Donation trends seen through the keywords of the ‘2022 CHERRY Hall of Fame for Sharing’: Communication, donation NFT, walking, steadiness. And this year, the donation activities of Millennials and Gen Z stood out.
<Photo> Donation trends seen through the keywords in ‘2022 CHERRY Hall of Fame of Sharing’ (provided by CHERRY)
On CHERRY Day (December 12), CHERRY, the first blockchain charity platform in Korea, opened the online page of the '2022 CHERRY Hall of Fame for Sharing' and announced the winners. As in last year, outstanding winners were announced in the categories of sharing groups, donation campaigns, individual donors, and CHERRY Partners, and starting this year, a walking donation campaign, Sneakers Day, was newly established. This year's donation trends were derived through the characteristics of each category.
The first keyword is ‘donation NFT’. Community Chest of Korea's donation NFT issuance campaigns were named in both the campaigns with the most donors and the campaigns with the most donations this year. One of the hot keywords this year, NFT and donation met, and a campaign to issue 10 donation NFTs was held in CHERRY, especially among the MZ generation(which means Millennials and Gen Z), who are quick to accept new things.
The second is ‘communication’. Small and medium-sized charitable organizations, which may lack fundraising infrastructure or techniques compared to large organizations, communicated with their donors more often in CHERRY. "In a way, it is natural for NGOs to deliver news of sharing to donors," said Happy People's managing director Jae-Hyeon Cho. "We will deliver more news to donors in the future."
The third is ‘walking donation’. As much as individual donations, corporate participation is very important in fundraising. 'Sneakers Day', CHERRY's walking donation program, can create synergy by meeting the company's willingness to publicize its sharing activities and communicate with consumers and the needs of individual donors who want participatory donation activities. It was a year when 'Sneakers Day' was actively held. Several companies, including Sejong National Arboretum, Incheon Port Authority, and Emart Everyday, walked and donated with their employees and local residents.
The fourth is the ‘MZ generation’. In this year's CHERRY Charity Platform, the donation activities of the MZ generation were more noticeable. Looking at the top 20 in the donation amount and number of donations by individual donors, 50% in the donation amount and 75% in the number of donations are the MZ generation. It was analyzed that the fact that the MZ generation, who is good at online shopping, can choose a donation campaign that suits their interests and donate conveniently from CHERRY, making small donations frequent.
The last is 'steadiness'. CHERRY Partners, a certification program for good companies that practice donations at work, is participating in various types of companies, from large corporations to individual business owners. Lotte Members, which has been steadily conducting a donation campaign to provide health checkups to mothers of childhood cancer patients for three years, won the award in the cumulative amount and number of donations, and The Venti (a store in Seohyun Demonstration Complex), a coffee shop, was also named in the number of donations. This year, the practice of steady donations shined above all else.
CHERRY CEO Lee Sujeong expressed her gratitude to all the charitable organizations, companies, and donors, along with the winners of 2022 CHERRY Hall of Fame for Sharing, and said, “I hopes that CHERRY, creating a transparent and healthy donation culture, will continue to be reborn as a charity platform that people want to participate through concentrating more, planning a way out, and providing more diverse programs, following the trends of this year's the Hall of Fame.” Meanwhile, CHERRY launched the ‘CHERRY Walk’ service last November, where donations can be made just by walking.