Sentiments With Significance: The Rise Of Charitable Gift-Giving

The global events of the last two years left many Australians wanting to be more intentional in different aspects of life, especially regarding consumerism. What starts with a person making better choices for themselves and taking time to consider the world around them now extends to how we give gifts. It makes sense that an ever-growing number of organisations are putting ethical, social and charitable matters at the forefront of their operations here in Australia as we as a nation have been consistently giving more year-on-year since 2016.

While the giving level was only fractionally higher in 2020, things picked up again last year. Due to growing online connectedness, we are now able to gain insight and awareness of others’ needs, and marketing efforts centred around togetherness and responsibility are increasing as the number of charitable donations made via payment platforms continues to soar. It’s also proof that social media and technology can be a force for good giving people another platform to make donations in Australia.

As we look ahead, this generous trend is set to continue, with large and growing charities alike expected to grow and solidify their positions within the space over the next couple of years. Continue reading to discover how giving a gift with significance is beginning to alter many Australians’ perceptions of value.

Holiday Giving

With the most generous time of year being Christmas, more of us are now choosing to give charitable gifts over traditional ones. While a lot of us have always associated Christmas with giving, before the rise in charitable e-commerce, most organisations relied on a fixed pool of donors from affluent demographics, often due to network sharing, volunteering initiatives, or philanthropic contributions. But almost half of all Aussies giving a charitable workplace secret Santa donation in 2019, charitable giving has a must wider reach that they must learn to engage with.

Organisations like Workplace Giving Australia take the legwork out of giving so companies and staff alike can easily decide where they would like their donations to go without having to commit their time to a charity in order to donate. The charitable donation tax deductible is not something most people can write off on personal taxes either, so it pays to be a conscious employee as people are more likely to dig into their pockets when they feel part of a group.

Away from the office, sourcing the perfect gift tailored to your loved ones isn’t an easy thing to do year-in-year out, and with such a full calendar for most during the festive period, it pays to spend your money with a company that you know can deliver what they promise.

Whether you’re buying for an eco-fashion lover, a thoughtful wine drinker, or simply just want to support local farmers and maker communities in drought-stricken parts of the country, there truly is a unique gift and cause suitable for everyone in your life.

Consumption Overload

Increased transparency and information sharing allow people to make more informed decisions, with 62% of Australian consumers seeking out ethical brands and services post-pandemic. The rise in social and environmental awareness has highlighted just how many people feel a sense of consumption overload in a world of increasing ease and e-commerce.

Once we become overloaded, we disengage. It’s a normal human reaction. In a time when people want value and connection, charitable gifts that change the lives of others might not seem like much of a gift to some, but is there something deeper driving this societal shift of consciousness?

Could the real sentiment for both gift givers and recipients alike be that taking it upon yourself to do a little good fosters a sense of purpose some may be lacking in other areas of their life? Many would much rather support charities and brands with a strong mission that benefits real people rather than lining the pockets of corporations.

Charity As A Brand

In an era where conscious organisations and ethical brands both have rapidly growing bases ready and willing to go beyond paying for things and experiences, including crowdfunding and supporting related projects help fund their vision of a better tomorrow.

Which brings us to the question: can companies who continue to generate substantial ROI be considered ethical?

After all charities and nonprofits don’t need a sales plan, but they don’t seem to have solid plans for marketing or donors which doesn’t exactly foster confidence – people give because they want to, but in an era where charities could start losing donations if their scope isn’t as relevant or enticing. The birth of giving apps that feature the bios and missions of each charity allows people to make a selection based on at least some fact over feeling and it further serves to align values but in truth people today want something for their support and they’re hungry for connection and community, larger charities have always been somewhat aloof and that doesn’t bode well in today’s increasingly social landscape.

Transparency Is Key To Charitable Gift Giving Continuing To Rise

As transparency continues to increase, it’s possible that charities will be forced to make themselves more accessible and provide more real-world information to keep people choosing to buy gifts with them rather than conscious labels and rising nonprofits.