Building Canada's Next Generation of Donors

Building Canada's Next Generation of
Donors
A Syndicated Report prepared for the United Way of Canada
November 2006
Executive Summary
7 in 10 Canadian youth were involved with charities in the past 12 months

 68% of Canadian youth age 14-24 were involved with a charity or non-profit organisation in
the past 12 months
‐ 40% were financial donors
‐ 28% were fundraisers, and
‐ 40% were volunteers.
 Most of the youth involved with charities have minimal involvement with just one or two
organisations and give just a little money or time.
 Those youth who raised funds, however, raised a substantial amount of money for the
cause(s) they support.
Most youth have a weak belief in supporting charities, although they do want to
do more
 Just 3 in 10 believe strongly in donating to charities.
 Still, almost half of all Canadian youth say they would like to donate more but feel they don't
have enough money,
 1 in 5 five really want to be more involved with charities overall, and
 1 in 10 would like to volunteer more but don't know how to find suitable opportunities.
 More female youth than male youth have a positive attitude towards the charitable sector.
2
Executive Summary (cont'd)
Charities can play a role in expanding overall youth involvement by fostering their
philanthropic values
 Philanthropic values grow through the teen years and into early adulthood. Communicating to youth, particularly
high school students, may develop philanthropic values earlier, thus expanding the proportion of youth engaged
with charities.
 Teenagers need to know that:
‐ Most adults donate to charities, that is, introduce youth to the fact that giving to charities is a typical part of
life for most adults,
‐ Even small donations can make a big difference, and
‐ Volunteering can be a lot of fun and an activity they can do with friends.
Youth are open to new volunteering opportunities

 Communicate early and often!
 Volunteer recruitment messaging aimed at youth should reinforce a message of the value of volunteer time since
half of youth volunteers believe in donating their time, rather than their money.
 Incorporate fast track volunteer opportunities for friends and family of youth volunteers to leverage their
relationships and reinforce the social element of volunteering (1 in 5 youth volunteers first became involved with
a charity this way, second only to school)
Tailor volunteer opportunities for high school students

 As the message of the value of volunteering resonates with a majority of youth, but time is an issue, charities
may want to consider offering short-term or time-limited/task volunteer opportunities to youth.
 Partnering with schools will capture those needing to complete their community service requirement as well as
developing a base of future volunteers and donors.
3
Executive Summary (cont'd)
To raise funds from Canada's youth market as a whole…

 Provide opportunities for youth to purchase relevant products by cash where the proceeds
go to charity, along the lines of the (RED) products. Your organisation does not need to be
the distributor of the products;
 Target female university students (who are most highly receptive to charitable giving) and
appeal to them on the basis of an opportunity to give back. Make the appeal concrete in
terms of need and outcome of donations.
Engage high schools students through fundraising activities

 High schools students don’t generally donate money themselves, but they are very open to
fundraising activities, particularly older high school students.
 Fundraising activities are an excellent way to engage high school students, particularly
those in grades 9 through 11, in charitable giving.
 An under-utilized way to engage youth in fundraising is by taking youth members (donors,
fundraisers, volunteers) and getting them involved in a fundraising activity that would be a
social event. This circumvents the "no time" lament of the teens, and brings in new youth to
your organisation, as well as the donations. The fundraising event could be held at high
schools for convenience, even if the event is not school-sponsored.
4
Key Findings – The United Way
9 in 10 Canadian youth (93%) are aware of the United Way

 43% have read, heard or seen “a lot” about the United Way,
 34% have heard “some,”
 16% have heard “a little,” while just
 7% have heard “nothing at all.”
54% of youth have a positive impression of the United Way ; 3% have a negative
impression (most have neutral views – 43%)
Higher awareness of the United Way brings more positive impressions of it
 85% of youth who have read, heard or seen “a lot” about the United Way, say they have a
positive impression of the organisation.
 69% of those who have heard “some,” and
 44% of those who have heard “a little,” have a positive impression of it.
 27% of those who have heard “nothing at all” about the United Way say they have a positive
impression of the organisation based on its name alone.
Potential the United Way Donors

 Two-thirds of Canadian youth (65%) say they would definitely or be very/somewhat likely to
donate to the United Way, if asked . These are you Potential Donors. Just 22% of these
young people have donated to UW in the past five years.
5
Methodology
 Ipsos Reid conducted nationally representative random sample surveys of

 1,056 Canadian youth age 14-24, and
 817 Canadian adults age 35 and older.
 The surveys were conducted:

 online using Ipsos Reid’s online panel, which is renowned both for its size and its quality
 from September 29th to October 9th, 2006
 in English and French, and
 on average, were 13 minutes in length for youth and 15 minutes in length for adults.
 The resulting data were weighted by region, age and gender according to Census
Canada data.
 Margins of Error
 For the youth survey, overall results are considered accurate to within 3.0 percentage
points, 19 times out of 20 of what they would have been had all Canadian youth age 14-
24 been surveyed.
 For the adult survey, overall results are considered accurate to within 3.4 percentage
points, 19 times out of 20 of what they would have been had all Canadian adults age 35
and older been surveyed.
6
Reporting Conventions
 The survey included questions that asked respondents to give ratings on a scale
from 0 to 10; for example, on their impressions of various charities, where 0 means
very negative and 10 means very positive. In this report, responses of:
 8, 9, and 10 are grouped together and represented as “Positive”;
 3, 4, 5, 6 and 7 are grouped together and represented as “Neutral”; while
 0, 1 and 2 are grouped together and represented as “Negative.”
 This manner of grouping the “top boxes” and “bottom boxes” is also used for other
questions in the survey with four-point scales and 10-point scales.
 "Adults" refer to those age 35 and older who were surveyed.
 "In community college" refers to youth respondents who are in community college,
or attending a trade or technical post-secondary institute.
7
Donors, Fundraisers, and Volunteers
 The main purpose of this study is to better understand youth donors, fundraisers,
and volunteers.
 Each of these categories was explicitly defined for the survey respondents:
 Financial Donations means any financial contribution you made out of your own
money by mail, over the phone, at your door, at work, online, to a cash box, sponsoring
someone, etc.
 Raising Money means other people gave you money that you then gave to a charity,
such as asking people to sponsor you in a fundraising event (e.g., a walk-a-thon) or by
selling things (e.g., chocolate bars, bracelets, cookies, tickets to an event, etc.).
 Volunteering means any time you have given to a charity or non-profit organisation, but
not including time you spent raising money through getting sponsors or selling
something. There are many types of volunteer work, including working in a charity
office, participating on a charity committee, putting up flyers, tutoring for an
organisation, planting trees, helping in a hospital, etc.
 If a respondent did one of the three activities above, they are referred to in this
report as a "participant" in charitable giving.
8
7 in 10 Canadian youth participate in the
charitable sector
40% 40%
28%
Did not
participate, 32% Donor Fundraiser Volunteer
Participated, 68%
(donated, raised
money, volunteered)
9
Contents
MOTIVATION TO GIVE
ATTITUDINAL SEGMENTATION
DONORS, FUNDRAISERS, VOLUNTEERS
UNITED WAY: AWARENESS, REPUTATION, DONORS
1010
Youth are only weakly motivated to be involved
with charities
Agreement with Each Statement

Base: All respondents
Agree Neutral Disagree
I believe strongly in donating money to

28% 65% 7%
charities
I really want to be more involved with charities 18% 68% 14%
My parents are very involved with non-profit

18% 51% 31%
and charitable organizations
I get involved with charities only because I have

to fill the community service requirement at 14% 47% 39%
school
Non-profit organizations cannot be trusted to

