Giving and Volunteering in Ontario - English - Imagine Canada

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CSGVP: 07GIVING AND VOLUNTEERING IN ONTARIOFigure 1.12: Percentage of donors and percentage of total donation value, by pattern ofgiving, donors aged 15 and older, Ontario, 2007.Decide in advance annual donation amountDo not decide in advance annual donation amount21%35%65%79%Decide in advance which organizations will receive largerdonationsAlways give larger donations in response to someoneaskingBoth12%18%28%36%54%52%Always donate to the same organizationsVary the organizations donated toBoth14%33%37%26%42%49%0% 30% 60% 90%! !% donors % total donation valueTHE REASONS FOR MAKING FINANCIAL DONATIONS!There are many factors that encourage donations or that can discourage donors fromcontributing as much as they might otherwise. Understanding these motivations and barrierscan help Ontario’s charitable and nonprofit organizations obtain financial support fromOntarians they might otherwise not reach or increase the donations they receive from thosewho already give.MotivationsOntario donors were most likely to report donating for altruistic reasons. The reasons mostfrequently reported by Ontario donors were: feeling compassion towards people in need(92%), helping a cause in which they personally believe (89%), wanting to contribute to thecommunity (81%), and having been personally affected (or knowing someone who has beenaffected) by the cause the organization supports (64%; see Figure 1.13). Donors were leastlikely to be motivated by a desire to fulfill religious obligations or beliefs (37%) or by beingable to claim an income tax credit in return for their donation (26%). The motivations ofOntario donors are very similar to those reported by donors in the rest of Canada. Similarly,the relative importance of the motivations reported by Ontario donors in 2007 is essentiallyidentical to that reported in 2004.GIVINGANDVOLUNTEERING.CA13
CSGVP: 07GIVING AND VOLUNTEERING IN ONTARIOFigure 1.13: Reasons for making financial donations, donors aged 15 and older, Ontario andother provinces, 2007.Feel compassion towards people in need92%89%To help a cause in which personally believes84%89%To make a contribution to the community81%80%Personally affected by cause of organization64%61%To fulfil religious obligations or beliefs29%37%Income tax credit21%26%Barriers! !0% 25% 50% 75% 100%Ontario% donorsOther provincesThe two most common reasons that Ontario donors reported for not giving more were thatthey could not afford to do so (73%) or that they were happy with the amount they hadalready given (64%; see Figure 1.14). Less commonly reported barriers to donating relatedto issues that charitable and nonprofit organizations may be able to influence. About twofifths (39%) said that they did not like the way requests were made; more than one third(34%) said they did not think the money donated would be used efficiently, and more thanone quarter (26%) said no one had asked them to donate more. Ontarian donors were morelikely to report all three of these barriers than were donors from the rest of Canada.Similarly, the incidence of almost all barriers increased between 2004 and 2007 (see Figure1.15). Comparatively few donors reported that they did not donate more because they didnot know where to make a contribution in 2007 (12%) or because they had difficulty findinga worthwhile cause (12%).!GIVINGANDVOLUNTEERING.CA14
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Page 49: AcknowledgementsThe authors would l

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