely to donate - either in the form of time, money, or resources - to a charitable organization in celebration of Giving Tuesday. This is particularly true for Millennials compared to those ages 55 or older (47% vs. 29% 55-64, 26% 65+), and for women compared to men (43% vs. 34%). Among those who are likely to donate, over half (52%) plan to donate to a charity supporting human service, while nearly 3 in 10 each plan to give to youth/family (28%) and animal causes (28%). Around 2 in 10 plan to give to religious organizations (19%), education causes (18%), or human rights charities (18%).