What the World Giving Index 2024 Means for Humanitarians

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Hey fellow humanitarian leader,

If you need a little optimism in these difficult times, the newly released World Giving Index 2024 from the Charities Aid Foundation (CAF) is there to help you. The annual report tracks generosity across the globe, measuring how many people are giving money, volunteering time, or simply lending a hand to strangers.

This year’s results? Encouraging, surprising, and—most importantly—helpful for humanitarians like us.

The World’s Generosity in Numbers

In 2023, 73% of adults—approximately 4.3 billion people—engaged in some form of giving behavior globally.

This matches the record highs observed during the pandemic, suggesting that, despite economic uncertainty, acts of kindness remain a fundamental part of human nature.

Among the standout findings:

• Indonesia remains the world’s most generous country (for the seventh consecutive year!). Nearly 90% of Indonesians donated money, and 65% volunteered their time. If generosity were an Olympic sport, Indonesia would take home the gold.

• Singapore made an impressive jump, climbing 19 places to become the third-most generous nation. The reason? A mix of tax incentives, corporate giving schemes, and a strong push for community philanthropy.

• Greece saw the most significant increase in generosity, jumping 15 points. A significant driver? More people are helping strangers—proving that community spirit is alive and well.

• Morocco’s giving skyrocketed after the September 2023 earthquakes, with monetary donations increasing by 800% and volunteerism rates doubling. It’s a stark reminder that generosity often peaks in times of crisis.

• The UK continues its downward trend, slipping to 22nd—its lowest ranking in years.

What This Means for Humanitarians

This data is interesting but also a roadmap for strengthening the culture of giving in the humanitarian sector. Here’s how we can turn these insights into action:

1. Partner with governments to incentivize giving. Singapore’s leap in the rankings proves that smart policies make a difference. If tax breaks and employer-matching schemes work for corporate giving, imagine what similar incentives could do for grassroots humanitarian action.

2. Build community engagement strategies that tap into local generosity. The rise in Greece’s score tells us that when people see the impact of their contributions, they’re more likely to get involved. We must design programs that make giving feel personal, immediate, and rewarding.

3. Harness the ‘crisis effect.’ Morocco’s numbers show that people step up when disaster strikes. But how do we sustain that momentum beyond emergencies? One strategy: turn one-time donors into long-term supporters by keeping them engaged before the next crisis hits.

4. Reignite giving cultures in countries where generosity is waning. The UK’s decline isn’t inevitable—it’s a challenge. Can we rethink how we communicate impact to audiences who may feel fatigued by constant crisis appeals? Let’s experiment with fresh storytelling, new platforms, and innovative giving models.

5. Make philanthropy more inclusive. Giving shouldn’t be a privilege—it should be an accessible, universal practice. How can we remove barriers to participation, particularly in communities with fewer financial resources? Be it through micro-donations, skill-based volunteering, or mutual aid networks, we need to ensure everyone can contribute.

The Takeaway? Generosity is Thriving—Let’s Build on It

The data is clear, people want to help. Our job is to make it easier, more impactful, and more sustainable.

So, let’s take a page from Indonesia’s book and aim for gold in humanitarian generosity. Who knows—next year, we might be reading about how our own efforts helped turn the tide in giving trends.

Thanks for reading this far, and sorry if you did not find this helpful,
Luca

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