Vietnam philanthropy report

Philanthropic Attitudes & Sentiments in Vietnam Today! A report by: for July 2012 The LIN Center for Community Development serves grassroots not-for-profit organizations (NPO) and individual and corporate philanthropists Through bringing together NPOs & donors, resources such as expertise, knowledge, and funds can be pooled to help local people to meet local needs Given LIN s aim to advance a more efficient and responsive philanthropic environment, Cimigo offered to conduct a study amongst the general population of Vietnam to understand their sentiments toward philanthropic activity This report contains the state of play of philanthropic attitudes and sentiments in Vietnam today We hope you enjoy this report and continue to support LIN s mission Philanthropy in Vietnam Today In Vietnam there is a high incidence of giving (82%), but at a low frequency and with relatively small sums People give what they can, but with 63% indicating they have refused to give to a charity due to lack of trust, clearly this is a barrier to opening up more sources of support The biggest causes that trigger support relate to disaster relief and charities for children and the disabled This may cause problems for smaller NPOs that focus on, for example, community development projects as this type of cause is not top-of-mind for the general population As anywhere, people have a tendency to support causes more when they relate to that person For example, Senior Citizens are more likely to contribute toward charities that support Senior Citizens This lends itself to opportunities to increase efficiency of NPO activity through reaching out to people who are connected in some way to that NPO s specific cause People tend to find out about charities as a result of direct contact or via friends, perhaps linked to their need for trust But actual engagement with charities is triggered by a very wide range of sources from local residential authorities through to online This fragmentation may cause difficulties for smaller NPOs to manage Areas of support for NPOs that LIN may want to explore further The data would suggest that there are some key areas that LIN and partners may want to explore further to help support NPOs in gaining traction with the general population: Trust: It is difficult for smaller NPOs to build consciousness and credibility with the public, and yet overcoming this barrier is key to triggering support LIN may be able to help through: Arranging partnerships with larger brands so that the brand s image supports the NPO s Continue to build LIN s profile so that it can be used as a referee for lesser-known NPOs Engage with authorities to build an officially recognised register of accredited NPOs Efficiency: Greater outcomes relative to inputs can be yielded by targeting groups of people who have a closer connection to an NPO s cause LIN may be able to help through: Capability building in the area of segmentation and identification of target groups Social Media: Online social media combines the benefits of personal referral from friends, direct contact from NPOs, and ease of reaching target groups Cost of entry is also low Consequently, this might become a key medium for engaging supporters LIN could support by: Capability building & training on the deployment and use of social media Donation Channels: It may be difficult for people to donate even small sums frequently as it is unclear where or how to give LIN could support by: Exploring new means of making donations, e.g with mobile money transfer services, that make it possible to conduct national collections of smaller sums with convenience for all What is our propensity to give today? Part The vast majority of people (8-in-10) make contributions to charitable organisations, but with low frequency Contributed to Charitable Organisation (%) The incidence of giving is high, but the frequency of giving is low, 2-3x per year or less Given money, time, or expertise in Past Years This may indicate an opportunity to increase frequency through overcoming barriers; barriers could include: Knowledge give to whom? Trust is the receiver reliable? Channel how to give? Yes 82 18 No Frequency of Contribution (%) Frequency of giving 11 20 over the past year => Monthly 4-5x 2-3x 45 1x 20 None Contributions tend to be monetary, and in relatively small sums Value of Contributions in Past Year in VND (%) Size of annual contribution 1m-5m 19 >5m-10m >10m 10 11 Not Money People often give what they can and the headline is not meant in a disparaging way But the low frequency and low sums may indicate systemic problems that LIN and partners could work to overcome: Trust are people giving