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Canadian Charitable Giving Rises By 7 Percent in 2004

July 20, 2005

Canadian charities saw their fundraising increase by more than 7 percent in 2004, according to the final report of the State of Fundraising 2004 survey issued by the Association of Fundraising Professionals (AFP).

Along with the strong increase, 62 percent of charities reported raising more money in 2004 than in 2003, with another 12 percent raising approximately the same amount in both years.

'We didn't see the type of phenomenal year that charities saw in 2003 when 74 percent of charities raised more money than in the previous year,' said AFP President and CEO Paulette V. Maehara, CFRE, CAE. 'But we did have another very strong year with solid increases across the board.'

The survey tracked how charities performed by both mission and size. Based on mission, social service charities saw the biggest rise in fundraising, with an average increase of 11.6 percent. Based on size, organizations with annual budgets between $500,000 and $1 million performed the best, seeing an increase of 14.3 percent.

Sixty-nine percent of charities reached their fundraising goal in 2004, with 80 percent of respondents from both religious organizations and arts, culture and humanities groups reporting they had achieved their goal.

AFP's State of Fundraising 2004 survey asked charities to compare how much they raised from the public in 2004 to their fundraising totals in 2003. Respondents also were asked to report how their organizations fared using various fundraising techniques, including direct mail, telemarketing, major gifts, special events and online giving.

Charities reported the greatest success in 2004 with online giving, special event planning and major gift fundraising. Sixty-eight percent of respondents raised more money through online giving in 2004 than in the previous year, while success rates for special events (65 percent) and major gifts (60 percent) were not far behind.

Success rates for direct mail, telefundraising and planned gifts were all below 50 percent.

One of the greatest concerns that charities had in 2004 was the impact of the fundraising efforts related to the Southeast Asia tsunami at the end of the year and how it might affect other fundraising campaigns. More than one-third of respondents (37 percent) indicated that the tsunami relief efforts had some effect on their own fundraising efforts. Of those respondents affected by the relief efforts, 23 percent experienced a drop in contributions and 10 percent saw a delay in expected gifts.

However, nine out of 10 respondents reported that they did not expect to see any long-term effects from the tsunami relief efforts.

A complete copy of the final report of the State of Fundraising 2004 survey is available on the AFP website.

For comments, quotes and questions, please contact Joyce O'Brien, vice president, communications and marketing, at 800-666-3863 or

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