2020 Mega Giving Trend Giving Mega 2020 Reading big and deep changes deep and big Reading
Reading big and deep changes Giving Trend Yeonhee Rho, MiheePark, Beop-rae Roh 2020 Mega Hyunkyung Jun,Jaeyun Yu Contents 2020 Mega
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
Reading big and deep Reading Professor, Department of Social Welfare, 02 Analysis results 20 the Catholic University of Korea PART 3 | Reflecting Giving and Fundraising Trends in 2010s 25
Mihee Park 01 [Mega Trend 1] Smart donors, changing focus of fundraising strategies 27 Change in fundraising media: following a moving target Senior Researcher, Research Center on Philanthropy, 02 [Mega Trend 2] 28 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.
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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 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 Looking back on a decade 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 Over the past decade, the growth of donation in Korea has been flattened since the exceptionally rapid growth donation phobia being tired with fundraising appeals, etc. As tax benefits for 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.
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Giving and fundrasing issues in 2010s
Change in Donation/ Disaster/ Donation from Donation from Year legal system Fundraising Donation flow social issue individuals businesses for fundraising issue ㆍ ㆍ Predicting the upcoming decade Tsunami in Growing 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 ㆍNotice of unfaithful WWF Korea ㆍGrowing participatory programs 2014 charities donation 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
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2020 Mega
changes Giving Trend PART 1 Reading big and deep Reading 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 27.5 It turns out that the ratios of donors in their 20s or younger and those in their 30s are falling, while the 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
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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
49,063 46,545 47,782 46,472 46,323 Corporate Giving Trends at a glance 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.
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2020 Mega
changes Giving Trend PART 2 Reading big and deep Reading 2010~2019 An Analysis of Giving Issues
01 Overview of text mining analysis 02 Analysis results PART 2 2010~2019 An Analysis of Giving Issues 2020 Mega Giving Trend
2010 2011 2012 01 Overview of text mining analysis Keyword TF- IDF Summary Keyword TF- IDF Summary Keyword 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 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 02 Analysis results 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 disease 0.0005 Save the Children 0.0005 Hyundai Motors Memory 0.0006 Group 0.0005 School violence 0.0005 People’s Solidarity Rebate 0.0006 for Participatory 0.0005 International student 0.0005 Democracy Asan Medical Corruption 0.0005 Center 0.0005 Economic education 0.0004 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 The table below lists keywords by year extracted in the TF- In 2016, along with major global issues, Korean forced sex Female college student 0.0006 Victim 0.0020 Hwang Gyo Ahn 0.0011 Hyosung 0.0006 Kim Tae Hee 0.0017 Funcast 0.0010 IDF method, showing the top 15 unique words on the file slaves' problem during the Japanese rule of Korea was Political Philippines 0.0005 Yoo Jae Seok 0.0017 Hot issues Grand bargain 0.0010 Issue with high scores of related indicators, compared to other widely discussed. Besides, keywords such as "sanitary Corporate Lou Gehrig’s about Daughter-in-law 0.0005 Donation disease 0.0015 donations by Bosses 0.0010 System activities celebrities changes periods by year. pad," "animals," and "fun" brought various social issues KB card 0.0005 Sinking 0.0014 Lump-sum 0.0009 related to 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 donation on the list were political issues, mainly due to political In 2017, the crisis of transparency related to donations at Asiana Airline 0.0005 Ice bucket 0.0014 MERS 0.0008 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 the Children" and "school violence" in 2012, respectively, surrounding political contributions, while in Korea, much Son Ho Yeong 0.0005 Coffee bean watch 0.0012 Park Geun Hye 0.0006 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 In 2014, keywords related to the "Sewol ferry" disaster The year 2018 can be seen as when social changes brought Company 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 Diversification Zuckerberg 0.0009 Breakup 0.0014 Donation Webtoon 0.0014 of donations "bucket challenge" were high on the list. Also, as some donation. Keywords such as "blockchain," "YouTube," and Japanes crisis issue at Chungnam Nat’l Japanese Army 0.0007 military Gyocharo 0.0013 University 0.0014 sexual slavery local level and New social 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 product(watch) related to donation, there were a lot of in technology regarding donation. Also, keywords such Yeosu 0.0006 women’) 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 21 PART 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 it is closely linked to the reorganization of the industrial responding to this. Now active citizens "investing" in of foundation(8) -2~0 Donor: culture(2) 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-seeking <-4 of change. Furthermore, the pluralization of donors and and social contribution to keep pace with the latest socio- Year diversification of beneficiaries (or value) is also sped up. economic environment.