8% 60% 32%
spend the money they get wisely
Q1: People have different attitudes towards charities and non-profit organisations. How much do you agree or disagree with each of the following
statements as it relates to you personally? N=1052 11
Less than half of youth agree they would like to
donate more but feel they don't have enough
money to give
I would like to donate

more but I feel that I
45% 45% 10%
don't have enough
money to give
I don't mind donating

to charitable causes,
but it seems I forget 16% 67% 17%
or never get around
to it
I work hard for my

money and shouldn't
15% 55% 30%
be expected to give it
away
Two-thirds of youth see the value of volunteering;
most seem to relate more closely with volunteer-
ing than with donating money
Volunteers make a big difference 66% 31% 3%
I find it difficult to find the time to get

32% 57% 11%
involved with charities
I volunteer instead of giving money 19% 58% 22%
I would like to volunteer more but I don't

know how to find volunteer opportunities 13% 60% 27%
that suit me
Attitudes towards charities and giving differ
across age groups, but the real divide is in their
'life stage', or grade
In high school 46%

I would like to donate more but I feel that I
In community college 59%
don't have enough money to give
In university 66%
In high school 37%

I find it difficult to find the time to get
involved with charities
In university 58%
36%
My parents are very involved with non-
20% In high school
profit and charitable organizations
26% In a community college
In university
In high school 35%
I believe strongly in donating money to In community college 46%
charities
In university 50%
More female youth than male youth have positive
attitudes towards charities and giving

Base: All females / all males
I really want to be more involved with Female 34%

charities Male 22% +1
2
I would like to donate more but I feel that I Female 61%
+9
don't have enough money to give Male 52%
Female 83%
Volunteers make a big difference +8
Male 75%
I believe strongly in donating money to Female 46%
+7
charities Male 39%
I would like to volunteer more but I don't
Female 26%
know how to find volunteer opportunities +7
Male 19%
that suit me
Non-profit organizations cannot be trusted 10%
-7
to spend the money they get wisely 17%
I work hard for my money and shouldn't be Female 16%
-12
expected to give it away Male 28%
For youth who are not involved with charities,
lack of time is the reason for non-involvement,
not lack of interest
Main Reasons For Not Being Involved With A Non-profit Or Charitable Organisation In
The Past 12 Months
Base: Youth not involved in charities
Not enough time/ Too busy 67%
No money 20%
No interest/Don't want to 11%

Lack of opportunities/could not find one I
8%
liked
Lack of awareness 7%
Wasn't asked 2%
Lazy 2%
Distrust charities 1%
Ill/disabled 1%
Other 5%
No reason 2%
Q17: What would you say are the main reasons why you were not involved with a non-profit or charitable organisation in the past 12
months? N=332 16
Implications
 Philanthropic values grow and develop through the teen years and early
adulthood.
 Charities and non-profit organisations have an opportunity to grow the charitable
giving market by bringing more youth into the fold. This can be done by
communicating to youth, especially to high school students, that
 Most adults donate to charities, that is, introduce them to the fact that giving to charities
is a typical part of life for most adults,
 Even small donations can make a big difference, and
 Volunteering can be a lot of fun and they can do it with friends.
 As the message of the value of volunteering resonates with a majority of youth, but
time is an issue, charities may want to consider offering short term or time-
limited/task specific volunteer opportunities to youth
17
Contents
MOTIVATION TO GIVE
1818
Attitudinal Segmentation
 Attitudinal segmentation is the outcome of a statistical process in which

respondents with similar responses to attitudinal questions in the survey are
grouped, or clustered together.
 Each segment has its own unique set of attitudes, behaviours, and demographic
characteristics. Said differently, each segment has its own character and
personality.
 Targeting communications by attitudinal segment can increase the sophistication
of your communications, improve receptivity by the recipient, and enhance your
fundraising efforts.
19
Five Youth Segments
 Five clearly defined attitudinal segments emerged from this analysis.
Committed
Next Gen
Willing, But No Time
Disinterested
‘By The Bootstraps’
20
Attitudinal Segments
Willing, But
No Time
Next Gen 19%
Next Gen, 31%
31%
Committed,
Committed
13%
13%
'By the
Disinterested Bootstraps'
30% 9%
21
Committed (13%)
The Committed Donor segment is the backbone of the donor community. Eighty-
seven percent were involved with a charity last year, through donation,
fundraising or volunteering. The Committed donors believe in donating and in
the importance of volunteering and follow through on both. They are high donors
and fundraisers and dedicated volunteers.
Key characteristics of the Committed segment:

 Most are students in high school or university (few are in community college)
 Equally likely to be male as female
 Believe strongly in donating to charities, feel volunteers make a big difference and are
themselves very involved in the charitable sector. Interest is matched by actions
 Donate to a variety of charities and are high donors
 Fundraisers in this segment typically raise a substantial amount of money – one-third
raised $1000 or more last year! Half attended a fundraising event.
 Many are committed volunteers as well, with half volunteering at least once a month
 Philanthropy is a family tradition –have parents who are also involved with charities
 In spite of how much they give and do for charities, they wish they could do more
 Although open to giving to new charities, most have established loyalties to a set of
organisations.
22
Next Gen (31%)
The Next Gen segment contains the donors of tomorrow. Like the Committed
segment, the Next Gen segment strongly believes in donating and volunteering, but
the Next Gen youth aren't plugged in yet. The Next Gen segment wants to do more
for charities, but don't know how to find volunteer opportunities. They tend to
volunteer instead of donating money. As these youth finish their post-secondary
education and enter the workforce, a substantial portion of this segment will likely
become Committed donors.
Key characteristics of the Next Gen segment:

 Disproportionately female, and full-time students in college or university
 Believe strongly in donating to charities and feel volunteers make a big difference
 80% are involved with charities (half volunteer, half donate, and one-third fundraise)
 Fundraise more money than they donate themselves. (For many, donating means
dropping change into a donation box by the cashier at a store)
 Want to donate more financially, but feel they don’t have enough money to give
 More than 6 in 10 would consider leaving a bequest to a charity in their will
 Involved with charities that support a variety of causes
 Socially conscious (most would buy products at a retail store if they cost more and the
proceeds went to charity)
23
Willing But No Time (19%)
The Willing But No Time segment believes in donating to charities and in volunteering.
Almost half are donors, but few volunteer or fundraise because they cannot find the time.
Many in this segment are in the process of completing their post-secondary education in
university or a community college and are juggling their studies with work. This segment is
a good one to market to since they are engaged and will likely become more involved with
charities when their post-secondary 'foundation' education is completed and they enter a
less hectic period of life.
Key characteristics of the Willing But No Time segment:

 Most are students at a community college or university, and many of these students
are also working
 Disproportionately older youth age 18 to 24; equally male and female
 Believe strongly in donating money to charity and feel volunteers make a big difference
 They want to be more involved in the charitable sector
 Donated a small amount to a limited number of charities, but feel they would donate
more if they had the financial means
 Youth in this segment may diverge after completion of their foundation post-secondary
education with some becoming committed donors and others remaining time challenged
24
Disinterested (30%)
The Disinterested segment is not interested in the charitable giving sector,

and are somewhat distrustful of charities. Youth in this segment do not feel
strongly about donating to charities or about volunteering. That said, a large
minority in this segment have one or two charities they are committed to and
that they donate or raise a substantial amount of money for.
Key characteristics of the Disinterested segment:

 Disproportionately high school students; equally likely to be male as female
 Lukewarm about donating to charity, although most agree volunteers make a big difference
 Do not really trust non-profit organisations to spend the money they receive wisely
 Most are not involved with any charities at all
 Lack of involvement is by choice, and not due to a lack of time or money
 One in five students are involved with charities only to fulfill the community service
requirement at their school
 Typically do not support charities that support human and social services, such as human
rights, poverty and women
 Donate to or fundraise for just 1 or 2 different charities
 Raise more money for charities than they donate
25
‘By the Bootstraps’ (9%)
The ‘By the Bootstraps’ segment doesn't trust charities, doesn't believe in
donating (and appears opposed to it), and doesn't want to be involved with
charities. Not a group to market to!
Key characteristics of the ‘By the Bootstraps’ segment:

 Disproportionately male (70%) with a lower education level
 Least likely segment to be in university
 Don’t believe in donating to charities and don’t want to be involved with charities
 Specifically avoid all involvement with charities related to religion
 Do not really trust non-profit organisations to spend the money they receive wisely
 Those who do donate or fundraise, give or raise only a small amount of money and
donate to or fundraise for only a few charities
26
Differentiating Characteristics of Key Segments
Next Gen Willing, but ‘By the

Committed Disinterested
31% No Time Bootstraps’
13% 30%
19% 9%
 In high school or  Disproportionately  Most are students at  Disproportionately • Disproportionately

university; few in female, age 18-24 a post-secondary high school students male with lower
community college  Disproportionately in institution and many  Indifferent about education
 Believe strongly in college or university of these students are • Least likely to be in
charitable giving and
working as well
donating and in  80% are involved with volunteering university now
volunteering. Interest  Believe strongly in
charities  Don't trust charities • Against donating to
is matched by donating to charities
 Believe strongly in and feel volunteers to spend money they charities and do not
actions. donating to charities receive wisely want to be involved
make a big
 Fundraisers raise a  Socially-conscious difference, but are too  Typically donate to or with charities
substantial amount of  Fundraise more busy as they juggle fundraise for only 1 • Don't trust charities
money work and studies to or 2 charities that to spend the money
money than they
 Open to new donate themselves be involved with they are loyal to, but they receive wisely
charities but most charities raise a substantial • Specifically avoid
 Want to donate more
have established amount of money charities related to
but don’t have the
loyalties  Not open to religion
money to do so
 Many are likely to supporting new  Not a segment to
become Committed charities market to
donors later, when
they have more
financial resources
27
Committed segment grows from 13% among
youth to 23% among adults, while Next Gen
segment shrinks
YOUTH ADULTS
(age 14-24) (age 35+)
Willing, but Next Gen Willing, but

no time 15%
Next Gen, Willing, but
31% nono time
time
Next Gen 19%
22%
31%
Committed,
13%
Disinterested
Dis-
31%
interested
Committed
Committed,
'By the 30% 23%
13%
Bootstraps'
Disinterested 9%
30% 'By the
'By the
Bootstraps'
Bootstraps'
10%
9%
28
Next Gen donor segment shrinks after post-
secondary education, while the Committed donor
segment doubles in size (to 23%)
Next Gen Committed Willing, But No Time Disinterested 'By the Bootstraps'
In high school 26% 15% 12% 37% 10%
In community college 34% 8% 26% 23% 9%
In university 38% 12% 21% 25% 5%
Not in school 26% 12% 24% 26% 12%
Adults 15% 23% 22% 31% 10%
29
Implication for Targeting Segments
 The Committed Segment is an excellent group to target with your communications as

these youth are engaged in the charitable sector already, are paying attention, and in
spite of what they already give, they want to do more.
 The Next Gen segment is a very good group to target as well. They currently
fundraise and volunteer, and are future donors. They believe in donating and most
have been involved with charities in the past year. They want to do more, but don’t
have enough money to give right now. However, as this segment enters the
workforce and increases their earning power, they will likely donate more to charities.
The Next Gen segment is also socially conscious and are receptive to the idea of
cause-related retail.
 The Willing, But No Time segment is a good segment to target now in order to see
the benefits down the road, although it is expected that not all of this group will
transition into being Committed donors. This group wants to donate more but feel
they don’t have enough to give and they feel volunteers make a big difference, but do
not volunteer themselves because they cannot find the time. This segment is at a
busy stage in their lives, with many working and studying part time. When the youth
in this segment enter a less hectic stage in their lives, many will likely become more
involved with charities.
30
Implication for Targeting Segments (cont'd)
 The Disinterested Donors segment is not a group to target. They do not believe
strongly in donating to charities and are somewhat distrustful of charities to spend the
money they receive wisely. This group typically donates to or fundraises for 1 or 2
charities, perhaps charities that they are already familiar with. They are not engaged
in the charitable giving sector and therefore are not likely to respond to marketing
and communications efforts of charities.
 The ‘By the Bootstraps’ segment is definitely not a segment to target either. They do
not believe in donating to charities and do not want to be involved with charities.
Those who do donate or fundraise give or raise only a small amount for charity and
do so only for a very limited number of charities. This segment is also distrustful of
charities to spend the money they receive wisely.
31
Contents
MOTIVATION TO GIVE
Donation Behaviour
Causes Supported
Motivation to Give
3232
Four in ten Canadian youth are donors
Made a financial donation to a charity/non-profit organisation

in the past 12 months
Base: All youth respondents
60%
40%
Yes No
Q2: In the past 12 months, which of the following, if any, have you done?: Made a financial donation to a charity or non-profit organisation
N=1052 33
Youth disproportionately likely to be donors,
include...

Base: All respondents in each group
75% of
adults
ALL YOUTH 40%
University students 57%
Age 22-24 55%
Females 46%
Ontario residents 46%
Q2: In the past 12 months, which of the following, if any, have you done?: Made a financial donation to a charity or non-profit organisation
N=1052 34
Propensity to give a financial donation rises with
'life stage' and with age
LIFE STAGE 76% AGE 76%
57% 55%
48% 47%
40%
21% 23%
22%
age 14- age 16- age 18- age 22- Adults

In high In college In Not in Adults 15 17 21 24 age 35+
school university school age 35+
Q2: In the past 12 months, which of the following, if any, have you done?: Made a financial donation to a charity or non-profit organisation \
35
The majority of youth donors gave to just 1 or 2
charities; 2 in 10 gave to 5 or more charities
Number of charities donated to in the past 12 months

Base: Youth donors
1 charity 20%
55%
2 charities 25%
3 charities 22%
4 charities 12%
45% of
5-9 charities 17% adults
23%
10+ charities 5%
Q7: How many different non-profit or charitable organisations did you give a financial donation to (your own money) in the past 12
months? N=426 36
6 in 10 youth gave $50 or less; 14% gave more
than $200 to charity
Amount donated in the past 12 months

Base: Youth donors
less than $25 34%

61%
$26-$50 27%
22% of
adults
$51-$100 17%
$101-$150 4%
$151-$200 8%
43% of
adults
$201-$500 7%
14%
$501+ 6%
Q8: Approximately how much money in total for all causes did you donate to non-profit and charitable organisations in the past 12
months? N=426 37
Top two ways youth donate to charity are through
donation boxes at stores and buying products
from a non-profit organisation
Means Of Donating In The Past 12 Months (multi-mention)

Base: Youth donors
Donation box by the cashier at a retail store 61%
Bought products, such as books, t-shirts 56%
Sponsored someone in a fundraising event ie.,

45%
walk-a-thon
Attended a fundraising event at school/ work 39%
Gave to street interceptors 33%
Bought a lottery ticket 27%
Through an organized employee giving

