Transparency is key to Finns’ positive views on charities, research reveals

The majority of Finnish people feel positively towards the charity sector with 19 per cent donating regularly and a third giving occasionally, according to research from market research company Taloustutkimus.

Taloustutkimus interviewed more than 1,000 people in March this year. Almost three quarters (74 per cent) of respondents supported the charity sector in some way with one third donating occasionally to various causes or organisations. In addition, 12 per cent donate regularly to one charity, while seven per cent give regularly to several.

The survey also questioned people on their motivations for giving to a charity. The reliability of a charity came top with 94% of respondents considering this to be of great importance. Respondents also look for assurances that their donation will be used in support of the cause (84%), with adequate information on how donations will be spent required at the time of giving.

However, 81% of respondents felt they were aware how their donations were used, with donors receiving information about the cause and results achieved by charity through multiple channels. Most often, information is obtained from social media (25%), websites (24%), direct mail (22%) and magazines (21%). Use of social media is rising: last year 50% of charities questioned said they used social media in their fundraising communications, up from 11% in 2014.

Pia Tornikoski, secretary general of the Finnish Fundraising Association (VaLa), said:

”We are not the most generous country in Europe but I am happy that Finnish people have the will and the desire to support charities. There is an opportunity to create a genuine donation culture in Finland but the results also show that there is a need for open and transparent communication from the sector.”