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The use of donations can be categorized based on the intended effect that a donation has on the issue that it aims to help. Accordingly, the use of donations is categorized as either donations with intended short-term effects or long-term effects. Donations with intended long-term effects refer to support that is supposed to provide beneficiaries with strategic solutions to their problems, while donations with intended short-term effects aim to address immediate issues in society. 

Trends in Beneficiary Groups in Serbia – 2018-2022 

In previous years, donations directed to individuals and families were most frequent. This trend changed in 2020 when nonprofits became the most active channel of support. Since 2020, the support of the nonprofit sector has gradually increased, reaching 45.2% of all donation instances in 2022.  

Citizens (through mass-individual giving) have consistently been the most prominent donor type, with citizens actively participating since 2015. However, the year 2020 saw a significant increase in corporate sector giving as they focused on mitigating the impact of the pandemic. Nevertheless, in 2021, there was a decrease in corporate sector contributions, continuing the trend observed over the past two years. More specifically, the decline was noted in giving through calls for applications from companies. 

In 2022, healthcare remained the primary cause of giving in Serbia, as it was in the previous year. Giving for healthcare accounted for more than one-third of all donation instances and approximately two-thirds of the total amount. Donations intended for providing medical treatments were the most common form of support for healthcare, following the trend observed in previous years. Several nonprofit organizations played a crucial role in raising funds for medical treatments, which often required substantial sums.