We examine the trends of Canadians when it comes to charitable donations to their charity of choice, as well as non-monetary ways that donors offer support. The importance of building relationships with young donors, even though they are not large donors initially is explored through an online survey of 1,006 Canadians.
Connecting with lucrative and loyal donors while they’re young
Charitable organizations face a competitive environment in Canada. The opportunity to give is not rare, but the connection with donors that draws them to long-term commitment is.
The Angus Reid Forum reached out to more than one thousand Canadian adults to ask them about their donations and the challenges to giving.
After two days in field we had insights into who gives, how much, and for how long, alongside other important data.
1. SECURING ONGOING RELATIONSHIPS WITH CHARITABLE DONORS IS KEY
Those who donate tend to give most of their money to the charity they donate to on a continuous basis. On average, these donors have been donating to this charity for ten years.
2. ONGOING DONORS ARE KEEN TO SUPPORT THEIR CHARITY IN NON-MONETARY WAYS TOO
Many donors have recommended their charities of choice to friends or family and promoted it on social media.
3. ONGOING DONORS ARE BOTH LOYAL AND LUCRATIVE
On average, ongoing donors have been donating to their charity of choice for ten years. Over the
course of their relationship with this charity, they will give more than $3700.
4. YOUNG DONORS ARE IMPORTANT TO THE FUTURE OF GIVING
While they do not give a lot at first, young donors will eventually go to where they have the
charitable relationship when they have money to donate. One-quarter of ongoing donors begin
donating between 18-30, and it is important that charities work to grow this number.