CharityVillage® Research: Study uncovers new data about giving and volunteerism

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Study uncovers new data about giving and volunteerism
August 4, 1995; Canadian FundRaiser
Having cautioned those attending a recent NSFRE - Toronto luncheon that the findings being presented had yet to be completely analysed, Gordon Ashworth, Vice-President went on to share the preliminary results of a new Canadian market study. The trends traced by Goldfarb Communications, a leading market research and consulting company, uncover some vital data about giving, attitudes and volunteerism.
Who is giving and why?
The first part of the survey asked the question, "Have you done any volunteer work in the past year?" Statistics show an increasing number of Canadians have indeed given their time to various charitable causes over the last year. Between 1989-91, volunteerism was in a trough, with participation rates falling below 36%. Lately, however, it appears to be bouncing back. The most tireless volunteers are located in the Atlantic provinces; a stable group is found in Ontario; and both Quebec and the Prairies have seen their volunteer activity drop.
A widening gap exists between gender participation rates (volunteers are mostly female); rural areas are now falling into the same cycle as urban participation rates; and there is a noticeable improvement in volunteerism for those under 25 years of age (increasing to 40% from 28% in 1980).
According to the survey, the largest group of people volunteer for religious groups (28.8%), followed by health causes (22%), United Way and literacy groups (18.8%), sports (17.5%), social assistance organizations (11.4%), cultural groups (10.2%) and other (26%).
How much are you giving?
The second question the survey asked was, "How many dollars have you given? "Before adjusting for inflation, the average donation has moved from $69.78 in 1980 to $93.10 in 1995. However in real terms donations have remained relatively flat. Donations above the $200 level have increased at a greater rate, and female giving levels have increased over males 51% to 21%.
Regional Average Donations
(Not adjusted for inflation)

British Columbia
$ 90.20
$ 61.30

Prairies
$110.10
$99.50

Ontario
$112.20
$95.40

Quebec
$52.90
$51.50

Atlantic Provinces
$99.70
$101.30
How did you give?
Another important question asked by Goldfarb was, "In what ways, if any, did you give to charity last year?" According to 1400 responses people gave as follows:

52.8% gave door to door or through street collecting, with the highest incidence in Quebec and Atlantic Canada. Giving by this method was predominantly by females.
52.8% participated in a raffle or lottery, with this method most prevalent in the Prairies and Atlantic Canada. This way of giving appealed most to those 35-49 years of age and those having a salary range of $39,000 - $49,000.
33% gave via collections at a places of worship. There seems to be a noticeable increase for those over 50.
26.9% indicated they had supported a charity by sponsoring someone in a charitable event.
16.3% indicated they had purchased goods at a charity shop or sale. • 15.1% gave a donation unprompted and without any solicitation.
10.6% paid to attend a charity event. Those most likely to do this were between the ages of 25-35, had a university education, and were women without children. Donors in BC were least likely to buy a fundraising ticket.
9.5% responded to a TV or radio appeal. Donations of this type were most prevalent in Quebec, and rural areas. They held the greatest appeal for those with less than high school education.
9.1% donated through payroll deduction. Those with a union affiliation, incomes over $60,000, and university education were most likely to use this method. Payroll deduction was used most often in Ontario and least often in British Columbia
8.6% gave as the result of a letter, ad appeal or telethon. This option was used most by those over the age of 65. More males gave than did females.
2.8% used their credit card to make a donation.
13.2% indicated that they gave in some other way.
Where does the support go?
Ashworth went on to note that the average door-to-door donation was $34.30, (43.9% responded to health, 16.7% sports and 14.8% supporting youth development). The average raffle ticket donation was $19.00, (29% supported recreation and sports, 29% health and 12.8% supported youth development). The average telethon, radio and TV donation was $26.10, (health appealed to 29.3%). Appeal letters averaged a gift of $74.60, (35.8% health, 11% the environment, and 10.7% human services).
For purchased goods, 70% of donations were under $15.00, (religion attracted 14.8%, health 14.4% and youth development appealed to 13.8% of donors). The average donation to attend a charity event was $37.80, (arts and culture and recreation and sports topped the list at 13.2% each followed by youth development at 13%). Affinity card donations averaged $32.50, and payroll deductions averaged $67.00.
How do you choose an amount?
Respondents decided how much money to give based on the amount of money available (61.2%) and their personal commitment to the charitable cause (29%). A mere 1.5% indicated that they were motivated by tax relief.
Are Business and Government doing their share?
The answers to the following questions give a clear indication that donors feel that business and government need to take on a more helpful and active role in the charitable arena.
Q: Which is the most responsible for providing funds to charitable organizations and not-for-profits?

General public 32.3%

Foundations 28.7%

Government 15.4%

Business 10.1%

Q: Which of the following groups should be responsible for providing funds to charitable organizations and not-for-profits?

General public 23.8%

Foundations 17.7%

Government 21.1%

Business 20.1%

When asked, "What is the most effective way for business to participate in charities?," 58.6% felt that businesses should provide cash; 23.3% thought they should provide resources; and 16.1% felt that businesses should donate employee time. An overwhelming 76.1% indicated their belief that businesses should indeed receive recognition for their donations.