19%
campaign at your workplace
Attended a fundraising event ie., dinner 17%
Q5: In the past 12 months, did you donate money to a charity in any of the following ways? N=426 38
When students graduate from high school the way
they donate changes suddenly and substantially
Ways donated money (multi-mention)

Base: Youth donors
In high school 71%

Attended a fundraising In community college 31%
event at school/ work In university 35%
Not in school 22%
In high school 62%

Sponsored someone you
know in a fundraising
In university 41%
event
Not in school 43%
In high school
In high school 18%

Bought a lottery ticket In community
In community college 28% college/ technical/
where a portion of
In university 24% trade school
proceeds go to a In university
Not in school 40%
In high school 67% Not a student

Bought products (e.g.,
books, t-shirts, chocolate
In university 47%
bars…)
Not in school
57%
Youth donation habits in Quebec differ from other
regions
 Youth in Quebec are:

 Twice as likely as those in the rest of Canada to have given to street interceptors in the
past twelve months (59% vs. 27%); but
 Half as likely as those in the rest of Canada to have donated money to a charity by
sponsoring someone they know in a fundraising event, such as a walk-a-thon (25% vs.
50%).
Quebec Rest of Canada

58%
50%
27%
24%
Gave to street interceptors Sponsored someone you

know in a fundraising event
There are significant differences between youth
and adults in how they donate
Method Of Donating In The Past 12 Months (multi-mention)

Base: Youth donors / Adult donors
% of Donors (Multi-mention)
Attended a fundraising Youth 39%

+17
event at school/ work Adults 22% %
Donation box by Youth 61%

+8%
cashier at a store Adults 53%
Bought products, Youth 56%

-
such as books, t-shirts Adults 67% 11%
Sponsored someone Youth 45%

-
in a fundraising event Adults 62% 17%
Youth 27%
Bought a lottery ticket -
Adults 58% 31%
Q5: In the past 12 months, did you donate money to a charity in any of the following ways? N=426 and N=623 41
Youth donors give cash.
Ways of Donating
Base: Youth donors
Cash 79%
Cheque 8%
43% of
adults
41% of
Automated regular adults
withdrawals from bank 5%
account/credit card
Online 5%
5% of youth age 18-
21
One-time withdrawal 8% of youth age 22-
from bank account/ 4% 24
credit card 2% of adults
Q6: When you donate money to a charity, do you usually...? N=426 42

Buying products that give back
We asked youth respondents to imagine they were in a regular store buying

clothing, such as jeans or a t-shirt, and one option cost $2 more than the others
because the $2 was going to go to a well-known charity.
We then asked how likely they would be to buy the item that costs more.
43
8 in 10 youth say they would be likely to buy the
higher priced clothing, if proceeds go to charity
Likelihood of Buying the Item

83%
38%
45%
29%
17%
16%
9%
5%
3%
Definitely Very likely Somewhat likely Somewhat Very unlikely Definitely would
unlikely not
Q19: Imagine you were in a regular store buying clothing, such as jeans or a t-shirt and one option cost $2 more than the others because
the $2 was going to go to a well-known charity. How likely would you be to buy the item that costs more? N=1052 44
And just less than 8 in 10 say their opinion of a
store that offered such an option would improve
Opinion Of Store That Gave Portion Of Profit To Charity

1 in 5 say
their opinion
of the store 75%
would greatly
improve
56%
36%
23%
20% 19%
2%
Improve greatly Improve Improve a little No change Worsen

somewhat
Q20: And would your opinion of a store that gave you such an option...? N=1052 45
Those most likely to definitely/very likely to buy
clothing that cost $2 more, if the $2 went to
charity, include:
 Women (52%)
 Students in community college (56%),
 Youth age 18-21 (51%) and age 22-24 (47%),
 Next Gen segment (55%), Committed segment (55%), and Willing But No Time
segment (46%).
 Although the Willing But No Time segment is generally too busy to be able to make a
donation, making the donation while they take care of must-do chores (i.e., shop) is
feasible.
 29% of the Committed segment say they would definitely buy the product.
46
Fewer adults than youth say their opinion of a
store that offered this option would improve
(75% vs. 58%)
And would your opinion of a store that gave you such an option...?
Base: All youth/all adults
Youth Adults
36% 37%
30%
23%
20% 19%
16%
12%
4%
2%
Youth Adults Youth Adults Youth Adults Youth Adults
Improve greatly Improve Improve a little No change Worsen

somewhat
Q20: And would your opinion of a store that gave you such an option...? N=1052 and N=817 47
4 in 10 youth donors gave the most to a charity
that supports a disease/medical condition
Type Of Causes Supported By The Charities They Donated To

Base: Youth donors (multi-mention)
Disease/ medical condition 41%

Food banks/ food distribution 25%
Disaster relief 25%
Religious organization/ place of worship 24%
Animals/ wildlife 18%
Education/ school 18%
International development/ Third World poverty 14%
Community building/ strengthening 13%
Homeless 13%
Hospitals 12%
Human and social services generally 12%
Women, incl. spousal abuse, rape relief, etc. 10% Poverty in Canada 6%
Human rights 4%
HIV/ AIDS 9%
School/ community team you play on/ group you participate Political party 3%
9% Children's charities 3%
in
School you currently attend 9% Youth groups 2%
Environment 9% Physical/ mental disability 1%
Arts 8%
Q3: Now, thinking about the non-profit organisations that you gave to in the past 12 months, what types of causes did they support? N=426 48
Of the 24% of youth donors who have donated to
a religious organisation, most give to a place of
worship on a regular basis
Frequency of Giving to A Place of Worship In the Past 12 Months

Base: Gave a financial donation to a religious organisation
55%
23%
20%
17% 18%
13%
7%
Weekly Two or three About once a A few times Once or twice Special
times a month occasions
month only
Q4: In the past 12 months, how often did you give money to a church, synagogue, mosque, temple or other place of worship? N=103 49
There are many different reasons why youth first
became involved with the charity they donated
the most money to
Reasons For Giving To The Organisation They Gave The Most Money
In The Past 12 Months
Base: Youth donors
Agreed with their cause/ worthy cause 21%
Response to media solicitation 20%
To help out/ give back 19%
Through a friend/ family member 14%
Friend/ family member became ill/ died from disease 11%

I'm a member/ player/ student 3%
Through school 10%
It's in my community/ local 2%
Interested in what they do 7% Do volunteer work there 2%
Community service hours
Through church 7% 2%
requirement at school
I enjoy it/ it's fun/ rewarding 1%
Concerned about animals/ wildlife/ environment 5%
Gain experience/ help my resume 1%
Through work 5% Other 1%
Q14: Thinking back now, why/how did you first become involved with… [ INSERT the organisation they gave the most money to in
the past 12 months]? N=423 50
Only 1 in 10 youth donors know a celebrity who
publicly supports the charity they donated the
most money to in the past year
Awareness Of A Well-known Celebrity Who Publicly Supports The Charity
They Donated To The Most
Base: Youth donors
88%
12%
Yes No
Q15: Do you know the name of a well-known celebrity who publicly supports [INSERT: CHARITY GAVE MOST MONEY TO]? N=724 51
6% of youth have a will. Just over half of these
individuals would consider or have already made a
bequest to a charity
 6% of youth age 18-24 have a will.
 Of these 38 respondents, half had made their first will when they were age 18-21.
 And of these 38 respondents, 1 in 10 say they have made a bequest to a charity in
their will and another 4 in 10 say they would consider leaving money or other
assets to a charitable organisation in their will.
52
Youth who donate money have more positive
attitudes than other youth towards charities and
giving overall
I believe strongly in donating money to Donors 60% +30%

charities Others 30%
I really want to be more involved with Donors 39%

+19%
charities Others 20%
Donors 89%
Volunteers make a big difference +15%
Others 73%
I would like to donate more but I feel that I Donors 65%

