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WEBINAR – "What Canadian Donors Want" Available Online

April 7, 2014

Last month, Nowshad Ali, Lorelei Wilkinson and Diana MacDonald presented a webinar on the latest findings of the AFP Foundation for Philanthropy - Canada and Ipsos Reid survey on "What Canadian Donors Want."

Data was collected in the following areas: The Giving Decision, Why Donors Give, Attitudes toward Charities and Nonprofit Organizations, Administration and Operations, Thanking Donors and the Role of Fundraisers, and Learning About and Selecting a Charity.

Here is a sample of what Canadian donors told us: 

  • Seven in ten (70 percent) of Canadians say they have made a financial donation to a charity or a nonprofit organization in the past twelve months. This level is consistent with the previous survey in 2011.
  • Most Canadian donors give to more than one cause, with some giving to six or more (16 percent). Most give to 2-3 (44 percent) or 4-5 causes (21 percent), while just two in ten (20 percent) have made a donation to only one charity.
  • More than half of Canadians (54 percent) say volunteering for a nonprofit/charitable organization makes them much more (24 percent) or somewhat more (30 percent) likely to donate to that organization.
  • A letter in the mail (46 percent) is the most preferred way of being thanked for one's charitable donations, followed by email (32 percent) though almost 1 in 5 prefers not to be thanked.

To download the webinar and related fact sheets, click here:


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