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Nobody’s Unpredictable What Canadian Donors Want June 2012
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What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

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Page 1: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

Nobody’s Unpredictable

What Canadian Donors Want

June 2012

Page 2: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Presenters

Heather Alinsangan, Associate Vice

President, Ipsos Reid

Public Affairs

Nowshad (Shad) Ali, CFRE, President and

CEO of On Purpose

Leadership

Page 3: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Donors

AFP Foundation for Philanthropy - Canada AFP Canada South AFP Golden Horseshoe AFP Greater Toronto Chapter AFP Manitoba Chapter AFP Newfoundland & Labrador AFP Nova Scotia AFP Ottawa Chapter AFP Regina Chapter AFP Saskatoon Chapter AFP South Eastern Chapter AFP Vancouver Chapter AFP Vancouver Island Chapter

Vivian Smith, CFRE Andrew Watt, FInstF

Nowshad Ali, CFRE Roger Ali, CFRE Derek Fraser, CFRE Pati Greenwood, CFRE Mark Hierlihy, CFRE Susan Horvath, CFRE Tania Little, CFRE Andrea McManus, CFRE John & Sheryl Paul Cynthia Quigley Sonya Swiridjuk, CFRE Karen Willson, CFRE And many other members in attendance at the Canadian Leadership Retreat in Saskatoon in 2011!

Page 4: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

About the AFP Foundation for Philanthropy -

Canada

The AFP Foundation for Philanthropy - Canada works to:

Ensure the advancement of philanthropy by supporting

AFP's mission and goals in Canada.

Seek, receive and expend philanthropic funds on AFP's

behalf.

Engage in related activities required to fulfill its purposes

and mission.

Page 5: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Case for Support

Create Sector Advocates Through Education

Build Philanthropic Leaders Through Scholarships

Strengthen the Sector Through Career Mentoring

Foster Understanding Through Research

Page 6: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Presentation Outline

Methodology

Giving Levels

Giving Decision

Administration and Operations

Thanking Donors

Boards and Volunteer Leadership

Role of Fundraisers

6

Page 7: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Methodology

The methodology for this study involved an online survey using the Ipsos Reid

Online Panel.

The survey was conducted among a nationally representative sample of Canadians

18 years and older.

Slight weighting was applied by region, age, and gender to ensure a nationally

representative sample according to 2006 census targets.

A total of 1,027 surveys were completed from November 15 – 30, 2011.

While not a random probability sample, a sample of this size has a theoretical

margin of error of ± 3.1, 19 times out of 20.

Tracking data from Ipsos Reid’s Canadian Donors & You syndicated study are

included where possible.

7

Page 8: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

Nobody’s Unpredictable

Giving Levels

Page 9: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

71% 71% 72% 70%

2007 2008 2009 2011

Made a financial donation in the past 12 months

9

Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027); (2009

n=1108; 2008 n=1823; 2007 n=1420)

Consistent with previous surveys, 7 in 10 respondents have made a financial donation in the past 12 months.

% Yes

• 78% of those who donated in the past 12

months were contacted for a donation.

Page 10: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Financial donation in the past 12 months (cont’d)

10

Those in Quebec, and Ontario (to a lesser extent) are less likely to have made a financial donation in the past 12 months compared

to those in other regions of Canada. As the level of educational attainment increases so does the incidence of having given.

Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)

70%

74%

79%

76%

70%

56%

78%

64%

72%

79%

TOTAL

BC

AB

SK/MB

ON

QC

ATL

HS<

Post Sec

University

Yes, 70%

No, 27%

Don't know

3%

%Yes

Have Made a Financial Donation in the Past 12 Months

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© 2012 Ipsos Association of Fundraising Professionals

Financial donation in the past 12 months (cont’d)

11

While there is no significant difference in having made a financial donation in the past 12 months by gender, there is a direct

correlation between increasing age/income and having given.

Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)

70%

68%

71%

58%

67%

83%

52%

68%

70%

80%

TOTAL

Male

Female

18-34

35-54

55+

<$25K

$25K-<$60K

$60K-<$100K

$100K+

Yes, 70%

No, 27%

Don't know

3%

%Yes

Have Made a Financial Donation in the Past 12 Months

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© 2012 Ipsos Association of Fundraising Professionals

Contacted for donations in the past 12 months

12

Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,

educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)

7 in 10 indicate that they have been contacted to make a donation in the past 12 months. Those in Quebec and those with lower

levels of educational attainment are less likely to report having been approached.

69%

77%

78%

80%

73%

50%

72%

64%

74%

72%

TOTAL

BC

AB

SK/MB

ON

QC

ATL

HS<

Post Sec

University

Yes, 69% No, 26%

Don't know 4%

%Yes

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© 2012 Ipsos Association of Fundraising Professionals

Contacted for donations in the past 12 months (cont’d)

13

Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,

educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)

Older respondents and those with higher levels of income are more likely to indicate having been contacted for a charitable donation

in the past 12 months.

69%

69%

70%

53%

68%

87%

55%

64%

75%

78%

TOTAL

Male

Female

18-34

35-54

55+

<$25K

$25K-<$60K

$60K-<$100K

$100K+

Yes, 69% No, 26%

Don't know 4%

%Yes

Page 14: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Asked vs. donated in the past 12 months

14

Q6. In the past year, have you been contacted by telephone, in person or through the mail by fundraising or development staff of charities,

educational institutions, or other kinds of non-profit organizations to ask you to donate money? Base: All Respondents (n=1027)

Q2. Have you made a financial donation to a charity or non-profit organization in the past 12 months? Base: All Respondents (n=1027)

The incidence of having been asked to donate is very similar to the proportion that has actually given. Overall, those in Quebec and

Atlantic Canada have given more than they have been asked.

69%

77% 78% 80%

73%

50%

72% 70%

74%

79% 76%

70%

56%

78%

TOTAL BC AB SK/MB ON QC ATL

Asked Donated

Page 15: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Number of causes donated to in the past 12 months

15

Q4. How many different charitable causes did you donate money to in the past 12 months? Base: Have made a financial donation to a charity or

non-profit organization in the past 12 months (n=713)

Donors are most likely to indicate that they donate to 2-3 causes.

24%

43%

18%

14%

1 cause

2-3 causes

4-5 causes

6 or more causes

Page 16: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Amount of financial donation in the past 12 months

16

Q5. Approximately how much in total did you donate to non-profit and charitable organizations in the past 12 months? Base: Have made a financial

donation to a charity or non-profit organization in the past 12 months (excluding no response) (n=713); (2009 n=819; 2008 n=1348; 2007 n=1022)

More respondents indicate that they donated $50 or less in the past 12 months compared to previous years, which is offset by a

decline in the number of donations exceeding $200, $500, or $1,000.

21%

17%

17%

22%

11%

11%

22%

17%

17%

21%

9%

12%

20%

19%

18%

22%

9%

12%

29%

19%

17%

20%

6%

10%

$1 - $50

$51 - $100

$101 - $200

$201 - $500

$501 - $1000

Over $1000

2007 2008 2009 2011

Page 17: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Preferred frequency of being approached for donations

17

Q9. Thinking of the charitable organizations you support, how often do you prefer to be approached for financial donations? Base: Those who

made a financial donation in the past 12 months (n=713)

Of those who have donated in the past 12 months, most prefer to be approached for donations once a year or less often.

62%

22%

5%

2%

1%

6%

3%

Once a year or less often

2-3 times a year

Once every couple months

Once a month

More than once a month

Not applicable

Don't know/Refused

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© 2012 Ipsos Association of Fundraising Professionals

Giving Levels

• Key opportunities for your fundraising programs:

– Learn more about the demographics of your donors: age, education,

income level are strong predictors of propensity to give

– Find out what other causes or organizations they support, look for

collaborative opportunities or there may be marketing insight to be

gained from this info that would benefit your fundraising efforts

– Basically – inform and ask and you will receive, then update and you

are most likely to receive again.

