The 2007 Canada Survey of Giving, Volunteering, and Participating: ATLANTIC CANADA

The 2007 Canada Survey of Giving, Volunteering, and Participating: ATLANTIC CANADA

DONATING: Donations Types of organizations supported Donor characteristics: - Age - Presence of children Donation methods Donations and decisionmaking Motivations and barriers to giving Youth experiences Content VOLUNTEERING: Volunteering Types of organizations supported Volunteer characteristics: - Education level - Labour force status Volunteer activities Length of involvement Motivations and barriers Mandatory community service Youth experiences

% population donating 100% 90% Types of donation 88% 75% 64% 64% 75% 76% 50% 25% 0% Donor rate Food Clothing or goods Included donation in will or life insurance Types of donation 2004 2007 2% 3%

Financial donations 88% of Atlantic region residents (1,700,000 residents) made financial donations in 2007 - A decrease of 2% from 2004-84% of Canadians donated (85% in 2004) Atlantic donors each donated an average of $375, with a median donation amount of $121 - A 7% increase in annual donation from 2004 ($352) - Canadian donors contributed an average of $437 each (9% increase), with a median donation of $120 Atlantic donors collectively contributed $643 million

Donor rate Donor rate 100% 75% 77% 79% 79% 85% 82% 84% 90% 84% 87% 86% 83% 84% 88% 88% 90% 87% 93% 93% 89% 91% 50% 25% 0% BC AB SK MB ON QC NB NS PE NL 2004 2007

Average annual donation Average annual donation $700 $600 $596 $500 $400 $506 $467 $500 $512 $520 $501 $488 $455 $431 $372 $351 $410 $378 $391 $449 $300 $297 $300 $200 $219 $176 $100 $0 BC AB SK MB ON QC NB NS PE NL 2004 2007

Donor rate Regional donor rate 100% 75% 85% 84% 77% 79% 85% 83% 86% 83% 84% 82% 90% 90% 86% 88% 50% 25% 0% Canada BC AB PR QC ON AT 2004 2007

Average annual donation Regional average annual donation $750 $600 $450 $467 $506 $500 $596 $444 $516 $488 $501 $352 $375 $300 $150 $176 $219 $0 BC AB PR QC ON AT 2004 2007

FINDINGS: Concentration of support Although majority of Atlantic residents donated, a small minority contributed most of the money - The 10% of donors who contributed $934 or more accounted for 58% of the total value of donations - The top 25% of donors ($340 or more) contributed 80% of donation value Conversely, 50% of donors contributed less than $110 annually and accounted for just 6% of total donation value

Concentration of support 75% 58% 50% 50% 25% 6% 25% 14% 15% 22% 10% 0% < $110 $110 - $339 $340 - $933 >= $934 Amount of annual donation % donors % total donation value

FINDINGS: Types of organizations supported Atlantic region most likely to donate to organizations working in the areas of: - Health & hospitals - Social services - Religion Atlantic donors more likely to donate to most types of organizations than residents of other regions, especially health & hospitals, social services, religion, and education & research Largest part of total donation value went to religious organizations (56%)

Types of organizations supported Health & hospitals 61% 72% Social services 38% 48% Religion 43% 36% Education & research Sports & recreation 22% 15% 19% 14% Law, advocacy & politics Environment International Fundraising, grantmaking & voluntarism Development & housing Arts & culture Other 8% 5% 7% 7% 7% 9% 6% 10% 4% 2% 2% 3% 4% 2% 0% 25% 50% 75% Donor rate by cause Atlantic provinces Other provinces

Types of organizations supported Health & hospitals Social services Religion Education & research Sports & recreation Law, advocacy & politics Environment International Fundraising, grantmaking & voluntarism Development & housing Arts & culture Other E Use with caution. $39 E 8% $38 7% $61 7% 2% $48 4% 4% 6% $80 $59 $113 $90 $119 E $116 E Average annual donation $0 $200 $400 $600 $800 19% 22% $211 43% $430 48% 72% 0% 20% 40% 60% 80% Donor rate by cause Donor rate Average annual donation

Types of organizations supported Health & hospitals Social services Religion Education & research Sports & recreation Law, advocacy & politics Environment International Fundraising, grantmaking & voluntarism Development & housing Arts & culture Other E Use with caution. 45% 18% 19% 9% 14% 56% 6% 3% 6% 2% E 2% 1% 2% 1% 2% 4% 1% 2% 1% 1% E 1% 1% 1% 1% E 0% 20% 40% 60% % total number of donations % total value of donations

Types of organizations supported IMPLICATIONS: Organizations need to be aware of the level of support their cause receives from donors - Breadth and depth of their donor pool Also need to consider the pattern of donations their cause tends to receive implications for many aspects of donations (e.g., solicitation methods) - Wide base of support with low levels of donation? - Narrow base of support with high levels of donation?

