What Canadian Donors Want 2018 Survey: More Canadians Giving, and in Different Ways, to Charity Français
MONTREAL, March 6, 2018 /CNW Telbec/ - Seven in ten Canadians have given to charity over the past year, and almost half of donors are open to different sorts of giving approaches than just the traditional solicitation letter, according to the 2018 What Canadian Donors Want Survey, conducted by the Association of Fundraising Professionals (AFP) Foundation for Philanthropy – Canada in partnership with Ipsos.
Highlights
The survey, which featured 1,500 Canadians age 18 or older, found that the percentage of people giving to charity in 2017 jumped by four points from the 2015 survey, returning to previous giving levels. Even as more Canadians are giving, they are giving less—an average of $772 in 2017 compared to average giving levels of $924 in 2015.
Eighty percent of donors give to more than one cause, with 23 percent giving to 4-5 charities and 13 percent supporting 6 or more causes
Overall, Canadians are more confident in the charitable sector than ever before, with nearly eight in ten respondents (78%) saying they're confident in the organizations.
One troubling sign is a drop in volunteerism rates. According to the survey, one-third of Canadians volunteered their time to a charity or non-profit in the past 12 months and spent an average of 88 hours—down precipitously from 110 hours in 2015.
Facebook dominates the Canadian social media landscape: three in four Canadians (75%) say they have a Facebook account, placing it well ahead of Twitter (29%) and Instagram (28%).
Citations
"Overall, the survey shows a Canadian population that is very supportive of the work of the country's charities and a good understanding of how charities work to support communities," said Roger Ali, CFRE, chair of the AFP Foundation for Philanthropy - Canada. "However, there are signs that donors are changing how they want to give and interact with charities, and the sector needs to understand and adapt to these changes so that we remain relevant to the people who support us and the people we serve."
"Donors are looking for charities that create impact to change the world for the better," said Lorelei Wilkinson, CFRE, chair of the AFP Foundation for Philanthropy – Canada Research Committee. "But it's always clear that they keep a careful eye on administrative costs and a charity's operations. The charitable sector needs to do a better job of explaining that overhead costs are essential for growth and sustainability —for things like equitable salaries, updated computer equipment, etc.— as part of being efficient with their use of donor dollars."
"As generations age, we expect that email and social media will continue to become more prevalent in fundraising," said Mary Bowyer, CFRE, member of the AFP Foundation for Philanthropy – Canada Research Committee. "For now, we're seeing a blend of different approaches, and the most successful charities will be those who personalize their appeals based on what individual donors want, meaning a mix of mail, email, videos, Tweets and other communications."
Associate link
Full version of the webinar: http://bit.ly/WhatCanadianDonorsWants
About the Association of Fundraising Professionals (AFP)
The Association of fundraising professionals (AFP) is the largest association of fundraising professionals in the world. AFP has over 32,000 members world-wide with 3,800 of them in Canada and 250 members the Quebec chapter. AFP promotes the importance and value of philanthropy, and enables people and organizations to practice ethical and effective fundraising. AFP Canada was formally created in 2017. In 2018, the Quebec chapter is celebrating its 20th anniversary.
The philanthropic arm of AFP, the AFP Foundation for Philanthropy – Canada, supports many programs and services through its fundraising efforts. Fulfilling the promise of philanthropy by funding programs and services In the areas of research, diversity & Inclusion, supporting the profession and leadership.
SOURCE AFP-Chapitre du Québec
Daniel H. Lanteigne, CHRP, Chair, Communication committee, AFP - Quebec chapter, 514 340-2135, [email protected]
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