Page 19: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

Nobody’s Unpredictable

The Giving Decision

Page 20: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Reasons for charitable giving

20

Q14. What are some of the reasons you donate to charities? Base: Those who made a financial donation in the past 12 months (n=713)

The main reasons for donating to charities relate not only to a desire to help and give back to the community but also knowledge that

the charity does good work or that it has a good reputation.

44%

34%

23%

22%

22%

19%

18%

18%

18%

11%

11%

9%

4%

4%

3%

2%

2%

I want to help those in need

Because I know the charity does good work

I want to give back to the community

It is the right thing to do

The charity has a good reputation

As a memoriam gift (in honour of someone who was recently deceased)

It feels good

To support friends/family members who ask me to give

For a tax receipt

I've been personally affected by the work they do

I have benefitted from their services and want to give back

It is part of my religious beliefs

They ask me to donate

My workplace chooses the charity employees give to

To be seen to be contributing to my community

Don't know

Not applicable

Page 21: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Reasons for not donating in the past 12 months

21

Q3. Why haven’t you made a financial donation to a charity or non-profit organization in the past 12 months? Base: Have not made a financial

donation to a charity or non-profit organization in the past 12 months (n=314)

54%

6%

5%

5%

3%

2%

2%

1%

17%

10%

6%

Can't afford it

I give in another way

I don't trust them

Money doesn't go to the cause

Unemployed

I am a student

No time/ busy

I volunteer instead

Other

None

Don't know/Refused

Not being able to afford it is by far the main reason provided for not making a financial donation in the past 12 months.

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© 2012 Ipsos Association of Fundraising Professionals

Preferred approach for donations

22

Q8. How do you prefer to be approached for charitable donations? Base: All Respondents (n=1027)

Traditional means, namely a letter in the mail is overall the preferred approach for being asked for charitable donations, while

receiving an e-mail is the preferred method for about 1 in 5. Very few prefer being approached by phone.

45%

17%

14%

4%

1%

2%

1%

33%

4%

A letter in the mail

An e-mail

A newsletter received by regular or electronic mail

A phone call

In-person

All of the above

Other

None of the above

Don't know/Refused

• Older respondents are more likely to indicate a

letter in the mail, while younger respondents

and those with higher levels of education are

more likely to mention an e-mail.

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© 2012 Ipsos Association of Fundraising Professionals

Awareness and knowledge of the purpose of supported

charitable organizations

23

Q26.In general, how much have you seen, read, or heard about the purpose of the charities to which you donate? Base: Those who made a

financial donation in the past 12 months (n=713) / Q27. In general, how would you rate your knowledge of the charitable causes that you support?

Base: Those who made a financial donation in the past 12 months (n=713)

7 in 10 respondents indicate that they have seen, read, or heard a lot or something about the purpose of the charities to which they

donate. Nearly 8 in 10 consider themselves very/somewhat knowledgeable about the charitable causes they support.

23%

48%

22%

4%

2%

1%

A lot

Something

Not too much

Nothing at all

Don't know

Not applicable

14%

63%

17%

3%

1%

1%

Very knowledgeable

Somewhat knowledgeable

Not very knowledgeable

Not at all knowledgeable

Don't know

Not applicable

71% 77%

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© 2012 Ipsos Association of Fundraising Professionals

Importance of knowing an organization is fulfilling its

purpose before donating

24

Q16/Q24. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the

past 12 months (n=713)

A wide majority of respondents indicate that they need to know an organization is fulfilling its purpose before donating to them; 6 in

10 indicate that they typically do some research on a charity before they donate.

