Released by Ampersand Advisory and InsightZClub, the study explores how charitable habits in Malaysia are evolving amid increasing digitalisation, cultural expectations, and a stabilising economic climate.
The report comes at a critical time, as charitable organisations compete for trust in an increasingly crowded digital landscape, while donors grow more selective in their giving.
Findings show a mix of optimism and challenges: while 100% of respondents reported donating within the past 12 months, only 37% have donated digitally – highlighting a significant opportunity for modern platforms and NGOs. Offline donation methods and in-person canvassing remain important.
“This report is timely because the entire charitable ecosystem is in flux,” said Sandeep Joseph, CEO and founder of Ampersand Advisory.
“Malaysians are extremely generous, but the way they give – and the emotional triggers behind their decisions – are evolving fast.
“Platforms and charities need to understand these shifts so they can engage people in ways that feel meaningful, not transactional,” Sandeep added.
Authored by Kunal Sinha, chief knowledge officer at Ampersand Advisory, the study combines quantitative data with cultural and behavioural insights.
It found that 82% of Malaysians planned to donate during Ramadan 2026, typically within the RM200–RM500 range. However, many respondents expressed uncertainty about the impact of their contributions, as well as concerns about trust and transparency.
“What struck me most is the emotional tension Malaysians carry around giving,” said Kunal.
“People want to help, but many feel overwhelmed, sceptical, or exhausted by constant requests. Charity needs to feel uplifting again – rooted in trust, clarity, and shared values.
“This report shines a light on what those pathways look like.”
Why the report matters now:
- 100% of respondents donated in the past year, though trust and clarity remain key barriers to increasing contributions.
- 82% intended to give during Ramadan and Raya 2026, signalling a peak period for charitable impact.
- Only 37% have donated online, indicating strong growth potential for digital platforms, e-wallets, and marketplaces.
- Median donation amounts cluster between RM200 and RM500, providing guidance for fundraising strategies.
- Younger Malaysians are willing to give but expect transparency and seamless digital experiences.
Key themes in the report:
- Cultural, economic, and religious drivers of generosity.
- Recent donation behaviours and patterns across Malaysia.
- Ramadan 2026 intentions and emotional motivations.
- Strategic recommendations for charities, NGOs, and digital platforms.
The report concludes that while Malaysians remain highly generous, sustained giving depends on building trust, improving transparency, and offering simple, reliable ways to donate.
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