FINDINGS: Donor characteristics Likelihood of donating and amounts given tend to vary according to personal and economic characteristics of the individual Together these factors produce the total donation amount for any group Some groups contribute more than might be expected, given their representation in the population, while others contribute less Although characteristics are treated separately here, many are inter-related

Donor rate Average annual donation Donor characteristics: Age 100% 86% 93% 91% 93% 91% $800 75% 75% $653 $600 50% $448 $467 $400 25% $219 $283 $200 0% $90 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older Donor rate Average annual donation $0

Donor characteristics: Age 30% 30% 24% 20% 16% 15% 18% 14% 20% 16% 21% 17% 10% 8% 3% 0% 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older % population % total donation value

Donor rate Average annual donation Donor characteristics: Sex 100% 85% 92% $600 75% $387 $365 $450 50% $300 25% $150 0% Male Female $0 Donor rate Average annual donation

Donor characteristics: Sex 60% 49% 48% 51% 52% 40% 20% 0% Male Female % population % total donation value

Donor rate Average annual donation Donor characteristics: Marital status 100% 75% 92% 78% 92% $657 86% $800 $600 50% $426 $400 $326 25% $178 $200 0% Married or common-law Donor rate Single Widow or widower Separated or divorced Average annual donation $0

Donor characteristics: Marital status 80% 73% 60% 62% 40% 26% 20% 11% 10% 6% 7% 6% 0% Married or commonlaw Single Widow or widower Separated or divorced % population % total donation value

Donor rate Average annual donation Donor characteristics: Education level 100% 98% 92% $800 85% 80% 81% $621 75% $600 50% $400 25% $220 $309 $212 $350 $200 0% Less than high school Graduated from high school Some Postsecondary postsecondary diploma University degree $0 Donor rate Average annual donation

Donor characteristics: Education level 40% 35% 36% 33% 30% 22% 20% 12% 17% 14% 18% 10% 8% 4% E 0% Less than high school Graduated from high school Some postsecondary Postsecondary diploma University degree E Use with caution. % population % total donation value

Donor rate Average annual donation Donor characteristics: Labour force status 100% 91% 85% 600 75% 450 $345 $349 50% 300 25% 150 0% F Sample size too small to use. F F Employed Unemployed Not in the labour force Donor rate Average annual donation 0

Donor characteristics: Labour force status 80% 60% 60% 62% 40% 37% 37% 20% 0% F Sample size too small to use. F F Employed Unemployed Not in the labour force % population % total donation value

Donor rate Average annual donation Donor characteristics: Household income 100% $650 90% 89% 88% 93% 93% $574 $550 80% 70% 76% $287 $300 $351 $386 $450 $350 60% Less than $20,000 $20,000 to $39,999 Donor rate $40,000 to $59,999 $60,000 to $99,999 Average annual donation $100,000 or more $250

Donor characteristics: Household income 30% 23% 25% 27% 25% 20% 16% 20% 19% 19% 15% 10% 11% 0% Less than $20,000 $20,000 to $39,999 $40,000 to $59,999 $60,000 to $99,999 % population % total donation value $100,000 or more

Donor rate Avearge annual donation Donor characteristics: Presence of children 95% $500 $411 91% 90% 89% 88% $412 $400 85% $287 87% $291 $300 80% No children in household Donor rate Pre-school aged children only Pre-school and school aged children Average annual donation School aged children only $200

Donor characteristics: Presence of children 80% 60% 66% 72% 40% 20% 24% 18% 0% No children in household 6% 5% 4% 5% Pre-school aged children only Pre-school and school aged children % population % total donation value School aged children only

Donor rate Average annual donation Donor characteristics: Religious attendance 100% 97% $768 $800 86% 75% $600 50% $400 25% $215 $200 0% Weekly attendee Not a weekly attendee $0 Donor rate Average annual donation

