When Emor asked the more than one thousand people surveyed to spontaneously name charities they know, the cancer treatment foundation "The Gift of Life" came up most often, followed by the SOS Children's Village and the Food Bank. People were also well aware of the children's foundations at various hospitals.
Those surveyed rated the cancer treatment foundation's reputation the highest, followed by the SOS Children's Village and Tartu University Hospital Children's Foundation.
"The cancer treatment foundation is the youngest organisation involved in the study," said Toivo Tänavsuu, the head of "The Gift of Life" foundation. “You could say it's a 42-month-old baby. As such, the great trust placed in us is really encouraging and we're really grateful for it. But it also means great responsibility before both our benefactors and our beneficiaries. Estonian people really care about the fight against cancer and we do everything in our power to make sure no cancer patient is left without a last chance."
"More than half of the Estonian population is involved in charity," said Heidi Reinson, the senior expert on behavioural science with Kantar Emor. "Fundraising is a public activity and people appreciate those whose activities they have a clear overview of. Charity has to be transparent and clear and solve problems that are important to everyone, such as treatment or alleviation of medical conditions and supporting children without parental care."
Although the study shows that the cancer treatment foundation's field of activity – the availability of treatment – is seen as the most important social problem in Estonia, it is not the field to which people are willing to contribute most themselves. According to Reinson, this shows that many people think that someone else, such as the Health Insurance Fund, should ensure the availability of vitally important treatment.
Just over 1000 people aged 21-60 were surveyed for the study.