DO GOOD: Why Russians Engage in Charity

This paper explains what drives private charity givers, and what businesses should take into account to make their charitable campaigns successful.

Cover of the article Russian people engage in charity-giving guided by many motivations and attitudes that range from empathy to ambition. Intrinsic motivations influence the choice of the type of charity, as well as the evaluation of campaign and programme results – the number of which has been growing in recent years, including by brands. 

An Ipsos study conducted in July 2021 explains what drives private charity givers, and what businesses should take into account to make their charitable campaigns successful. 

KEY TAKEAWAYS 

  • The motives for engaging in charity are very diverse. However, we can say that charity has the same driving mechanisms as marketing, including the appeal of better-known brands (awareness), storytelling, and sharing common values. 

  • People willingly help major and well-known foundations. Small foundations find their audience if they solve important social problems. People also pay attention to foundations that are active in their area of residence or solve local problems.  

  • Transparent reporting on activities, a response from a foundation, and gratitude towards donators and volunteers help to build trust. 

  • Brands’ charity is not always perceived wholly positively. However, a strong brand acts as a guarantor of reliability for a donator. 

Access the details of Flair Russia 2022, in Russian.
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