A Cross-Cultural Examination of Philanthropic Trends Amid Unprecedented Times

A postdoctoral researcher at Wits wanted to understand how COVID‑19 changed giving, volunteerism and environmental consciousness across culturally distinct markets (Kenya, USA, Egypt, South Africa). Key challenges were digital accessibility disparities across markets (threatening representativeness), capturing cross‑cultural nuances without imposing external perspectives, and ensuring the reliability of the online survey technology (avoiding downtime or platform glitches). The stakes were high: robust, representative cross‑country data were needed to produce valid academic findings and to inform policy/organisational responses to shifting philanthropic behaviours.

TGM Research supplied a national‑representative sample (sample‑only service) and managed multi‑country online data collection across Kenya, USA, Egypt and South Africa. The team used their online panel and sampling capabilities, applied tailored strategies to mitigate digital access gaps, and implemented rigorous testing, contingency planning and rapid resolution procedures to safeguard platform reliability. They also applied culturally sensitive survey procedures to better capture local norms and motivations.

TGM successfully delivered:

1. A nationally representative sample of 1,150 respondents across 4 countries
2. High-quality, comparable data across culturally diverse markets
3. Actionable insights into philanthropic behaviors and social attitudes during the COVID-19 period
4. A strong foundation for cross-country analysis and academic research
5. On-time project execution while maintaining data quality standards across all markets