4.
Charitable Giving
Donors/Non-donors were asked about attitudes and behavior
affecting giving to charitable organizations. They were also asked their opinions about
some charitable organizations.
Personal Attitude and Behavior:
Most participants, donors/non-donors and population groups, felt that knowing how and
where the money received is going to be spent is a critical factor affecting their
attitude and behavior toward charitable giving. A major barrier to giving is the distrust
that most of the money is going directly into services. They felt that more information
about how funds are allocated and who they serve would increase their level of trust. They
want concrete evidence of how the money is being used.
It was the opinion among participants in one group that
non-profits should be run with more efficiency, like a business. They felt that agencies
"waste" donations on administrative costs as opposed to direct services. Their
perception was that agencies spend a great deal of money on mailing lists, newsletters,
and superfluous literature, and wish to see more of this money spent on direct services.
Fund raising campaigns seem to prompt some participants to
give who would otherwise would not. It is an easy way to give because, if the campaign is
at the work site, the process is done through payroll deductions.
In contrast, phone solicitations were mentioned by several
participants as a turn-off experience. A few felt that one donation would lead to
subsequent and persistent solicitations; a "bum-out" occurs among those who are
generous.
According to a few participants, the experience of having
benefited from a social service program prompted them to give, allowing them to help
someone else in need. They felt their money was well spent. Others felt that giving to
charity was a duty and made them "feel good."
Cultural differences among Filipinos and Hispanics is a
factor that hinders charitable giving. Many of the participants felt that immigrant groups
tend to want their donations to stay within their own communities. Consequently, they tend
to donate to their community church first because they know the money will be used within
their own communities. It was the opinion of Filipinos and Hispanics, that an effective
campaign strategy is to reach them through their churches and other community
organizations.
Nonetheless, participants generally agreed that there is a
tendency to give to big organizations because they have credibility. Yet, suspicion about
big organizations may lead to the fear that donations are being used to support the
bureaucracy.
Image/Perception of Charitable Organizations:
The negative reports about United Way last year have had an adverse effect on charitable
giving this year. Some employees have been reluctant to give to the United Way or any
other charitable organization. Participants tended to agree that their feelings about one
organization affects how they perceive other organizations of any size. What occurs in
large organizations can also occur in small organizations.
Overall, some participants see The United Way as an
umbrella organization. A few were interested in receiving information on how The United
Way determines which agencies are included on the Donor Directed List.
Regarding the Red Cross, it was described as a very visible
organization and widely associated with disaster relief efforts. Some participants felt
that it was very apparent where donations were going when they gave to the Red Cross.
Salvation Army is viewed as having both visibility and a
good reputation. It is by word-of-mouth that services provided by the Salvation Army
become known to the community. |