Population size: 33.1 million
GDP: USD 337 billion
In 2021, there were two major lockdowns imposed in Malaysia, causing face-to-face fundraising activities to halt for extended periods of time. Coronavirus-driven macroeconomic factors and the country’s worst flooding in years impacted donors’ propensity to give, resulting in steady but low donor acquisition numbers for most of the year. Although the acquisition rate was sedate, our telemarketing campaigns provided Malaysian charities with additional first-time donors.
On the upside, Malaysia’s stable approval rates, coupled with attrition that was constant, helped drive an overall positive donor base growth. Additionally, the average gift value increased from RM57 in 2020 to RM60 in 2021, which directly increased the total donations collected for charities. Donor acquisition also looked to be bouncing back with strong showings in the final months leaving room for some optimism going into 2022.
MYR 216,434,284
USD 51,952,020
MYR 204,515,478
USD 50,671,368
Total donations generated for nonprofit partners.
MYR 188,067,922
USD 46,596,273
The focus of Malaysian charities will be on bouncing back strong with face-to-face acquisition in 2022 as agencies continue scaling up field operations. Charities that heavily rely on single-channel donor recruitment will need to look into channel diversification. Given the possibility of another coronavirus wave, it is critical to consider implementing an omnichannel fundraising model to mitigate the potential impact of face-to-face being halted again.
Moreover, we observed that non-profits that embraced the diversification of donor recruitment channels achieved an overall positive growth despite the difficult year. In sum, strong approval rates and positive macroeconomic indicators point toward a year of recovery for our flagship market.
The focus of Malaysian charities will be on bouncing back strong with face-to-face acquisition in 2022 as agencies continue scaling up field operations. Charities that heavily rely on single-channel donor recruitment will need to look into channel diversification. Given the possibility of another coronavirus wave, it is critical to consider implementing an omnichannel fundraising model to mitigate the potential impact of face-to-face being halted again.
Moreover, we observed that non-profits that embraced the diversification of donor recruitment channels achieved an overall positive growth despite the difficult year. In sum, strong approval rates and positive macroeconomic indicators point toward a year of recovery for our flagship market.
Level 18, Axiata Tower, No. 9 Jalan Stesen Sentral 5, KL Sentral , 50470 Kuala Lumpur, Malaysia.