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
Trang 2The 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 fundscan be pooled to help local people to meet local needs
Given LIN s aim to advance a more efficient and responsive philanthropic environment, Cimigooffered 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
2
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
Trang 3Philanthropy in Vietnam Today
In Vietnam there is a high incidence of giving (82%), but at a low frequency and with relativelysmall sums People give what they can, but with 63% indicating they have refused to give to acharity 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 thedisabled 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 SeniorCitizens This lends itself to opportunities to increase efficiency of NPO activity through reachingout 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 causedifficulties for smaller NPOs to manage
3
In Vietnam there is a high incidence of giving (82%), but at a low frequency and with relativelysmall sums People give what they can, but with 63% indicating they have refused to give to acharity 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 thedisabled 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 SeniorCitizens This lends itself to opportunities to increase efficiency of NPO activity through reachingout 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 causedifficulties for smaller NPOs to manage
Trang 4Areas 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 explorefurther 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 sContinue to build LIN s profile so that it can be used as a referee for lesser-known NPOsEngage 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, thatmake it possible to conduct national collections of smaller sums with convenience for all
4
The data would suggest that there are some key areas that LIN and partners may want to explorefurther 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 sContinue to build LIN s profile so that it can be used as a referee for lesser-known NPOsEngage 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, thatmake it possible to conduct national collections of smaller sums with convenience for all
Trang 5Part 1.
What is our propensity to give today?
Trang 6The vast majority of people (8-in-10) do make contributions to charitable organisations, but with low frequency
Contributed to Charitable Organisation (%)
82 18
Given money, time, or expertise in Past 5 Years
Yes No
The incidence of giving is high, but the
frequency of giving is low, 2-3x per year or
less
This may indicate an opportunity to increase
frequency through overcoming barriers;
barriers could include:
Trust is the receiver reliable?
=> Monthly 4-5x 2-3x 1x None
The incidence of giving is high, but the
frequency of giving is low, 2-3x per year or
less
This may indicate an opportunity to increase
frequency through overcoming barriers;
barriers could include:
Trust is the receiver reliable?
Trang 7Contributions tend to be monetary, and in relatively small sums
Value of Contributions in Past 1 Year in VND (%)
64 19 10 11 6
Size of annual contribution
<500k 500k-1m >1m-5m >5m-10m >10m 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 do 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
7
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 do 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
Trang 8Part 2.
Which causes are likely to stimulate us to give?
Trang 9Vietnamese 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 (%)
42 52 62 Childrens' Rights & Dev.
Help Disabled People
Disaster Relief
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
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
9
12 15 23 25 30 39 42
Community Dev.
Healthcare Senior Citizens Environment Education Poverty & Welfare Childrens' Rights & Dev.
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
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
Trang 1017 32
35 49
Senior Citizens - 15-24 Senior Citizens - >50
Children - Males Children - Females
Causes Most Likely to Support (%)
Some Demographic Differences
Targeting groups and segmenting donors may help in the efficiency
of gathering donations
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
This suggests, as with marketing branded
products, a segmentation of donors is likely
to yield greater efficiencies
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
10
28 39
47 57 17
Education - HCMC Education - Hanoi
Disabled - Hanoi Disabled - HCMC Senior Citizens - 15-24
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
This suggests, as with marketing branded
products, a segmentation of donors is likely
to yield greater efficiencies
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
Trang 11Part 3.
Who are we likely to give to?
Trang 12Whilst international NPOs, religious bodies, and government
agencies have most support in total, it is clear that there is room for independent NPOs as well
Your 1 st Choice for Donations (%)
25
9 13 17 30 32
Corporate Programs (e.g Vinamilk fund;
Vina Capital Foundation fund)
Intern'l Orgs (e.g.Operation Smile, Handicap international)
VN Govermental Orgs (e.g Fatherland
Front,Women's Union) Religious Orgs (e.g Pagodas, Churches)
VN Independent Orgs (e.g.local orphanages, disabled schools )
HCMC Hanoi
Trang 13Issues 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 (%)
63 38 Refused to give?
Yes No
Reason for Refusal (%)
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
13
Reason for Refusal (%)
2 12 22
63 65
Other
I don't know how to Not enough time or money Process of funding is unclear Organisation is not "Reliable"
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
Trang 14A way to stimulate trust as well as funding may be to work hand in hand with manufacturers or other brand owners
More Likely to Try a Product
If Profits Went to a Charity (%)
4% I would give it a try
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
(Price,brand,etc)
I would not try it
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
lesser-known NPO
Trang 15Part 4.
And how can we get the word out
Trang 16Online 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
Sources of Information on Charitable Organisations (%)
33
38 Friend Referral
Direct Solicitation
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
16
22 9 24 26 33
Other Radio Newspaper
TV Online
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