India’s everyday givers are motivated by impact and urgency

Report is based on research carried out in September 2018 and March 2019

Published - April 24, 2019 10:58 pm IST

Only a small percentage of India’s everyday giving goes towards non-government organisations. Around ₹3,500 crores goes to NGOs, making it a mere 6% contribution to total philanthropic giving in India.

This was one of the findings of the ‘Everyday Giving in India Report’. The research was undertaken by Sattva Consulting, a social impact consulting firm, in association with Bill and Melinda Gates Foundation and Rohini Nilekani Philanthropies.

The report is based on research carried out in September 2018 and March 2019. It highlights ‘everyday giving’ in India, which includes the ways in which India’s citizens give their money and time, and engage with social causes. The report states that ‘India’s everyday givers’ are motivated by four factors — convenience, urgency, community and impact.

Aarti Mohan, co-founder, Head - Sattva Research, in a press release said, “Nearly all cultures have strong traditions of giving and caring for their communities. India, in fact, has the most number of people volunteering and donating money in the world, ahead of the USA and China. Growing potential to give is evident from the expanding size and wealth of India’s middle class. We believe this is the apt time to discuss individual giving and citizen engagement in nation building when the country is embarking on a new wave of governance post the elections of 2019.”

The report also states that face-to-face and telemarketing channels could continue to dominate in 2021, but payroll giving, crowdfunding, and e-commerce-based giving are poised to grow strongly.

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