Donor characteristics: Religious attendance 100% 80% 77% 60% 40% 55% 45% 20% 23% 0% Weekly attendee Not a weekly attendee % population % total donation value

Atlantic Canada s top donors Groups that gave disproportionately large amounts: - were 45 years of age or older - married or in a common-law relationship - held a post secondary or university degree - had an annual household income of $60,000 or more - had no children present in the household - attended religious services on a weekly basis

IMPLICATIONS: Donor characteristics Some groups tend to give more than others and are potentially much more lucrative - However, the particular cause frequently has a significant effect Can use these patterns to better understand what levels of support are reasonable to expect from particular groups of donors - Comparison of the levels of support your organization receives with typical levels of support may provide additional insights - Implications for donor stewardship and what constitutes a reasonable ask Keep in mind many donor characteristics change

FINDINGS: Donation methods Atlantic residents more likely than residents of other regions to donate by most methods, especially: - Door-to-door canvassing - Sponsoring someone in an event - At places of worship - In memoriam Decrease in most of the more common donation methods from 2004 and increase in some other methods method profile flatter Largest percentage of donation value contributed through places of worship (52%)

Donation methods Door-to-door canvassing Sponsoring someone Place of worship In memoriam Request in public place Charity event Mail request At work TV or radio request Telephone request On own Any other method 25% 30% 33% 35% 21% 31% 27% 25% 23% 24% 25% 23% 21% 9% 6% 9% 6% 6% 9% 6% 7% 47% 45% 39% 0% 20% 40% 60% Donor rate by method Atlantic provinces Other provinces

Donation methods Door-to-door canvassing 47% 53% Sponsoring someone 48% 45% Place of worship 39% 44% Request in public place In memoriam 35% 31% 32% 35% At work Mail request Charity event 25% 23% 24% 24% 24% 25% TV or radio request Telephone request 11% 9% 11% 9% On own 6% 6% 0% 20% 40% 60% Donor rate by method 2004 2007

Donation methods Door-to-door canvassing 20% 4% Sponsoring someone 13% 3% Mail request 11% 10% In memoriam 11% 7% Place of worship 10% 52% Request in public place 10% 2% At work 8% 5% Charity event 8% 6% Telephone request 3% 1% E TV or radio request 2% 2% E On own 2% 4% Any other method 2% 4% E 0 % 20 % 40 % 60 % E Use * Use with with caution. caution. % total number of donations % total donation value

IMPLICATIONS: Donation methods Organizations need to be constantly aware of the interplay between various factors, including donor rate and donation yield - Think about how your chosen methods fit with your cause, your fundraising strategy and your financial needs Important to note that the CSGVP cannot shed light on one critical factor that organizations need to carefully consider: solicitation costs

FINDINGS: Donations and decision making Atlantic donors less likely than donors in other provinces to decide in advance which organizations they will support with their larger donations - Those who make donation decisions in advance (amount, organizations they will support) donate disproportionately large amounts More likely than donors in other provinces to donate to a mixture of new organizations and organizations that they have previously supported - Those who donate to the same organizations from year to year donate disproportionately large amounts Appears to have been increase in donors giving to mix of old and new organizations

Donations and decision making Decide in advance annual donation amount Do not decide in advance annual donation amount 17% 19% 83% 81% Decide in advance which organizations will receive larger donations Always give larger donations in response to someone asking Both 16% 12% 25% 32% 59% 56% Always donate to the same organizations 31% 34% Vary the organizations donated to 23% 27% Both 46% 40% 0% 30% 60% 90% % donors Atlantic provinces Other provinces

Donations and decision making Decide in advance annual donation amount Do not decide in advance annual donation amount 16% 17% 84% 83% Decide in advance which organizations will receive larger donations Always give larger donations in response to someone asking Both 24% 25% 12% 16% 64% 59% Always donate to the same organizations 35% 31% Vary the organizations donated to 24% 23% Both 41% 46% 0% 30% 60% 90% % donors 2004 2007

Donations and decision making Decide in advance annual donation amount Do not decide in advance annual donation amount 17% 32% 68% 83% Decide in advance which organizations will receive larger donations Always give larger donations in response to someone asking Both 16% 20% 25% 37% 43% 59% Always donate to the same organizations 31% 41% Vary the organizations donated to 12% 23% Both 46% 48% 0% 30% 60% 90% % donors % total donation value

