Sector Impact
Giving Breakdown
Charitable Perspectives
Donor Characteristics
Outreach & Communications
Foundations
Numbers at a Glance
42%
Percentage of Canadians who proactively seek out information on the cause and charity and contact them to donate [5]
Numbers at a Glance
58%
Percentage of Canadians who say the charity approaches them and they donate based on the information they receive [5]
Numbers at a Glance
75%
Percentage of Canadians who go online when looking for information on charities they support [5]
Numbers at a Glance
39%
Percentage of Canadians who go to their family, friends, and coworkers for information on charities they support [5]
Numbers at a Glance
59% of donors say they are looking for information about the potential impact of their gift when they research a charity. Among all generations except Millennials, the main source of due diligence information is an organization’s website. 56% of Millennials refer to a website when researching information, compared to 66% of Generation X donors, 70% of Baby Boomers, and 61% of Civics. [4]
More than half of Canadian donors say they are approached by the charities they donate to vs. proactively searching for information on causes to give to. And three-fourths of Canadians go online when looking for information on charities, which means that Canadian charities have a big opportunity to stay visible and enhance outreach by enhancing their online presence and marketing. More than one-third of Canadians say they go to family, friends, and coworkers for information on charities, showing another opportunity for strengthened peer-to-peer fundraising tactics. And many donors say the ability to research the impact of their donation is important, so charities must incorporate strong storytelling and metrics throughout their websites to continue to reach supporters.