Culture influences donation behavior - These are the country differences
the donation behavior of people on digital crowdfunding platforms is analyzed. It became evident that cultural norms and values have a strong impact on the motivation to give. Learn about the role of factors such as power distance, uncertainty avoidance, and collectivism in fundraising.
The Importance of Culture for Donation Behavior
The cultural dimensions applied in the study were defined by the Dutch cultural scientist and social psychologist Geert Hofstede. They provide an explanation for why people in different countries respond so differently to charitable appeals.
Dimension 1: Collectivism vs. Individualism
Collectivist cultures emphasize the importance of community and social responsibility. Donations and charity are seen as a societal obligation. Social ties and values such as family, solidarity, friendship, and willingness to help play a crucial role. Community-oriented fundraising campaigns are particularly successful here.
Countries with strong collectivist influences include:
- Portugal
- Spain
- Greece
- Italy (especially the south)
- Poland
- Romania
- Bulgaria
Individualistic cultures highly value personal autonomy. Key values include personal freedom, independence, prestige, and self-fulfillment. People in these cultures are more likely to donate when they see a personal benefit, such as an increase in prestige, tax advantages, or the fulfillment of their own values.
Countries with strong individualistic influences include:
- Germany
- United Kingdom
- Switzerland
- Netherlands
- Scandinavian countries
Of course, there are also hybrid forms—countries where both orientations are strongly present. French culture, for example, places great value on individualism in the professional context, while family and social networks remain very important in personal life. Austria also exhibits a cultural mix: moderate individualism is combined with an emphasis on social responsibility and community, particularly in rural areas.
Dimension 2: Power Distance
Power distance describes the extent to which a society accepts unequal power relations. In cultures with high power distance, hierarchical structures and social ranks are strongly pronounced. People tend to show greater respect for authority figures and societal norms. Regarding donation behavior, this means that people are more likely to engage in charitable giving when it provides social and reputational benefits. The main motivation here is to enhance social status. Hierarchy thus becomes an incentive, as donations can positively influence one’s standing in society.
Countries with high power distance:
- Italy
- Spain
- Greece
- Portugal
- Poland
- Russia
Low power distance means that people prefer flat hierarchies. Values such as equality and participation are highly valued. It is often expected that authority figures are accessible and that everyone is respected regardless of their position. In fundraising, transparency, equal treatment, and communication on an equal footing are essential. Evidence-based reports and figures are more trusted than statements from influential personalities.
Countries with low power distance:
- Scandinavian countries
- Germany
- Netherlands
- Austria
- Switzerland
Compared to Asia or Latin America, which often have high power distance, European countries generally rank lower on this scale. However, there are also differences within Europe. Countries with higher power distance tend to place more value on social status and prestige. Involving respected individuals in fundraising efforts can be beneficial, as trust in authorities is higher.
Countries with higher power distance:
- France
- Italy
- Poland
- Spain
- Portugal
- Russia
Dimension 3: Uncertainty Avoidance
Uncertainty avoidance describes the extent to which people feel uncomfortable with uncertainty or ambiguity and try to minimize risks. In societies with high uncertainty avoidance, there is often a preference for structure, clear rules, and predictability. People in such cultures prefer established and trustworthy systems.
Regarding donation behavior, this means that individuals tend to be more cautious when making digital donations and pay greater attention to the security of the platform. They need to be sure that the funds will actually reach the intended purpose. Therefore, transparent information, reports on past successes, and a high level of data protection are crucial.
Countries with high uncertainty avoidance:
- Greece
- Portugal
- Italy
- Belgium
- France
- Spain
- Austria
- Germany
- Switzerland
Cultures with low uncertainty avoidance are generally more open to new and less established methods. People are more willing to take risks and are more experimental. Innovative and unconventional fundraising projects tend to gain more support in these societies.
Countries with low uncertainty avoidance:
- Sweden
- Denmark
- United Kingdom
- Ireland
- Norway
Regional Differences in Donation Behavior
Southern Europe: Community and Emotional Bonds
In countries such as Spain, Portugal, and Italy, close social ties to family and community play a central role. Donations are often made to support people they know or local organizations, and emotional appeals are particularly effective.
Northern Europe: Trust in Systems and Social Security
Scandinavian countries such as Sweden, Norway, and Denmark have a strong welfare state system. People here frequently donate to international or environmental causes, as they perceive the well-being of their own population to be securely covered by the state.
Eastern Europe: Tradition and Religious Values
In countries such as Poland, Romania, and Bulgaria, religious values play a major role in donation behavior. People often donate to church-based organizations, and charity is deeply connected to faith and traditions.
Germany and Austria: Structured Giving
Germans and Austrians prefer planned, strategic giving. Transparency, tax benefits, and long-term commitments are more important than spontaneous donations. Campaigns with detailed information and success reports have a significantly higher chance of success in these countries.
Culture as a Key to Understanding Donation Behavior
Donation behavior is not universal but is strongly influenced by cultural factors. Those who want to create successful international fundraising campaigns must consider the cultural values of their target audiences. Only through a deep understanding of these cultural differences can donation appeals be effectively tailored and optimized.
The study’s findings suggest that it is beneficial to adapt marketing strategies to each culture.
- In collectivist societies, the benefit to the community should be emphasized.
- In high power distance cultures, social status and hierarchy should be highlighted.
- To build trust in high uncertainty avoidance cultures, NGOs should focus on transparency and security.
A culture-specific donation appeal can significantly increase success rates. Knowing your audience allows you to build trust strategically and communicate the right messages effectively.
