What do we know about Canadians who Donate? About Why and How Canadians Give?  

How we give

Various reports show that Canadians give to several charities each year. The 2021 AFP Survey conducted by Forum Research indicated over 85% of Canadians give to more than one charity, and 45% give to 4 or more causes.

In 2013 Canadians reported the top 3 channels for giving were:

1. 28% Place of Worship
2. 23% Sponsoring Someone
3. 22% Direct Mail

*Note: 12% Online

IN 2019 CAF reported:

• 44% made a cash donation
• 34% donated online using card payment
• 21% used a donation box

Note: You can participate in Stats Canada’s current survey  on giving from Sept. 2023 to Mar.2024.

Why we give

In 2010 and 2013 Canadians were asked about their main reasons / motivations for giving were:

 

Donors’ research and surveys continue to show that people are more likely to give if they are aware of the need if they are asked to donate, if it makes them feel generous, and if they determine the personal benefits of the donation outweigh the costs. Other surveys such as 2017 CAF Canada (642 respondents) and 2018 Cygnus Study (12,064 donors) also reported motivations such as:

• I realize I can help make a difference (34%)
• It makes me feel good (32%)
• I trust the organization I donate to (39%)
• Increasing $ to charities whose work they deemed impressive (41%)
• Responding to a special request (29%) such as a capital campaign, in memoriam or for disaster relief

In the 2013 survey Canadians continued to be asked why they might not give more.  They reported

• Happy with the amount given (73%)
• Can’t afford more (69%)
• Concerned about how $ used (29%)
• Didn’t like how requests were made (29%)
  • Frequency of requests (29%)
  • Tone (47%)
  • Time of Day (14%)
• No one asked! (23%)

Ongoing research has also shown that to build long-lasting donor relationships, transparency and trust are also key issues.  Imagine Canada standards require nonprofits to post their financials on their websites as donors are now more likely to report doing research before donating.

What Makes Us Give More?

• Lead Gifts (knowing others are giving) is shown to encourage participation and higher donation amounts
• Offering time-limited matching of gifts has been shown to increase overall giving
• As does suggesting “how much to give” vs. “whether to give”.  Interestingly “formal” language vs. “colloquial” / conversational language was shown to lead to greater support.
• Charitable certification and positive reputation are shown to increase donations and donor trust
• Reaffirming donor’s identities are “charitable” or generous people increase donations
• As does reminding people of their past donations
• Using photographs that elicit emotion is shown to increase donations, as is the use of negatively framed appeals (e.g. describing hardships).
• Social incentives were often shown to be more effective than purely material incentives

The Pandemic did not significantly change giving behaviours

Most research into Pandemic Giving highlighted that many donors maintained their commitments to charities throughout the pandemic.  This is again consistent with historical trends which have shown that those committed to causes continued to donate even during a global crisis or economic recession.  What did change during the pandemic was that some donors shifted some giving away from global environmental and international causes to local social services.  As news coverage often focused on giving to COVID-19 relief efforts and basic needs (e.g. food banks) this isn’t surprising that it influenced behaviours.  Some studies (e.g. Blackbaud UK) also showed that donors had preferred to make individual transactions vs. subscription or monthly giving.  North American research also showed that framing a donation solicitation as one in a series was shown to decrease donation amounts.  While emergency appeals have always trended to one-time giving, this will be an interesting item to monitor as monthly giving is critical to many Canadina nonprofits.

While the long-term effects of the pandemic and global crises are still unfolding, the overall trend of fewer donors remains.   In our next blog, we will be looking at changing consumer behaviours and how broader trends are impacting the sector.  For example, economic reports show Canadians have withdrawn money from their RRSPs to cover living expenses or debt, demonstrating that a rising cost of living and debt burdens are putting financial pressure on many.