CATEGORICAL TRENDS
DONATIONS
In the world, 80% of donations are still raised offline. However, a research report stated that in India specifically, 20% of giving will be online in two years and 50% in the next 10 years. These trends support the Jiti Foundation wanting to boost their online presence and online donations. Two-thirds of respondents in a survey indicated that Indian NGO’s are “not very well equipped” to take advantage of digital platforms to raise funds. The Jiti Foundation hopes to change attitudes and become the best equipped foundation. In the US,, 56% of people are said to donate some amount of money during their life. The Indian philanthropy market has matured over the years and funds contributed by individual philanthropists is on the rise and growing faster than funds coming from foreign sources and corporate social responsibility.
WOMEN'S EMPOWERMENT
The empowerment of women is understood to be a growing global movement and a burning issue around the world, especially in India. The Jiti Foundation supports the empowerment of women in India by staffing its clinics with young women in Uttar Pradesh, India’s poorest state. Employment of women in the organized sector is less than 8% in India. With the labor force participation rate at 26.8% for women in India, the Jiti Foundation challenges this number by creating a workplace for those young women.
By empowering women, there will be an increase in skill development that can help enrich the role of women in Indian society and enhance the quality of work in which they are engaged. Indian nonprofits targeted at women’s empowerment, like the Jiti Foundation, helps to catalyze the process of creating a more equal society for women and men in India.
DONOR BEHAVIOR
It is important to understanding the mindset of today’s philanthropic donor before reaching our insight. Bain & Company’’s 2018 India Philanthropy Report reveals categorical trends about the mindset of donors who give to philanthropic causes in India through a series of in-depth-interviews. The key takeaway from this report that is most relevant to the Jiti foundation is that donors desire to “go beyond a funding-only role” and want to become “an active and collaborative investor” in the organizations they support. Additionally, 80% of donors interviewed engaged in activities that amplify the impact of their gifts “beyond contributing funds”.
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According to the Millennial Impact Report (2017), Millennials define a cause as “more solution-oriented than just picking out the problem” and one of the most important causes Millennials invest their time and effort in are improving other people’s quality of life. However, Millennials do not consistently make monetary contributions to non-profits. This is due in part to the fact that Millennials are often strapped for extra cash and are constantly finding ways to reduce their spending. In fact, 47% of Millennials prefer to donate their time and only 16% prefer to just give money. Within the past year 63% of Millennials volunteered for non-profits. Overall, Millennials would rather donate their time and see tangible and immediate impacts of their efforts rather than passively sending money to an organization.