The Problem

Summary of Facts & Interpretations Quantitative Analysis Ratio of donation to GDP (2008) USA 2.3% UK 0.71% KOR 0.53% Weighted Sum of Individual Donations (2008) UK around 20billion won USA around 200 billion won KOR around 5.7 billion won Ratio of donations made to religious institutions (2008) USA 35.8% UK 11% KOR 80% KOREA is lagging behind in individual level donations. (Excluding ones made to religious organizations) Qualitative Analysis Insufficient consciousness on donation culture Failing to recognize intrinsic values of donation Lack of understanding : Many Korean people believe that donations should be made by chaebols or corporations. Lack of respect to corporations making donations. Believing their actions are to “save face” Corporate-centric donation culture Biased definition of “Donation” ( More than monetary) Such beliefs hinder the healthy growth of donation 우리나라는 정이 많은 나라. 건강한 발전이 가능한 나라 http://blog.naver.com/PostView.nhn?blogId=std03&logNo=10152645521 아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008)

Facts—Individual Donation Mostly motivated by pure pity Mostly made through organizations (strongly biased) In the long run in will become an obstacle to healthy growth / development of sustainable donation culture 아름다운 재단 기부문화 연구소 “한국의 기부 트렌드” (2008)

Why are individuals reluctant to donate? Lack of exemplars Retirement Insecurity Lack of transparent “window” Lack of professionals Pessimism Efforts by institutions to make donation more approachable Examples TOMS Shoes “Shoes for Tommorow” Fun Donation boxes MineWater by CJ Big Issue Common Factor : Donation without realizing that one is donating. Specific-issue targeted. “Story-telling” “Fun” 모범적 사례가 없음 부유층들이 기부모델로 삼을 수 있는 기업가나 사회지도층의 기부 행동이 없음. 우리나라 대표적인 부자들도 개인기부보다 기업기부를 중심으로 하고, 대통령도 재단을 별도로 만드는 등 모범적이라 볼 수 없음. 2. 불안한 노후 부유층의 기부행동의 장애요인으로 우리나라의 후진적 노인복지제도를 언급함. 특히 노년기 부유층의 경우는 노후자금을 확보한 후에 기부를 결정하기 때문에 노후의 불안함은 기부결정을 유보하거나 기부금액을 낮추는 기제로 작용함을 보여줌 3. 믿고 접촉할 창구가 없음 부유층이 기부결정을 한 후 구체적인 게획을 세우고자 할 때 사회적 가치와 기부가 필요한 문제들을 전문적으로 알려줄 수 있는 접촉할 수 있는 재단이나 기관들이 없다고 느낌 또한 비영리조직과 기관들이 기부금을 투명하게 관리할 수 있는지에 대한 믿음이 부족한 것으로 보임 4. 전문가의 부족 기부자들에 대한 존중과 예우에 관해서 재단이나 기관의 전문가들이 무엇을 해주어야 하는지 잘 모르고 기관의 입장에서 기부자들을 대하는 우월감을 보이기도 하며, 길제로 기부자들에게 형식적인 감사표시만 하고 그들의 욕구에 맞는 서비스를 적극적으로 개발하지 못하고 있음. 5. 부정적인 사회정서 부유층의 기부에서 가장 예민하게 신경쓰는 부분은 사회의 정서로 나타남. 국민들이 부유층을 도둑놈 취급하며 비난하거나 기부를 당연시여기고 부정한 의도가 있다고 생각함 혹은 사회의 부유층이면 '산신령'처럼 흠이 없어야 한다는 높은 잣대를 기준으로 삼아 비판하는 것도 기부행동을 적극적으로 해나가는데 방해요인이라 인식함 또한 정부에서도 부유층의 기부가 조세회피를 목적으로 하고 있는 것은 아닌지 의심하고 있으며 이미 부유층의 기부에 많은 것을 '봐주고'있다는 시각을 가지고 있는 것 같음. 이는 부유층의 적극적인 기부행동에 장애요소가 되고 있음 6. 부당한 세금제도 부유층들은 실제 기부에서 순수한 의도로 기부를 실천하려하며 세금문제를 크게 생각하지 않는 경향도 보임 그러나 재단 설립 등의 과정에서 세금의 문제 때문에 기부를 포기하는 경우가 발생하기도 함. 또한 현물(부동산, 주식 등) 기부를 하고자 할때 세제의 문제로 인해 기부가 이뤄지지 않거나 제한됨

