How donations enrich our lives: Happiness through generosity

Result
Tense economic times are having an impact on the donation behaviour of German citizens. In 2023, the volume of donations in Germany fell to around five billion euros - a decrease of 12 per cent compared to the previous year. At present, almost one in two people say they would donate less to others if they had financial difficulties. Childless couples in particular see savings potential here, while the figure is lower among young adults and singles.

Reasons
In addition to financial restrictions, scepticism and a lack of trust in organisations also influence the willingness to donate. Many citizens are unsure whether their donations actually reach where they are needed and whether they make a difference at all. A lack of transparency and doubts about the efficiency of some aid organisations contribute to this reluctance. In addition, there is often a lack of personal connection to the projects supported - a factor that can have a significant impact on donation behaviour. Finally, it has been shown that the willingness to donate also decreases when the perception of an acute need is lacking or awareness of urgent social concerns is dwindling.

Forecast
In future, the willingness to donate will remain closely linked to the economic situation and trust in charitable organisations. If the financial situation of households stabilises, the willingness to donate will also increase. Charitable organisations must also strengthen their reputation even more than before through transparent reporting and targeted campaigns in order to gain the trust of donors. A look at international examples shows how a deeply rooted donation culture, such as exists in the USA and the UK, can stabilise the willingness to support charitable causes in the long term. Accordingly, new approaches to promote the willingness to donate should also be initiated in Germany and appeals to conscience should be avoided.