Ashoka Reflections_OCTOBER 2023
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The majority of the donations to ‘non-religious organisations’ during the study period came from higher
socio-economic groups -SEC A (50%) and large towns (51%). Furthermore, elderly care (53%), public health
(36%), and the empowerment of children (33%) ranked as the top three causes supported by households who
gave their support to a cause.
The study also found that households have a strong desire to donate to religious causes, disaster relief
initiatives, and elderly care in the future. Nationally, 98% of donations were made in cash and 11% in-kind.
Acceptance of cash, clarity in the purpose of soliciting donations and personal visits is likely to enhance
household donations.
Speaking about the significance of the study, Swati Shresth, Research Director, Centre for Social Impact
and Philanthropy, Ashoka University said, “This study serves as an invaluable guide for Policymakers,
Philanthropies, NGOs, Researchers and other stakeholders in the social impact space, empowering them to
efficiently target their interventions, funding activity and appeals to precisely the right audiences, fostering
even greater impact. Notably, compared to the previous iteration, this year’s study shows that Indian
households have shown improvement in overall generosity. This also highlights the potential for further
improving household giving in India through enhanced outreach and communication strategies.”
Professor Somak Raychaudhury, Vice-Chancellor, Ashoka University said, “Fundamentally, Ashoka
University believes in fostering an environment for cutting-edge research projects and cross-institutional
collaborations that have a positive impact on our society, in areas ranging from developing novel therapies
for diseases to nurturing the social impact ecosystem. CSIP’s work, and this study, works to address an
important lacuna in the giving ecosystem, that is, reliable macro data that can effectively guide the decision-
making processes of leaders in this space”.
For this study, interviews were conducted with a panel consisting of approximately 81,000 households across
18 states. These interviews offered insights into giving patterns across different geographical regions and
socio-economic groups.
Ashoka Reflections | Page 06
Panel discussion on Emerging Faces of ‘Non-cash Giving’ between Abira Pathak (Country Lead, change.org), Dr
Prahalathan KK (Co-founder, Bhumi) and Puja Marwaha (CEO, CRY). The session was moderated by Priyanka Dutt,
Chief Advisor, India Hub, Giving Tuesday
Read the reports here
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