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2020 Mega
changes Giving Trend PART 3 Reading big and deep Reading 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 identity PART 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 Changing focus of fundraising participate strategies 1) 01 a moving target Donors tended to become smart As donors became smart, fundraising The past decade can be summed up as an “evolution to complex systems –following a moving target.” Mega Trend 1 by gathering sufficient data on non- activities of non-profits changed 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 fundraising strategies stopping their donation. Getting gift or bequest. Corporate social 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 (Interviewee 12) least 5 years’ expereince in the fi eld of fundraising as well as the fi ndings from focus-group interviews of six persons consis� ng of related researchers, staff ers and journalists.
26 27 PART 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 “Things 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) 02 new ones at the same time never disappear segmented groups.
Donation and fundraising media has Although fundraising using TV “In the past, everything was one- Ads or fundraising? : Mega Trend 2 been changed constantly and very programs continue to decline, they way in our lives. For mass media, improving brand reputation quickly. Changes in the technological still exist because the middle-aged we used to accept information Change in fundraising media: environment gave rise to diverse as the majority of donors are the unidirectionally. But now in the The media are changing rapidly. 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 things have changed lately. Five process. “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 29 PART 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 : complex with these criteria 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 moving target 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 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 12 years.” (Interviewee 16) attention. They mean they feel campaigns Combination of different types such as generational gaps and uncomfortable about such fundraising of content 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 31 PART 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, 04 donation and ‘Regram’ but also grassroots fundraising Emergence of another fundraising 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 (interviewee 3) Mega Trend 4 perceived as donation over time. ‘Retweet,’ or ‘Regram’ to support 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 Sponsorship for children in other consumptions raging from the content on SNS or online platforms 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 included in the area of social welfare, social value, and the consumption sponsorship programs for overseas has been a growth momentum for “Many foreign NGOs give more forms. This extended donation of goods produced in an ethical children, donations became a new fundraising market of the civil weight to fundraising and promotion activities play a role in increasing manner, which are not directly sluggish following ‘Sinking of MV related to charitable donations. society sector different from the in Korea. But globally they are doing a citizens’ interest in donation and Sewol’ in 2014. Due to the subdued traditional philanthropy sector. wide variety of activities, which have provide an opportunity for them to 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. stage active campaigns, and interest is made of recylced materials like welfare, but now it is on something in chidren and youths in Korea was an ecobag made of leftover pieces 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 were not to do with welfare, people take part in saving the earth, which Growing competition and with disabilities, or poverty, but now is very meaningful. You consume a polarization : Large organizations they think its’ all about themselves.” product, not donate, but it makes 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 05 solving methods : sector has become fierce. Also, 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 amid growing reasonable choice of fundraising markets 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 diversified interest of donors and organiztions as the subject to solve another. They quit donating to an social problems. organizations receiving donations. entity and pick another one they like anytime....” (interviewee 16)
32 33 PART 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 consulting, face-to-face fundraising, In 2017, Molar daddy Lee Yeong Non-profits have made diverse systematic fundraising activities and “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 and media coverage about internal transparency, and this has helped fundraising activities. This, in turn, Mega Trend 6 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. sector in the general public and occurred in reality, fundraising meticulously and strategically than Well-established 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 has made marketing of each channel Over the past, the issue of these negative events themselves somewhat passively or did nothing, 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 35 Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
changes Giving Trend PART 4 Reading big and deep Reading 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 efforts PART 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- Accelerating industrialization of 03 profits and corporate management fundraising the basics 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 order to adapt themselves to changes in donors and the environment. fundraising markets may deepen identity of fundraising and their role 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 and meaning and donation development of online platforms process of for-profit organization 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 39 PART 4 Predicting Giving and Fundraising Trends of the Coming Decade, 2020s 2020 Mega Giving Trend
Low-growth or economic downturn is expected Into the era of transparency and Protecting the ‘last bastion’ based stabilization of fundraising markets to increase the concentration of responsibility on autonomy 04 donations in the Capital area in Korea. 06 The low growth trend of donation and This may make the polarization of Transparency is more than spending In order to enhance transparency, rather fundraising is expected to continue, donation between the Capital area financial resources in a specified than infringing the fundamental Mega Trend 4 but given the size of Korea’s economy and other regions get worse Mega Trend 6 procedure and disclosing information. independence and autonomy of non- and citizens’ growing interest in various Rather it can be expanded to the profits with a focus on regulation, Stabilized fundraising markets, social issues and social participation, Spread of donation for a new issue : Going over the mountain of issue of responsibility that shows discussions on concrete measures to however polarizing fundraising fundraising markets in Korea will be Creation of a small fundraising market transparency what kind of outcomes non-profits realize the meaning of donation as capabilities still likely to grow, although not rapidly. are achieving and what kinds of social a voluntary act of citizens and social With the growing desire of citizens to value can be realized in the process. responsibility of non-profits and Polarization on donations depending solve problems in their communities This requires active interactions with ensure their autonomy will be on the on fundraising capabilities or their lives coupled with their areas stakeholders including donors and rise. At the same time, discussions of interest getting diversifed all the positive reflection on their opinions. about the essence of non-profits Use of rapidly changing digital media more, donation and fundraising as the ‘last bastion’ showing the and strengthened specialized strateges relative to new issues are likely to grow. society’s trust will be under way that can be tailored to the donors The spread of consumption patterns regarding questions about the values characterisic are expected to speed based on micro-payments and the they are to pursue and the roles they up the polarization between large generalization of fin-tech based need to play. organizations and small organizations. simple payment will boost the growth Also, the absence of generations of small-scale fundraising markets that can donate and the continuing focusing on small amount donation.
