http://ejewishphilanthropy.com/fostering-a-culture-of-philanthropic-giving-in-israel-part-ii-micro-donations/?utm_source=Wed+Dec+25&utm_campaign=Wed+Dec+25&utm_medium=email
[This is the second segment of an article on fostering a culture of philanthropic giving in Israel. Part one of the article, which focuses on organizations and initiatives that promote organized and strategic giving by Israeli philanthropists, can be found here. These articles are part of a series on Israeli philanthropy.]
by Frayda Leibtag
In 2006, Sammy and Aviva Ofer withdrew a proposed $20 million donation to the Tel Aviv Museum of Art after other donors and many members of the Israeli public vociferously objected to renaming the museum for them. Following the public campaign against renaming the museum, the couple placed advertisements in local Israeli newspapers with the headline, “Excuse us for wanting to make a donation.”
Seven years later, public perceptions and expectations of philanthropy seem to be changing. Part of this transformation may be attributed to efforts to extend the world of giving beyond the purview of Israeli’s affluent elite. Organizations such as Keren Baktana, Takdim, IsraelGives and Igul Letova (“Round-Up Israel”) offer different models of micro-donation that share the common objective of promoting a national culture and ethos of giving and making philanthropy accessible to the Israeli public at large.
On December 31, 2013, IsraelGives will be launching GivingTuesday Israel, a national campaign that aims to set the record for the biggest day of online donations in Israeli history. The campaign is part of a larger effort taking place across Israel to encourage the Israeli public to open up their wallets and give. Initially conceptualized by New York’s 92nd Street Y in 2012, GivingTuesday has evolved into an international campaign to encourage philanthropy on a small scale. Recognizing that the cultures of giving in the United States and Israel are very different, the organizers of GivingTuesday Israel are partnering with companies and philanthropists to create incentives that will encourage Israelis to contribute. They are also promoting awareness about the donation tax-credit in Israel that only 10 percent of Israelis are currently taking advantage of. In 2009, Israelis donated NIS 10.5 billion to nonprofits, but only NIS 1 billion was reported for tax-deduction purposes (about 10 percent of all donations). Nearly 50 percent of the claims came from companies and businesses. According to GivingTuesday Israel, 95 percent of Israelis that make donations to recognized public charitable institutions are not taking advantage of the deduction that they are eligible for, a loss that adds up to billions of shekels every year.