What ATU’s Research Told Us About Giving in Donegal

Donegal Giving has welcomed the findings of a recent Atlantic Technological University (ATU) Capstone Market Research Project, which looked at attitudes towards giving, community involvement and awareness of the Donegal Giving movement across the county.

The study surveyed a small sample of people living in Donegal. It isn’t the final word on anything, but it gives a useful snapshot of how those who took part think and feel about giving.

And the picture it paints is a good one. Donegal came across as a county full of people who care deeply about helping others, supporting their communities and making a difference to the people around them.

What Makes People Want to Get Involved

Four things came up again and again: trust, transparency, local impact and a sense of community connection.

People want to know where their contribution goes. They want to see the difference it makes close to home. And they’re far more likely to get involved when they already feel part of the community around them.

That last point matters more than it might sound. The research found that people who feel connected to their communities are significantly more likely to take part in activities that strengthen local life and support others. Connection comes first, and involvement tends to follow.

Giving Is About More Than Money

Donegal Giving was set up to celebrate and strengthen a culture of giving throughout the county, built on the belief that giving goes well beyond money.

It can be your time. Your skills. Your knowledge, encouragement, mentorship or opportunities. Sometimes it’s just kindness, or lending a hand when someone needs it most.

Every day, people across Donegal quietly do exactly that. They coach football teams, share expertise, volunteer, mentor young people, fundraise and organise community events in every corner of the county. Donegal Giving exists to recognise those everyday acts of generosity and encourage more people to join in.

Encouragingly, the research found strong support for that vision. Those surveyed said they were willing to contribute in all sorts of ways, including sharing knowledge, expertise, practical support, food, clothing and mentorship. The message was clear. People want to help, and they recognise that everyone has something worth giving.

Strong Support From Those Who Already Know Us

Among people already familiar with Donegal Giving, attitudes were overwhelmingly positive.

Nearly eight in ten agreed that a project like Donegal Giving is needed in local communities. Three-quarters said communities would be worse off without initiatives that encourage and celebrate giving.

As a relatively new organisation, there’s still plenty of room to reach more people across Donegal, and that’s a good problem to have.

A New Chapter for Donegal Giving

The findings arrive at a busy time.

In recent months, the organisation officially became Donegal Giving CLG, a not-for-profit social enterprise. That structure means every resource generated goes back into delivering the mission and widening its impact across the county.

Donegal Giving has also been accepted onto the RiSE (Rural Innovation & Social Enterprise) Programme, a cross-border initiative that supports rural organisations and social enterprises to strengthen communities, develop new solutions and grow their social impact.

Both milestones mark an important step for an organisation that started with a simple idea: to build on Donegal’s culture of giving by recognising the many ways people contribute to their families, communities, workplaces and the wider world.

The project was carried out by final-year marketing students at ATU under the guidance of lecturer Sarah Diffley. Alongside the research itself, the team put forward a set of recommendations.

  • Raise awareness through storytelling and social media
  • Develop local ambassador programmes
  • Build stronger partnerships with schools, colleges and community organisations
  • Create more ways for people to give beyond financial contributions

Their creative ideas included a Donegal Giving Student Ambassador Programme, community-based awareness campaigns, collaborative projects with local organisations, and initiatives that shine a light on the giving already happening across Donegal.

Donegal Giving has welcomed the recommendations and is looking at how many of them can shape future programmes, events and campaigns.

In Evelyn’s Words

Speaking about the collaboration, Evelyn Mc Glynn, Founder of Donegal Giving, said:

“We are incredibly grateful to Sarah Diffley and the students at ATU for the time, enthusiasm and professionalism they brought to this project. One of the things we love most about working with ATU is the opportunity to collaborate on real-life projects that benefit both the students and organisations like ours. The research has given us valuable insights, fresh ideas and plenty of inspiration for the future. We look forward to exploring many of the recommendations and seeing how they can help shape the next chapter of Donegal Giving. The quality of the work has been exceptional and we are proud to have played a small part in supporting the students on their learning journey. Partnerships between education, business and community organisations are incredibly important, and this project is a wonderful example of what can be achieved when we work together. Donegal Giving at its best.“

Hear the Findings in Person

The research will take centre stage at the Donegal Giving Annual Event, Footprints of Giving, on Thursday 12 November 2026 at An Grianán Theatre, Letterkenny.

Sarah Diffley and some of the student research team will join us on stage for one of the key panel discussions of the day. The session will look at what the research revealed about attitudes towards giving in Donegal, where the opportunities lie to encourage more involvement, and how individuals, businesses, educators and organisations can work together to build a stronger culture of giving for future generations.

Building on What’s Already There

The research reinforces something a lot of people in Donegal already know. This is a county filled with generosity, compassion and community spirit.

What it also shows is the opportunity to build on that, creating more ways for people to connect, contribute and make a difference.

As Donegal Giving continues its journey as a social enterprise and RiSE participant, the aim stays the same: a county where giving in all its forms is recognised, celebrated and encouraged, leaving lasting footprints for the generations coming behind us.

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