Back to the fundamental identity or integrated, it is necessary for non- Amid ever-growing competition in and social role profits to think about what social the fundraising market, efforts will 05 issue to address and to raise a new 07 be needed all the more to promote Regardless of what generation issue or combine an existing major support of large fundraising and issue a detaild and specialized program and a new issue instead organizations such as the Community Mega Trend 5 fundraising strategy is targeted, or of a traditional message stressing Mega Trend 7 Chest of Korea (CCK) for small what methods and technologies are hardships. organizations or programs and fuel Finding a social role utilized, there is a possibility that Cooperation of the whole a balanced growth of donation in complex system philosophical concers will be made Convergence of business and sector built on individual and fundraising. Also, collective about the identity and value of the fundraising, Small-scale fundraising efforts efforts such as joint fundraising by organization, which is why non-profit for a small issue all fundraising organizations could organizations fundraise. be made. More importanly, to Efforts to answer this question will With the diversified business areas ensure the transparency of non- be the solution to transparency and for fundraising, problem-solving profit fundraising organizations, affect the long-term growth and and fundraising in these areas concerted efforts across the sector survival of an organization. are getting directly linked on the are needed to promote the meaning basis of digital media. Against this of transparency and desireable ways Addressing new issues backdrop, rather than a large-scale of strengthening transparency. in a stage of solving various fundraising based on a large project, problems small-scale fundraising activities based on a small project related to As boundaries among and between community issues will be on the rise. the public, for-profit and non-profit As a result, fundraising activities will sectors are getting blurred, and become segmented into small-scale their respective roles are changed fundraising for a small issue.
40 41 Reading big and deep changes 2020 Mega Giving Trend
2020 Mega
changes Giving Trend PART 5 Reading big and deep Reading 2020 Giving Trends
01 2019 Giving Trends Review 02 2020 Giving Trends PART 5 2020 Giving Trends 2020 Mega Giving Trend
01 2019 Giving Trends Review
Trend 1 Trend 2 Donation of millennials, ethical good consumption “expressing myself” Increasing donors liquidity
There are many cases that consisting of part of the With the growing interest made intermittantly, and show the ethical good proceeds of participating in donation goods, that a donation culture of consumption trend of the products and 10 cent- is so-called ‘good goods’ ‘consuming’ goods will be millennial generation to per-hashtag donations as a ’culture of donation,’ created, as if consuming ‘express myself.’ colllected during the nonprofit organizations products. Shoopen2) and MARYMOND campaign and donated make good goods with The excat effect has yet released a collaboration to ‘Koea Animal Rights greater care adding to be confirmed on the product to help children of Advocates (KARA)’. meanings and stories to phenomenon of donors abuse with great success. Gmarket endeavored every item. moving along with goods as To maintain the meaning of the Icebucket Challenge, the to satisfy donors’ right to know by disclosing detailed However, when it comes to how Good Goods will affect if they were shopping or how much the actual donation Seungil Hope Foundation released a donation branding information on donations by source and spendings on its donations, the prospects are not always bright. In light increased through the goods. Nevertheless, interest ‘WITHICE’ since 2014 and has sold products of 18 items, website4) Like this, increasing sale of products containing of the financial capability of the young generation in goods will continue to grow because people can generating sales of more than 1.7 million dollars.3) a social message indicates that ‘good consumption’ and leading the culture of donation goods, such donations ‘certification’ that ‘they are donors’ or ‘they are doing The success of the ‘No Dog Shopping Campaign’ ‘ethical consumption’ are not only a trend of ‘millennials’ are expected to be irregular small-amountdonations good things’ simply by having goods. conducted by Gmarket is a good example. For about but also has become and continued as a social standard three months, Gmarket fundraised about $30,000 in total for all generations.