IMPLICATIONS: Donations and decision making Generally, donors practicing planned or mixed strategies have a better yield for fundraisers Need to have ask in front of potential donors when they are making their donation decisions - A challenge - may be easier with an established donor base However, it is clear that lack of an established, ongoing relationship is not a barrier to an ask - Churn and reactive decision making are the norm

FINDINGS: Motivations Atlantic donors most likely to donate due to feelings of: - Compassion towards those in need - Desire to help a cause in which they believe - Desire to help their community Less likely to be motivated by: - Religious obligations or beliefs - Tax credits from government Somewhat more likely than donors in other provinces to report most motivations, especially that they were personally affected by the cause of the organization No major shifts in motivations from 2004 to 2007

Motivations Feel compassion towards people in need To help a cause in which personally believes To make a contribution to the community Personally affected by cause of organization 70% 61% 93% 90% 88% 86% 83% 80% To fulfil religious obligations or beliefs 34% 32% Income tax credit 21% 23% 0% 25% 50% 75% 100% % donors Atlantic provinces Other provinces

Motivations Feel compassion towards people in need To help a cause in which personally believes To make a contribution to the community 92% 93% 88% 88% 82% 83% Personally affected by cause of organization 68% 70% To fulfil religious obligations or beliefs 35% 34% Income tax credit 18% 21% 0% 25% 50% 75% 100% % donors 2004 2007

Barriers FINDINGS: Atlantic donors most likely to say they did not give more because they: - Could not afford to give more - Were happy with amount they already gave Least likely to not give more because they: - Did not know where to make a contribution - Had difficulty finding worthy cause Pattern of response to barriers similar to other provinces, however Atlantic residents were: - About as likely to report most barriers - Less likely to think the money would not be used effectively May have been an increase in Atlantic residents reporting that they gave voluntary time instead of money from 2004 to 2007

Barriers to donating more Could not afford to give more Happy with amount already given Gave money directly to people, not through an organization Did not like the way in which requests were made Gave voluntary time instead of money No one asked Did not think money would be used efficiently Did not know where to make a contribution Hard to find a cause worth supporting 13% 12% 10% 11% 40% 40% 34% 34% 34% 32% 28% 24% 28% 33% 74% 70% 68% 65% 0% 25% 50% 75% 100% % donors Atlantic provinces Other provinces

Barriers to donating more Could not afford to give more Happy with amount already given Gave money directly to people, not through an organization Did not like the way in which requests were made Gave voluntary time instead of money No one asked Did not think money would be used efficiently Did not know where to make a contribution Hard to find a cause worth supporting 13% 13% 8% 10% 39% 40% 35% 34% 29% 34% 26% 28% 25% 28% 77% 74% 68% 68% 0% 25% 50% 75% 100% % donors 2004 2007

Barriers to donating more Tone 44% 47% Frequency Multiple requests 11% 19% 19% 22% Timing 8% 12% Other 45% 47% 0% 10% 20% 30% 40% 50% % donors who did not like how requests were made 2004 2007

IMPLICATIONS: Motivations and barriers Provincial patterns are a general guideline only; considerable variation depending on the specific context - Just because a given motivation or barrier is commonly reported it does not mean that it is the most important for your particular cause, your donor pool, your solicitation methods or your organization Monetary support is only one piece of the puzzle Motivations and barriers experienced by donors change as their circumstances change - Consider implications of changing donor pools

FINDINGS: Youth experiences Respondents more likely to donate and tend to donate larger amounts, as adults, if they had any of a range of experiences during their youth - Around nine tenths of those who had these experiences donated, compared to around eight tenths of those who did not Picture with donation amounts more mixed some youth experiences correlate with lower average donation amounts

Youth experiences Active in religious organization Active in student government Parents did volunteer work Belonged to youth group Saw someone admired helping others Engaged in volunteer work Canvassed Participated in organized team sport 83% 87% 84% 82% 83% 85% 84% 86% 95% 94% 93% 92% 91% 91% 91% 90% 70% 80% 90% 100% Donor rate Had experience Did not have experience

Youth experiences Active in religious organization Parents did volunteer work Belonged to youth group Active in student government Saw someone admired helping others Engaged in volunteer work Participated in organized team sport Canvassed $228 $434 $274 $414 $264 $402 $351 $391 $304 $389 $330 $373 $341 $338 $395 $517 $0 $200 $400 $600 Average annual donation Had experience Did not have experience

