2020 Mega Giving Trend - Yeonhee Rho, Mihee Park, Beop-rae Roh Hyunkyung Jun, Jaeyun Yu
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
Reading big and deep
changes
Giving Trend
Yeonhee Rho, Mihee Park, Beop-rae Roh
Hyunkyung Jun, Jaeyun Yu
Contents
2020 Mega
Reading big and deep
changes
Giving Trend PART 1 | Giving Trends and Change in Philanthropic Environment 09
01 Change in individual giving 10
02 Change in corporate giving 14
03 Change in philanthropic environment: change in legal system 16
PART 2 | 2010~2019 An Analysis of Giving Issues 19
Yeonhee Rho 01 Overview of text mining analysis 20
Professor, Department of Social Welfare, 02 Analysis results 20
the Catholic University of Korea
PART 3 | Reflecting Giving and Fundraising Trends in 2010s 25
01 [Mega Trend 1] Smart donors, changing focus of fundraising strategies 27
Mihee Park
02 [Mega Trend 2] Change in fundraising media: following a moving target 28
Senior Researcher, Research Center on Philanthropy,
03 [Mega Trend 3] Change in fundraising content: finding a bow fit to the moving target 30
Community Chest of Korea
04 [Mega Trend 4] Extended concept of donation 32
05 [Mega Trend 5] Stagnant but complex fundraising markets 32
Beop-rae Roh 06 [Mega Trend 6] Transparency: A gigantic mountain with many trails 34
Professor, Semyung University
07 [Mega Trend 7] Establishing fundraising system, confronting nonprofit identity 35
Hyunkyung Jun PART 4 | Predicting Giving and Fundraising Trends of the Coming Decade, 2020s 37
Executive Advisor, the Beautiful Foundation
01 [Mega Trend 1] Personal and social values that come together 38
02 [Mega Trend 2] Managing a horizontal relationship in a smart way 38
Jaeyun Yu 03 [Mega Trend 3] Locating the confluence over the blurry boundary between nonprofits and profits 39
Researcher, Research Center on Philanthropy, 04 [Mega Trend 4] Stabilized fundraising markets, however polarizing fundraising capabilities 40
Community Chest of Korea 05 [Mega Trend 5] Finding a social role in complex system 40
06 [Mega Trend 6] Going over the mountain of transparency 41
07 [Mega Trend 7] Cooperation of the whole sector built on individual efforts 41
PART 5 | 2020 Giving Trends 43
01 2019 Giving Trends Review 44
02 2020 Giving Trends 50
Reading big and deep changes 2020 Mega Giving Trend
About Community
Why Giving Trends?
Chest of Korea
Since 2015, the Research Center on Philanthropy of CCK (Community Chest of Korea) has been
performing annual research on social issues and giving trends in Korea in order to propose
directions of fundraising strategies in the nonprofit sector. This year in particular, we aim to look
into donation and fundraising trends over a decade since 2010 and predict Giving Trends for 2020.
Community Chest of Korea (CCK) is the largest charity in South Korea, raising more
than $500M each year. It was established based on Community Chest of Korea Over the past decade, Korea has undergone an enormous and rapid changes in giving and
Act in 1998, and has been a catalyst for change in the Korean society based on fundraising. These changes have occurred not only with the appearance of totally different social
characteristics between the millennial or Z generations and the elderly or baby-boomers, but also
citizens’ voluntary participation for the past 20 years.
generalized use of digital media or technology. Under these circumstances, examining both giving
and fundraising will provide basic ideas on the changes in the nonprofit or charitable sector and
CCK’s mission is to create a better world united by philanthropy. CCK’s signature on the directions for donation and fundraising activities in the future.
initiatives include youth employment, continuum of care for independently living
older adults, and inclusive society by embracing migrant population and citizens
with diverse backgrounds. The study of 2020 giving trends in Korea consists of three parts:
1) Keyword analysis on media coverage, using newspaper articles, from 2010 to 2019, regarding
giving, fundraising, and corporate social responsibility.
The Fruits of Love, a logo representing CCK, has been widely used nationwide and
2) Analysis on the trends of individual and corporate using public statistics.
became a philanthropic symbol in South Korea. Every winter between November 3) Mega-trend analysis using in-depth interviews with fundraisers of nonprofit or charitable
and January, CCK head office leads nationwide annual campaign with its 17 local organizations and surveys of fundraising or nonprofit expert groups.
chapters. By partnering with public sector and media, it displays a Thermometer
of Love at central area of Seoul, and broadcast the updates. The campaign is
endorsed by President and government leaders. It is very challenging or even ridiculous to speculate or predict the next decade as Korea has been
through rapid changes in terms of politics, economy, society, and international relations. However,
we challenge to discuss and share the ideas on how ecosystem of nonprofit sector has been
changing, how we are coping with such changes, and how we have to cope with them. We hope
that this study will provide an opportunity for donors, fundraisers, activitists, and policy-makers to
share their concerns.
02 03
Reading big and deep changes 2020 Mega Giving Trend
Over the past 10 years there appeared donors' diverse interests in social issues,
differences in characteristics between generations and the development of
01 digital media.These factors have led to changes in donors' motives, smart choice
Looking back on a decade
of media or ways of donation. In addition, the transition to the aging society
has driven to high interests in major gift and bequest and to segmentation of
Smart donors fundraising strategies in the nonprofit sector. In the meantime, corporations have
evolved their own strategies for social responsibility. Before the 2010s, corporate
social responsibility intended to "do good things" through simple parternership
with nonprofits. During the 2010s, most corporates have attempted to perform
activities in accordance with their own marketing strategies and also work
independently through their own foundations. With the rapid growth of the social
economy sector, these changes serve to generalize the pursuit for social value not
only in the non-profit but also in the for-profit sectors and consequently expand
the concept of social investment.
One of the recent important issues is the advent and swift changes of online or
mobile media based on the rapid development of digital technology. The change in
02 digital technology and media is enabling horizontal and interactive communications
between donors and nonprofit organizations. Also, combined with donation,
characteristics such as difference in media uses between generations, segmentation
Smart choices of donors of areas of interest, and diversification of consumption patterns have made types
via digital media or ways of donation very diverse. This has made competition among non-profit
organizations fiercer, fueling efforts to specialize and segment fundraising activities
in order to meet donors’ needs and environmental changes.
