Doanation Trends in Japan⑨: Is Donation increasing in Japan? (Giving Japan 2015) Reports

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Posted on June 07, 2016
by Giving Japan

Donations are certainly gaining its momentum.

It is not easy to simply respond the question: “Is donation increasing in Japan?” The background reason for this difficulty is because there is no comprehensive survey about donation in Japan, and we must rely on estimation from sampling surveys such as the survey in this White Paper. Also it is because it is hard to analyze a mid-term trend when emergency factors such as the Great East Japan Earthquake in 2011 are added.

However, since the survey on donation activity in 2009 and Giving Japan was published in 2010, it could be said that the tendency currently seen through similar surveys is a definite spread of donation activity.

In analyzing the donation activity in 2014, 43.6% of people responded that they made a monetary donation and 24.6% with goods donation. It should be noted that the ratio of monetary donors was at the 30% level in 2009 and 2010 before the earthquake disaster, but the ratio sharply rose after the disaster, and there was a natural reduction afterward, however, the ratio stays at the 40% level in the donation activity surveys in 2012 and 2014.

Moreover, 76.9% of people responded that they made a donation related to the Great East Japan Earthquake as of 2011. It can be observed that very many people chose an action of donation to support the disaster victims.

In terms of a big trend of donation in Japan since 2009, it is observed that donation is increasing as a mid-term trend judging from the fact that very many people have made a donation after the Great East Japan Earthquake and the percentage of donors has been increasing by 10%.

Table of Contents

  1. Index
  2. 43.6% of people donated money and 24.6% of people donated goods. More than half make a donation a year.
  3. Four years from the Fukushima earthquake disaster – Donors remains as 40% and the total amount of donations was increased to ¥740,900 million.
  4. 47.1% of female, 40.3% of male make a donation. More than half of people aged 60 and over make a donation.
  5. Online donation increases slightly. “Hometown tax donation” and “Gifts with donation” are expected to see a future increase as more people showed an interest.
  6. “Sympathy to organization” and “Social contribution awareness” are particularly high with donors who make a donation of ¥50,000 or more.
  7. 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.
  8. Corporate donation is ¥698,600 million (2013 fiscal year) and 16.2% of all the corporations has reported as donation expenditures.
  9. Donations are certainly gaining its momentum.

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