National survey finds charities must lessen reliance on aging, affluent donors


Imagine Canada’s CEO Bruce Macdonald presents landmark findings in Winnipeg.

If Canada’s charitable sector is going to survive, it must attract younger, less affluent donors. That’s according to a new study by the Rideau Hall Foundation (RHF) in partnership with Imagine Canada.

The landmark report, titled 30 Years of Giving in Canada, examines charitable donations and giving patterns from 1985 to 2014. The research was conducted by Imagine Canada for the RHF.

The infographics shown, which are courtesy of Imagine Canada, outline the report’s key findings.

Bruce MacDonald, President and CEO of Imagine Canada, discussed the report in Winnipeg on April 11, a day after its official release. The event was held in conjunction with the launch of The Winnipeg Foundation’s Stressed, Stretched and Still Standing report. Read more here – Foundation report finds Winnipeg’s charitable Sector Stressed, Stretched and Still Standing.

To learn more about Imagine Canada’s report, visit Imagine Canada.

This story is featured in the Summer 2018 issue of our Working Together magazine. Download or view the full issue on our Publications page.

How would you like to start?

Give Now Start Your Own Fund Contact Us