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Home arrow Market Research Findings arrow Economic Climate and Consumer Confidence arrow Germany: Levels Of Donations Regressive in 2009
Germany: Levels Of Donations Regressive in 2009 PDF Print E-mail
Written by GfK   
27 Apr 2010
Haiti earthquake boosts willingness to help

"Balance sheet on giving” survey conducted by GfK Panel Services on behalf of Deutscher Spendenrat e.V.

The willingness of Germans to donate declined slightly in 2009.

In comparison to the prior year, the vo-lume of donations declined by 3% to just under EUR 2.1 billion. These are the findings of the “balance sheet on giving”, a survey which regularly analyzes the market for donations. GfK Panel Ser-vices Deutschland conducts this survey on behalf of Deutscher Spendenrat e.V.

Levels of donations markedly declined over the first half of 2009 in particular, while in the second half of the year donations almost matched those of the previous year.

The increased willingness to donate in autumn was primarily triggered by natural catastrophes in South East Asia, including a severe typhoon in the Philippines and the Sumatran earthquake, which caused global sympathy at the end of September 2009.

However, overall contributions to aid organizations, non-profit organizations and churches declined by approximately EUR 65 million in comparison to 2008. The number of private donors also significantly decreased last year.

For the first time, the percentage of donors dropped to just under the 20% mark. Older people continued to be particularly willing to donate, with approximately half of the donation volume coming from people aged 60 and over.

Reduction of donation appeals having an impact
As a result of the financial and economic crisis, charity organizations markedly reduced their postal appeals for donations.

At around 182 million mailings, the number was almost 18% below that of the previous year. This demonstrates a responsible use of donated funds, but also resulted in a decline of spending volume as direct postal appeals are the greatest catalysts for donations.

Haiti earthquake catastrophe triggers wave of donations
In light of the earthquake catastrophe in Haiti resulting in an estimated 220,000 fatalities, the willingness of Germans to donate rose sharply.
In January and February 2010, donations totaled in the region of EUR 155 million above the same period of the prior year which represents a rise of 50%. There is a high degree of solidarity towards the victims of the earthquake.

However, a comparison with private donations for the tsunami in 2004, which claimed a similar number of victims, shows that in the first four weeks after that catastrophe, approximately 80% more private donations were received.

Presumably both the willingness to donate and personal involvement was significantly higher on account of the many German victims and the timing of the catastrophe on Boxing Day.

The survey
The "balance sheet on giving” is part of the findings of the GfK Charity*Scope survey, which is based on continuous written surveying of a representative random sample of 10,000 panel participants.

GfK Panel Services Deutschland uses GfK Charity*Scope to continuously collect data on individual consumer attitudes to charitable donations in Germany on behalf of Deutscher Spendenrat e.V.

Among other aspects, the survey includes data on the volume of donations made, the amount of individual donations and the preferred fields of activity.

Donations are defined as the voluntary giving of money, objects or time by individual Germans to non-profit organizations, aid and charity organizations and churches. Political party and court-ordered donations are excluded.

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Nuremberg - 8th April  2010

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