This Giving Tuesday: CHIMP And The Angus Reid Institute Explore What Stops Canadians From Giving More To Charity

News | November 28, 2017

VANCOUVER, November 28, 2017 — As Giving Tuesday kicks into gear, the second of a four-part independent study was released today by the Angus Reid Institute (ARI) and CHIMP (Charitable + Impact) to gain an unbiased understanding of the charitable-giving landscape in Canada. The study finds that 30% of Canadians think they should be doing more to support charitable causes, and that the majority of Canadians (60%) are mistrusting of the institution of charity as a whole.

Over half of Canadians described both the perceived lack of legitimacy and effectiveness of charitable organizations as contributing factors to why they do not donate more. However, 48% of Canadians would give more if they could find the perfect cause for them, and 40% of Canadians would give more if charities approached them in the right away. As the first part of this series of studies uncovered, 71% of Canadians report feeling a personal sense of responsibility to make the world a better place.

“Canadians are at odds with themselves. On one hand, giving is important and they feel a responsibility to make positive change in the world; while on the other hand, they’ve come to mistrust charity,” said John Bromley, CEO & Founder of CHIMP. “When we do what is required to repair this relationship between donors’ intentions and their relationship to the institution of charity, this study suggests that people will give more readily and happily.”

A concerning statistic for the charitable sector as a whole is that one of the groups most likely to be mistrusting of charities’ legitimacy and effectiveness skews younger, wealthier, and more educated than the rest of the population. Over 40% of this group also state that not having enough information about various charities and causes was a contributing factor to their lack of donation efforts.

“Six-in-ten Canadians reported that they would give more if they had more confidence in charities and how their money was being used,” said Shachi Kurl, Executive Director of the Angus Reid Institute. “The personal connection and trust between donor and cause is crucial.”

This important of this connection is demonstrated by the initiatives that Canadians reported giving ongoing financial support. While causes like poverty relief (39%), health (39%), and animal welfare (34%) have high shares of respondents who report ongoing support as opposed to one-time donations, religious or faith-based charitable giving significantly outpaces all other causes, with 61% of those who have donated saying they do so on a consistent basis.

So, what type of tools are required for these Canadians to get more involved with charitable causes? Canadians said that more easily accessible information on specific charitable organizations and the work they do would be useful. Meanwhile, two thirds of the group of Canadians who give the most to charity say they were educated on these concepts at home growing up, while only one third of the group of Canadians who give the least reported at-home conversations of the same nature during their upbringing. Education about charity and giving appears to be a key driver of Canadians’ propensity to support charitable initiatives on an ongoing basis.

This study is the second of a four-part series from the Angus Reid Institute and CHIMP analyzing the state of giving in Canada. The third instalment will analyze millennials relationships with giving and charity in Canada.

For more information or to secure an individual or joint interview with John Bromley and Shachi Kurl, please contact Kathleen Reid at or 604-724-1242.

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About CHIMP:

CHIMP (Charitable + Impact) is an online giving platform for Canadians that makes it easy to support any charity in Canada, raise money with others, and track impact over time. CHIMP has helped over 90,000 Canadians donate close to $250 million to 1000s of charities nationwide.

About Angus Reid Institute:

The Angus Reid Institute (ARI) was founded in October 2014 by pollster and sociologist, Dr. Angus Reid. ARI is a national, not-for-profit, non-partisan public opinion research foundation established to advance education by commissioning, conducting and disseminating to the public accessible and impartial statistical data, research and policy analysis on economics, political science, philanthropy, public administration, domestic and international affairs and other socio-economic issues of importance to Canada and its world.

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