IMPLICATIONS: Youth experiences Atlantic residents that had these youth experiences are more likely to donate as adults - Highlights importance of youth investment - Can engage youth as volunteers to help support Atlantic Canada s future donor base

Volunteering 51% of Atlantic residents aged 15 and over (1,000,000 residents) volunteered in 2007 (increase from 45% in 2004) - 46% of Canadians volunteered (45% in 2004) Atlantic volunteers each contributed an average of 177 hours (down from 189 hours in 2004), with a median of 63 volunteer hours - Canadians as a whole volunteered an average of 166 hours per year, with a median of 56 hours Atlantic residents collectively volunteered 175 million hours annually, the equivalent of more than 91,000 full-time jobs

Volunteer rate Volunteer rate 75% 60% 45% 47% 45% 52% 48% 59% 54% 54% 50% 50% 47% 37% 34% 48% 44% 55% 56% 48% 47% 46% 42% 30% 15% 0% BC AB SK MB ON QC NB NS PE NL 2004 2007

Average annual volunteer hours Average hours volunteered 200 150 199 172 175 172 188 147 162 155 159 164 162 146 185 175 195 183 163 147 188 176 100 50 0 BC AB SK MB ON QC NB NS PE NL 2004 2007

Volunteer rate Regional volunteer rate 60% 57% 45% 45% 46% 45% 47% 52% 48% 52% 50% 47% 45% 51% 37% 34% 30% 15% 0% Canada BC AB PR QC ON AT 2004 2007

Average annual volunteer hours Regional average hours volunteered 250 200 150 199 175 168 166 172 172 171 154 146 162 162 164 189 177 100 50 0 Canada BC AB PR QC ON AT 2004 2007

FINDINGS: Concentration of support Although more than half of Atlantic residents volunteered, a small minority were responsible for most volunteer hours - The 10% of volunteers who contributed 450 or more hours accounted for 51% of total volunteer hours - The top 25% of volunteers (200 hours or more) accounted for 76% of total volunteer hours Half of volunteers contributed less than 63 hours each, collectively accounting for 7% of total volunteer hours

Concentration of support 60 % 50% 51% 40 % 25% 25% 20 % 7% 17% 15% 10% 0 % < 63 hours 63 to 199 hours 200 to 449 hours >= 450 hours Annual volunteer hours % volunteers % total volunteer hours

IMPLICATIONS: Volunteering Atlantic residents more likely to volunteer than national average Report higher average hours than residents of all other regions Organizations are heavily dependent on a very small segment of the population for most of their volunteer hours - Should anything happen to that portion of the population or to change their habits, effects on organizations could be very significant

FINDINGS: Types of organizations supported Atlantic residents most likely to volunteer for organizations working in the areas of: - Social services - Religion - Sports & recreation - Education & research More likely/as likely to volunteer for all types of organizations than residents of other provinces No major shifts in support from 2004 to 2007

Types of organizations supported Social services Religion Sports & recreation Education & research 11% 10% 11% 11% 14% 13% 13% 13% Health & hospitals 8% 10% Development & housing 4% 6% Arts & culture Environment 3% 3% 3% 3% Law, advocacy & politics 2% 2% Business/professional associations & unions Fundraising, grantmaking & voluntarism International Other 1% 1% 1% 1% 1% 1% E 1% 1% E E Use with caution. 0% 5% 10% 15% Volunteer rate by cause Atlantic provinces Other provinces

Types of organizations supported Social services Religion Sports & recreation 13% 14% 12% 13% 12% 13% Education & research 11% 13% Health & hospitals 9% 10% Development & housing 5% 6% Arts & culture Law, advocacy & politics Environment Business/professional associations & unions Fundraising, grantmaking & voluntarism 2% 3% 2% 2% 2% 3% 2% 1% 1% 1% 0% 5% 10% 15% 20% Volunteer rate by cause 2004 2007

Types of organizations supported Business/professional associations & unions Fundraising, grantmaking & voluntarism E Use with caution. Social services Religion Sports & recreation Education & research Health & hospitals Development & housing Arts & culture Environment Law, advocacy & politics International Other Average volunteer hours 0 50 100 150 2% 1% 1% 1% E 1% E 3% 3% 42 E 69 6% 66 E 78 82 89 10% 99 111 E 14% 120 13% 120 13% 143 13% 120 118 E 0 % 5 % 10 % 15 % Volunteer rate Volunteer rate Average volunteer hours

