Bringing hope to families living in vulnerable situations and combating food insecurity are some of the motivations for those who collaborate with the donation program on the app. iFood, which allows the user to contribute to causes on different fronts. According to the unprecedented “Donor Profile” survey, which FoodTech has just launched, 60% of people who donate through the app do so because of its ease; 43% believe they can make a difference and 35% contribute due to their trust in iFood in directing the donation correctly.
The research also reveals the donor as a person who seeks to act philanthropically in different ways, not just on the app. Regarding the causes of identification and interest, 66% of the interviewees stated that they had the combat social inequality as a priority; 59% on combating food insecurity; and 55% in relation to education. The animal cause appears with 34%, followed by environment and diversity and inclusion (both with 31%).
According to the study, donors are aged 25 to 44, and are distributed mainly in the states of São Paulo (61%); Rio de Janeiro (10%); Minas Gerais (7%); Paraná (5%) and Pernambuco (4%). For 75% in the sample, the scope of the institution is not a decisive factor; 38% prefer to donate to local support institutions; and 7% take into account nationwide institutions.
The selection of entities supported by iFood involves the involvement of consultants and experts in the field of development and social investment. In addition to fighting hunger, with donations that are converted into shares and food, it is possible to contribute to the tree planting and improvements in education.