less because of misuse worries? Understanding people give money because it is easier or is it they unaware that physical effort or expertise can also be given ? Channel people may not know how or where to give The sums are too small for banks (and many won t have bank accounts) Collection points may be too dispersed to be convenient LIN & partners may want to consider partnerships with emerging mobile money-transfer companies that would allow for national-scale collection with ease & convenience for people, and able to handle small-sum transfers too Which causes are likely to stimulate us to give? Part Vietnamese people are most likely to come together to alleviate a disaster or to support the disabled & children But this may highlight problems for smaller, community oriented NPOs Causes Most Likely to Support (%) Whilst revealing the widespread support for the major causes, it also reveals the difficulty that many smaller, grass-roots NPOs may have in attracting funds Disaster Relief 62 Help Disabled People 52 Childrens' Rights & Dev If these smaller NPOs are focused on community development issues, for example, this may not be top-of-mind for people to donate to This perhaps highlights the importance of organisations such as LIN to help stimulate funding of these smaller, but still worthy activities 42 Poverty & Welfare 39 Education 30 Environment 25 Senior Citizens 23 Healthcare Community Dev 15 12 Targeting groups and segmenting donors may help in the efficiency of gathering donations Causes Most Likely to Support (%) Some Demographic Differences Some variations were observed within demographics, but in largely obvious ways For example older people were more likely to support Senior Citizens charities than younger people Children - Females 49 Children - Males 35 Senior Citizens - >50 This suggests, as with marketing branded products, a segmentation of donors is likely to yield greater efficiencies Senior Citizens - 15-24 LIN and partners may be able to help NPOs identify target groups that will be more responsive to engagement with that particular NPO and cause Disabled - Hanoi 32 17 Disabled - HCMC 57 47 Education - Hanoi Education - HCMC 39 28 10 Who are we likely to give to? Part Whilst international NPOs, religious bodies, and government agencies have most support in total, it is clear that there is room for independent NPOs as well Perhaps with government agencies in the North and religious organisations in the South, there are few surprises in the geographically driven differences It is interesting though that Vietnamese independent organisations are well supported too which shows the potential for grassroots NPOs to gain engagement Your 1st Choice for Donations (%) VN Independent Orgs (e.g.local orphanages, disabled schools ) 25 Religious Orgs (e.g Pagodas, Churches) 17 Intern'l Orgs (e.g.Operation Smile, Handicap international) Corporate Programs (e.g Vinamilk fund; Vina Capital Foundation fund) HCMC 30 13 VN Govermental Orgs (e.g Fatherland Front,Women's Union) 13 32 30 23 9 Hanoi 12 Issues with reliability and transparency have caused 6-in-10 people not to give to a charity at some point Ever Refused to Give to a Charity (%) Refused to give? A reason for some of the major governmental and religious bodies to be a first choice may be due to their longevity of establishment and thus supposed trustworthiness With 6-in-10 having refused to give to charity at some point, clearly there s an opportunity for LIN and partners to support the perception of credibility of many other NPOs 63 Yes 38 No Reason for Refusal (%) Organisation is not "Reliable" 65 Process of funding is unclear 63 Not enough time or money 22 I don't know how to Other 12 13 A way to stimulate trust as well as funding may be to work hand in hand with manufacturers or other brand owners If given a choice between two products, with one having some of the profit go to a charity, nearly half of people said they would try that product With smaller organisations perhaps struggling to demonstrate credibility, it may be possible to partner with established brands for mutual benefit The benefits are not just in the funding from the brand owner, but also the halo effect of a trustworthy brand supporting a lesserknown NPO More Likely to Try a Product If Profits Went to a Charity (%) 4% I would give it a try 47% 49% I'd still need to consider other factors (Price,brand,etc) I would not try it 14 And how can we get the word out Part Online social networks may need to become a key channel as they can be mass and yet still maintain direct & personal contact to build necessary trust Perhaps because of the trust factor, direct contact with a charity or friendships