IMPLICATIONS: Types of organizations supported Organizations need to be aware of the nature of their volunteer base - Narrow but highly committed, with volunteers providing large numbers of hours? - Broad, but less committed? - Implications for many other aspects of volunteering Also need to understand the role of their cause relative to volunteering generally

FINDINGS: Volunteer characteristics Likelihood of volunteering and the number of hours volunteered tend to vary according to personal and economic characteristics of the individuals involved These factors interact to produce the total volunteer hours for any group Some groups contribute more than might be expected, given their representation in the population, while others contribute less - Although personal and economic characteristics are treated separately here, many are inter-related - Generally, the potential for disproportion is less than with charitable giving

Volunteer rate Average annual volunteer hours Volunteer characteristics: Age 75% 65% 300 50% 25% 146 46% 136 54% 168 50% 177 210 241 50% 39% 200 100 0% 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older Volunteer rate Average annual volunteer hours 0

Volunteer characteristics: Age 30% 20% 16% 16% 15% 18% 18% 20% 20% 16% 19% 17% 17% 10% 10% 0% 15 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 and older % population % total volunteer hours

Volunteer rate Average annual volunteer hours Volunteer characteristics: Sex 60% 49% 53% 300 45% 188 167 225 30% 150 15% 75 0% Male Female 0 Volunteer rate Average annual volunteer hours

Volunteer characteristics: Sex 60% 49% 49% 51% 51% 40% 20% 0% Male Female % population % total volunteer hours

Volunteer rate Average annual volunteer hours Volunteer characteristics: Marital status 75% 257 300 53% 53% 50% 191 200 25% 177 160 35% 37% 100 0% Married or common-law Single Widow or widower Separated or divorced 0 Volunteer rate Average annual volunteer hours

80% Volunteer characteristics: Marital status 60% 62% 64% 40% 20% 26% 24% 6% 6% 7% 6% 0% Married or commonlaw Single Widow or widower Separated or divorced % population % total volunteer hours

Volunteer rate Average annual volunteer hours 75% Volunteer characteristics: Education 70% 300 50% 41% 43% 48% 53% 188 212 200 160 161 25% 123 100 0% Less than high school Graduated from high school Some postsecondary Postsecondary diploma University degree 0 Volunteer rate Average annual volunteer hours

Volunteer characteristics: Education 45% 35% 39% 30% 29% 22% 17% 18% 15% 12% 13% 8% 7% 0% Less than high school Graduated from high school Some postsecondary Postsecondary diploma University degree % population % total volunteer hours

Volunteer rate Average annual volunteer hours Volunteer characteristics: Labour force status 75% 300 56% 50% 163 49% 197 200 25% 100 0% F Sample size too small to use. F F Employed Unemployed Not in the labour force Volunteer rate Average annual volunteer hours 0

75% Volunteer characteristics: Labour force status 60% 59% 50% 37% 39% 25% 0% F Employed Unemployed Not in the labour force F F Sample size too small to use. % population % total volunteer hours

Volunteer rate Average annual volunteer hours 75% Volunteer characteristics: Household income 69% 62% 300 50% 42% 178 174 51% 183 181 168 200 25% 31% 100 0% Less than $20,000 $20,000 to $39,999 $40,000 to $59,999 $60,000 to $99,999 $100,000 or more 0 Volunteer rate Average annual volunteer hours

40% Volunteer characteristics: Household income 30% 20% 16% 23% 19% 20% 21% 25% 31% 15% 20% 10% 10% 0% Less than $20,000 $20,000 to $39,999 $40,000 to $59,999 $60,000 to $99,999 % population % total volunteer hours $100,000 or more

Volunteer rate Average annual volunteer hours Volunteer characteristics: Presence of children 75% 67% 300 50% 45% 195 41% 118 61% 156 155 200 25% 100 0% No children in household Volunteer rate Pre-school aged children only Pre-school and school aged children School aged children only Average annual volunteer hours 0

80% Volunteer characteristics: Presence of children 66% 65% 60% 40% 20% 24% 28% 0% No children in household 6% 3% 4% 4% Pre-school aged children only Pre-school and school aged children % population % total volunteer hours School aged children only

