NEW WORLD VISION STUDY SAYS MORE WOMEN BELIEVE IT'S IMPORTANT TO HELP CHILDREN DURING THE HOLIDAYS

HOLIDAYS TOO COMMERCIAL? MORE WOMEN SAY YES

SEATTLE, Dec. 7 /PRNewswire-USNewswire/ -- According to a new study conducted by Harris Interactive on behalf of World Vision, an international relief and development organization, 95 percent of U.S. adults agree it is especially important to help children during the holidays. Eight-two percent of women compared to 75 percent of men strongly agree it is especially important to help children. Many children in our own communities and throughout the world will not be able to share the true spirit of the holidays because of the struggling economy, but women - more so than men - want to help.

These results come on the heels of a recent American Cancer Society survey (Nov 19th) which also found that women may be more charitable than men when it comes to asking for a donation in place of a gift. That survey found that almost half of American consumers are likely to ask for or give a donation instead of a traditional gift. These results taken together with those from World Vision seem to confirm some conclusions about the compassion of American women during this recession.

2009 WORLD VISION SURVEY KEY FINDINGS

• Women (82 percent) are more likely than men (75 percent) to strongly agree it is especially important to help children during the holiday season.

• More women (72 percent) than men (65 percent) strongly agree they wish the holidays weren't so commercial.

• Women (57 percent) are more likely than men (49 percent) to strongly agree it is more important to address poverty at home in the United States than in other parts of the world.

• Men are more likely than women to strongly disagree that they would prefer to give (19 percent men vs. 10 percent women) and receive (18 percent men vs. 11 percent women) gifts that benefit the environment.

"This research suggests that woman are clearly concerned about not only their own children during the holidays," said Devin Hermanson, World Vision's Gift Catalog Senior Director. "They want to help others, but may feel they don't have the money this year. The Gift Catalog is a great solution since it allows them to have a life-changing impact for very little money."

Women this year can truly show how powerful the impact of a small gift can be through the Spirit of Christmas Tour. World Vision will be traveling around the world to videotape children and families who have benefited from the Gift Catalog with gifts such as goats, water and malaria prevention. The tour left New York November 22, and is scheduled to return in five weeks after visiting five countries.

"A gift given from the Gift Catalog significantly improves the life of a child or family in need by providing tools and opportunities to overcome extreme poverty while at the same time honoring your friends and loved ones," Hermanson said.

Some gifts from the Catalog include:

• Two soccer balls $16 (this doubles to four thanks to a matching grant from Baden Sports)
• A bicycle for a young girl to attend school - $85
• Essential learning tools and supplies for American schools - $100

For each World Vision gift, the giver can make the purchase in the name of a friend, family member, or business associate. World Vision then sends special cards to those individuals, describing the gifts and their impact. In the following year, the gift itself or intervention reaches the child or family in need. All items are tax-deductible.

Last year alone, World Vision's Gift Catalog raised $25 million and provided assistance to more than 500,000 people around the world.

To order: www.worldvisiongifts.org. Or call toll-free (888) 511-6511.

Devin Hermanson - World Vision and Justin Greeves - Harris Interactive are available for interviews. Contact John Yeager, World Vision Media Relations, 425-765-9845 (cell).

Additional media contacts:

Gardi Wilks (Central US) gardi@wilkspr.com 708-434-5006

Laura Blank (Eastern US) lblank@worldvision.org 617-945-7548

John Yeager (Seattle & Western US) jyeager@worldvision.org 253-815-2356 (work) 425-765-9856 (cell)

The poll was conducted by telephone on behalf of World Vision, an international Christian relief and development organization, among 1,001 U.S. adults (ages 18 +) Oct 29th - Nov 1st, 2009. For complete methodology, including weighing variables - please contact John Yeager.

About World Vision

World Vision is a Christian relief and development organization dedicated to helping children and their communities worldwide reach their full potential by tackling the causes of poverty. We serve the world's poor, regardless of a person's religion, race, ethnicity or gender. For more information, visit www.worldvision.org.

SOURCE World Vision

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