72% cited identification with the cause of the NGO as the main motivation to make donations. Another is knowing the purpose of the donated money (28%)

The main barriers include not knowing how to make donations (25%), lack of identification with NGOs (25%), and lack of trust (16.7%).

56% follow the activities of the NGOs to which they make donations, usually via social media (Instagram and Facebook, both with 32%) or NGO websites.

5.3 What we discovered

• People value transparency and stories of impact;

• People are interested in knowing the destination of their money;

• Many people donate but do not follow the progress of NGOs;

• Identifying with the cause defended by the NGO is a very important motive, as much as people saying they make/made donations;

• Ease in the donation format: Many people highlighted the importance of a simple and fast donation process.

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The results showed the need for Instituto Bushido to work more on loyalty and transparency strategies, while updating their communication and online channels. This way, they could increase donation frequency and attract a new audience.

5.4 Challenge in data collection

After quantitative research, new questions arose that needed to be explored:

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• For those who did not donate due to lack of interest, how could we discover what could generate a desire, or if it simply wouldn't be possible to engage them?

• For those who never considered donating, but showed interest in learning more, how could we understand the most effective way to present information and engage them?

• For those who mentioned being approached by volunteers, what would a deeper understanding of that experience be like?

• For those who donate to an NGO, what was the process to make that decision? Was it a donation to a local NGO, for example? And what are the motives that drove that attitude?

• Why do people follow the NGO or motive for which they donate, but don't follow the status of NGOs, or application of their donations?

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In the questionnaire, we asked for respondents' contact information to clarify doubts and explore their responses in depth through questions sent via social networks. As we were able to speak with only two of the twelve people we contacted, we consider that this phase would not be carried out at this time but could be resumed in the future, in conjunction with research focused on companies, to achieve more consistent results.

6. Solution generation and prioritizations

After analyzing research results and donor behaviors, we sought to identify strategies to make Bushido more attractive and engaging for donors.

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How might we encourage more people to donate to Bushido?

• Active social media with many photos;

• Easy-to-navigate website;

• Testimonials from people served by the project;

• Videos on the site showing testimonials and how classrooms work;

• Telling the history of the NGO, demonstrating quality and credibility.

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How might we make Bushido more attractive to individual donors?

• Offering diverse, different, and easy ways to donate: PIX, PayPal, donation of food, etc.;

• Providing an address for delivery of food and other items that can be received by the NGO;

• Making transparency reports easy to find;

• Creating a newsletter with information on what is happening at Bushido.

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Based on this exercise, prioritizing what is possible to do and important at this moment for Bushido, the changes we made were:

• Provide diverse, different, and easy ways to donate: PIX, PayPal, donation of food, bank deposit, etc.;

• Provide an address for delivery of food and other items that can be received by the NGO;

• Beautiful and easy-to-navigate website;

• Testimonials on the website in text;

• Add information about social media, redirecting to them;

• Section with documents that demonstrate transparency;

• Telling the history of the NGO, demonstrating quality and credibility.

7. Result