Every Cent Counts
It’s that time of year again. The holidays are approaching, the weather is turning colder and end-of-year giving messages are out. That final reminder to donate to your charity (or charities) of choice and make the tax-deductible gift shows up in your inbox. And it works! 30% of all donations in the United States happen in December (MobileCause). But why does it work? What is it about the end of the year that pushes people to donate?
Plenty of research has been done to show people give because it makes them happier, makes them feel like they have contributed and made a difference in their community, and the tax deduction is a major incentive to give large sums. But, again, why do these matter? The Guardian asked this same question, and came up with three slightly different – but similar – concepts, two of which I’d like to expand on.
First, the idea that charitable giving is ruled by empathy and compassion, instead of logic and reason. People donate to causes they care about because they are affected through personal experience and/or a compelling campaign. The decision to donate is pushed by these feelings. The last months of the calendar year are focused on holidays and family, both of which drive the message of love and comfort, and in turn encourage community members donate to help those who cannot enjoy this season be it because of an illness, lack of resources or larger personal issues dictating their time. The act of giving born out of compassion and empathy in this busy and cold time at the end of the year is a very positive action for our community.
Second, the article states “charitable giving is contagious – seeing others give makes an individual more likely to give.” Donating to charity and a cause you care about sets an example for those around you, and gently encourages them to do the same. The hope in setting the example is others – coworkers, children, friends – will be inspired to give to a cause they are affected by or care about. It is the ‘pay-it-forward’ concept. It’s easy to share on your giving on social media and hope others follow suit.
Giving works and every cent counts. Giving and helping others makes us happier, gives us purpose and is tax-deductible! Donate to a cause you care about and make your money count. This season, consider donating to the James J. Hill Center and help honor the legacy of our founder by continuing to support entrepreneurial spirit in the 21st Century.