Giving Trends: What donors have to say about giving

by Linda Leigh
Categories: Blog
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A recent report by Hewitt and Johnston Consultants (hjc) says most Canadians donate to charities each year. The data collected in the report reveals trends in giving that include the following:

  • Peer-to-peer fundraising and crowdfunding (events, campaigns) have promising futures as fundraising strategies for younger generations.
  • Generation Y (born 1981-1995) and Generation X (born 1965-1980) are more likely to demand accountability and transparency than older donors.
  • Face-to-face and street funding is surprisingly strong.
  • Gen Y, X and Baby Boomers (born 1946-1964) are more likely to give online.

As the largest non-governmental direct provider of social services in Canada, The Salvation Army relies on the generosity of Canadians to support programs such as food banks, shelter services and clothing to those who have met with hard times.

Poverty knows no seasons and needs exist year-round.  The Salvation Army highly values its relationship with donors and recognizes that without their support, it would not be able to continue to serve more than 1.8 million people every year.