Transparency has been a critical issue in the realm of donation and fundraising over
the past decade. The legal system for donation and activities has changed in the
03 direction that stresses the management and regulation of non-profit corporations
or organizations in general. Specific regulations includes tightening requirements
for nonprofit organizations, limiting excessive administrative costs including staff
The past decade: evolution into complex system Change in legal system salary, reinforcing conditions for outside auditors, and strengthening non-profit
for donation and corporations’ obligation of public release of financial reports. Also, Scandals relating
to transparency issues had a negative effect on the general public, that increased
fundraisers: issue of donation phobia being tired with fundraising appeals, etc. As tax benefits for
Over the past decade, the growth of donation in Korea has been flattened since the exceptionally rapid growth
transparency individual donors were reduced sharply in 2014(changes from income deduction to
in the early 2000s. At the same time, giving and fundraising environments have been gradually segmented and tax credit), this actually influenced a decrease in the total amount of gifts.
complicated due to demograpic, social and technological changes.
In response to the changes in donors’ behaviors, fundraising activities of nonprofit
organizations remained stagnant in scale. However, with the growth of social
04 economy and civil society, the influx of international nongovernmental organizations
raising fund only for an international cause or project, not even addressing
domestic issues, has made nonprofit fundraising industry of Korea more diverse
Complicated donation and complicated. In addition, changes in technological environment, coupled with
flow diversification of media use, donors’ interest, and consumption patterns of each
generation, tend to accelerate segmentations of fundraising strategies.
Major natural and social disasters in the last decade, especially the tsunami
in Indonesia in 2004 and the earthquake in Haiti in 2010, played a key role in
05 making donation a widespread concept in Korea and resulted in the growth of
donations. Also, the Sinking of the MV Sewol in 2014, political scandal in the
Social events impacting years of 2016-2017, namely 'Sunsil Choi scandal' and the consequent candlelight
rallies has turned donors’ attention from international relief, for instance aids for
donation children overseas, to domestic issues This political situation has led to streamline
corporates’ social responsibility.
04 05
Reading big and deep changes 2020 Mega Giving Trend
Giving and fundrasing issues in 2010s
Change in Donation/
Predicting the upcoming decade
Disaster/ Donation from Donation from
Year legal system Fundraising Donation flow
social issue individuals businesses
for fundraising issue
ㆍTsunami in ㆍGrowing donation markets
2004 Indonesia ㆍFundraising via online
messenger
ㆍNaver ‘Happy Bean’ ㆍGrowing online ㆍOnline fundraising
2005 donation platform
2006
ㆍOil spill in Taean, ㆍAmendment ㆍLaunch of major gift ㆍInterest in participatory ㆍActivated fundraiser portal
Korea to the Act on program(CCK Honor donation & diversification of content
ㆍEnactment of Collection and Society) ㆍInterest in major gift
2007 Social Enterprise Use of Donations ㆍKnitting hats for
Promotion Act (fundraising cost newborns campaign
2%→5%) ㆍDaumHeemanghae
(Together with Kakao)
2008
2009
ㆍEarthquake in Haiti ㆍAmendment of ㆍCCK scandal ㆍCorporate marketing ㆍGrowth of the fundraising
Disaster Relief Act ㆍSupport to market
2010 open children’s ㆍActive college students’
hospital(Nexon) fundraising
ㆍGreat East Japan ㆍAbolition of special ㆍCompassion ㆍIncreasing ㆍCorporate foundation ㆍGrowing fundraising again
quake gift (Healing Camp) sponsorships for ㆍGrowth of foreign
2011 ㆍTyphoon Bolaven ㆍRaising the limit ㆍDoctors Without children overseas fundraisers
of tax-deductible Borders
donation amount
2012
ㆍQuake in ㆍObligation of ㆍGuideStar: National Tax ㆍCitizens’ growing
Philippines outside auditor Service (NTS) Reports interest in
2013 system for non- & Rating system transparency
profit corporations
($10M or over)
ㆍSinking of the MV ㆍReport of charities ㆍIce Bucket Challenge ㆍReduced donation ㆍFrom overseas
Sewol to NTS ㆍOxfam Korea and rates & amounts sponsorships to domestic
2014
ㆍNotice of unfaithful
charities
WWF Korea ㆍGrowing participatory
donation
programs
ㆍIntested in SNS-based The next 10 years : Finding the way in complex system
ㆍtax deduction to tax ㆍFunation fundraiser: PtoP
credit ㆍGrowing interest in ㆍRe-surge of street
domestic programs fundraisers
ㆍQuake in Nepal ㆍReduced corporate We defined the coming decade as ‘Finding the way in complex system: back to basics.’
donations
ㆍChange to strategic social
2015 contribution
ㆍSK Group: social progress
credits In complex system that is under way now, questions will continue to be raised regarding the roles of citizens’
ㆍBrexit·Trump ㆍLowered cap ㆍDonation of ㆍNexon opened children’s ㆍConcern over I-NGO funds
ㆍJapanes military ($20,000) for major Zuckerberg hospital ㆍGrowth of the sanitary pad donations and Fundraising activities of NPOs. For example, what kinds of roles they can play in the change and
2016 sexual slavery gift ㆍSocial investment- project and fundraisers
(‘comfort women’) (tax credit 30%) support for youth development of society as a whole? what kinds of activities are desirable to play such roles? Etc.
issue program
ㆍ2016-17 South ㆍEstablished ㆍYeonghak Lee scandal ㆍGrowing interest and ㆍStagnant corporate ㆍGrowing donations from
Korean Protest, accounting ㆍNew Hope Seed participation in various donation civil society
Candelight rallies standards for non- scandal social issues: interest ㆍStrategic social ㆍIssue of social participation The process of finding the meaning of public donations and identity of NPOs seems to be essential for the growth
2017 ㆍPresidential profit corporations in animals, history, and contribution of & transparency
election environment corporation
ㆍGrowing donation- of donations and also for developing adequate fundraising activities of NPOs which can achieve social values or
phobia
public goods.
ㆍRefugees in Jeju ㆍRationalization of ㆍUNICEF Korea scandal ㆍSpreads of use of ㆍWidespread use of fintech-
ㆍ‘Yonggyun KIM’ eligibility for tax ㆍSuccess of UNICEF fintech like Kakao Pay based payment tools
law exemption Hope Ring ㆍGrowing purchase of (Kakao Pay)
ㆍBlockchain, (“designated public goods ㆍInterest in change of
2018 YouTube, bigdata donations”) technological environment
ㆍIncreasing ㆍA proposed amendment
shareholding cap for to the Enforcement Decree
faithful non-profits of the Act on Collection
and Use of Donations
ㆍGoseong Fire of ㆍLowered cap ㆍAppearance of donors ㆍCombination of issues
2019 ($10,000) for major of mega gifts (CEO of ㆍInterest in large-sum
2019 gifts (tax credit 30%) Baemin) bequest donation strategy
ㆍBlockchain platform
06 07
Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
Reading big and deep
changes
Giving Trend
PART 1
Giving Trends & Change
in Philanthropic Environment
01 Change in individual giving
02 Change in corporate giving
03 Change in philanthropic environment: change in legal system
PART 1 Giving Trends and Change in Philanthropic Environment 2020 Mega Giving Trend
01 Change in individual giving
Number of donors (Unit: person)
※ Income tax deduction until 2013 and tax credit since 2014 applied.