40%

20%

43%

42%

9%

24%

1%

8%

7%

6%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

I need to know that an organization is

fulfilling its purpose before I donate to

them

I typically do some research on a

charity before I donate 62%

% Agree

83%

Page 25: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Awareness that supported charitable organizations have

achieved their objectives

25

Q15. Thinking of the charitable organizations you gave to in the past 12 months, do you know if they have achieved or gotten closer to achieving

their objectives? Base: Have made a financial donation to a charity or non-profit organization in the past 12 months (n=713)

34%

65%

2%

Yes

No/don't know

Not applicable

The majority of respondents are not aware of whether or not the charitable organizations they gave to in the past 12 months have

achieved or gotten closer to achieving their objectives.

• Those in BC and Ontario are more likely than those

in other regions to have been aware, as are those

35 to 54, and those with higher levels of income.

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© 2012 Ipsos Association of Fundraising Professionals

Giving Decision

Key opportunities for your fundraising programs:

The extent to which you can educate your donors and prospects about

your need and your track record will determine the extent of success in

your fundraising efforts

The need for good stewardship reports and follow up on project status

remains critical

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Nobody’s Unpredictable

Administration/How Charities Operate

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© 2012 Ipsos Association of Fundraising Professionals

Most important investment areas for charities

28

Q17. Similar to private and public sector organizations, charitable sector organizations have administrative costs to run their operations. Which of

the following are most important for charities to invest in to carry out their mandates? Base: All Respondents (n=1027)

Of a list of investment areas, fundraising campaigns are deemed most important.

54%

40%

35%

20%

15%

2%

23%

Fundraising campaigns (for example, mailings, special events,

and planned giving efforts)

Regulatory compliance (for example, the resources needed to

prepare and submit regulatory submission documents for

compliance at a federal, provincial or local level)

Infrastructure (for example, facilities, equipment, and software)

Salaries (for example, executive, fundraising, finance, and

administrative staff)

Cash reserves

None

Don't know/Refused

Page 29: What Canadian Donors Want...© 2012 Ipsos Association of Fundraising Professionals 71% 71% 72% 70% 2007 2008 2009 2011 Made a financial donation in the past 12 months

© 2012 Ipsos Association of Fundraising Professionals

Views towards not-for-profit spending

29

Q21. Which of the following statements best represents your view? Base: All Respondents (n=1027)

Respondents are far more likely to indicate that not-for-profits spend less money on administration (and more money on the causes

they support) than supporting the idea of a not-for-profit using their donation to attract and retain well-trained, experienced

management to lead the organization effectively.

78% 75%

86% 81%

74% 79% 82%

22% 25%

14% 19%

26% 21% 18%

TOTAL BC AB SK/MB ON QC ATL

Not-for-profits need to spend less money on administration and more money on the causes they support

I would support the idea of a not-for-profit organization using my donation to attract and retain well-trained, experienced management to lead the organization effectively

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© 2012 Ipsos Association of Fundraising Professionals

91%

86%

82%

Views towards how charitable organizations operate

30

Q24. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)

Canadians have high standards for how charities operate. Most feel that charities should have a strategic plan for how they intend to

achieve their objectives and that they should strive to maintain a certain level of standards by measuring their performance.

50%

40%

34%

41%

46%

48%

3%

6%

9%

6%

8%

8%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

Charities should have a strategic plan for how they intend

to achieve their objectives

Charities that address similar issues should work together

and share plans and resources

Charities should strive to maintain a certain level of

standards by measuring their performance and comparing

themselves to benchmarks

% Agree

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© 2012 Ipsos Association of Fundraising Professionals

Views towards fundraising staff

31

Q16. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past

12 months (n=713)

Just over half of donors think that charities have enough staff dedicated to fundraising to achieve their objectives.

