Cross-cultural Perspectives on Cultivating a Culture of Giving as viewed from Japan

1. Cross-cultural Perspectives on Cultivating a Culture of Givingas viewed from Japan Paul Tsuchido SHEW, Ph.D.

2. Outline Understanding the Culture of Giving in a Cultural Context The Fundraising Context in Japan Fundraising in Japan’s Christian Higher Education Cultivating Culture in our Schools

3. Part ONE Understanding the Culture of Giving in a Cultural Context:the Case of Japan

4. Nonprofit Revenue Sourcesin Japan

5. Charitable Giving as % of GDP

6. Giving Money • Volunteering Time • Helping a stranger

8. Is philanthropy dead in Japan?

9. Understanding the Culture of Giving in Japan • Giving in Japanese Culture • Cash gifts for children at the New Year (otoshidama) • Cash gifts at weddings and funerals • Seasonal gift exchanges • in summer (chugen) and New Year (seibo) • Gift-giving (omiyage) culture • With an expectation of something in return (okaeshi)

10. Giving as a Social Obligation • Giving as a social or relationalobligation • Motivated by duty (giri) • Motivated by indebtedness (on) • Japanese Buddhist concept of charity is limited • Fundraising is most successful for natural disasters or humanitarian crises • Generous donations for domestic & international needs

11. Japan has a culture of generosity,but is uncomfortable with fundraising

12. How is your culture generous?How can you tap into that generosity?

13. Part TWO The Fundraising Contextin Japan:The social and economic context that shapes fundraising

14. Taxes and Charitable Contributions • Individual income tax deductions on charitable contributions are minimal • Only relatively few organizations qualify (recently changing) • Of approximate 40,000 NPOs, only about 120 are recognized by the National Tax Agency. • Most workers file taxes through their employers, so it is difficult to claim a deduction for charitable contributions • Donations to accredited schools can qualify • But separate approval by National Tax Agency is required

15. Changes in the Tax Laws ShigeakiHinohara, Christian doctor who advocated tax reform Christians were influential in advocating for the liberalization ofincome tax deductions

16. Taxes and Charitable Contributions • Individual’sincome tax deductions are restrictive • Restrictions on organizations • Deduction restricted to less than 40% of contribution • Example: (¥100,000 gift - ¥2,000) x 40% = ¥39,200 deductionSo with ¥7,000,000 income, result is only ¥5400 tax benefit • Deduction limit up to 25% of income • Corporation’s income tax deductions are moreliberal • Wider variety of organizations recognized • Higher deduction limit • Tax benefit for corporate gifts. Less for individuals.

17. Comparison of Non-Profit Revenue Sources

18. Individual vs. Corporate GivingComparison

19. The Challenges and Opportunities • Weak giving patterns for non-profit organizations including higher education • Fundraising is relatively new idea • Fundraising as a career almost does not exist • Many Japanese are uncomfortable with fundraising • Some resent giving as a social obligation • Confluence of obligation and generosity • Strong support for school from alumni and parents

20. Where does charitable funding come from in your country?What are the challenges in your culture?How can you overcome them?What are the opportunities?

21. Part THREE Fundraising in Japan’s Christian Higher Education Focusing especially on Aoyama Gakuin

22. Cultivating a Fundraising Culture in Higher Education • Western and especially American influence is important regarding fundraising • Fundraising activities have become the norm for Japanese schools • Capital campaigns • Student scholarships • Special projects • Major universities in Japan have endowments, but still small • Fundraising is part of broader effort to engage alumni

23. Fundraising Activities at Aoyama Gakuin • Fundraising Office • Not run by career professionals, but general staff • Focus more on accounting than solicitation • Grant writing for corporate donors • Multiple Fundraising campaigns • Capital campaigns • Student scholarships • Support organizations • Separate committees organized for capital campaigns

24. Fundraising Approaches • Passive – Provide information and opportunity without being pushy • Non-personal for most donations • Personal relationships in Japan connect with social obligations, which make fundraising uncomfortable. • Target individuals • Primarily 1) alumni 2) employees 3) parents • Target corporations • Especially companies of alumni

25. Capital Campaign DonationsHonda Memorial International Conference Hall Building Fund $516,000 $24,000 $1,854,000

26. Number of Donors Honda Memorial International Conference Hall Building Fund

27. Student Scholarship DonationsFiscal 2012 $375,500 $235,000 $45,600

28. Great East Japan Disaster Victim Student Support Fund • Over ¥100,000,000 raised in one year from employees • Supports students who lost a family member or home in the earthquake, tsunami or nuclear disaster • Donations primarily from faculty and staff • Arranged for employees to deduct donations from salary

29. Institutional Loyaltyand Alumni Contributions Only small percentage of alumni are active. But we engage those with interest. • Alumni are very important • Student recruitment • Help with sports teams and extra-curricular activities • Cheer our sports teams • Donate • Alumni association is very important • Independent fund raising efforts and office • Public Relations Office connects with alumni

30. How do laws in your country influence fundraising?Who can give to your school?Who are your targets for fundraising? (Alumni? Parents? Corporations? Employees?...)What are your opportunities for fundraising?(Student scholarships? Special events? Sports teams?)

31. Part FOUR Cultivating Culture:Creating Methodist Culture in Methodist Schools

32. Celebrating a Heritage of Giving • Aoyama Gakuin was founded by the Methodist church through many generous donors • Continues to celebrate our heritage of generosity • Observe founding anniversary of school (worship) • Recognize and remember significant patrons • Celebrate alumni who donated to the school

33. Celebrating a Heritage of Giving 出来る限り設けよう。 出来る限り蓄えよう。 出来る限り与えよう。 Gain all you can. Save all you can. Give all you can. - John Wesley

34. Christian Ethos and Giving • School motto: “Salt of the Earth, Light of the World” • Providing education not solely for individual benefit, but to benefit the world as salt and light. • Campus ministry program includes emphasis on charity. • Required courses on Christianity include history of the school and importance of giving in our heritage. • Cultivating a culture of generosity among our alumni starts with our current students.

35. “From everyone who has been given much, much will be demanded; and from the one who has been entrusted with much, much more will be asked.” Luke 12:48

36. Cultivating a Culture of GenerosityMethodist Ethos and Identity To cultivate generous alumni, you need life-changing education. • Methodist values • Faith and Spiritual Formation • Justice and Social Holiness • Service • Accessibility: Educating all • Emphasis on Reason, Academic Freedom, and Tolerance • Generosity

37. Cultivating a Culture of GenerosityCultural Leaders • Leaders of Cultural Change • Board members • President, Chancellor, Principals, Deans and administrators • Chaplains • Influential Agents of Cultural Change • Faculty • Staff • Alumni

38. What can you do to cultivate a Culture of Generosity in your school?What can you do to cultivate Methodist Culture and Values in your school?

39. Thank you.