※ Source: National Tax Statistics Yearbook (2012-2018)
5,803,070
5,595,960 5,590,642
5,308,252 5,298,631 5,309,111
5,117,589
Total Amount of Individual Giving
The number of donors increased until 2013, but has flattend at 5.3 million since 2014.
In 2017, the number increased to some degree.
2011 2012 2013 2014 2015 2016 2017
Total amounts of individual giving have been steadily on the rise except for 2014.
Total amount of of individual giving (Unit: million won)
※ Income tax deduction until 2013 and tax credit since 2014 applied.
※ Limited to workers’ income, excluding cases without location info.
※ Source: National Tax Statistics Yearbook (2012-2018)
8,266,078
8,093,903
7,932,828
7,831,361
7,727,223 7,717,847
7,086,670
2011 2012 2013 2014 2015 2016 2017
10 11
PART 1 Giving Trends and Change in Philanthropic Environment 2020 Mega Giving Trend
Share of donors by age (Unit: %)
Donors by Age ※ Income tax deduction until 2013 and tax credit since 2014 applied
※ Source: National Tax Statistics Yearbook (2014-2018)
20s or ounger 30s 40s 50s 60s or older
35
Donors in their 40s account for the largest share. 32.1 32.3 31.8
30
It turns out that the ratios of donors in their 20s or younger and those in their 30s are falling, while the 27.5
26.5
29.5
proportions of those in their 50s and 60s or older are rising. 25
24.8 25.6
20 22.6
Donors by Region 15
10.7
10 9.2 8.9
By region, donors living in Seoul and Gyeonggi area represent a higher share than other regions.
5 7.3
6.2
The number of donors from these two regions combined surpasses half of all donors, 5.1
0
showing that donors are mostly from the Capital area in Korea. 2013 2015 2017
Share of donors by region (Unit: %)
※ Income tax deduction until 2013 and tax credit since 2014 applied
※ Source: National Tax Statistics Yearbook (2014-2018)
Seoul Gyeonggi Others
100
90
80
44.8 45.5 46.6
70
60
50
40
35.6 35.0 33.4
30
20
10 19.6 19.5 20.0
0
2013 2015 2017
12 13
PART 1 Giving Trends and Change in Philanthropic Environment 2020 Mega Giving Trend
02 Change in corporate giving
Change in corporate donation (2007-2017) Amount(100mn won) No of corporations
※ Source: National Tax Statistics Yearbook (2008-2018)
695,445
645,061
591,694
550,472
517,805
482,574
460,614
440,023
419,420
398,331
372,141
Corporate Giving Trends at a glance
49,063 47,782
46,545 46,472 46,323
40,680 41,123
33,251 33,786 34,607 35,045
Over the past decade, corporate giving continued to rise until 2014 but slowed down
between 2015 and 2017.
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Since 2015, despite decreasing amounts of corporate donations, the number of
corporations reporting donations have continued to grow.
Average donation by corporation (Unit: million won)
※ Source: National Tax Statistics Yearbook (2008-2018)
8.93 8.83 8.99 8.91
8.48 8.25 8.52
7.96 8.08
7.2
6.66
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
14 15
PART 1 Giving Trends and Change in Philanthropic Environment 2020 Mega Giving Trend
03 Change in philanthropic environment: change
in legal system
The legal environment for donations over the past decade can be summed up as ‘strengthened management, but
with reduced benefits’ and ‘too much emphasis on financial transparency.’ A balanced approach is required to
prevent adverse effects of financial transparency-centeredness and management and regulation-centeredness.
Strengthened management of non-profits/ Too much emphasis on financial transparency
organizations, but reduced tax benefits for donors Prospects for the future
In the donation-related legal system, changes related to With the obligation of public notice on the NTS website, The pan-government ‘Plan for the Improvement and Promotion of Donation Transparency,’
the Income Tax Act, Corporate Tax Act, and Inheritance private sector watchdogs, such as GuideStar Korea, published in October 2018 under the premise that the 2020 amendments to the tax laws will
Tax and Gift Tax Act (ITGT Act) applicable to tax benefits and the press, such as Hankook Ilbo, began to rate non- be enforced, is showing signs of overlapping regulations and waste of administrative capacity as
and obligations of donations were made between profits based on their financial data. Also, in 2018, in each ministry is taking separate measures to improve transparency. In contrast, efforts to remove
2010 and 2011 in the form of amendements toward order to improve the accounting transparency of non- absurdities in existing regulations and public administration practices are severely lacking. Thus,
increasing benefits such as extending the carry- profits, accounting standards for non-profits were the following should be taken into account in order to increase social trust through transparency
over period for charitable contribution deductions, released. Amendments to tax laws scheduled to be while not violating the autonomy of the private sector:
increasing the authorized limit on donations, and easing enforced in 2020 increased external auditing obligation
the requirements for sincere non-profit organizations. standards from organizations with $10M in assets to First, excessive regulations should be guarded against. Second, regulations should not be
From 2012, requirements for organizations receiving organizations with $5M in annual revenue and $2M or overlapped. Third, absurdities in regulations and the public administration should be abolished.
donations became more stringent and management over of donations, meaning that compared with the
was tightened, including a restriction on excessive labor external auditing standards of for-profit corporations
costs, which resulted in the mandatory external audits with $12M in assets and $10M or over in sales, stricter
of non-profit organizations with assets worth $10M or accounting standards apply to non-profits.
over starting in 2013.
In 2014, the management of organizations was
reinforced, and tax benefits for donations were largely
reduced. In the process of reforming the income tax,
the benefit for donations from individuals changed from
income tax credit to 15% tax credit. Also, organizations
receiving donations were required to publish their
records of donations on the National Tax Service (NTS)
website, and the assets and revenues of non-profit
corporations subject to public notice increased from
$1M and $50M to $50M and $30M, respectively. Since
then, a growing concern over the decrease in donations
due to the shift of tax credit, that is, reduced tax benefit,
has led to amendments that increase the benefits.