15% 43% 21% 4% 18%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

In general, I think that charities have

enough staff dedicated to fundraising

to achieve their objectives

% Agree

58%

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© 2012 Ipsos Association of Fundraising Professionals

9%

9%

8%

48%

46%

46%

22%

27%

25%

15%

14%

17%

6%

4%

5%

Strongly agree (9, 10) Agree (6, 7, 8) Neutral (5) Disagree (2, 3, 4) Strongly disagree (0, 1)

57%

55%

54%

Attitudes towards charities and non-profit organizations

32

Q1. People have different attitudes towards charities and non-profit organizations. How much do you agree or disagree with each of the following

statements as it relates to you personally? Base: All Respondents (n=1027)

Public perception of charities and non-profit organizations is mainly positive. More than half indicate that charities and non-profits act

responsibly with donated funds, are trustworthy, and are well-managed.

I think that most charities in Canada act

responsibly with the donations they receive

Charities in Canada are trustworthy

I think that charities in Canada are by

and large well-managed

% Agree

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© 2012 Ipsos Association of Fundraising Professionals

63%

Investment in educational tools that demonstrate

community impact

33

Q24. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)

6 in 10 indicate that the charities they support should invest in education tools such as pamphlets, brochures, publications, etc, that

show their impact on the community they serve and the cause they support.

15% 48% 21% 12%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

The charities I support should invest in

educational tools such as pamphlets,

brochures, publications, etc. that show

their impact on the community they serve

and the cause they support

% Agree

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© 2012 Ipsos Association of Fundraising Professionals

Views towards investment in fundraising methods

34

Q25. Which of the following statements best represents your view? Base: All Respondents (n=1027)

Overwhelming, respondents indicate that charities should invest in more innovative, rather than traditional, ways of increasing

donations.

74% 79% 80%

71% 75%

70% 65%

26% 21% 20%

29% 25%

30% 35%

TOTAL BC AB SK/MB ON QC ATL

Charities should spend resources (time, money and energy) on more innovative ways to increase donations (i.e. walks, lotteries and gaming, product sales)

Charities should continue to spend resources (time, money and energy) on traditional ways of fundraising (i.e. direct mail, telemarketing, newsletters)

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© 2012 Ipsos Association of Fundraising Professionals

Administration/How Charities Operate

Key opportunities for your fundraising programs:

Effectiveness and efficiency of fundraising programs need to be

demonstrated and reiterated

Clear communication of a strong strategic plan for the organization and

for your development efforts will enhance success

Donors want to see charities using more innovative ways for fundraising

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Nobody’s Unpredictable

Thanking Donors

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© 2012 Ipsos Association of Fundraising Professionals

79%

45%

Views towards receiving follow-up/thanks for donations

37

Q11. Please indicate how much you agree or disagree with each of the following statements. Base: Those who made a financial donation in the

past 12 months (n=713)

The vast majority of past 12 month donors indicate that it is important that they receive information on how their donation has made a

difference, however respondents are divided with respect to the impact not receiving thanks/acknowledgement has on future

intentions to donate to that charity.

33%

14%

46%

31%

12%

30%

6%

22%

3%

3%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don’t know

It is important for charitable organizations

to let me know how my donation has

made a difference

If I do not receive some kind of thanks for or

acknowledgment of my donation I am less

likely to donate to that charity in the future

% Agree

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© 2012 Ipsos Association of Fundraising Professionals

Method of being informed of donation impact

38

Q10. In the past, how have charities let you know that your donation has made a difference? Base: All Respondents (n=1,027)

A letter in the mail is the most common way of being informed of how one’s donation has made a difference. 1 in 3 indicate that they

have not received this kind of communication following their donation.

17%

9%

7%

4%

3%

3%

2%

2%

2%

32%

13%

Mail/ letter

Newsletter

E-mail

Thank you letter

Telephone

A thank you

In-person

TV

Advertising

None

Don't know/Not applicable

*Mentions of 2% or higher shown.

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Perceptions of how charities fare in providing thanks for

donations

39

Q12. Do you think that the charities you give to do an excellent, good, fair, or poor job of thanking you for your donations?

