Year-End Giving: Firms Race to the Nice List

by on Dec 22, 2017

It’s beginning to look a lot like the holiday season, as firms across industries advertise their charitable contributions in the spirit of giving. Approximately 29% of a given year’s nonprofit donations occur in the month of December, with 11% in just the last three days of the year. In keeping with this seasonal boost in philanthropy, Wells Fargo, Ameriprise, Bank of America, Voya and Chubb all promoted their contributions to the community through November and December.

Wells Fargo’s ongoing commercials illustrate holiday meal memories, in an effort to raise awareness for those in need, and highlight the food banks set up in local branches, where members of the community can donate non-perishable goods. Also focusing on helping the hungry, Ameriprise Financial released a press release that detailed its work with Feeding America, with thousands of employees volunteering at food banks, pantries and warehouses nationwide.

Wells Fargo Holiday Meal Memories Commercial Still

Bank of America partnered with (RED) as the Official Payment Provider of the organization’s annual holiday (SHOPATHON) and donated the cost of a day’s worth of AIDs ARV medication for every dollar spent. The firm created a dedicated microsite for the event and promoted its participation on its partner sites, such as Merrill Edge. Voya also promoted a partnership, with the Special Olympics, using social media to raise awareness and donations by providing $1 for every like, comment or share on related posts. Chubb used social media and dedicated public site pages to promote the annual Chubb Charity Challenge, which pits branches against each other in a five-month tournament to win money for a charity of their choice.

Bank of America (RED) Partnership Promotion Image

A 2016 poll showed that Millennials are highly impacted by companies that give back to the community, being more likely than their older counterparts to want to work for and buy from those that contribute to charity. This finding could lend itself to a trend of giving, as well as the marketing behind it. Over the past two months, these firms have marketed their charitable actions to the public to affirm their good nature and appeal to the philanthropic focus of the holiday season. Looking to 2018, we’ll be sure to keep an eye on whether the theme remains a seasonal trend or if firms begin to incorporate these values into their missions, and marketing, year-round.