16 17Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
Reading big and deep
changes
Giving Trend
PART 2
2010~2019 An Analysis of Giving Issues
01 Overview of text mining analysis
02 Analysis resultsPART 2 2010~2019 An Analysis of Giving Issues 2020 Mega Giving Trend
01 Overview of text mining analysis Keyword
2010
TF- IDF Summary Keyword
2011
TF- IDF Summary Keyword
2012
TF- IDF Summary
World Cup 0.0013 Grand Nation Party 0.0020 Ahn Cheol Soo 0.0021
This analysis aims to examine how giving related issues developed over the past decade using text mining of Grand Nation Party 0.0013 Tuition 0.0013 Park Geun Hye 0.0010
Korean Teachers &
news articles empirically. Extraction of keywords by period, the link structure of frequently appeared words, and Educational Worker’s 0.0010 Park Won Soon 0.0013 Romney 0.0010
Union
modeling of topics are used. Punishment 0.0008 Ahn Cheol Soo 0.0011 Rural areas 0.0009
Loan 0.0008 Half price 0.0010 Ginseng 0.0009
Memorial service 0.0008 Seoul City mayor 0.0010 Moon Jae In 0.0008
Democratic Party 0.0007 Rural areas 0.0009 Presidential election 0.0007
02 Analysis results
Gun governor 0.0007 Democratic Party 0.0008 Rice wreaths 0.0006
Cheonan ship 0.0006 Political Issue Kim Jeong Il 0.0008 Political Issue Vaccine 0.0006 Political Issue
Roh Moo Hyeon 0.0006 Jobs 0.0007 Homeplus 0.0005
Death 0.0006 Win-win growth 0.0006 Competition 0.0005
Foot-and-mouth
Kia Motors 0.0006 0.0005 Save the Children 0.0005
disease
Hyundai Motors
Memory 0.0006 0.0005 School violence 0.0005
Group
People’s Solidarity
Rebate 0.0006 for Participatory 0.0005 International student 0.0005
Democracy
Asan Medical
Corruption 0.0005 0.0005 Economic education 0.0004
Center
2013 2014 2015
Analysis of key words by period Keyword TF- IDF Summary Keyword TF- IDF Summary Keyword TF- IDF Summary
Ryu Hyun Jin 0.0009 Sewol ferry 0.0042 Prize money 0.0032
Seogang 0.0009 Bucket challence 0.0025 Lotto 0.0016
Park Si Hoo 0.0008 Ahn Dae Hee 0.0024 Ministry of Justice 0.0012
Jang Yoon Jeong 0.0008 Ice water 0.0021 Han bok 0.0012
Female college student 0.0006 Victim 0.0020 Hwang Gyo Ahn 0.0011
The table below lists keywords by year extracted in the TF- In 2016, along with major global issues, Korean forced sex
Hyosung 0.0006 Kim Tae Hee 0.0017 Funcast 0.0010 Political
IDF method, showing the top 15 unique words on the file slaves' problem during the Japanese rule of Korea was Philippines 0.0005 Yoo Jae Seok 0.0017 Grand bargain 0.0010 Issue
Hot issues
Corporate
with high scores of related indicators, compared to other widely discussed. Besides, keywords such as "sanitary Daughter-in-law 0.0005 Donation Lou Gehrig’s 0.0015 about Bosses 0.0010 System
disease donations by
activities changes
periods by year. pad," "animals," and "fun" brought various social issues KB card 0.0005 Sinking 0.0014 celebrities Lump-sum 0.0009 related to
donation
Between 2010 and 2012, keywords that ranked high related to donation to our attention in that year. Interactive 0.0005 Ebola 0.0014 Tax credit 0.0009
Asiana Airline 0.0005 Ice bucket 0.0014 MERS 0.0008
on the list were political issues, mainly due to political In 2017, the crisis of transparency related to donations at
SK Hynix 0.0005 Pick 0.0013 Im Hyeong Joo 0.0008
donations causing controversies over politicians during the home and abroad came to the fore. Mainly in the United Mentoring 0.0005 Watch 0.0013 Keangnam Enterprises 0.0008
period. However, "Asan Medical Center" in 2011 and "Save States and Japan, there was news about misconduct Photovoltaic 0.0005 Bereaved family 0.0013 Negotiation 0.0007
Son Ho Yeong 0.0005 Coffee bean watch 0.0012 Park Geun Hye 0.0006
the Children" and "school violence" in 2012, respectively, surrounding political contributions, while in Korea, much
2016 2017 2018
seem to have reflected donation-related issues of the year noise was raised about the so-called "Lee Yeong Hak"
Keyword TF- IDF Summary Keyword TF- IDF Summary Keyword TF- IDF Summary
in part. scandal. Also, due to a donor's case, keywords such as
Trump 0.0022 Trend 0.0024 Blockchain 0.0028
Since 2013, donation-related discussions have begun "Mr. Hwang" and "Gyocharo" ignited the public's negative The elected 0.0014 Abe 0.0021 Youtube 0.0022
to emerge as keywords in full swing; particularly in sentiment about donation that donations may lead to "tax Sanitary pad 0.0013 Mr.Hwang 0.0018 Marine Corps 0.0021
Terror 0.0011 Lee Yeong Hak 0.0017 Pyeongchang 0.0018
2003, words related to corporate donations appeared. bombshell." Hyundai Development 0.0011 Regret 0.0017 Winter Olympics 0.0017
Company
In 2014, keywords related to the "Sewol ferry" disaster The year 2018 can be seen as when social changes brought
Sandberg 0.0009 Global issue Trump 0.0015 Bigdata 0.0017
having a tremendous impact on South Korea and famous about tremendous new and diverse changes regarding Zuckerberg 0.0009 Breakup 0.0014 Webtoon 0.0014
Diversification
Donation of donations
Japanes
"bucket challenge" were high on the list. Also, as some donation. Keywords such as "blockchain," "YouTube," and Japanese Army 0.0007 military Gyocharo 0.0013 crisis issue at Chungnam Nat’l 0.0014
local level and University New social
sexual slavery
celebrities drew people's attention by purchasing a specific "big data" seem to be associated with significant changes Fun 0.0006 (‘comfort Gift tax 0.0013 abroad Firefighter 0.0014 change
women’)
product(watch) related to donation, there were a lot of in technology regarding donation. Also, keywords such Yeosu 0.0006 Pohang 0.0013 Phone company 0.0014
Opening of school 0.0006 Pet 0.0012 Egg 0.0012
issues centering around stars that year. as "Marine Corps," "firefighter," "egg," "soap," and "fire" Seongnam City 0.0006 Choi Sun Sil 0.0012 Soap 0.0010
In 2015, controversies over political donations were surfaced seem to be the words symbolizing diversification and Piano 0.0005 Akigao Ike 0.0011 Fire 0.0010
Future Strategies
as relevant keywords, resulting in changes to policies relative pluralization of donors and beneficiaries. Animals 0.0005 Bureau 0.0011 Death on duty 0.0009
to donations such as "tax credit" becoming keywords. Platform 0.0005 Lotte Group 0.0009 Trend 0.0008
20 21PART 2 2010~2019 An Analysis of Giving Issues 2020 Mega Giving Trend
The topics related to ordinary citizens were gradually social contribution activities as an investment in human
rising from the beginning of the analysis before their resources have become widespread, separately from
shares changed a lot at a probabilistically significant traditional contribution activities such as volunteer
level, especially since 2014. This trend seems to have to service or one-off cash donations.
