Encouraging Taxpayers in Moldova to Use the 2% Designation Mechanism: 2023 Campaign Overview
In 2023, in partnership with the Legal Resources Centre from Moldova (LRCM), we conducted a communication campaign to promote the 2% designation mechanism, a financial tool that allows citizens to direct 2% of their income tax to support civil society organisations (CSOs).
What is the 2% Designation Mechanism?
The 2% Law allows Moldovan taxpayers to allocate 2% of their income tax to a registered CSO. It serves as a key financial support system for CSOs, strengthening their financial sustainability while increasing their visibility. Despite its potential, fewer than 10% of taxpayers have utilized this opportunity. Recognizing the untapped potential, the 2023 campaign aimed to reverse this trend by targeting active taxpayers aged 31-50 in urban and rural areas, particularly in Chisinau.
The designation mechanism is not only simple to use but also allows taxpayers to support causes they care about without spending extra money. This tool is crucial for diversifying CSO funding, particularly for operational expenses that are often excluded from donor-funded projects. However, many citizens remain unaware of the mechanism, and the registration process for CSOs continues to face challenges. The campaign sought to address these gaps through targeted communication efforts across multiple platforms.
Key Activities and Strategies
From January to April 2023, the campaign was developed for TV, radio, and online audiences, with a particular focus on reaching citizens through social media and mass media channels:
- Website: The dedicated campaign website, 2procente.info, was updated with relevant information and resources for both taxpayers and CSOs.
- Promotional Videos: Updated in both Romanian and Russian, the campaign video reached over 1.3 million impressions across Google, Facebook, and Instagram. The videos explained the mechanism and outlined how taxpayers could use it.
- Video Tutorials: Four video tutorials were created to provide step-by-step guidance on how the 2% designation works, including how to obtain an electronic signature and redirect taxes to an NGO. These tutorials addressed frequently asked questions and were widely distributed online.
- Infographics and Social Media Content: Infographics tailored to both the general public and CSOs were created, alongside online banners that were shared on major media outlets.
- Press and Media Coverage: LRCM participated in various TV and radio programs to promote the mechanism, and the campaign was featured on major news portals. A press conference was also organized to further raise awareness among the media.
The preliminary results published by the State Tax Service in August 2023 show:
- 40,000 citizens designated 2%, a 12% increase compared to the previous year.
- 13.6 million lei was preliminarily allocated through the mechanism, marking a 28% growth.
Although not all of this increase can be attributed solely to the campaign, the doubled audience reach and heightened engagement suggest that the campaign significantly contributed to raising awareness about the 2% designation mechanism. The 2023 promotion campaign for Moldova’s 2% designation mechanism made significant strides in reaching a broader audience and encouraging more taxpayers to participate in this essential financial tool. The continued promotion of this mechanism will help further unlock its potential, providing much-needed financial support for CSOs across the country.
For more details and access to the campaign materials, visit www.2procente.info.