are important sources of information However, these approaches are people-heavy and difficult to turn mass Given that the vast majority of young people and higher-income groups are now online in urban areas, NPOs probably need to consider this channel, particularly via social networks, to get their cause heard & supported Social networks combine the factors of direct approach, friend referral, and ease of access Social media capability building could be a key area of support that LIN and partners could provide Sources of Information on Charitable Organisations (%) Direct Solicitation 38 Friend Referral 33 Online 33 TV 26 Newspaper 24 Radio Other 22 16 People became engaged with a charity through a very broad range of sources making this a complex area for smaller NPOs Sources of Engagement on Last Charitable Activity Made (%) As can be seen, a wide range of sources triggered our sample s last engagement with a charity From local authorities at residential areas From workplace/school With this diverse range of potential engagement channels, NPOs may need support and capability building in the area of managing this Mass media is desirable, but may be difficult for grassroots organisations to mobilise Therefore, for such organisations a focus may need to be on other channels (e.g online) that are open and can be used to effectively reach various interest groups in the population 5% 8% 8% 19% From television 21% 20% 9% From the press 10% From the Internet From friends/family From churches/pagodas Other 17 Respondent Profiles and Detailed Charts Appendix Demographic Profile of Survey Respondents Gender Ratio of Respondents (%) Gender 51 Geography 49 Male Geographic Ratio of Respondents (%) Female 46 HCMC 35 Hanoi 19 Other Age Ratio of Respondents (%) Age 28 15-24 25 25-34 33 35-49 50-64 13 Data collection was conducted by a mixed-mode method of Telephone and Online interviewing Total number of respondents was N=1028 19 Frequency of Giving in Past 12 Months (%) By Key Demographics of Gender & Age 100 90 20 80 17 23 25 20 19 14 70 60 50 45 48 43 41 46 47 54 1x 2-3x 40 4-5x 30 20 10 None 20 18 11 10 Total (N=864) => Monthly 22 17 18 24 22 11 12 12 Male Female (N=404) (N=460) 15-24 25-34 35-49 (N=272) (N=354) (N=164) 50-64 (N=74) 20 Causes Most Likely to Support (%) By Key Demographics of Gender & Age Total (N=528) Male Female 56 Disaster relief Help to disabled people 61 51 Child's Rights & Development 42 Poverty & Social Welfare 42 35 20 Help aging & Senior citizens 26 22 24 Community development/ Improvement 13 44 27 25 14 44 23 25 19 46 29 27 Health care 40 15 10 17 13 18 11 47 55 30 46 30 33 42 32 41 19 22 14 50 65 53 27 Environment 50-67 67 50 49 42 35-49 61 51 35 34 25-34 64 53 31 Education 15-24 32 25 16 16 13 21 Specific NPO Support (%) By Key Demographics of Gender, Age, & City Total (N=528) SOS Children Village (Làng trẻ em SOS) 47 Female 41 40 Red Cross (Hội Chữ Thập ỏ) Disability Resource and Development (Chương trình Khuyết tật Phát triển) UNICEF Vietnam VN Fatherland Front Mặt Trận Tổ Quốc) Youth Union ( oàn Thanh Niên) Male 52 44 28 22 23 24 16 21 12 14 15-24 25+ 51 37 38 32 28 22 10 13 HCM 43 44 42 42 27 28 12 Hanoi 49 38 28 18 28 32 23 21 20 11 10 13 Audio library for the Blind (Thư Viện Sách Nói Cho Người Mù) 7 12 Cycling for the Environment club (Câu Lạc Bộ ạp Xe Vì Môi Trường) 4 Women s Union (Hội Phụ Nữ) 8 (Asked of Online respondents only) 22 Sources of Information on Charities (%) By Key Demographics of Gender, Age, & City Total (N=831) Direct solicitation Male Female 38 35 40 Friend referral 33 31 35 Online 33 36 15-24 25-34 26 31 49 30 35-49 38 43 39 49 25 26 27 24 26 28 24 Newspaper 24 26 21 28 24 21 Other 9 22 21 23 15 14 21 28 Hanoi 19 31 22 30 25 20 11 25 43 33 29 30 22 13 18 HCM 53 52 19 TV Radio 50-67 18 17 23 The Voice of the Customer www.cimigo.vn giangvuong@cimigo.com Client Service Director [...]... independent NPOs as well Perhaps with government agencies in the North and religious organisations in the South, there are few surprises in the geographically driven differences It is interesting though that Vietnamese independent organisations are well supported too which shows the potential for grassroots NPOs to gain engagement Your 1st Choice for Donations (%) VN Independent Orgs (e.g.local orphanages,... of Gender, Age, & City Total (N=528) SOS Children Village (Làng trẻ em SOS) 47 Female 41 40 Red Cross (Hội Chữ Thập ỏ) Disability Resource and Development (Chương trình Khuyết tật và Phát triển) UNICEF Vietnam VN Fatherland Front Mặt Trận Tổ Quốc) Youth Union ( oàn Thanh Niên) Male 52 44 28 22 23 24 16 21 12 14 15-24 25+ 51 37 38 32 28 22 9 10 13 HCM 43 44 42 42 27 28 12 Hanoi 49 38 28 18 28 32 23 21