CHIMP and Angus Reid Institute

What prevents young people from giving to charity?

Building on a previous look at the Giving Gap in Canada, the third instalment of this four-part study explores what stops those under the age of 35 from giving. The study also uncovers some of the ways younger Canadians prefer to engage with charities, illuminating the role of social media and other online channels.

Millennials want to do more to support charity, but lack of funds is an issue

37%

37% of millennials believe they should be doing more to support charitable causes—higher than any other age bracket…
56%

…yet 56% of millennials indicate a lack of funds is the whole reason they don’t support charity more….
55%

…and 55% of Canadians under the age of 35 donate less than $100/year—the lowest among all age groups.

Barriers include a lack of confidence, knowledge, and tailored appeals

66%

66% of millennials would give more to charity if they “felt more confident about the whole thing,” compared to a 61% average across all age brackets.

66%
58%

58% of millennials would donate more to charity if they could find the perfect cause to suit them, compared to a 48% average across all age brackets.

58%
54%

54% of millennials say they would donate more if they were approached in the “right” way, compared to a 40% average across all age brackets.

54%

Millennials feel overwhelmed, but they trust charitable organizations more than others

5 in 10

About half of millennials say “With all the requests and life so busy, I feel like I don’t have enough control over what I’m doing with charitable donations”…

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

6 in 10

…and slightly fewer than 6 in 10 millennials (57%) say their donations go “mostly/entirely” to causes that they care about most, compared to a 65% average across all age brackets….

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

6 in 10

…yet just 6 in 10 millennials say charities spend too much on salaries, administration, and fundraising, compared to a 73% average among all age brackets, suggesting that millennials trust charitable organizations more than other age brackets.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Social media and other online channels are critical

33%

33% of millennials have donated to charity in response to a request on social media in the last two years, compared to a 23% average across all age brackets…
30%

…and 30% have responded to a charitable request while purchasing something online, versus the 18% Canadian average…
50%

…while 50% of those aged 18 to 24 say they share charitable causes online, versus the 39% average among all Canadians.

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Go Further

Millennials

CHIMP Blog: The State of Giving in Canada – Millennials

The third post in our series explores what’s keeping millennials from reaching their full charitable potential—and what you can do about it.

Report 3 of 4: Angus Reid Institute

Report 3 of 4: Angus Reid Institute

How do millennials give, and how does their giving behaviour compare to the rest of Canadians?

View the press release

Press release: December 6, 2017

Finances and Lack Of Confidence Prevent Many Millennials From Donating To Charity

The Essence of the Giving Gap

CHIMP Blog: The Essence of the Giving Gap

In this post, John Bromley, CEO and Founder of CHIMP, looks at how Canadians connect with and support charity, and what might be getting in the way of their giving.

See the report from Angus Reid

Report 2 of 4: Angus Reid Institute

The second instalment of a four-part independent study sheds light on what’s stopping Canadians from donating more to charitable organizations.

View the press release

Press release: November 28, 2017

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

Black Friday And Charity

CHIMP Blog: Black Friday And Charity

John Bromley, CEO and Founder of CHIMP, looks at how Canadians connect with charity through businesses, and what that means for the future of giving.

See the report from Angus Reid

Report 1 of 4: Angus Reid Institute

The first of a four-part independent study to gain an understanding of the charitable-giving landscape in Canada.

View the press release

Press release: November 24, 2017

Black Friday And Charity — Canadians Question Whether Retailers Are Really Helping Out Or Just Cashing In