do with an increase of stories about donations such as Public sector donation activities have slowed down since
"anonymous donors" in many areas or growing activities 2013. Public-sector donations were related mainly to
of individuals and small organizations that attracted "donations for education", in which professionals from
attention in various spaces both on and offline. Also, the the public sector give their talent in the form of education
fact that these activities quickly become viral on SNS for youth and students. This seems to be associated with
seems to have a particular connection to the increase in the public sector's initiatives to provide a responsible
these topics. social contribution to solve education problems amid
Topic Modeling Result When it comes to corporate social contribution (Topic 5), the deepening unemployment of young people and the
while it made up a large share before 2015, the topic's changing demand for workforce in the labor market since
importance began to rise especially from 2015, and 2010. However, in the case of other topics like political
A topic modeling analysis provides 12 topics and articles The following mosaic chart shows changes in the share it is interesting to see that even when its share fell in corruption, donations to the university, and global issues,
with typical characteristics of each subject. Subjects are of each topic over time. Each cell's size refers to the 2015, Topic 8 related to the establishment of corporate their shares appeared to drop at a probabilistically
split mainly into donors, systems, and others. Items on number of texts by time and subject, and the dotted cells foundations was on the rise. significant level, compared to before the analysis. Issues
donors are further grouped into citizens, corporations, and are cases where measured values are smaller in terms News about donation marketing and donation culture related to political corruption were among the most said
show low shares from the middle. It turns out that the topics along with corporations' donation marketing in
the public sector, and policies relating to donation cover of probability than estimates. In contrast, solid line cells
content of donations has been diversified recently as 2010, but their share declined quickly since then.
taxation reforms and land donation. Other key donation- refer to situations where measured values are bigger in
related issues consist of topics like donations to the probability than estimated ones.
university, global donation news, and political corruption.
Summary of 2010s donation issues on the media
Distribution of topics by year (based on max. value)
2010
2011
2012
2013
2014
2015
2016
2017
2018
The results of the text mining of new articles for the past In addition to the changes in technology, such as the
Other: donation to univ(9)
decade are summarized below. growth of SNS, platform services, one-person media,
First, as found in the analysis of keywords, issues of trust- the diversification of values is the crucial context behind
Other: political corruption(4)
related donation, or crisis related to transparency have these changes.
continued to surface so far in Korea. These issues are Third, the expansion of the donation "market" is
Other: global news(12)
divided mainly into two types in trend. One is related underway to some degree in both volume and content.
System: land donation(6) to political corruption, and the other is to do with the Growth in content is to do with the fact that discussions
System: taxation reform(7) misconduct of individual fundraisers that became a big about donation mainly are active, primarily led by citizens
Donor: public sector(11) issue in society in 2017. and corporations, and the way for contributions also gets
Topic
Second, the speed of social changes around donation diverse. It seems that there are significant changes in the
Standardized
Donor: Corporation_donation
Residuals: has been rapid. Recently, donation issues have been content of the existing donation culture in Korea. They
marketing(3)
diverging, producing a new social effect quickly. In addition could be symbolized by corporate social contributions
>4
to traditional donation activities, firms began to expand in volunteer service and cash donation at the end of the
Donor: corporation_social 2~4 their social investment-type contributions forging a close year and touching stories of donations made by famous
contribution(5)
0~2 connection with the education sector. This suggests that figures such as celebrities and sports stars, and citizens
Donor: corporation_establishment
of foundation(8)
it is closely linked to the reorganization of the industrial responding to this. Now active citizens "investing" in
Donor: culture(2)
-2~0
structure, represented as the advent of the knowledge social value and enjoying it are heralding an era of a new
-4~-2 information society. The donation sector is not free from donation culture and revised strategies of businesses
Donor: citizen(10) this change but rather can play a new role to lead this kind aiming at breaking the boundary between profit-seekingReading big and deep changes 2020 Mega Giving Trend
2020 Mega
Reading big and deep
changes
Giving Trend
PART 3
Reflecting Giving and
Fundraising Trends in 2010s
01 [Mega Trend 1] Smart donors, changing focus of fundraising strategies
02 [Mega Trend 2] Change in fundraising media: following a moving target
03 [Mega Trend 3] Change in fundraising content: finding a bow fit to the
moving target
04 [Mega Trend 4] Extended concept of donation
05 [Mega Trend 5] Stagnant but complex fundraising markets
06 [Mega Trend 6] Transparency: A gigantic mountain with many trails
07 [Mega Trend 7] Establishing fundraising system, confronting nonprofit
identityPART 3 Reflecting Giving and Fundraising Trends in 2010s 2020 Mega Giving Trend
The past decade: an evolution to complex systems – following Smartly choose, move and
participate
Changing focus of fundraising
strategies
a moving target1) 01
Donors tended to become smart As donors became smart, fundraising
by gathering sufficient data on non- activities of non-profits changed
The past decade can be summed up as an “evolution to complex systems –following a moving target.” Mega Trend 1
profits to whom they wanted to accordingly. The focus shifted from
From the early 2000s, non-profits started their fundraising activities in full swing and citizens’s donation Smart donors, donate, comparing before making developing new donors to managing
experience grew. In 2010s donations and fundraising were in a stable stage rather than a rapid growth. Citizens changing focus of any decision, and sometimes existing donors and promoting major
have begun to show interest in various fields and issues. They tended to decide a donation for a somewhat stopping their donation. Getting gift or bequest. Corporate social
fundraising strategies
emotional sympathy on the one hand, and on more reasonable ground on the other. smart often changes the ways of contribution explored appropriate
donation such as deciding to donate standards based on a company’s
As a growing number of the Millennial became interested in social participation and donation, the media and
in accordance with their belief core value and in a partnership with
content to approach donation tended to become diverse and complex among generations. Motivations or
and values not just simply with non-profits. This change requires
methods of donation has been varied depending on the issues that interested each generation.
sympathy, and planning methods of more proactive communications
In addition, non-profit organizations receiving donations tended to use marketing techniques for segmented participation as a fundraiser. between donors and non-profits.
fundraising activities. Over the past decade, not only donors but also fundraisers got diversified, and therefore the
fundraising environment became highly competitive and complex at the same time “When it comes to strategies like
active communications, I thought
that donors would keep donating
even if we do nothing, but I realized
now that it is not always true...”
