Did you ever wonder how generous a nation we are? Are you curious about how much money, time and resources you and your fellow neighbours give to those who need it most? Well, you can stop guessing. Statistics Canada just revealed the results of a survey conducted in 2004, providing a comprehensive overview of how Canadians support their communities. And according to the Canada Survey of Giving, Volunteering and Participating (CSGVP), there’s some good news – and some not so good news.

We’re good…but not that good

The good news first. Canadians as a whole are a very generous nation. Virtually everyone – 96% of the population – does something to help others in their communities. In fact, it was estimated that in 2004, approximately $9 billion was donated by Canadians. Those surveyed were apparently also generous with their time, volunteering a whopping two billion hours. But here’s the not-so-good news: it is only a small percentage of the population – a measly 10% – who are responsible for providing the largest share of donations in money and in time. After surveying 22,164 Canadians, the report concluded that 21% provide 82% of the value of all donations and 11% of them provide 77% of all volunteer hours.

Dr. Michael Hall, vice president of research at Imagine Canada and lead author of the report, cautions Canadians to take the survey’s implications to heart. The fact that a small core of Canadians are carrying the load for the rest of us is a point of vulnerability, he explains. “If there’s ever a decline in that group we’ll expect to see some long-term impacts through the sector.” However, on the bright side, Hall points to the fact that so many people are already involved in some activity or another, demonstrating the incredible potential of Canadians and how far we can go – if we want to. Calling volunteerism a part of the fabric of Canadian life, he says, “We’re in a good position to get people to increase the activities that they’re already inclined to do.”

Northern generosity

The detailed survey was even broader in its scope than in previous years, including data from the northern regions of the country. For instance, the CSGVP revealed that a very large percentage of people in the territories are engaged in their respective communities. The Yukon and Northwest Territories have some of the highest volunteer rates in the country, and Nunavut residents are most likely of all Canadians to directly help those in their communities, as opposed to depending on organizations to do so. Hall is particularly proud of the newfound data and the conclusions it drew. “It sheds a light on the extent to which people in every part of the country have their own unique flavour,” he says. An interesting finding, perhaps, but definitely not surprising considering the level of interdependence and self-reliance that residents of Nunavut have learned to establish over the years.

Another regional distinction placed the focus on Quebec, but not without some concern. The survey found that of all the regions and provinces in Canada, Quebec residents are the least generous with their money and their time. For example, an average annual donation in Alberta was $500, whereas in Quebec it was just $176. And, in terms of hours spent volunteering in 2004, Quebecers gave an average of 146, compared to 199 for British Columbians.

And the winners are

As far as where Canadians choose to give their money and time, religious organizations can claim a pretty strong victory. Accounting for about 45% of the dollar value of all donations, religious organizations acquired almost $4 billion from the Canadian populace in 2004. “People who attend places of worship are among the most engaged in our communities,” comments Hall. But, the report also states that the number one cause in the hearts of most Canadians is health, with donations to that sector topping $1.2 billion. So, while religious groups get the most money, health issues and related organizations inspired the highest number of donors. Social service organizations came in third, with $903 million in annual donations.

Things that make you go hmmm

One of the more surprising findings is that teenagers are more likely than any other age group to volunteer. At 65%, the rate of teen volunteerism flies in the face of the indifferent and narcissistic stereotype usually attributed to the age group. On the other end of the spectrum, 32% of seniors aged 65 years and older volunteered their time toward various causes in 2004. Having said that, seniors who do give their time are more likely to give more of it than any other group in Canada. Yet another group that can teach their fellow Canadians a thing or two about the act of giving is this country’s immigrant population. The CSGVP reported that immigrants had given, on average, some of the larger annual donations of 2004.

Another intriguing conclusion was that Canadians with the lowest levels of household income donated more than 1.5% of those earnings, whereas those making $60,000 and more donated only about a half a percent. “It suggests to me that Canadians with higher levels of income can probably stretch and give a bit more,” says Hall.

Lessons to be learned?

Given the findings, is it possible that some Canadians are keeping a closer eye on their wallets because they’re tired of various nonprofit fundraising tactics? No one knows for sure, but the results do indicate that Canadians often don’t like the way in which donation requests are being made. “Donors sometimes object to multiple requests,” says Hall. “That being said, fundraisers know that repeated ‘asks’ work, so this is a conundrum. I think it just suggests that there is an annoyance factor there and charities need to take note.”

Annoyed or not, the survey concludes that most Canadians, when asked, give. Interestingly though, it seems those who plan ahead give even more. Hall advises organizations to pay considerable attention to the report’s findings that claim establishing long-term relationships with donors can have significant benefits. In fact, the data demonstrates that those who commit to giving repeat donations tend to give in greater amounts than those who haven’t forged continuous relationships with nonprofits. But only time – and the next CSGVP survey – will tell if an increased focus on long-term associations can translate into a more generous nation.

For a complete breakdown of the CSGVP findings, visit: www.statcan.ca.

Elisa Birnbaum is a freelance print and broadcast journalist living in Toronto.