Donation trends in Japan ⑦：Important factors for choosing the recipient of donation (Giving Japan 2015) Reports

---

Posted on June 07, 2016
by Giving Japan

---

Important criteria for donors to consider when making a donation – “the use of monetary donation,” “the meaning/purpose of the activity,” etc. ranked high. Those two are viewed more important by donors who have an organization that they wish to support than those who don’t.

As for an important criteria to consider when choosing an organization to make a donation to, “Clear and effective use of monetary donation,” “Feel sense of endorsement, sympathy and hope with the meaning and objectives of activity,” and “Simple and convenient means of donation” ranked high. The percent of all these top criteria though has decreased from 2009 and 2010 (No survey in 2011 and 2012). On the other hand, “Existence of large number of donors,” “Issuance of donation receipt” and “Receiving of preferential tax treatment” are increasing, though the response rate was low.

In terms of the motivations by the amount of donation, among donors who make a donation of ¥50,000 or more, “Feel sense of endorsement, sympathy and hope with the meaning and objectives of activity” accounts for more than 50%, the highest. As for monetary donation, for those who file tax returns, “Receiving of preferential tax treatment,” “Existence of donation privileges” or ” Issuance of donation receipt” mark higher than “Simple and convenient means of donation” (Fig. 1-18).

Fig.1-18 Important criteria for donors to consider when making a donation (multiple answers)

In terms of donors by category, there is a 12-19% difference in the criteria of “Clear and effective use of monetary donation” and “Feel sense of endorsement, sympathy and hope with the meaning and objectives of activity” between “Only Category 1” such as international cooperation/exchange, emergency disaster relief, etc. and “Only category 2″ such as the community chest and neighborhood council & association activities, etc. It is higher with “Only category 1.” It is even higher with donors who make a donation to both categories (Table 1-9).
Table1-9 Important criteria for donors to consider when making a donation (multiple answers) (by category / by existence of organization to continuously support)

Comparing donors who have an organization they wish to continuously support and those who do not, donors who have an organization to continuously support tend to value criteria such as “Existence of trust worthy executives and staff,” “Availability of large amount of information about organization or activity” and “Social reputation,” etc. in addition to “Clear and effective use of monetary donation” and “Feel sense of endorsement, sympathy and hope with the meaning and objectives of activity.”

---

---