1) This study provided dona�on and fundraising trends for the past decade from the results of indepth interviews of 16 fundraising professionals with at
least 5 years’ expereince in the field of fundraising as well as the findings from focus-group interviews of six persons consis�ng of related researchers,
(Interviewee 12)
staffers and journalists.
26 27PART 3 Reflecting Giving and Fundraising Trends in 2010s 2020 Mega Giving Trend
Exploring effects of online media Fundraising using new digital media
that is rapidly changing have produced no visible outcomes
yet. Also, it is hard to predict if the
One of the important changes is the trend of distributing fundraising
emergence of online digital media. activities across media will deepen
Digital media fundraising has been the polarization of donation or if the
evolved from websites and portal- use of online open source related to
based platforms into various SNS and data analysis and marketing strategy
YouTube, a short-video platform. This will drive the growth of small non-
changes are too quickly to define profit organizations.
their trend hardly. Use of online
media is shown in the context of “Th ings have changed. Digital
social change toward deauthoritarian platforms do targeting automatically.
and horizontal relationships. The Take Facebook for example. Now
existing massive communication Facebook learns their logics and does
with donors at a time is moving it for them. This enables non-profits
toward an interactive, direct, and to do it without spending too much
Using traditional media and TV and street fundraising that instant way of communication with money...” (Interviewee 7)
new ones at the same time never disappear segmented groups.
02
Donation and fundraising media has Although fundraising using TV “I n the past, everything was one- Ads or fundraising? :
been changed constantly and very programs continue to decline, they way in our lives. For mass media, improving brand reputation
Mega Trend 2 quickly. Changes in the technological still exist because the middle-aged we used to accept information
environment gave rise to diverse as the majority of donors are the unidirectionally. But now in the The media are changing rapidly.
Change in fundraising media:
and new online media and caused regular audiences of TV shows. age of SNS, everything is about Instead of straightforward
Following a moving target
noticeable differences in the use of Despite their triumphs and setbacks, communication. If you talk, then I fundraising campaigns, ads on digital
media between generations. But street fundraising have become a red talk back, we interact each other this media including TV commercials,
non-profit fundraising organizations ocean as new foreign and small-to- way now. In the past, we thought internet portal sites, various
did not rely on one medium over medium sized organizations entered
everything mass media covered SNS, and YouTube have become
the other between traditional media the market.
was right, but now in this age of commonplace. However, advertising
and new online ones. They chose
interactiveness, audiences often to enhance brand reputation needs
media taking into account traditional “It’s been a long time since major
raise objections or present additional a significant amount of money, so
efficiency and the growth potential fundraising organizations stopped
information.” (Interviewee 9) transparency can be an issue in the
of a new generation altogether. street fundraising campaigns, but
process.
things have changed lately. Five
“It’s amazing to see how rapidly the years or so ago, fundraising services
media are changing. Some donors came out, and foreign organizations “You can do this using ads. Today
are still donating in a traditional way, such as Greenpeace and other digital advertising is most common.
while others prefer a new method. Europe-based entities began to I mean, target ads. Assuming that
But we cannot say now which one operate in Korea, realizing that the target audience will respond to a
is the right way.. Those who use this street fundraising activities worked specific issue that they are interested
(traditional method) are very firm well. Lately, the street fundraising in, we continue to expose target ads
in their way, but we cannot ignore market has become a red ocean to them so that they can see our
this (new method) because if we do, like the online fundraising market.” news... “ (Interviewee 7)
the market will be getting smaller.” (Interviewee 3)
(Interviewee 14)
28 29PART 3 Reflecting Giving and Fundraising Trends in 2010s 2020 Mega Giving Trend
Consumption of Goods : an interactive communication
Strategies considering between donors and non-profits,
generational characteristics? which enables donors to present
their opinions actively, not one-
In the late 2010s, interest in donation way communication by fundraising
by purchasing Goods targeting the organizations
Millennial generation increased.
These are in the context of the Making contact points with
growth of sale and consumption celebrities : Efforts to turn into
of public goods, especially various fundraising content
online crowd funding for ethical
consumption. In regards to the promotion
and fundraising of organizations
“As Wadiz and other crowd funding receiving donations, the influence
platforms based on reward are of celebrities like entertainers and
growing fast, extensive efforts creators operating one-person
are underway for merchandise channels in various online media
development. But, they are not for or influencers is increasing. When
Content that best suits targets Poverty porn : regular donation, but for temporary combining activities of celebrities
Tiring but still being used
03 one.” (Interviewee 6) and donations, a careful approach
is needed to forge a reliable
The targeting criteria for potential Regarding the so-called poverty
Goods trend is expanding across relationship between them
donors have become diverse pornography that is most frequently
Mega Trend 3 depending on generation, media, seen on the fundraising scene in all generations over time. Goods fundraising organizations and
and field of interest and sometimes Korea, critical views and donors’ marketing for fundraising are more make contact points between their
Change in fundraising content : co m p l ex w i t h t h e s e c r i te r i a fatigue level of it have continued likely to become a success if they can activities and donations.
Finding a bow fit to the convergent. Identical fundraising to grow, hinting at the possibility deliver a story about a fundraising
content is produced in a manner that of change. But this is a still useful entity’s reputation and programs it offer. “Fundraisers are considering to combine
moving target
best suits the media or target group. means to induce sympathy and donation and popular YouTubers. They
make them willing to donate, so still “Every product is not a simple are sometimes a bit vulgar but funny. If
The past decade was a journey “Producing the content fit to the age widely used.
product. They have their own stories we make it, then it will be a new market.”
for finding a bow fit to fast moving group and channel is very important.
in it.” (Interviewee 10) (interviewee 4)
target. That was exploring the best The optimization has been complete “Many people say they don’t want
content for target groups with with time by working on it continuously to see anymore children depicted
over the past 10 years, 11 years, and so miserably to attract people’s Various participatory fundraising Evolving TV fundraising :
taking into account various factors campaigns Combination of different types
12 years.” (Interviewee 16) attention. They mean they feel
such as generational gaps and of content
uncomfortable about such fundraising
changes in the media. This change in content has been method.” (Interviewee 13) Donors’ participation in various
sped up as online fundraising events increased not to mention TV fundraising in the later 2010s
platforms on portal sites began to cash donations. In particular, tended to combine variety shows
develop a variety of content ranging Icebucket Challenge that went viral or current affairs programs with
from charity donation to sharing of rapidly via SNS in 2014 showed how donation. This focuses on new social
social issues and funding for Goods
effective the P2P(Person to Person) issues going beyond traditional
enabling ethical consumption.
fundraising method using the charity issues. Linking influential
In the meantime, many funding
organizations copied similar content content of participation and online TV shows and donation requires
of each other, raising the possibility networks of individuals can be. continued efforts to build a
of copyright issues regarding the relationship and faithful activities of
fundraising content. Recent participatory content pursues organizations.
