Using the data from a multi site survey called “The Willingness and Attitudes of Ordinary Urban Chinese Citizen toward Social Donation”, which was part of the research project——“Performance Evaluation and Institutional Innovation of China’s Social Donation System", this article firstly came to deal with several critical issues with regard to the attitudinal and behavioral orientations of the general urban population toward social donation: the degree of discretionary power of resource allocation with that they endowed the social donation agency; the expectations and demands they bore on the social donation agency; the two main suggestions that they gave to the social donation agency of the direction of it’s credibility construction; and the micro mechanisms that might promote potential donors to exert their donation. Secondly, this article examined the social cognitive statuses of ordinary urban citizens toward various social philanthropic and voluntary activities and organizations. Thirdly, after synthesized a new index called “susceptibility of certain demographic subgroups toward future social donation", this article identified several important determinants which would mostly influence ordinary urban citizen’s potential willingness to donate based on two regression modals: that is, the more educated, the more well done in their socio economic situation, the more willingly of the subgroup to donate.