A way to encourage individual level donation 결론. (?) A way to encourage individual level donation Diversify Donation Channels (Windows) Making donations without realizing….for specific causes 우려되는점 RVM 원리 자체가 투입되는 재활용품을 스캔해서 데이터베이스와 대조한다고 한다. 이 데이터 베이스를 어떻게 구축할지에 대해 논의해야될듯 Need to specify what aspects we want to change from all these problems in KOREAN donation culture Appeal to individuals through personal customization Transparency issues

Reverse Vending Machine 1 What is an RVM? Reverse Vending Machine RVM(reverse vending machine) is a device that accepts used beverage containers and returns money to the user (the reverse of the typical vending cycle). The recycler places the empty bottle/can into the receiving aperture; the horizontal in-feed system allows the user to insert containers one at a time. (An alternative system, found in many older machines, is one in which the user opens a door by hand and places the empty container in a pan. When the door is released and closed, the process continues.) The bottle/can is then automatically rotated; the bottle/can is then scanned by an Omnidirectional UPC Scanner, which scans the beverage container's UPC. Once a container is scanned, identified (matched to database) and determined to be a participating container, it is processed and typically crushed (for one-time-use Containers) to reduce its size, to avoid spillages of liquid and to increase storage capacity. Refillable containers are collected and sorted by hand to be brought back to the bottling company. The machines can use material recognition instead of/as well as a bar code scanner when needed. -source: wikipedia Function

1 RVM for DONATION + + = RVM + Donation + App = Recycling + Easy Donation

1 PROTOTYPE Donator RVM Simplified function ▶ RVM Detailed function ▶ App

1 Donator RVM PROCESS 1. Insert Can/ Bottle

1 PROCESS Donator RVM 2. Select You can donate W 1850. Would you like to donate? YES, I will contribute to the world. / NO, I want the money for myself.

1 PROCESS Donator RVM 3. No Please take the change. (W 1850 Comes out in coins.)

1 PROCESS Donator RVM 4. Yes Thank you for the contribution. You have made the world a better place. Qr code: xxxxxxxxxxxxx To see how much you contributed, please download our application, or visit our website www.generousbin.co.kr

1 RVM App “\on Bin” “Bin” that gives you “Won” \on Bin

1 RVM App “\on Bin” Scan Donate Donation History

1 First step. Scan QR code from RVM - Automatically credited “\on Bin” RVM App “\on Bin” First step. Scan QR code from RVM - Automatically credited

1 Second step. You can choose... Where to donate? How much? “\on Bin” RVM App “\on Bin” Second step. You can choose... Where to donate? How much?

1 RVM App “\on Bin” Last step. “Share the result”

1 Your History “Your total contribution to the world” “\on Bin” RVM App “\on Bin” Your History “Your total contribution to the world”

1 Where should we locate the machines? What are the source of profits and operating cost?

1 Where to install machines? Places with young people, generation -> 10 ~ 30s Places where active SNS users flock -> high-school, universities Places with high population density Source http://seoulspace.co.kr/blog/2012/07/30/quick-statistics-korea-sns-applications/ http://alsic.revues.org/2413

1 Where to install machines? 1. University campus, High school 2. Bus stop, stores of sponsor Next to canned, bottled vending machines Space at the corner of bus stops

1 What are the sources of funding? Sponsors MACHINE AT BUS STOP REWARD for recycling : Bus ticket, discount voucher Who provides bus tickets? -> Sponsors profit analysis for potential sponsors Target sponsors : stores which sell low-involvement commodities willing to establish eco-friendly image Convenient store, retail stores Ex) C&U, E-mart Seoul city ‘Namsan hybrid eco-friendly bus’ E-frequency barcode : reduces uses of papers Recyclable cups : saves 5 million pounds pulp, enhanced eco-friendly brand image

1 What are the sources of funding? Sponsors * Per ton MACHINE AT Universities and high schools REWARD for recycling : Donation or Coins Target sponsors : Beverage, canned goods companies willing to establish eco-friendly image Partnership with the machine, and get higher proportion of recycled cans What benefits the sponsors get? Save cost expenditure on containers Ex) able to save $330/ton for metal when using recycled cans -> provide the coins from the part of the savings from here Advertisement effect as ‘eco friendly brand’ Source http://www.hometowndumpsterrental.com/blog/the-worlds-first-robotic-recycling-system * Per ton