Base: Those who made a financial donation in the past 12 months (n=713)

About 6 In 10 past 12 month donors indicate that the charities they give to do an excellent or good job of thanking them for their

donations.

14%

47%

24%

6%

5%

3%

Excellent

Good

Fair

Poor

Don't know

Not applicable

61%

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Preferred way of being thanked for donations

40

Q13. How do you prefer to be thanked for your charitable donations? Base: Those who made a financial donation in the past 12 months (n=713)

48%

26%

7%

5%

5%

2%

2%

1%

1%

18%

4%

3%

2%

A letter in the mail

An e-mail

In-person

A small gift of thanks (e.g. a plaque)

A phone call

A receipt

I donate for tax purposes

A thank you

Other

None of the above/I prefer not to be thanked

Don't know

Not applicable

Refused

A letter in the mail is the most preferred way of being thanked for one’s charitable donations, followed by e-mail. 1 in 5 prefer not to

be thanked.

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Thanking Donors

Key opportunities for your fundraising programs:

Donors clearly care more about knowing that their donations made a

difference and had some positive impact. They are less interested in

being thanked or recognized for their donations.

The thank you and status update can be in as simple a form as a letter

or other written communique.

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Nobody’s Unpredictable

Boards and Volunteer Leadership

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Awareness of leadership of supported charities

43

Q18. How much have you seen, read, or heard about the leadership and/or board members of the charities to which you donate? Base: Those who

made a financial donation in the past 12 months (n=713)

1 in 3 respondents have seen, read, or heard a lot/something about the leadership and/or board members of the charities to which

they donate.

7%

25%

39%

23%

5%

1%

A lot

Something

Not too much

Nothing at all

Don't know

Not applicable

32%

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Volunteered in leadership capacity of a charitable

organization

44

Q19. Have you ever volunteered as a member of the leadership or board of a not-for-profit organization? Base: All Respondents (n=1027)

Q20. How likely would you be to volunteer for the board of a not-for-profit organization, if asked? Base: Never volunteered as a member of the

leadership or board of a not-for-profit organization (n=799)

4%

29%

32%

26%

10%

Very likely

Somewhat likely

Not very likely

Not at all likely

Don't know/Refused

One in five respondents have volunteered as a member of the leadership or board of a not-for-profit organization in the past. Of

those who have not volunteered in this way before, 1 in 3 indicate that they are likely to do so in the future.

Yes, 22%

No, 76%

Don't know 2%

Ever volunteered as a leader of a charitable

organization

Likelihood of volunteering for the board of a

charitable organization

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Most important role of the board of a charitable

organization

45

Q22. Thinking about the various roles of the board of a charitable organization, please rank the following from 1 to 5, with 1 being what you think

should be its highest priority and 5 being what you think should be its lowest. Base: All Respondents (n=1027)

Working toward achieving the organization’s mission and purpose is by far considered to be the highest priority of the board of a

charitable organization.

58%

25%

8%

5%

5%

Working towards achieving the organization’s mission and purpose

Ensuring legal and ethical integrity and accountability

Ensuring effective organizational planning

Increasing the organizations public profile

Taking steps to assess the Board’s fundraising performance

% Ranked Highest Priority

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Attitudes towards board members' fundraising responsibilities

46

Q23. Please indicate how much you agree or disagree with each of the following statement. Base: All Respondents (n=1027)

A wide majority of respondents (8 in 10) indicate that board members of charitable organizations should donate to the charitable

organizations on whose boards they sit.