2) Shoes SPA brand of E-Land Retail 3) WITHICE website (http://www.withice.or.kr/) 4) h� p://rpp.gmarket.co.kr/?exhib=30977 (Theme : Shopping for dogs is donated for abandoned dogs.)
44 45 PART 5 2020 Giving Trends 2020 Mega Giving Trend
Trend 3 Trend 4 From social contribution to social responsibility Two channels, two wheels: The New Classic
In 2019, there was so Social Contribution Council In the fourth trend ‘Two disclose the entire process explosive interest in social to ‘SV Council’ as part of channels, two wheels: The of collecting, delivering and values enough to call ‘the restructuring organizations. New Classic,’ it is predicted spending donation money year of social values.’ Also, in order to measure that traditional fundraising in a blockchain network in This was driven by the and manage social impact channels and new channels real time.7) Declaration of the realization performance, the group will be rolled like two Besides, with the launch of of social value for public expanded the Center for wheels moving together. ChainZ, a blockchain donation offices released by the Moon Social Value Enhancement When it comes to the platform developed by SK Jae-in administration in Studies(CSES), founded application of new technologies, C&C and ‘Give Square (www. 2018, but the ‘Declaration in 2018, and hosted the the development of a blockchain givesq.org),’ a blockchain- of Pursuit for Social Value SOCAV 2019 (Social Value -based donation system based social contribution of Businesses’ led by some Connect 2019) in May, was an issue in the spotlight platform operated by KT corporations became a big which was a conference on in 2019. For example, and KT Group Hope Sharing issue in 2019. SK Group announced that it would increase social values. the E4Net-lambda256-ChildFund Korea consortium Foundation, attempts to apply the blockchain to the the weight of social values(SV) in KPI(Key Performance It seems that emphasis on social value will continue, and launched a blockchain-based donation platform ‘Cherry donation sector are becoming a reality. In the meantime, Indicators) in 2019 and reflect it into its personnel it is time for NPOs to think about their role deeply in the Hope Sharing Platform’ on November 4, 2019. As of the Salvation Army’s ‘Smart Charity Pot’ is a means to performance evaluation.5) Its major affiliates established social values trend led by corporations and the public December 22, 2019, eight fundraising campaigns were take part in donation without cash by using QR code or SV Promotion Bureaus and changed the name of the sector. under way, providing fundraising target amounts and credit (debit) card.8) They are examples of accepting social donation periods and donation money spending plans changes such as ‘cashless society’ and ‘everyday use of by campaign in detail.6) As no project has ended its fintech’ by combining traditional fundraising methods fundraising campain yet, there is no data available to with new technologies in a fun way. show how the process of spending donations is disclosed via blockchain. But this platform is designed to record and
5) Maeil Business Newspaper (2019.01.25.). “Why Choi Tae Won (SK Group Chairman) puts everything in Social Value?” (https://www.mk.co.kr/news/economy/view/2019/01/52823/) 6) As no project has ended its fundraising campaign yet, there is no data available to show how the process of spending donations is disclosed via blockchain. 7) The BCHAIN “E4NET opens blockchain-based donation platform ‘Cherry’ on 16th”(https://www.thebchain.co.kr/news/articleView.html?idxno=6428) Source: The BCHAIN “E4NET opens ‘Cherry,’ 8) Yonhapnews (2019.11.29.). “The Salvation Army starts street charity pot campaign...‘Donate via your mobile phone” a blockchain-based donation (https://www.yna.co.kr/view/AKR20191129053600005) platform, on 16th.”