+14%
don't have enough money to give Others 51%
I get involved with charities only because I 12%
have to fill the community service -10%
requirement at school 22%
I work hard for my money and shouldn't be 14%

-13%
expected to give it away 27%
Implications
 Traditional fundraising appeals will not yield substantial financial return from
Canadian youth. Overall, Canadian youth are not strong donors with only 2 in 5
giving financial donations annually and with a relatively low total amount given.
 To raise funds from Canada's youth market:
 Provide opportunities for youth to purchase relevant products by cash where the
proceeds go to charity, along the lines of the (RED) products. Your organisation does
not need to be the distributor of the products;
 Target female university students (who are most highly receptive to charitable giving)
and appeal to them on the basis of an opportunity to give back. Make the appeal
concrete in terms of need and outcome of donations.
 Mass communications to Canadian youth are best used for awareness and
education.
 Education about your organisation, its cause, and also about the value of donating in
order to strengthen philanthropic values.
 Those youth who do donate have much stronger motivation to give than others. While
this is true of adults as well, some of the lack of motivation to give may simply be the
result of a lack of understanding of the importance of charitable work.
54
Contents
MOTIVATION TO GIVE
Fundraising Behaviour
Causes Supported
Motivation to Give
5555
3 in 10 Canadian youth raised money for a
charitable organisation in the past 12 months
Raised Money By Asking People To Sponsor Them In An Event Or By Selling Things

For A Charity Or Non-profit Organisation
72%
28%
Fundraiser Not
Q2: In the past 12 months, which of the following, if any, have you done?: Raised money by asking people to sponsor you in an event or by
selling things for a charity or non-profit organisation? N=1052 56
Among the Fundraisers, 45% are also donors
Raised
Money and
Donated,
Raised
45%
Money 55%
Q2: In the past 12 months, which of the following, if any, have you done?: Raised money by asking people to sponsor you in an event or by
selling things for a charity or non-profit organisation? N=1052 57
Fundraising efforts fall sharply at age 19
Raised Money
Base: All respondents 43% of high
school
students
raised money
ALL YOUTH 28% last year
age 14-16 46%
age 17-18 34%
age 19-21 17%
age 22-24 16%
age 35 and older 18%
Q2: In the past 12 months, which of the following, if any, have you done: Raised money by asking people to sponsor you in an event or
by selling things for a charity or non-profit organisation? N=1052 58
In contrast to making donations, raising money
peaks in high school
22%
40%
Made a financial
57%
donation
48%
76%
43%
16%
In high school
Raised money 23%
In college
14% In university
Not in school
18%
Adults age 35+
59
Three-quarters of youth fundraisers collected
money for 1 or 2 organisations
Number Of Non-profit/Charitable Organisations Raised Money For

Base: Raised money in the past 12 months
1 charity 44%
73%
2 charities 29%
3 charities 13%
4 charities 7%
5-9 charities 3%
10+ charities 4%
Q10: In the past 12 months, how many different non-profit or charitable organisations did you raise money for by getting people to
sponsor you in an event or by selling products, such as chocolate bars, bracelets, cookies, tickets to an event, etc.? N=289 60
1 in 4 youth fundraisers raised more than $500 for
charity in the past year
Total Amount Of Money Raised For All Causes

Less than $50 17%
$51-100 19%
$101-200 19%
$201-500 22%
31% of adult
fundraisers
$501-1,000 11%
23%
More than $1000 12%
Q11: Approximately how much money in total for all causes did you raise for non-profit and charitable organisations in the past 12
months? N=289 61
The average youth fundraiser collects much more
money than the average youth donor. (Overall,
however, there are more donors than fundraisers)
Total Amount Of Money Raised/Donated For All Causes
Base: Raised/Donated money in the past 12 months
Fundraiser 17%
Less than $50
Donor 61%
Fundraiser 19%
$51-100
Donor 17%
Fundraiser 19%
$101-200
Donor 12%
Fundraiser 22%
$201-500
Donor 7%
Fundraiser 23%
$501-1,000
Donor 6%
Q11: Approximately how much money in total for all causes did you raise for non-profit and charitable organisations in the past 12
months? N=426; 62
Most youth fundraisers collected sponsorship
pledges and sold products
Ways Youth Raised Money (multi-mention)

Collected
sponsorship for an 66%
event I was in
Sold products such

as chocolate bars,
bracelets, t-shirts, 59%
calendars, cards,
etc.
Sold tickets to a
31%
fundraising event
Q9: In the past 12 months, which of the following ways did you raise money for non-profit or charitable organisations? N=289 63
Ways fundraisers collected money varies by age
Ways Youth Raised Money (multi-mention)

In high school
In high school 31% In community college
Sold tickets to a In university
Not in school 36%
fundraising event Not a student
In university 31%
Age 35+
Adult 45%
In high school 68%

Sold products such 56%
In community college
as chocolate bars,
Not in school 48%
bracelets, t-shirts,
In university 27%
etc.
Adult
50%
In high school 69%

Collected In community college 79%
sponsorship for an Not in school 60%
event I was in In university 64%
Adult 54%
Q9: In the past 12 months, which of the following ways did you raise money for non-profit or charitable organisations? N=289 64
Fundraising methods differ across regions and age
groups
 While two-thirds (66%) of all youth fundraisers raised money for a non-profit or
charitable organisation by collecting sponsorship for an event they participated in,
 77% in Ontario, and
 74% in British Columbia raised money this way in the past year.
 While 59% of all Canadian youth fundraisers sold products such as chocolate
bars, bracelets, and t-shirts, :
 71% in Quebec (71%) and
 70% of 14-17 year olds raised money this way.
65
There is no one clearly preferred fundraising
method among youth
Favourite Way To Raise Money For A Charity

Base: All youth respondents
Sell tickets to friends and family members to a

27%
event we can all go to together
Getting sponsors/ pledges for a group event

19%
you will be a part of
Selling products to friends, family and other

18%
people I know
Selling products at a booth for the charity 15%
Getting sponsors/ pledges for a walk-a-thon 13%
Text-a-thon with you cell phone, where 99

6%
cents is charged to your phone bill
Getting sponsors/ pledges for a jump rope-a-

3%
thon
Q18: Which of the following sounds like the best way you would personally like to raise money for a charity you like? N=1052 66
Most youth who raise money do so for a group/
team they participate in or for their school; 1 in 4
raise money for a disease/medical condition
Causes Money Was Raised For
School you currently attend 34%

School/community team you play on/
group you participate in 33%
Disaster relief 13%
Arts 8%
Homeless 7%
Hospitals 7%
International development/ 7%
Women (e.g., spousal abuse, rape relief, etc.) 6% All other types of
charities are mentioned
Environment 5% by less than 5% of
respondents
Q3_2: Now, thinking about the non-profit organisations that you raised money for in the past 12 months, what types of causes did they
support? N=289 67
But more youth collected the most money for a
charity related to a disease/medical condition
than for any other cause
Type Of Cause The Most Money Was Raised For In The Past 12 Months
Base: Raised money for in the past 12 months
School/community team you play on/ group you

