Donation Trends in Japan⑥: Donation Motives (Giving Japan 2015) Reports

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Posted on June 07, 2016
by Giving Japan

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“Sympathy to organization” and “Social contribution awareness” are particularly high with donors who make a donation of ¥50,000 or more.

In terms of the motivation of donation in 2014, “Because I agreed or sympathized with organization or the meaning/purpose of the activity,” “I do it every year” and “Because the organization is trustworthy” were the top reasons. We have roughly classified the motivation for donation into six – “Sympathy to the organization,” “Social contribution awareness,” “Relationship with organization or person,” and “For self-expression and fulfilling myself,” “Sense of ethics and morals,” and “Others.” The top reasons are the order of “Sympathy to the organization,” “Relationship with organization or person,” and “Social contribution awareness” (Table 1-7).
Table 1-7 Motivation for donation (multiple answers) and High-Level Category

In terms of the motivation (high-level category) of donation by amount of donation, as for “Sense of ethics and morals,” “Sympathy to organization,” “Social contribution awareness,” and “For self-expression and fulfilling myself,” the response rate becomes higher as the amount of donation goes up. On the other hand, “Relationship with organization or person” is the highest for donors with “¥1,000 – less than ¥5,000 ” (Fig. 1-15).

Fig.1-15 Motivation for donation by High-Level Category (multiple answers) (by amount of donation)

We have decided to find a difference in donors’ motivation by category. In order to make the tendency intelligible, we tallied the three categories: only one category (category 1 and 2) and both categories. It is seen that there is a clear difference in motivation between the donation only to “Category 1” and the donation only to “Category 2.” With “Category 1” such as international cooperation/exchange, and emergency disaster relief, the highest motivation is “Sympathy to the organization,” followed by “Social contribution awareness” and “For self-expression and fulfilling myself.” On the other hand, with “Category 2” such as the community chest, neighborhood council & association activities, the highest motivation is “Relationship with organization or person” followed by “Sympathy to the organization” (Fig. 1-16).

Fig.1-16 Motivation for donation by High-Level Category (multiple answers) (by category)

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