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Trend 5 Trend 6 Adding for-profit elements to activities for public interest: non-profit marketing Transparency, still a minefield
When non-profits raise female refugees, received The sixth trend ‘Transparency, disclosure to enhance donations, attemps to an award in the category still a minefield’ was valid transparency and credibility incorporate shopping tools of media for its plan to and is highly likely to of donor organizations, and are expanding. activate the Love Who You continue in 2020. there are also discussions In addition to Doctors Are! Compaign. Winners Following the three big that meeting the criteria for Without Borders ‘Relief proposed the idea of transparency issues in transparency in documents Warehouse,’ in 2019, Save putting the MZ generation Korea taking place since cannot guarantee the the Children operated a (millennial-Z generation) 2016, that is, New Hope transparency and credibility shopping tool ‘Gift Shop to on the main target of the Seed case, Lee Yeong Hak that donors want. Save Children.’ Combination campaign and turning case, and K Sports and Despite these criticisms, of donation and for-profit donations into ‘joyful Mir Foundations case, the the trend of discussing methods is attracting much shopping.’ pressure on transparency transparency, focusing on attention as a ‘new approach, and a fresh idea.’ One of Being awarded at a world-renowned creativity surrounding nonprofit oranization is on the rise. For financial information disclosure and auditing, is likely the representative example of this was the result of the competition for a donation compaign idea to converting example, tax law amendments to be enforced in 2020 set to continue in the future. This is because the logic that 2019 (Cannes Lions International Festival of Creativity) abstract value to ‘something that can be purchased’ forth stricter outside audit standards for non-profits than financial transparency is the minimum standard is still Young Lions Competition. means that combining donation and for-profit activities for-profit corporations. persuasive. The Lotus Flower, a non-profit that provides support to has been assessed as a ‘fresh idea.’ However, there is a limit to focusing only on financial
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The first donation trend in 2020 is netizens to praise sellers who have 2020 focused on the MZ generation, which a ‘good influence’ by buying their has become a trend setter. The MZ products. Take ‘Zinjja Pasta (CEO 2020 Giving Trends Giving Trend 1 generation is a term encompassing Oh In Tae, 34)' and a manufacturing 02 the millennial generation and the company for example. The company Z generation, a broad range of sent 27 servings of chicken ribs and a Small participaion of the MZ generation from those born in the hand-written letter to the firefighters Generation, ‘good influence’ mid 1980s to those born in 2010. of the Haenam Fire Station who to change the world In line with ‘good consumption,’ joined the fire extinguishing the trend that penetrates the MZ operations during the Gangwon-do generation of this year is 'small wildfire in April 2019. Zinjja Pasta's participation, a good influence philanthropy went viral via SNS and that changes the world', where was covered a lot in the media. emphasis is placed on the initiative. At the heart of the boycott and Millennials are have no reluctance buying movement is the voluntary to participate in society. They also 'small participation' of the MZ led and witnessed a “change of the generations. Participation in these world” through small participation movements is 'small participation' through 'candlelight' during the in that you do not have to pay huge candlelight rallies in 2016. In other money, but the impact is really words, they are the generation great. The effect of the 2019 South embodying a positive belief that Korean boycott is also confirmed by society can change by raising a statistics, and the buying movement positive voice. The 2020 Giving Trend also had a significant influence in focuses on small participation of the terms of sales and issue. MZ generations that are making a The essence of this participation difference in the world. led by the MZ generations is The topic that shook Korea in 2019 'spontaneity' and 'authenticity'. in the consumer sector was the In the case of the boycott, the 'boycott' and 'buying movement'. involvement of the government South Korean boycott, which began or political forces (organizations) in July 2019, was very influential and were excluded out of concern that it 2020 Giving Trend is still ongoing. The boycott was could damage citizens' spontaneity. : At the edge of chaos, a milestone that will lead to a new order Source: zinjja_pasta at Instagram reportedly a significant success Also, the dichotomous thinking fueled by the citizens' determination that participating is good, but not to participate in the boycott, saying participating is evil was rejected. Also As we talked about the past 10 years and the next 10 years, we have found that the donation and fundraising 'I never fought for the nation's for the buying movement, nobody ecosystem is evolving into complex systems in all aspects such as donor characteristics, fundraising strategies, and independence, but I will take part in promoted, but netizens found good the boycott'.9) stores through SNS and voluntarily fundraising content. Therefore, it is expected that the next 10 years will be a decade for the non-profit sector to On the other hand, the ‘buying acted to cheer for the stores doing explore the “road to the basics” that should not be forgotten. movement’ is similar to the ‘boycott’ good for society and give them in that it seeks social change and economic benefits. It is worth noting raises voices through an act of So, the year 2020 is expected to become a year at the ‘edge of chaos’. The Edge of Chaos is the title of a book how small participation of the MZ consumption, but their directions generations will affect the way and written by Stuart Kauffman(2002), an emeritus professor at Santa Fe Institute, and the term referrs to the are opposite. content of donation. boundary between order and chaos or the critical point where evolution and change take place. Evolution does The ‘buying movement’ is a way for not occur in the middle of well-organized order or in the midst of completely disordered chaos, but at the edge of chaos, the boundary between order and chaos. We’re out of old order, but we haven’t found the new order yet, so 2020 is probably the edge of chaos. 9) Joonang Ilbo (2019.10.05.), “[Economist] The two-month boycott campaign resulted in a decrease in the sale of cars by 57% and of UNIQLO clothing by 70%.”(h� ps://news.joins.com/ar� cle/23595543)
50 51 PART 5 2020 Giving Trends 2020 Mega Giving Trend
