Next Generation of Canadian Giving Means Opportunity for Nonprofits

• 25% of Canadian donors give as part of a monthly giving program versus 14% of US donors,
• On the whole, it is about twice as common for Canadian donors than US donors to say they support friends or family who are raising money for a charity,
• US donors are more likely to be giving through their mobile phones (8% for US donors vs. 3% for Canadian donors)

“In today’s multichannel environment fundraising professionals are challenged to know their donors and respond to their needs,” said Vinay Bhagat, founder and chief strategy officer for Convio. “Historically Canadian fundraisers have had to rely on US studies to understand their donors. With this study we better understand the Canadian donor and can offer strategic and tactical recommendations to address the changes fundraising professionals are facing.”

About the survey
The inter-generational survey of 1,500 Canadian donors, from 18- to 80-years old, included more than 50 questions about their giving patterns, behaviors, and preferences. The survey was conducted by Stratcom and was fielded using a proprietary panel from August 25th to September 3rd, 2010.

Generational demographic profiles are:

• Gen Y (b. 1981 – 1991) 55% give
• Gen X (b. 1965 – 1980) 61% give
• Boomers (b. 1946 – 1964) 66% give
• Civics (b. 1945 or earlier) 73% give

Highlights of the full study are available at:
http://www.hjcnewmedia.com/nextgencanadiangiving/

About hjc

Hewitt & Johnston Consultants (hjc) specialize in integrated fundraising, brand building, and campaigning. Since 1992, we have expertly worked with non-profits to bring online and other channels together for successful acquisition, retention, reinstatement, and advocacy campaigning. hjc’s strategic consulting team brings together some of the most innovative thinkers in the non-profit sector. Our in-house production team of designers, programmers and copywriters can do it all — delivering complete programs to engage your organization’s core constituencies and advance your mission and mandate. For more information, please visit www.hjcnewmedia.com