On-the-Ground Promotion and Expansion of Experiential Return Gifts Drive Success
On December 26, Jeonnam Province announced that it had recorded 1 billion won in donations and 9,001 donation cases through the Hometown Love Donation Program, surpassing this year’s target amount of 1 billion won.
This represents a 1.2-fold increase in donation amount and a 1.1-fold increase in the number of donations compared to the same period last year, when 879.99 million won was raised through 8,325 donations. Analysts say this demonstrates that the Hometown Love Donation Program is becoming a meaningful system for both local residents and donors.
To promote the Hometown Love Donation Program this year, Jeonnam Province implemented an on-the-ground promotional strategy, directly visiting central government ministries, public institutions, and related organizations.
Rather than simply informing people about the program, officials actively conveyed the value of regional coexistence and the meaning of giving that the Hometown Love Donation Program embodies, building empathy and trust for donation participation step by step.
These efforts led to tangible results on the ground. On December 5, Jeonnam Province, together with cities and counties, held the “1st Hometown Love Donation Month” event at the provincial government office, intensively boosting the atmosphere for donation participation.
On the day of the event alone, 575 donations totaling 62 million won were received on-site, and in a single day, a total of 2,927 donations amounting to 360 million won were collected for Jeonnam Province, setting a new record.
Jeonnam Province evaluated that the event was significant in that it spread interest in the Hometown Love Donation Program nationwide and provided an opportunity for donations to translate into actual participation.
Strengthening the competitiveness of return gifts also supported these achievements. Moving beyond the traditional focus on agricultural, marine, and livestock products, the province actively discovered and expanded experiential return gifts that reflect local daily life and stories, broadening the range of options for donors to directly experience and remember Jeonnam.
This change is analyzed to have increased donor satisfaction, naturally leading to repeat donations and new participation.
The voluntary participation of Jeonnam natives living across the country and overseas, as well as the Jeonnam Love Supporters, also contributed. They promoted the meaning of donations through social media and various media outlets, participated in major events and campaigns, and played a role in integrating the hometown love donation culture into everyday life.
Provincial and city/county officials also visited local festivals, hometown association gatherings, and urban hub campaigns to provide easy-to-understand guidance on how to donate, laying the foundation for achieving the target.
Based on these achievements, Jeonnam Province is being recognized for maintaining the highest level of competitiveness in return gifts nationwide and for simultaneously realizing two goals through the Hometown Love Donation Program: revitalizing the local economy and spreading regional values.
Kang Kyungmun, Director of the Hometown Love Division of Jeonnam Province, said, “The Hometown Love Donation Program is more than a simple donation; it is a system that reconnects regions and people. By faithfully reflecting donors’ voices in fund projects and enhancing operational transparency, we will provide greater fulfillment to donors and bring about real change in the region.”
The Hometown Love Donation Program allows individuals to donate up to 20 million won per year to local governments other than their place of residence. Return gifts are provided up to 30% of the donation amount. Donations up to 100,000 won are fully tax-deductible, and amounts exceeding 100,000 won receive a 16.5% tax deduction. The donated funds are used for various projects to improve residents’ welfare.
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