As an interesting example is ‘Baby fundraiser successful. 2020 Goat Jjiny Eumae Project’ led by For donors, it is a very attractive Save the Children and BTS fans. To program as they can directly plan Giving Trend 2 celebrate BTS member Jin’s birthday, and take part in the program, carry his fans took the initiative to plan this out a fundraiser in the place and in fundraiser, which attracted extensive the manner they like and donate the Participatory donation : attention as it was featured in the outcome. Donors becoming media. In this way, donors are becoming a planner In the meantime, this voluntary more and more active in giving fundraiser was able to draw much activities. Donors are now in the attention thanks to Save the process of becoming a fundraiser, Children’s participatory donation and this participatory giving trend program ‘Giving Club.’ Described is projected to become more as a “passionate donors’ voluntary widespread in 2020. participatory donation program,” Donors are changing from the invited the Giving Club program provides to a person who invite. How to help necessary supplies to enable donors’ participation desire of this Source: The Purme Foundation(https://purme.org/archives/36223) donors to carry out fundraisers they kind will become a major challenge planned effectively on their own and for fundrasing organizaions in 2020. This study selected ‘participatory to donate voluntarily for the make a commemorative badge and donation’ as the second giving trend establishment and operation of sticker for members who make their for 2020, paying attention to the children’s rehabilitation hospitals. fact that donors are changing from Unlike existing meetings, it started as a simple Interviewee to a ‘stage an idea of a donor. setter.’ In the past, events were led The fundraising organizations by fundraising organizations aiming only help donors meet easily and at donors as ‘those invited’, but now comfortably. donors have become a ‘planner.’ The reason why we are interested Source: Save the Children website Giving Club Source: ‘Baby Goat Zziny twitter account’ Kim ChaeUl(26) has been fundraising in the role of donors as a ‘stage Member Board (https://www.sc.or.kr/user/giving/ (https://twitter.com/babygoat_jjin) money to help children with setter’ and participatory donations memberDetailView.do?INTSEQ=916&m=) disabilities through extreme as the 2020 donation trend is marathons (Namibia Sahara Desert because we predict that these Marathon and Atakama Desert trends will become more prominent Marathon, Chile) since 2017. He in the future as they are related to planned a donation project and consumer trends. managed the entire process from ‘Fansumer’ refers to fans’ behavior the beginning to the end on his own of planning and making goods by promoting his extreme challenge related to a star, by directly taking to others, donating the money he part in the star ‘making’ going raised to charities, and taking photos beyond consuming already made of landscape during the marathon products or follow a star blindly race to make postcards and sending (Trend Korea 2020, p.315). ‘Fandom them to donors as a token of donation’ is often said as an example gratitude. of the fansumer trend. Accepted Donors who make their own way positively as a ‘good function of from simple Interviewees, that is, idol fan culture’10) and ‘a good setting a ‘stage’ for their activities, influence’ driving participation of these donors’ activities sometimes fans11), fandom donations do not start at voluntary meetings. The only sponsors under the names of 10) Sisa TV Korea(2019.5.24.) “A good function of idol fan culture: charity donation culture” Prume Foundation’s ‘one step of celebrities that fans like, but also (http://www.sisatvkorea.kr/news/view.sky?code=Welfare&id=2866) love’ is a project of donors’ walking plans donation campaign on their 11) Hankyung (2019.04.10.), “[Senior Journalist Column] Celebs’ charity dona� on relays: it is a real infl uence” event designed for Interviewees own. (https://www.hankyung.com/opinion/article/2019041017351)
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The third giving trend for 2020 The United Nations Global Compact 2020 has to do with corporate social Network Korea selected nine 2020 contribution. Corporate social companies such as CJ Korea Express, Giving Trend 3 responsibility (CSR) emerged as KEB Hana Bank, KT, LG Chem, NH Giving Trend 4 the term ‘social value’ in 2019, Investment & Securities, POSCO, Businesses take the lead and discourse about social value SK Innovation, Yuhan Kimberly, and Social value of non-profits : in solving social problems created by companies is expected to AMOREPACIFIC as corporations that The Social Value Revisited continue into 2020. implemented the SDGs excellently in As we concern corporations’ social 2019. These companies are leading contribution activities like individual a new trend in social contribution, donors, companies are increasingly by selecting a social problem that changing to sharpen ‘spontaniety,’ fits their business characteristics, ‘subjectivity,’ and ‘initiative.’ The establishing a promotion system to reason that companies declare they solve the problem, and linking to will take the lead in solving social their management strategy. problems is linked to the ‘good Although companies have raised the Source: CCK Research Center on Philanthropy blog (http://www.nanumresearch.or.kr/) consumption, ethical consumption.’ banner of solving social problems, Due to the growing interest in many argue that “collective impact” The buzzword in 2019 was 'social In 2020, the interest in social value good consumption and ethical is essential to do so. This means value', especially for SK Group. The will become more concrete, and consumption, companies cannot that "various partners from diverse three SK companies(SK Innovation, discussions on what the social ensure their sustainability by areas must join forces."13) As such, SK Telecom, and SK Hynix) announced value pursued by non-profits will ‘creating economic profits’ alone. companies will emerge as the key that the social value they created become more active. Fueled by the In the end, the pressure on which agents of solving social problems was a total of $12.33 billion in May discussions on social value led by role a company will socially play and endeavor to create 'collective 2019.14) The social value they created the government, public agencies, is increasing, and as a result of influence' through collaboration. The can be converted to 70 cents per $10 and private companies, discussions this concern leads to financial trend of measuring and evaluating of the product price, which is very began on what kind of social value sustainability of the company, it is corporate social performance in the specific. non-profits have been pursuing and even said that 'social contribution is process will be the focus of corporate As SK announced social value in how NPOs are creating social value. essential, not an option.’12) social contribution activities in 2020. monetary value, social value became What is the social value that non- more tangible, and being able to profits should pursue? How can you express invisible social value as a measure the social value of non- number had a great impact in itself. profit activities? In 2020, there will Source: EconomyChosun No. 329(2019.12.23.) Of course, some may question be an active review of non-profit (http://economychosun.com/client/news/view.php?boardName=C00&page=1&t_num=13608188) whether social value can be social value. converted into a monetary one.