21%
participate in

4% of youth
donors gave
money to their
Youth groups 6% team/group
International development 4%
Children's charities 3%
All other types of
charities are
Church/ church group 3% mentioned by less than
3% of respondents
Q13_2: What is the name of the charity or non-profit organisation that you [Raised the most money for in the past 12 months]? N=289 68
Few youth fundraisers know a celebrity who
publicly supports the charity they raised the most
money for in the past year
Awareness Of A Well-known Celebrity Who Publicly Supports The
Organisation They Raised The Most Money For
87%
Same proportion
as for cause
donors gave the
most money to
13%
Yes No
Q15: Do you know the name of a well-known celebrity who publicly supports [CHARITY RAISED MOST MONEY FOR]? N=289 69
1 in 5 youth fundraisers became involved with the
charity they raised the most money for through
school or because they wanted to ‘give back’
Reasons For First Becoming Involved With The Organisation They Raised
The Most Money For
Through school 20%
Through friends/ family 12%

When a friend/ family member became ill/ died from
11%
disease
Community service hours requirement at school 7%
Agreed with their cause/ worthy cause 7%
Interested in what they do 7%
Through work 5%
Concerned about animals/ wildlife/ environment 3%
Through church 3% Other reasons

mentioned by less than
Through media solicitation 3% 3% of Respondents
Q14: Thinking back now, why/how did you first become involved with [INSERT NAME OF ORGANISATION raised the most money
for/Donated the most money to] in the past 12 months]? Fundraisers: N=289; Donors N=426 70
Youth get involved with fundraising for charities
through different means than they get involved
with the charities they donate to
Reasons For First Becoming Involved With The Organisation They Raised/Donated
The Most Money For
Base: Raised money / Gave a donation in the past 12 months
Fundraised most for

20%
Through school Donated most money to
10%
I'm a member/ player/ 11%

student 3%
Community service 7%
hours requirement at
school 2%
Agreed with their 7%

cause/ worthy cause 16%
Through media 3%
solicitation 21%
Q14: Thinking back now, why/how did you first become involved with… [Raised the most money for in the past 12 months]? Fundraisers:
N=289; Donors N=426 71
Youth fundraisers less motivated to get involved with
charities than youth donors; 1 in 5 fundraisers get involved
only because of the school community service requirement

Fundraisers 49%
I believe strongly in donating money to
charities Donors 60%
Fundraisers 40%
I find it difficult to find the time to get involved
with charities Donors 49%
Fundraisers 37%
I volunteer instead of giving money
Donors 30%
I get involved with charities only because I Fundraisers 20%

have to fill the community service
requirement at school Donors 12%
statements as it relates to you personally? Fundraisers: N=289; Donors N=426 72
Implications
 Fundraising activities are an excellent way to engage high school students,

particularly those in grades 9 through 11, in charitable giving. High school students
don’t generally donate money themselves, but they are very open to fundraising
activities.
 Fundraising activities are best organised through schools where you can get school
and teacher support in approaching students. This requires substantial organisation
and commitment on your part. And opportunities are limited to a small number of
charities per school. An added benefit of this approach is that it effectively captures
the fundraisers who are motivated to participate for their community service
requirement as well as future donors.
 An under-used way to engage youth in fundraising is by taking your organisation's
youth members (donors, fundraisers, volunteers) and getting them involved in a
fundraising activity that would be a social event. This circumvents the "no time" lament
of the teens, and brings in new youth to your organisation, as well as the donations.
The fundraising event could be held at high schools for convenience, even if the event
is not school-sponsored.
 Participation in fundraising activities will vary by geographic region, so successful
programs will incorporate flexibility in tailoring activities within the regions.
73
Contents
MOTIVATION TO GIVE
Volunteer Behaviour
Causes Supported
Motivation to Give
The "Cool" Charitable Causes
7474
Four in ten youth volunteered for a charity in the
past year
Involvement With Charities/ Non-profit Organisations In The Past 12 Months

40% 40%
31%
28%
Volunteer Fundraiser Donor Not involved
Q2: In the past 12 months, which of the following, if any, have you done?: Volunteered for a charity or non-profit organisation? N=1052 75
Volunteers also donate and raise money
 Half of youth volunteers (49%) are also make financial donations.

 4 in 10 volunteers (40%) also do fundraising for one or more charities.
76
Volunteering peaks in high school, particularly in
the higher grades
Volunteered with a charity/non-profit organisation
LIFE STAGE AGE
50%
48%
43% 42%
38%
36% 36% 36%
33%
30%
In high In college In Not in Age 35+ age 14- age 16- age 18- age 22- Age 35+
school university school 15 17 21 24
Q2: In the past 12 months, which of the following, if any, have you done?: In the past 12 months, which of the following, if any, have you
done?: Volunteered for a charity or non-profit organisation? N=1052 77
Very close relationship between life stage and
type of involvement with charities
In high school In college In university Not in school Adults age 35+
76%
57%
48% 48%
43% 43%
40%
36%
33%
30%
23% 22%
18%
16%
14%
Volunteered Raised money Made a financial donation
78
Youth volunteering varies across provinces
In the past 12 months, which of the following, if any, have you done?: Volunteered for
a charity or non-profit organisation
Base: Volunteered in the past 12 months
47%
43% 42%
40%
37%
34%
30%
ALL YOUTH British Alberta Man/Sask Ontario Quebec Atlantic

Columbia Provinces
Q2: In the past 12 months, which of the following, if any, have you done?: Volunteered for a charity or non-profit organisation N=1052 79
Half of youth volunteers gave their time on a
regular basis
In the past 12 months, how often did you do volunteer work for a not-for-profit or
charitable organisation?
At least once a week 21%
Two or three times a

month
12% 50%
About once a month 17%
A few times in the past

32%
12 months
Once or twice in the

18%
past 12 months
Q12: In the past 12 months, how often did you do volunteer work for a not-for-profit or charitable organisation? N=423
80
1 in 3 youth volunteered for non-profit
organisations related to education, and 1 in 4 for
community-building or a religious organisation
Types Of Non-profit Organisations Volunteered For
In The Past 12 Months (multi-mention)

Arts 13%
Homeless 10%
Hospitals 8%
Environment 6%
Disaster relief 4%
Political party 4%
Poverty in Canada 4%
All other type of
Women, incl. spousal abuse, rape relief, etc. 3% charities mentioned by
HIV/ AIDS 3% less than 3% of
3% respondents
Human rights
Q3_3: Now, thinking about the non-profit organisations that you volunteered for in the past 12 months, what types of causes did they support?
N=423 81
There are some distinct differences in the type of
causes youth typically volunteer for, fundraise for,
and donate to
Types Of Non-profit Organisations Volunteered/Fundraised/ Donated To
In The Past 12 Months (multi-mention)
31%
Education/ school 32% Volunteered for
18%
Fundraised for
25% Donated money
13%
Religious organization/ place of 23%
11%
worship 24%
13%
41%
8%
18%
5%
14%
4%
Disaster relief 14%
25%
Q3_3: Now, thinking about the non-profit organisations that you volunteered for in the past 12 months, what types of causes did they support?
N=423 82
Overall, the charities that youth were involved
with in the past year benefitted their local
community more than anywhere else
Who Benefits From The Charities/Non-profit Organisations Youth Supported

Base: All youth donors/fundraisers/volunteers
Your local
41%
community
The school you

attend/ Group you 21%
participate in
Canada 20%
Developing
9%
countries
Other 9%
Q3A: Thinking about all the charities and non-profit organisations that you were involved with in the past 12 months, would you say they
mostly benefitted…? N=1,029 83
No single charity or type of charity stands out as
the one youth volunteer for the most
Type Of Charity/Non-profit Organisation Volunteered For The Most

