Why are Koreans not receptive to fundraising?

Koreans prefer giving to church to joining charity fundraising

By Cathy Rose A. Garcia

The iconic Love bracelet from Cartier is a favorite among couples, but in recent years, it has also become a symbol of charity.

Last June, Cartier Korea organized Love Day ― where a percentage of the proceeds from the sale of the charity Love bracelets went to the International Vaccine Institute (IVI). Wealthy shoppers bought the simple but pricey Love bracelets, with little guilt at the knowledge they were donating to a good cause at the same time.

IVI is a Seoul-based international organization that conducts research as well as creates and deploys vaccines to protect children in developing countries from infectious diseases.

The late fashion designer Andre Kim was also a supporter of IVI. His last fashion show earlier this year featured Mr. World contestants modeling his creations for a charity fundraiser to benefit IVI.

Sohn Mi-hyang is in charge of fundraising at IVI, which is one of the leading examples of how to successfully tap into companies’ sense of charity. The Institute has raised nearly $2 million from special fundraising events, such as charity golf tournaments, corporate fundraising and other functions.

Many local and international companies such as Amway Korea, LG Electronics, Hyundai Engineering & Construction, SK Telecom and Korean Air have made donations to IVI. But a select group of donors were formed and named the Giving Club for having continually made donations of at least $10,000 a year.

``We developed a Giving Club for the companies that support IVI. These companies give the core funds raised from their charity events, whether fashion shows or bazaars that are staffed by their volunteers,’’ Sohn said.

The Giving Club includes Cartier Korea, Lee Kyung Min Foret, Smile Future Dental Clinic, WoojungInsmall and Orbis International Fashion.

Sohn considers herself not primarily as a fundraiser but as a ``friend raiser,’’ as she taps her network of contacts in business, fashion, retail and other industries.

``I realized my job as a fundraiser is like building a network of friends... My job is to make them fall in love with IVI, but also to respect them. This kind of respectful attitude is important in work. If I approach people with a warm heart, they will be touched by my actions and also by IVI,’’ she said.

Since IVI is the beneficiary, Sohn allows corporate donors to conceptualize and execute their own fundraising activities, as long as it follows the mission and role of IVI.

``It's hard but I enjoy the challenge (of fundraising)... More than the money, it is the time, volunteer staff, resources and reputation building that come with fundraising activities that are also very important. Fundraising is not just money collection, but you are a steward for the money to be used in a right way,’’ she said.

Women power

The Seoul International Women’s Association (SIWA), an organization made up of some 400 women from 40 countries, organizes various activities for networking, tours, and fundraising. But it is most famous for its annual charity bazaar that it holds with the diplomatic community. The bazaar features an array of food, wine, clothing, handicraft and other items from different countries.

Lily Joenoes van Bunnik, SIWA president, said all the proceeds from the bazaar are given to various charities in Korea, such as orphanages, nursing homes, handicapped people’s homes and study rooms for disadvantaged children.

``We give all the money we receive to charities throughout Korea. Our welfare committee consists of 20 volunteers, both international and Korean, who regularly visit charities throughout Korea... The main purpose of our Welfare committee is to disburse the funds we raised from the bazaar. This is why people are excited to help because they know where the money goes,’’ van Bunnik said, in an email interview with The Korea Times.

Last year, 4,000 people attended the bazaar and a total of 197 million won was raised, including funds from sponsors and proceeds from the silent auction, lucky draw, booth rentals and embassies’ sale of products.

This year’s bazaar will be held on Nov. 30 at the Grand Hilton, Seoul. ``This year, we expect the same number of people. They will be able to buy specially imported products and food. In the food festival area, people can eat satay from Indonesia, crepes from Russia and humus from Israel. All the proceeds from selling the products and food will be given to SIWA,’’ she said.

But even a successful case like SIWA’s bazaar can face some challenges.

``Koreans are more comfortable to give to church or people that they know or are affiliated with. By providing a tangible or direct benefit, people share and volunteer. People need to get some kind of acceptance or acknowledgement of the good things that they do,’’ van Bunnik said.

Challenges in fundraising

Behind these high-profile events, there are many challenges, especially for small non-government organizations (NGOs) that are not used to fundraising events.

Kelly Frances, an event planner who has organized various fundraising events for animal welfare charities in Seoul, said she has not seen many Korean NGOs organizing their own fundraising activities.

``I think Koreans don’t generally have a fundraising culture. It’s not part of their culture... Most Korean NGOs, when I ask them if they would like to join an event, almost have never done their own fundraiser before. They usually have a hard time organizing one, so it’s not too common,’’ she said.

Frances once worked on a project where the beneficiary charity did not have any experience in fundraising, and did not even have a logo.

There are many difficulties in organizing fundraising events, especially when it comes to securing a venue for the event. Some restaurants and bars are reluctant to donate their space for the fundraiser.

``One place in Apgujeong wanted to charge me 6 million won. It is always an event planner’s challenge in fundraising, to have performers, prizes, promote the event and get the right figures to make sure you don’t end up with just $50,’’ she said.

The expatriate community is seen as setting an example for the Koreans when it comes to charity fundraising. Frances noted most Koreans do not seem receptive to the idea of fundraising.

``In my experience, Korea has generally been the least receptive to fundraising. It doesn’t seem to make sense to them. They believe that this is your behavior, you should take responsibility. They prefer giving to their churches,’’ she added.