Yeongam County's Hometown Love Donation Program Surpasses 6.27 Billion Won in Three Years

Empathetic Projects Such as Pediatric and Adolescent Care Drive Success

The county operated a total of 12 fund projects, including pediatric and adolescent care, garnering empathy from donors. Provided by Yeongam County

Yeongam County in South Jeolla Province has garnered nationwide attention by achieving a cumulative fundraising total of 6.27 billion won within three years of implementing the Hometown Love Donation Program.

According to the county, it raised 1.2 billion won in the program's inaugural year of 2023, followed by 1.8 billion won in 2024, and 3.2 billion won last year, marking the highest annual performance to date. Notably, last year's fundraising amount surpassed the combined total of the previous two years.

This achievement is attributed to empathetic fund projects that directly impact the lives of Yeongam residents. The county operated a total of 12 fund projects, including pediatric and adolescent care, a hip memory loss recovery program, movie screenings for seniors, and the Gichan Mobile Laundry, garnering strong support from donors.

Among these, four designated donation projects-including pediatric and adolescent care-attracted more than 1.5 billion won in donations from across the country. The pediatric and adolescent care project exceeded its 2025 fundraising target ahead of schedule, and within just four days of launching an additional fundraising campaign on December 28 last year, it received 130 million won in donations, bringing the cumulative total close to 1 billion won.

The Neighborhood Gichan Market project also received an enthusiastic response. Within just two weeks of launching, it raised 48 million won-over 160% of its 30 million won target-demonstrating the potential of empathetic fund projects.

Proactive, on-site donation promotions further supported these results. Last year, the county conducted a total of 58 on-site donation activities at companies and institutions with many salaried employees, such as HD Hyundai Samho and the Navy's 3rd Fleet, as well as at various events, raising over 100 million won.

Additionally, through cross-donations with sister cities such as Sancheong County in South Gyeongsang Province and neighboring cities and counties, Yeongam County raised approximately 40 million won, contributing to the spread of a mutually beneficial donation culture between regions.

The competitiveness of return gifts also played a significant role. The county offered 158 types of return gifts through 71 suppliers, meeting the diverse needs of donors and resulting in approximately 1 billion won in return gift sales last year.

In particular, a return gift event held in September last year for in-season figs sold out all available stock within three days and raised more than 300 million won in donations over one month, drawing significant attention.

From the start of the year, the county supported donation expansion by sending thank-you calls and text messages to donors and implementing a people-centered communication strategy to encourage others to donate to Yeongam County. In addition, ongoing media coverage, social network service (SNS) promotions, advertisements, and events throughout the year helped broaden donor engagement.

These achievements are especially meaningful as they were accomplished despite a series of adverse events last year, such as outbreaks of foot-and-mouth disease, wildfires in the Yeongnam region, and a fire at the National Information Resources Service. While the number of large donors contributing over 1 million won remained at 89% of the previous year's figure, the total donation amount increased by 179%, the number of donations by 188%, and return gift sales by 193%.

It is evaluated that the funds raised through the Hometown Love Donation Program are creating a virtuous cycle by leading to increased consumption of local agricultural and specialty products, thus linking donations to the regional economy.

Woo Seunghee, Mayor of Yeongam County, stated, "The fact that donations are used where they are truly needed, such as for pediatric and adolescent care, has touched many people's hearts," adding, "We will continue to repay donors' trust through people-centered fund projects."

This year, the county plans to continue discovering empathetic fund projects and to build a Hometown Love Donation Program where 'a single donation leads to a lifelong connection' by ensuring transparent fund management and strengthening trust. In addition, to coincide with the Lunar New Year in 2026, the county will run a special return gift increase event until February 18 to maintain the momentum of donations.