In The Past 12 Months
School/community team you play on/ group

15%
you participate in
Church/ church group 10%
Youth groups 5%
Children's charities 4%
Hospitals 3% All other type of

charities mentioned by
less than 2% of
Physical/ mental disability 2% respondents
Q13_3: What is the name of the charity or non-profit organisation that you [Did the most volunteer work for in the past 12 months]? N=423 84
Only 1 in 10 youth volunteers know a celebrity
who publicly supports the charity they did the
most volunteer work for in the past year
Awareness Of The Name Of A Well-known Celebrity Who Publicly Supports Charity
Volunteered The Most For
90%
Same proportion
as for cause
fundraised the
most for and
donated the most
money to
10%
Yes No
Q15: Do you know the name of a well-known celebrity who publicly supports [CHARITY DID MOST VOLUNTEER WORK FOR]? N=423 85
The most common reason why youth first became
involved with the charity they volunteer for most
is altruistic — to help out and give back
How Volunteers First Become Involved With The Organisation They Volunteer The
Most Volunteer For

Through school 14%
Encouragement by
Interested in what they do 11% others is a key
means of drawing
Agreed with their cause/ worthy cause 10% youth into
volunteering for a
Community service hours requirement at school 8% particular
organisation
Through church 6%
Gain experience/ help my resume 5%
It's fun/ rewarding 5%
It's in my community/ local 5%
Through work 4% Other reasons
mentioned by less than
Friend/ family member became ill/ died from disease 3% 3% of Respondents
Q14: Thinking back now, why/how did you first become involved with… [Did the most volunteer work for in the past 12 months]? N=423 86
How youth get involved with a charity differs
depending on whether they are a volunteer,
fundraiser, or donor to that organisation
How Volunteers First Become Involved With The Organisation They Volunteer The
Most Volunteer For
20%
Volunteered for
Fundraised for
14%
Gave most money to
14%
Through school 21%
10%
11%
Interested in what they
7%
do
7%
10%
Agreed with their
9%
cause/ worthy cause
22%
Friend/ family member 3%

became ill/ died from 11%
disease 11%
Q14: Thinking back now, why/how did you first become involved with… [Did the most volunteer work for in the past 12 months]? N=423 87
Half of youth volunteers volunteer instead of
giving money

Volunteers 48%
I believe strongly in
donating money to Fundraisers 49%
charities
Donors 60%
Volunteers 48%
I volunteer instead of
Fundraisers 37%
giving money
Donors 30%
I get involved with

charities only Volunteers 21%
because I have to fill
Fundraisers 20%
the community
service requirement 12%
Donors
at school
statements as it relates to you personally? Fundraisers: N=289; Donors N=426 88
The majority of youth rate 7 of 8 given causes as
“totally cool”; Cancer is the coolest and
international adoption is the least cool
How would you rate each of the following charitable causes today?
Totally cool Kinda cool Not cool
Cancer research 71% 25% 3%
Helping children/ teens 64% 33% 4%
Environment 59% 36% 6%
HIV/ AIDS 55% 37% 8%
Poverty in Canada 51% 40% 9%
Helping developing countries 43% 45% 12%
Cruelty to animals 53% 33% 13%
International adoption 29% 50% 21%
Q21: How would you rate each of the following charitable causes today? N=1052 89
More young women than men rated each of the
charitable causes asked about as “totally cool”
 More young women than young men say the following charitable causes are
“totally cool”:
 Helping developing countries (53% vs. 34% -- a 19 percentage point gap),
 Cruelty to animals (63% vs. 44% -- a 19 percentage point gap),
 International adoption (39% vs. 20% -- a 19 percentage point gap),
 Poverty in Canada (59% vs. 44% -- a 15 percentage point gap),
 Helping children and teens (70% vs. 58% -- a 12 percentage point gap), and
 Cancer research (77% vs. 66% -- a 11 percentage point gap).
 Only on the issue of HIV/AIDS are young men almost as likely as young women to
feel the issue is "totally cool" (51% of males vs. 59% of females).
90
Eight in ten youths expect to be involved with at
least one new charitable organisation next year
Involvement Expectations for 2007

Base: Made financial donation/ Raised money/ Volunteered in the past 12 months
Entirely the same

organizations as in 22%
2006
Mostly the same 62%
79%
Mostly different 9%
Entirely different 8%
Q16:Do you expect that next year in 2007 you will be involved with…? N=1,029 91
Youths are less set in their ways when it comes to
the charities they are involved with
Involvement Expectations for 2007

Base: Made financial donation/ Raised money/ Volunteered in the past 12 months
Entirely the same non-

22% Youth
profit and charitable
organizations as in Adults
33%
2006
62%
Mostly the same
organizations
63%
9%
Mostly different
organizations
2%
8%
Entirely different
organizations
2%
Q16:Do you expect that next year in 2007 you will be involved with…? N=1,029 and N=688 92
Implications
 Most youth are keen to get involved or be more involved with charities.
 Communicate early and often!
 Encouraging youth to volunteer more requires, in part, understanding what their
interests are at different life stages. Youth in high school (particularly the higher
grades) and university students are more receptive to volunteering than youth
attending community college or who are no longer students.
 Volunteer recruitment messaging aimed at youth should reinforce a message of
the value of volunteer time, since half of youth volunteers believe in donating their
time, rather than their money.
 Partnering with schools will capture those needing to complete their community
service requirement as well as developing a base of future volunteers and donors.
 Incorporate fast track volunteer opportunities for friends and family of youth
volunteers to leverage their relationships and reinforce the social element of
volunteering (1 in 5 youth volunteers first became involved with a charity this way,
second only to school).
93
Contents
MOTIVATION TO GIVE
Awareness & Impressions of the United Way
Profile of Potential the United Way Donors
9494
Very high level of awareness of the United Way
among youth (93%)
Awareness of the United Way

% of respondents saying they have read, heard, or seen something about the United Way
93%
7%
Aware of UW Not aware of UW
Q25: How much have you seen, read or heard about the United Way …? N=1052
95
Awareness of the United Way is on par with other
top charities in Canada
Awareness of Each Charity

% of respondents saying they have have read, heard, or seen a lot/some/a little about each organization
UNICEF 96%
Heart and Stroke

96%
Foundation
United Way 93%
Amnesty
78%
International
95% of
Canadian Feed the adults
50%
Children Fund
War Child 43%
Q25: How much have you seen, read or heard about…? N=1052
96
4 in 10 Canadian youth have read, heard or seen
a lot about the United Way
Amount Read, Heard, Seen About the United Way

% of respondents
75% of
adults
43%
34%
16%
7%
A lot Some A little Nothing at all
Q25: How much have you seen, read or heard about the United Way …? N=1052
97
Just over half of youth have a positive impression
of the United Way ; only 4% have a negative
impression
Impressions of the United Way

% of respondents
54%
43%
3%
Positive (rating of 8-10) Neutral (rating of 3-7) Negative (rating of 0-2)
Q26: What is your impression of each of the following organizations? Even though you may not be aware of some of these
organizations, we would still like your general impression of them N=1052 98
Unusual degree of variation in positive impression
of UW across regions
Positive Impression of the United Way, by Region

% of respondents in each region giving an 8 – 10 rating
62%
59%
54%
51%
45%
43%
39%
ALL BC Alberta Man/Sask Ontario Quebec Atlantic

YOUTH
85% of youth who have heard a lot about the
United Way have a positive impression of it
Positive Impression of UW, by Awareness Level