45%

23%

23%

36%

47%

42%

9%

16%

19%

4%

6%

8%

10%

10%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

Board members should donate to the charitable

organizations on whose boards they sit

Fundraising should be a responsibility of

members of the board of a charitable organization

As part of their responsibilities, board members

should personally ask prospective donors for

donations

81%

70%

65%

% Agree

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Boards & Volunteer Leadership

Key opportunities for your fundraising programs:

– Profile your boards to your donors and prospects

– Ensure board has quality dialogue about ethics, integrity and

accountability

– Board understanding, acceptance and action on its role in

organizational planning and measuring effectiveness is crucial to board

effectiveness and giving, so ensure quality dialogue at the board table

and tell donors and prospects about this

– Some concern might need to be raised with regard to organization’s

ability to secure future leadership for organizations, as a result strong

succession planning for boards is necessary.

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Nobody’s Unpredictable

Role of Fundraisers

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Awareness of charity operations positively influenced

decision to donate

49

Q28. Has awareness of the way a charity operates positively influenced your decision to donate to it in the past? Base: All Respondents (n=1027)

6 in 10 respondents indicate that how a charity operates has positively influenced their decision to donate to it in the past. Those in

Quebec are less likely to have been influenced in this way.

61%

71%

64%

69%

66%

41%

64%

58%

63%

64%

TOTAL

BC

AB

SK/MB

ON

QC

ATL

HS<

Post Sec

University

Yes, 61% No, 26%

DK/R 13%

%Yes

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Awareness of charity operations positively influenced

decision to donate (cont’d)

50

Q28. Has awareness of the way a charity operates positively influenced your decision to donate to it in the past? Base: All Respondents (n=1027)

Women, older respondents, and those with higher levels of income are more likely to have been positively influenced to donate to a

charity by awareness of how the charity operates.

61%

58%

63%

50%

60%

71%

54%

58%

62%

67%

TOTAL

Male

Female

18-34

35-54

55+

<$25K

$25K-<$60K

$60K-<$100K

$100K+

Yes, 61% No, 26%

DK/R 13%

%Yes

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23%

15%

42%

43%

23%

36%

12%

6%

Often Sometimes Rarely Don't know/ refused

Views towards and impact of fundraising efforts

51

Q7. Did you find that these fundraising efforts: Base: Have been contacted to donate money (n=715)

Of those who had been asked to donate, the majority indicate that the fundraisers were often/sometimes accurate in portraying the

organizations they represented. 6 in 10 indicate that they gave them useful information about what the organization was doing.

Were accurate in portraying the

organizations they represented

Gave you useful information about

what organizations were doing

65%

59%

% Often/

Sometimes

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Attitudes towards and awareness of charities following ethical

codes

52

Q16. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past

12 months (n=713)

An overwhelming majority of respondents indicate that it is important for registered charities to follow an ethical code with respect to

how they treat donors, potential donors, and their fundraising practices. 7 in 10 indicate that the charities they support follow a code

of ethics of which they have been made aware.

73%

26%

22%

43%

3%

12% 3%

2%

17%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

It is important that all registered

charities follow an ethical code in

their treatment of donors, the general

public, and in their fundraising

practices

The charities I donate to follow a

code of ethics of which I have been

made aware

95%

69%

% Agree

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Views towards professional fundraisers

53

Q24. Please indicate how much you agree or disagree with each of the following statement. Base: Those who made a financial donation in the past

12 months (n=713)

3 in 10 indicate that they would continue to donate to a charity if they knew it used professional fundraisers that received a

percentage of donations as part of their compensation.

6% 24% 25% 38% 8%

Strongly agree Somewhat agree Somewhat disagree Strongly disagree Don't know

I would continue to donate to a charity

if I knew it used professional

fundraisers that receive a percentage

of donations as part of their

compensation

30%

% Agree

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Role of Fundraisers

Key opportunities for your fundraising programs:

Accuracy and consistency of information shared by fundraisers needs

to be improved

Sustained education on the issue of commissioned based fundraising is

needed

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Thank You

Heather Alinsangan

Associate Vice President

Ipsos Reid Public Affairs

[email protected]

Nowshad (Shad) Ali, CFRE

President and CEO

On Purpose Leadership and

Board Member, AFP Foundation for Philanthropy – Canada

[email protected]