Why did the youth donate to causes related to COVID-19?

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Abstract

Empirical Concern
This paper analyzes youth’s donation behaviors during the COVID-19 pandemic from the perspective of symbolic interactionism. Intriguingly, during the COVID-19 disaster in Japan, a paradox unfolded where youth who would presumably be in the position to receive help emerged as active donors. Looking at the percentage of those who provided financial contributions during the challenging times by generations, it turned out that youth in their 20s donated at a higher rate: 38.3%. This was higher than older generations with 24.81% among those in their 40s and 11.24% in their 70s (Japan Fundraising Association, 2021). Unraveling this puzzle will lead to a better understanding of the youth population and the donor behaviors in such a public health emergency of international concern (WHO, 2020).

Literature Review
Existing studies have discussed factors influencing donation such as age, gender, education, and occupation (Son et al., 2021). However, these factors do not help us to comprehensively understand youth donation behaviors observed in Japan during the COVID-19 pandemic. A 20-year-old donor would belong to a younger age group, most likely unmarried, with lower educational attainment, no stable occupation or higher income, and having less need for tax credits. Such a person does not fit the donor characteristics identified in previous studies (Mesch et al., 2006; Kumar and Chakrabarti, 2023; Bekkers and Wiepking, 2011b).

Therefore, this study takes the symbolic interactionism theory to explain the youth donation behavior by emphasizing the donation's intricate interaction process. Blumer (1969) pointed out that human beings constantly interact in society and need to size up their situation to figure out how to adapt to change (p. 64). When applied to donation behaviors for COVID-19 related causes, one can interpret that donors interacted with society over a sustained period, constantly interpreting and defining their respective situations, noticing and interpreting the behaviors of others and ultimately deciding to donate. This theoretical lens could provide deeper insights into donation behaviors.

Methodology
This paper takes on an interpretive perspective. Semi-structured interviews are conducted with youth who donated to causes related to the COVID-19 pandemic. Obtained data are analyzed using the Grounded Theory Approach (Corbin and Strauss, 2015). Explained from the perspective of symbolic interactionism will be how youth who donated for COVID-19 causes perceived the society and why they donated.

Expected Findings
Drawn will be implications on why youths donated to COVID-19-related causes. As of October 2023, interviews are being planned and maximum of 30 interviews are to be completed by the end of February. As a preliminary finding, I have identified the influence of SNS. The symbols and narratives related to COVID-19 causes, including posts, stories, and videos that the youth encountered on SNSs, had resonated with their values and identities. Through their interactions and interpretations, they assigned significance to donation causes. Their donations were symbolic acts through which they expressed their commitment to the causes and connection to their world. The study will also provide a symbolic interactionist perspective to analyzing donation behaviors and inform fundraising strategies aimed at youths.

References

1. Bekkers, R., & Wiepking, P. (2011b). Who gives? A literature review of predictors of charitable giving part one – Religion, education, age, and socialization. Voluntary Sector Review, 2(3), 337–365. https://doi.org/10.1332/204080511X6087712
2. Blumer, H. (1969). Symbolic interactionism: Perspective and methods. Englewood Cliffs, NJ: Prentice Hall.
3. Corbin, J., & Strauss, A. (2015). Basics of Qualitative Research. Thousand Oaks, CA: Sage.
4. Janpan Fundrasing Assacition. (2021). Giving Japan 2021. JFRA. pp. 66-67.
5. Kumar, A., & Chakrabarti, S. (2023). Charity Donor Behavior: A Systematic Literature Review and Research Agenda. Journal of Nonprofit & Public Sector Marketing, 35(1), 1-46. https://doi.org/10.1080/10495142.2021.1905134
6. Mesch, D. J., Rooney, P. M., Steinberg, K. S., & Denton, B. (2006). The effect of race, gender, and marital status on giving and volunteering in Indiana. Nonprofit and Voluntary Sector Quarterly, 35(4), 565–587. https://doi.org/10.1177/0899764006288288
7. Son, S.-c., Bae, J., & Kim, K. H. (2021). The effect of perceived agility on intention to reuse Omni-channel: Focused on mediating effect of integration quality of Omni-channel. Journal of Global Fashion Marketing, 12(4), 375-389.
8. World Health Organization. (2020). Statement on the second meeting of the International Health Regulations (2005) Emergency Committee regarding the outbreak of novel coronavirus (2019-nCoV) [ER/OL]. Retrieved from https://www.who.int/news/item/30-01-2020-statement-on-the-second-meeting-of-the-international-health-regulations-(2005)-emergency-committee-regarding-the-outbreak-of-novel-coronavirus-(2019-ncov)

Author

• Shengyuan Xu, Tohoku University