 Of those who have read, heard or % of respondents giving an 8-10 rating
seen a lot about the United Way,
85% have a positive impression of 85%
it, compared to
 69% of those who have 69%
read/heard/seen “some" about the
United Way,
 44% of those who have
read/heard/seen “a little,” and 44%
 27% who have read/heard/seen

“nothing at all” have a positive 27%
impression of the United Way.
 This general pattern seen with most

charitable organizations.
A lot Some A little Nothing at
all
100
Positive impression of the United Way is on par
with UNICEF
Positive Impression of Each Charity

% of respondents giving an 8-10 rating
Heart and Stroke

65%
Foundation
UNICEF 57%
United Way 54%
Amnesty International 40%
Canadian Feed the

35%
Children Fund
War Child 28%
Contents
MOTIVATION TO GIVE
Awareness & Impressions of the United Way
Profile of Potential United Way Donors
102
102
One in five youth (22%) have donated, fund-
raised, or volunteered for the United Way in the
past five years
Donors, Fundraisers and Volunteers for the United Way

% of respondents
78%
19%
8%
5%
UW Donor UW Fundraiser UW Volunteer None of these
Q27 For each of the following organizations, please indicate whether you have given a financial donation, raised money, or
volunteered for or done none of these in the past 5 years? (N=718) 103
Two-thirds of youth say they would be likely to
donate to the United Way, if asked
Just 14% have
donated to UW
Likelihood of Donating to the United Way, If Asked
% of respondents
in the past
65%
35%
36%
30%
20%
17%
11% 10%
6%
Definitely Very likely Somewhat Not very Not at all Definitely

would likely likely likely would not
Q28: Please remember that we are only asking questions today and are not soliciting support in any way. How likely would you
be to donate money to each of the following charitable organisations, if asked? N=1052 104
 The remainder of this section provides a profile of “Potential Donors” to the United
Way.
 “Potential UW Donors” are defined here as those youth age 14-24 who say they
definitely would, are very likely to, or somewhat likely to donate money to the
United Way, if asked.
65% of Canadian youths are

“Potential UW Donors”
105
Potential UW Donors
Demographic characteristics
Potential UW Donors are disproportionately:

 Female
 Ontario residents, and
 In university.
106
Potential UW Donors
Motivation
 Potential UW Donors are much more likely than other youth to:
 Believe strongly in donating money to charities (49% vs. 30%),
 Feel that volunteers make a big difference (84% vs. 71%),
 Really want to be more involved with charities (32% vs. 20%).
 A smaller proportion of Potential UW Donors than others:

 Agree they work hard for their money and should not be expected to give their money
away (17% vs. 30%).
107
Potential UW Donors
Charitable Giving
 Of those youth who say they would be likely to donate to the United Way, if asked,
 Half (52%) had not given any financial donations in the past year, indicating that there is
potential for the United Way to expand the youth donor market in Canada, and
 72% of Potential UW Donors have not donated to the United Way in the past five year
suggesting a substantial opportunity for the United Way.
 Potential UW Donors are disproportionately:
 Donors (48% vs. 26% of other youth),
 Fundraisers (30% vs. 23%), and
 Volunteers (42% vs. 38%).
 Not only are Potential UW Donors more likely than other youth to be involved with
charities, they are also more involved, that is,
 Potential UW Donors who donated in the past 12 months donated to more charities and gave
more money than other youth donors,
 Potential UW Donors who raised money in the past 12 months raised money for more
charities and raised more money in total than other youth fundraisers, and
 Potential UW Donors who volunteered in the past 12 months volunteered for more charities
and volunteered on a more regular basis than other youth donors.
 Potential UW Donors are highly receptive to the concept of buying a product at a retail
store where part of the profit goes to charity.
108
Potential UW Donors
UNITED WAY
 Potential UW Donors are highly aware of the United Way. Twice as many Potential
UW Donors than other youth have read, heard or seen a lot about the United Way
(51% vs. 26%).
 82% of Potential UW Donors have a positive impression of UW, compared to 45%
of other youth.
109
Potential UW Donors
Segments
 Potential UW Donors are much more likely than other youth to be in the Next Gen
segment (35% vs. 23%) and less likely to be in the 'By the Bootstraps' segment
(26% vs. 35%).
110
Summary
It appears that the United Way has a substantial opportunity to expand the youth
market of donors.
 Awareness of UW is very high among youth and it has a very good reputation.
This provides UW with a firm foundation on which to build fundraising and donation
programs aimed at youth.
 Only 22% of those who are Potential UW donors have given a financial donation to
the UW in the past 5 years, suggesting that the United Way has an untapped
youth market of donors.
 Moreover, this group of young people is composed disproportionately of the Next
Gen segment—a group that is genuinely committed to philanthropy and tends to
be already involved to some extend with charities.
111
For more information,
please contact…
Dr. Glenys A. Babcock
Vice President, Ipsos Reid Public Affairs
glenys.babcock@ipsos-reid.com
416-572-4418
Melissa Brown
Research Manager, Ipsos Reid Public Affairs
melissa.brown@ipsos-reid.com
416-324-2900
w w w . i p s o s . c a 112

Building Canada's Next Generation of Donors

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Building Canada's Next Generation of Donors

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Building Canada's Next Generation of

7 in 10 Canadian youth were involved with charities in the past 12 months

Youth are open to new volunteering opportunities

Tailor volunteer opportunities for high school students

To raise funds from Canada's youth market as a whole…

Engage high schools students through fundraising activities

9 in 10 Canadian youth (93%) are aware of the United Way

Potential the United Way Donors

 Ipsos Reid conducted nationally representative random sample surveys of

 The surveys were conducted:

Agreement with Each Statement

Agree Neutral Disagree

I believe strongly in donating money to

I really want to be more involved with charities 18% 68% 14%

My parents are very involved with non-profit

I get involved with charities only because I have

Non-profit organizations cannot be trusted to

Agree Neutral Disagree

I would like to donate

I don't mind donating

I work hard for my

Agree Neutral Disagree

Volunteers make a big difference 66% 31% 3%

I find it difficult to find the time to get

I volunteer instead of giving money 19% 58% 22%

I would like to volunteer more but I don't

In high school 46%

In high school 37%

Agreement with Each Statement

I really want to be more involved with Female 34%

Not enough time/ Too busy 67%

No interest/Don't want to 11%

 Attitudinal segmentation is the outcome of a statistical process in which

 Five clearly defined attitudinal segments emerged from this analysis.

Willing, But No Time

‘By The Bootstraps’

Key characteristics of the Committed segment:

Key characteristics of the Next Gen segment:

Key characteristics of the Willing But No Time segment:

The Disinterested segment is not interested in the charitable giving sector,

Key characteristics of the Disinterested segment:

Key characteristics of the ‘By the Bootstraps’ segment:

Next Gen Willing, but ‘By the

 In high school or  Disproportionately  Most are students at  Disproportionately • Disproportionately

Willing, but Next Gen Willing, but

In high school 26% 15% 12% 37% 10%

In community college 34% 8% 26% 23% 9%

In university 38% 12% 21% 25% 5%

Not in school 26% 12% 24% 26% 12%

Adults 15% 23% 22% 31% 10%

 The Committed Segment is an excellent group to target with your communications as

Made a financial donation to a charity/non-profit organisation

Made a financial donation to a charity/non-profit organisation

ALL YOUTH 40%

University students 57%

Age 22-24 55%

Ontario residents 46%

LIFE STAGE 76% AGE 76%

age 14- age 16- age 18- age 22- Adults

Number of charities donated to in the past 12 months

Amount donated in the past 12 months

less than $25 34%