Donare 3.0: Italians who Donate to Organizations are increasingly more Digital
More than 8 out of 10 (82%) Italians claim to have made donations in 2019. Cash is still the preferred method (40%), but online donations continue to grow, which are worth 22% in 2018.
Last year, Italians preferred to donate to more than one association (63%), focusing mainly on the “Health and research” (54%) and “Emergency and civil protection” categories (32%).
In addition, 71% of Italians say they do not donate to bodies that do not allow to verify how donations are used and the results achieved. For young people, it is not only the donation that is important, but also the involvement with the association that you want to sustain.
This is what emerges from the sixth edition of the study “Donare 3.0”, conducted by BVA Doxa with Paypal Italia and Rete del Dono.
There are about 34 million Italians who connect to the Internet using smartphones or tablets, spending on average about 2 hours a day, but how many of these users make donations? The answer to this and many other questions were provided by the sixth edition of the study “Donare 3.0”, conducted by BVA Doxa with Paypal Italia and Rete del Dono.
ITALIANS STILL PREFER CASH, BUT ONLINE DONATIONS ARE INCREASINGLY MORE IMPORTANT, ESPECIALLY WHEN VIA MOBILE – According to the results of the study, more than 8 out of 10 respondents (82%) say they made donations in 2019. Generally speaking, among the most active donors in Italy, we find Baby Boomers (87%), followed by Gen X ( 82%) and Millennials (79%).
Those who donate continue to prefer cash (40%) over online donations (22%), even if the latter confirm the growth trend already seen in 2018. Even “occasional” donors (40%) are growing compared to 2018, with many more Italians who choose to make a donation on special occasions. When the donation is “digital”, the mobile is chosen by 36% of Italians, while the use of the PC for donations drops from 60% in the two-year period 2017-2018 to 46% in 2019, highlighting the new importance assumed by the mobile devices.
ITALIANS’ GENEROSITY BENEFITS ASSOCIATIONS IN THE “HEALTH AND RESEARCH” SECTOR AND “EMERGENCY AND CIVIL PROTECTION” – In 2019, Italians donated to more than one association (63%, compared to 60% in 2018). The associations to which donations have been made in the last twelve months were mainly those attributable to the “Health and research” category (54%), followed by “Emergency and civil protection” (32%) and from “Social assistance” (24%). The donations made to the “Emergency and civil protection” sector grew compared to last year when it stopped at 25%, a symptom of a greater attention of Italians to the crises affecting our country. The areas related to “Environmental and animal protection” (24%) and “Support and services for the disabled” (22%) close the ranking.
When looking at different categories which donations are made to, there are some differences according to donors’ age: Generation X is more inclined to make donations to associations belonging to the “Health and research” category, but less interested in the “Emergency and civil protection” category, which is instead more covered by Baby Boomers and Millennials. Finally, attention remains high on how the funds raised are employed: 71% of Italians, in fact, say they do not donate to organizations that do not allow to verify how donations are used and that are not transparent on the results achieved thanks to those donations.
FOCUS ON YOUNG PEOPLE: DONATIONS AND ENGAGEMENT – Donare 3.0 dedicated a qualitative focus to young donors, following interviews with a pool of donors and prospects under 40. According to BVA Doxa, young donors are not limited to giving but are looking for a better and deeper relationship with the selected organization. They choose to donate when they experience space for dialogue and when they feel the fundraising project that will involve them is transparent. This confirms that working towards a donor journey makes the difference. The donor wants to enter into the merit and be personally involved.
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