12) Financial News (2019.12.22.), “Firms join forces to solve social problems while keeping doing things they are good at. This draws the nation near to the welfare state” h� p://www.fnnews.com/news/201912221709593542 13) Newdaily Economy (2019.09.18.), “Hyundai Motors Executive Director Lee Byeong Hoon states that ”’collective impact’ is essential to solve social problems.“ h� p://biz.newdaily.co.kr/site/data/html/2019/09/18/2019091800194.html 14) Maeil Business Newspaper (2019.05.21.), “The three SK companies create social value of 12.3227 trn won annually. How is it measured” h� ps://www.mk.co.kr/news/economy/view/2019/05/334764/
54 55 PART 5 2020 Giving Trends 2020 Mega Giving Trend
Spread of fintech-based simple 2020 2020 pavement system for donation Giving Trend 5 Giving Trend 6 First of all, the use of fintech to make As simple payment became popular, simple payment or remittance of the simple payment system is rapidly money easier in fundraising is in line spreading in donation and fundraising. Finding a niche in the Phil-tech : Marketing with the change in mobile media. This is because it helps donors to
super-uncertain-market : based on fin-tech and The best example is ‘Kakao Pay’ in donate more conveniently. However, it entering into the stage of service from 2014. As it enables is also pointed out that the reputation major gifts open source quick processing of remittance, of a non-profit fundraising organization payment, and invoicing without affects the introduction and utilization a public security certificate and of Fin Tech-based payment methods This study selected phil-tech as allows for convenient remittance by non-profit fundraising organizations. the sixth giving trend for 2020. via Kakao Talk without account info Since the screening process of an This means that technologies used of the person who receives the organization providing technology for in the sector of philanthropy will money, Kakao Pay has affected a lot a lesser-known small non-profit or a become more ‘needed’ than ever everyday lives of people. new non-profit is somewhat difficult, before in 2020. In the early days, it was predicted enhancing the convenience of donation that the younger generation using such fintech technology tends to The fifth giving trend for 2020 is Interest in bequest donations also would mainly use the simple be in proportion to an organization’s concerning major gifts. In the super- stood out in 2019. On September 10, payment method, but thanks to its recognition. Also, the criteria by which uncertain fundraising market, not 2019, the “Proclamation Ceremony convenience, the method is used the technology-providing organization only new donor development of Korea Bequest Donation Day” by all generations, not limited to assesses non-profits may be a barrier to strategies but also other strategies was held at the National Assembly a specific generation. This led to the use of technology. to reinforce management of existing to designate September 13th of the an increase of payments using the donors and prevent drain of existing year as Korea Bequest Donation Day. simple payment method from $26.8 donors and to increase the amount There was also a request to pass billion in 2016 to $80.1 billion in April 16) of donations are important for the 'Inheritance Tax and Gift Tax Act 2019. fudraising organizations. Partial Amendment Bill', which aims On the other hand, attempts are to reduce the inheritance tax by 10% being made to find a new niche, and if more than 10% of the legacy is it is major gift and bequest donation donated. At this point where more A combination of simple payment and donation (left: CCK Seoul, right: The Seungil Hope Foundation) that emerge as a niche. Some large- than half (54.5%) of the people sized fundraising organizations are inclined to donate bequest, have alreadly launched a major gift but actual donations account for program, and it seems reasonable only 6.9%, bequest donation is to see it becoming popular now. receiving attention from fundraising But since fundraising aiming at organizations as a potential donation individuals does not work well, market.15) But due to obstacles attempts are being made to look related to the legal system, legislative for new breakthroughs in large efforts to eliminate them are needed fundraising programs by turning to to enable it to emerge as a new major gifts. fundraising market in the future.
