The majority of Canadians plan to tighten their belts on gift shopping and entertainment this Christmas season, but 82% say they will give as much or more to charity, according to a new poll conducted by Ipsos Reid on behalf of World Vision.

Ninety-five per cent of those polled say they would describe the global food situation for people in developing countries as “critical.” Two in three Canadians say that the economic downturn has made them “more likely to want to help those who are less fortunate.”

“Canadians are definitely feeling the pinch this year, but, if this poll is an indication, it won’t keep us from being the generous givers we’re known to be, especially at Christmas,” said Dave Toycen, president and CEO of World Vision Canada, in a release.

Released Monday, the poll is the first to survey Canadians about their projected 2008 Christmas charitable giving. “We’re encouraged by the results because the children and families we work with in poor countries are counting on Canadians’ generosity,” said Toycen. “We’re confident that Canadians in general, and our donors in particular, will come through. We’ve already seen a 34 % increase in Christmas giving compared to this time last year.”

The poll indicates that Canadians do intend to curb their holiday spending. However, charitable giving will be the last of five areas they will choose to cut back in. Dining out is first on the chopping block, with 74% indicating that they are “likely” to trim this expense, followed by Christmas gifts and entertainment (72%) and clothing purchases (70%). By comparison, when it comes to charitable giving this Christmas, 56% indicated they are likely to reduce the amount they will spend.

“This Christmas, shoppers will be looking for the best value for their gift-buying dollar,” said Toycen. “Donors are no different. They want to know that their charitable gift is well-spent and that it’s going to make definite difference. Canadians realize that, even in the midst of this economic crisis, most of us still have much more than so many.” According to the poll, says Toycen, three in four (76%) Canadians agree that they would prefer to receive a “meaningful gift that would help someone else,” rather than a traditional gift like “a pair of socks or a sweater.”

These are the findings of a two-part Ipsos Reid online poll conducted on behalf of World Vision. Part one of the poll of 1,024 Canadians was conducted from July 11 to July 15 2008; Part two of the survey of 1,062 Canadians was conducted from Nov. 3 to Nov. 7, 2008. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, had the entire adult population of Canada been polled.

IE