Few remember Christmas charity ads that feature corporate link-ups, research finds

The consultancy nfpSynergy says 86 per cent of respondents struggled to recall festive ads of this nature from previous years

Christmas around the TV: little recall of specific ads
Christmas around the TV: little recall of specific ads

More than eight out of 10 people cannot remember any Christmas adverts in which charities and companies have teamed up, new research from the consultancy nfpSynergy has found.

In a representative survey of 1,000 people carried out in October, nfpSynergy found that 86 per cent of people struggled to recall any Christmas television adverts from previous years featuring charities and companies.

Of those that were remembered, only the John Lewis and Sainsbury’s charity partnership adverts were remembered by more than 1 per cent of respondents, with 4 per cent and 2 per cent respectively recalling the advertisements.

Despite this, the survey found people were more likely to hear about and give to charity at Christmas, with 60 per cent of respondents saying they had heard more about charities over the festive period.

The survey also found that 31 per cent of people said they were more likely to donate to charity during over Christmas.

Charity cards were the most popular way to donate according to the survey, with 53 per cent of women and 43 per cent of men buying them.

Products with a charitable donation element were also purchased by 40 per cent of respondents.

But 43 per cent of respondents said they found it more difficult to donate at Christmas because of the other financial demands over the festive season.

The survey found that 18 per cent of people said they volunteered at Christmas, and 19 per cent said they were more likely to seek a charity’s help.

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