15) The Kyunghyang Shinmun (2019.3.7.), “[Yoon Yeong Ho’s well-dying talk](2) Lack of information is an obstacle to giving…necessary to make an ‘easy 16) Accordig to the Financial Supervisory Service’s simple payment service data (Trendmaker, 2019.10.01., “Turn to the simple payment market worth bequest donation’ system.” 80trn won -‘Pay compe� � on’ speeds up”, (h� p://news.khan.co.kr/kh_news/khan_art_view.html?art_id=201903072051005#csidx1b91d3d5634d553a4a61333d99325a7) (h� p://www.trendmaker.co.kr/news/ar� cleView.html?idxno=227772)
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Spread of non-profit marketing The last giving trend for 2020 projects, and it will be mandatory for using open source 2020 is 'transparency in a non-profit: the National Tax Service to submit between autonomy and control,' related information at any time when It is the diffusion of non-profit But for precise analysis and helpful Giving Trend 7 highlighting the need for effort to the head of the National Tax Service marketing based on open source analysis results, it is possible to get balance control for transparency and requests related information from that is expected to draw attention help from services that facilitate non-profit autonomy in a situation designated donation organizations. in 2020 in regards to phil-tech. utilization far more cheaply than Transparency in a non- where the pressure on transparency It is intended to filter out inactive groups The introduction of a marketing the cost spent by existing large profit: between autonomy in non-profits is growing stronger as well as corrupt organizations. This and becoming a reality. means that the National Tax Service perspective and the recruitment of fundraising organizations to advance and control personnel for this purpose across their marketing. In 2020, the 'non-profit accounting is likely to launch a full-scale audit the non-profit sector have been With the advancement of open standards' announced in 2018 will of non-profit organizations under be fully executed. As the auditing the pretext of managing designated centered around large fundraising sources that can be used for obligations have expanded, concerns donation organizations. organizations and INGOs. The marketing and the emergence have arisen as to whether mid- Previously GuideStar was the only predominant prediction was of online platforms to support sized non-profit organizations organization that has the authority that this would lead to greater one-person companies or small can afford the auditing expenses. to statistically analyze data of public polarization between large and small organizations, non-profit marketing Since the Ministry of Economy and interest corporations disclosed to organizations. is now expected to enter the Finance has said that it is considering the NTS, but this authority has been But are the small organizations popularization stage rather than expanding the external auditing expanded since 2019. This has made helpless in this trend? No, it seems being just for large organizations. obligations, a debate about the it possible to conduct academic unlikely. Open sources applicable appropriate cost of auditing for research using statistics of all public to the small organizations are being non-profit organizations will likely interest corporations, opening a introduced, and services supporting follow. The National Tax Service way for other organizations than them are emerging. Using Google (NTS) has become responsible for GuideStar to evaluate public interest Analytics with free tools, they help to the designation and cancellation of corporations under their own analyze website (mobile page) inflow designated organizations receiving criteria. So it is expected that the path, stage-by-stage departure donations, with the requirements for function of watchdogs to monitor analysis, analysis of sponsored cancellation of these organizations the activities or efficiency of non- business and payment categories, being stricter. If the revision bill profit corporations will be activated. and payment methods. under legislative notice is finalized, In this situation, discussions on designated donation organizations how to balance between control of will be able to be canceled for non-profits and autonomy as their organizations that do not have intrinsic value will likely take place in expenditures on their own purpose 2020.
Reading big and deep changes 2020 Mega Giving Trend
Source: Nuguna Data website (https://nuguna.co/)
58 59 Reading big and deep changes 2020 Mega Giving Trend
Date of Publication | August 2020 Publisher | Jongseok Ye Publishing Organization | Community Chest of Korea Designed & printed by Ridrik
The Research Center on Philanthropy of CCK aims to become a hub of knowledge by researching donation and fundraising, social change, and social impact to help advance Korea's philanthropy.
We look forward to your participation as a place where social workers, staffs at non- profits, and citizens can obtain knowledge and information about philanthropy with ease and lay a foundation for sustainable This booklet is a summary of the key findings of growth of communities for everyone. 「The 2020 Giving Trend : the Past Decade and the Coming Decade」. For more information, please visit the Community Chest of Korea Research Center on Philanthropy blog. Blog of Research Center on Philanthropy : www.nanumresearch.or.kr www.nanumresearch.or.kr