30 31PART 3 Reflecting Giving and Fundraising Trends in 2010s 2020 Mega Giving Trend
Ethical consumption into Click ‘Like’, ‘Share’ ‘Retweet’, “Not only fundraising organizations Diverse fundraising organizations,
donation and ‘Regram’ but also grassroots fundraising Emergence of another fundraising
04 activities through businesses, social market
Ethical consumption spreading Along with the trend of ethical enterprises, and social cooperatives
across generations tend to be consumption, clicking ‘Like,’ will spread fast in various areas.” As a growing number of donors A growing number of influential
Mega Trend 4 perceived as donation over time. ‘Retweet,’ or ‘Regram’ to support (interviewee 3)
show much interest in various issues INGOs (international NGOs) such as
There are a variety of ethical social issues and deliver various from basic social welfare issues to Greenpeace, Oxfam, and WWF (World
Extended concept of donation consumptions raging from the content on SNS or online platforms Sponsorship for children in other
various social and environmental Wildlife Fund) have opened their
purchase of pro-fit products that is also thought to be a form of countries replaced by domestic
issues such as air pollution with fine branches and offices in Korea. They
donate part of their profits to the donation. programs : Compassion & Sewol ferry
Development of various fundraising dust, heat wave, animal rights, and tend to focus on fundraising and
purchase of goods or services in the
media and content serves to extend historical issues, which are hard to be promotion rather than on projects.
social economic sectors aimed at After an explosive growth with
the concept of donation in diverse social value, and the consumption included in the area of social welfare,
sponsorship programs for overseas
forms. This extended donation of goods produced in an ethical has been a growth momentum for “Many foreign NGOs give more
c h i l d re n , d o n at i o n s b e ca m e
activities play a role in increasing manner, which are not directly a new fundraising market of the civil weight to fundraising and promotion
sluggish following ‘Sinking of MV
citizens’ interest in donation and related to charitable donations. society sector different from the in Korea. But globally they are doing a
Sewol’ in 2014. Due to the subdued
provide an opportunity for them to traditional philanthropy sector. wide variety of activities, which have
social atmosphere in the country,
If you buy a product, it can be an a strong impact...” (Interviewee 6)
participate in donation more easily fundraising organizations could not
impact investment. The product “In the past, the focus was on
without burdun. is made of recylced materials like stage active campaigns, and interest
welfare, but now it is on something
an ecobag made of leftover pieces in chidren and youths in Korea was
like environment, disposable
of cloth and fabric made of waste not converted to a concrete far
products, plastics, Styrofoam,
plastics. It’s like Patagonia. Actually, reaching fundraising issue such as
climate change, and fine dust... In
it’s not a direct donation, but if you sponsorship for children overseas.
fact, in the past, people thought they
buy these products, it means you
take part in saving the earth, which were not to do with welfare, people
Growing competition and
is very meaningful. You consume a with disabilities, or poverty, but now
polarization : Large organizations
product, not donate, but it makes they think its’ all about themselves.”
and small organizations, and the
you very proud to be part of the (Interviewee 14)
polarization between the Capital
cause.” (interview 8)
area and other regions
Competition among large fundraising
Sluggish fundraising market Appearance of various problem- organizations in the philanthropy
solving methods : sector has become fierce. Also,
05 Donation has slowed down since the Blurring sector boundaries the polarization between large
‘Sinking of MV Sewol’ in 2014. This is fundraising organizations with the
because donors’ attention began to Growth of the social economy sector changing media and the capacity
Mega Trend 5 change due to domestic issues, but including social enterprises and of using technology and small ones
corresponding donation content was cooperatives and small grassroots and between the Capital area and
Stagnant but complex not developed. On the other hand, organizations in communities to other regions facing decreasing
fundraising markets amid growing reasonable choice of solve problems in everyday life, populations and worsening economy
donation and liquidity of donors, the increasingly blurring boundaries
is every deepening.
number of loyal donors engaging in a between for-profit and non-profit
In the past decase, donations single non-profit fundraiser dropped. organizations, and gradual expansion
became sluggish, but the donation of the social welfare system has
and fundraising environment has “There are not many loyal donors weakened the awareness about the
become complex as shown in the anymore. Donors are now easily importance of non-profit fundraising
moving to one fundraising entity to organiztions as the subject to solve
diversified interest of donors and
another. They quit donating to an social problems.
organizations receiving donations. entity and pick another one they like
anytime....” (interviewee 16)
32 33PART 3 Reflecting Giving and Fundraising Trends in 2010s 2020 Mega Giving Trend
Systematic fundraising Commercialization of non-profit
fundraising?
07 Making well-organized fundraising
workwas possible through not only Recruitment of professionals from
the growth of the fundraising and the for-profit sector has resulted in
Mega Trend 7 donor management workforce the influx of corporate culture that
but also the segmentation of stresses quantitative outcome and
Establishing fundraising duties into marketing requiring led to a conflict with non-profit values
system, confronting nonprofit expertises, promotion, face-to- in some cases. Due to the emphasis
identity face fundraising, and digital-based on the cost-efficiency of fundraising,
campaign. In the meantime, the in particular, key fundraising tasks
generalization of marketing was the were quickly entrusted to outside
Over the past decade, changes most noticeable change, but was a commercial service providers. As a
in the donation and fundraising cause of the polarization between result, in the areas related to non-
Long-term impact of negative Passive and individual response environment have led to large organizations and smaller ones, profits’ fundraising activities directly
events
06 organizational changes such as because it was costly. or indirectly such as fundraising
systematic fundraising activities and consulting, face-to-face fundraising,
In 2017, Molar daddy Lee Yeong Non-profits have made diverse
“It seems that marketing has been marketing and PR, and donor
Hak and New Hope Seed scandal efforts individually to improve commercialization of non-profit
strengthened a lot. Put simply, they management, many commercial
Mega Trend 6 and media coverage about internal transparency, and this has helped fundraising activities. This, in turn,
spend huge money on it now. Of partners began to emerge, creating a
issues of non-profit fundraising change the perception of ordinary has provided an opportunity for course, marketing existed before, too, market.
Transparency: organizations resulted in negative citizens about transparency. fundraising workers to think about
awareness about the non-profit However, when a specific issue but they use marketing now more
A gigantic mountain their identity. meticulously and strategically than Well-established fundraising
sector in the general public and occurred in reality, fundraising
with many trails a decrease in funds raised. But organizations mostly kept a distance before. And they spend some money activities, but with the problem
some point out that it was not from it intentionally and responded now. Taken together, I think all this of identity
these negative events themselves somewhat passively or did nothing, has made marketing of each channel
Over the past, the issue of
but the non-profit sector’s lack and there was no joint response in far better.” (Interviewee 2) Active activities of non-profits have
transparency was like a montain for
of effort to provide concrete and the non-profit sector. helped generalize the concept
non-profits to overcome. clear information about fundraising of donation in Korea and spread
Despite various efforts made on activities that brought about this Attitudes of donors are changing, positive awareness about non-profit
the part of the government and negative awareness. but the government still does not organizations receiving donations
civil society, transparency is still an understand the non-profit sector themselves and their activities
important issue. “I want to ask if non-profits worked among citizens. However, the
together to explain and provide Due to their lack of understanding growing trend of commercialization
correct information whenever bad of situations of the non-profit and oursourcing trend of fundraising,
news about non-profits came out. sector, the government’s system or essential questions have been raised
I don’t think they did. They could regulation for transparency violates regarding the identity of non-profit
explain easily, but they just covered the autonomy of the non-profit fundraising, such as what makes
up.” (Interviewee 7) sector or causes situations that fundraising necessary and whether
could pose a threat to the survival it is commerical or non-profit.
of small non-profits. In addition,
Sometimes, there are concerns
controversies over transparency
that fundraising with a focus on
are likely to make donors believe
quantitative results may worsen
without any reasonable ground
social issues instead of solving them.
that large fundraising organizations
will be transparent, speeding up
polarization. Nevertheless, donors “Actually, I think that thoughtless
are growingly expressing their fundraising may be not right. It may
interest in reasonable project make things worsening. I came to
performance rather than wasteless think about deeply why I have to do
use of finnancial resources. fundraising.” (Interviewee 6)
34 35Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
Reading big and deep
changes
Giving Trend
PART 4
Predicting Giving and Fundraising
Trends of the Coming Decade, 2020s
01 [Mega Trend 1] Personal and social values that come together
02 [Mega Trend 2] Managing a horizontal relationship in a smart way
03 [Mega Trend 3] Locating the confluence over the blurry boundary
between nonprofits and profits
04 [Mega Trend 4] Stabilized fundraising markets, however polarizing
fundraising capabilities
05 [Mega Trend 5] Finding a social role in complex system
06 [Mega Trend 6] Going over the mountain of transparency
07 [Mega Trend 7] Cooperation of the whole sector built on individual effortsPART 4 Predicting Giving and Fundraising Trends of the Coming Decade, 2020s 2020 Mega Giving Trend
The next 10 years: finding way in complex systems - back to Convergence of activities of non-
profits and corporate management
Accelerating industrialization of
fundraising
the basics 03 techniques
Using outside partners for
As commercial management fundraising of non-profits will be
The next 10 years will be an era of ‘finding way in complex systems.’ In this era, donors will think about ‘for what Mega Trend 3 techniques are more widely used more widespread and generalized.
and how to donate’ over the course of expressing themselves in the very complex stage before them, while non- for fundraising than before, it But as this is in line with raising
profit fundraising organizations will think about fundamental questions such as ‘for what and how to fundraise’in Locating the confluence over is likely that the polarization of questions about fundamental
the blurry boundary between fundraising markets may deepen identity of fundraising and their role
order to adapt themselves to changes in donors and the environment.
nonprofits and profits due to organizational capabilities. in society, it is likely to become an
But given the trends of social and important challenge in minimizing
As activities of non-profits and those technological changes such as the side effects that may occur in the
Combining fun or taste Combination of consumption
of commerical organizations are development of online platforms process of for-profit organization
and meaning and donation
01 getting similar over time, and the that support one-person enterprises providing fundraising services and
The term ‘funation’, a combination Convergence of different types act of donation is being combined to or small organizations, information establishing fundamental identity
of fun and donation, shows that of content, when combined with consumption for donors themselves, sharing based on data analytics, as a non-profit organization. Also,
Mega Trend 1 providing an opportunity of fun individuals’ acts of consumption convergence of two different and provision of affordable analytic the industrialization process of
participation has become the key to showing social value, can become sectors of for-profit and non-profit framework, it is also likely for small- fundraising may cause the issue of
Personal and social values making people donate. more sophisticated. Especially, as will become stronger and more sized new organizations to find a transparency in terms of spending.
that come together Not only ‘fun’ participation, but activities of social enterprises or comprehensive. niche and create a new model.
Choosing a media and content for combining donors’ ‘areas of interest,’ commercial organizations pursuing
donation means combining different ‘taste’ and ‘lifestyle’ with the public values are on the rise, this can Expading the for-profit business of For-profit organizations combining
values of individuals or diverse meaning of donation will become be done more precisely. non-profit organizations public activities with business
issues with donation, and this will be more widespread and diverse.
expanded all the more. Continued growth of social economy It is predicted that a growing number
is predicted to stimulate commercial of corporations carry out activities to
business actitivities of fundraising create social value with enormous
All important donors : Adding emotion to smart media organizations with non-profit resources and expertise in a far more
Building a relationship with donors identity. For-profit business of non-profit fashion than non-profits
02 smartly In the next decade when new fundraising organizations will take and thereby promote their brand
millennials will become a major various forms including operating image. As this may make people
As a ‘horizontal relationship’ donor group, it is necessary to an independent social enterprise or see the act of consuming products
Mega Trend 2 is important in donation and pay attention to trends related to social cooperative and sale of goods of businesses as an act of donation,
fundraising, more weight will be using various content based on for profit. Expansion of for-profit making it hard to discriminate it from
Managing a horizontal given to non-profits respecting and smart technologies such as a donor business will result in even faster activities of non-profits, there will
relationship in a smart way accepting donors’ opinions through management program based on change in the concept of donation be a growing concern about how to
In deauthorized society where everyone an interactive communication bigdata analytics, use of artificial and much more efforts to turn social show the difference of non-profits.
uses digital media easily and horizontal with them and understanding and intelligence like Alexa and Siri, and impact or value into the value of
relationships are universal, the non- utilizing the nature of the media and individualized fundraising campaigns capital.
profit organization’s business and information of all donors regardless by citizens using online networks
of the amount of donation. It or platforms. In addition to the use
fundraising activities are also difficult to
will be more important to obtain of such smart technologies, how
gurantee its exclusive expertise. In this
and analyze information on not to bring out basically good human
situation, it is likely that the importance only potential donors’ general intention or emotion will be at
and meaning of a ‘relationship’ characteristics but also their personal the core of fundraising. Also, basic
between people grow bigger. interest, taste and behavior patterns principles of fundraising such as
and to develop concrete strategies disclosure of correct information,
based thereon. transparent use of donations, and
creation of differentiated social value
will become more important than
ever before.
38 39You can also read