Volunteer rate Average annual volunteer hours 75% Volunteer characteristics: Religious attendance 69% 300 242 50% 46% 200 147 25% 100 0% Weekly attendee Not a weekly attendee 0 Volunteer rate Average annual volunteer hours

80% Volunteer characteristics: Religious attendance 77% 60% 57% 40% 43% 20% 23% 0% Weekly attendee Not a weekly attendee % population % total volunteer hours

Atlantic Canada s top volunteers Groups that volunteered a disproportionately high number of hours: - aged 45 and over - held a postsecondary or university degree - had an annual household income between $60,000- $99,999 - had no children present in the household - attended religious services on a weekly basis Again, although these characteristics are treated separately, many tend to be related

IMPLICATIONS: Volunteer characteristics Some groups volunteer disproportionately large amounts of time, but this is less pronounced than with donations - May be less of an issue of identifying high yield segments and more of an issue of tuning recruitment, volunteer activities, etc. for particular population segments Patterns shown here are for volunteering generally significant variations depending on the cause Useful to compare the characteristics and contributions of your volunteers with the patterns presented here

FINDINGS: Volunteer activities Volunteers from the Atlantic region most likely to: - Fundraise - Organize or supervise events - Sit on committees or boards - Collect or deliver food or goods Minor fluctuations in volunteer activities from 2004 to 2007 - Increase in other activities Generally, the most common activities account for largest amounts of volunteer time

Fundraising Organizing or supervising events Sitting on a committee or board Collecting or delivering food or goods Teaching, educating or mentoring Counseling or providing advice Office work Driving Maintainance or repair Providing healthcare or support Conservation or environmental protection Canvassing Coaching, refereeing or officiating First-aid, fire-fighting or seach & rescue Other activities Volunteer activities 32% 28% 26% 27% 30% 26% 28% 23% 24% 22% 20% 20% 17% 20% 20% 18% 19% 17% 13% 17% 20% 9% 6% 17% 18% 43% 45% 45% 39% 55% 0% 20% 40% 60% % volunteers Atlantic provinces Other provinces

Fundraising Organizing or supervising events Sitting on a committee or board Collecting or delivering food or goods Teaching, educating or mentoring Office work Counseling or providing advice Driving Maintainance or repair Canvassing Coaching, refereeing or officiating Providing healthcare or support Conservation or environmental protection First-aid, fire-fighting or seach & rescue Other activities Volunteer activities 9% 9% 8% 27% 28% 27% 27% 25% 23% 24% 26% 22% 22% 21% 20% 20% 17% 18% 17% 18% 20% 17% 18% 17% 46% 45% 42% 39% 52% 55% 0% 20% 40% 60% % volunteers 2004 2007

Organizing or supervising events Sitting on a committee or board Fundraising Teaching, educating or mentoring Office work Coaching, refereeing or officiating Maintainance or repair Counseling or providing advice Providing healthcare or support Collecting or delivering food or goods First-aid, fire-fighting or seach & rescue Driving Canvassing Conservation or environmental protection Other activities E Use with caution. Volunteer activities 9% 7% 6% 5% 5% 5% 5% 4% 4% 6% 4% 4% 4% 4% E 4% 4% 3% 2% 2% 2% E 3% 8% 15% 13% 14% 12% 12% 12% 11% 11% 0% 5% 10% 15% 20% % total volunteer hours 2004 2007

Volunteer activities IMPLICATIONS: Need to be aware of how prevalent various volunteer activities are and, by extension, size of volunteer pool - Not recruiting solely for a cause also recruiting for an activity - Related implications of underlying personal and economic characteristics, training overhead and length of involvement with organizations Organizations should also consider which of their activities are not found in this list

FINDINGS: Length of involvement with organization Just under half of volunteers have been involved with organization for less than three years About a quarter have been involved for 10 years or more Pattern of involvement similar to other provinces, though tends more to long-term involvement Those who have been involved for 5 years or more contribute disproportionately more hours, while those who have been involved for 4 years or less contribute less

% volunteers Length of involvement with organization 30% 20% 18% 22% 24% 25% 15% 16% 17% 17% 26% 20% 10% 0% < 1 1 to 2 3 to 4 5 to 10 > 10 Length of involvement (years) Atlantic provinces Other provinces

Length of involvement with organization 45% 39% 30% 15% 18% 24% 19% 15% 13% 17% 21% 26% 8% 0% < 1 1 to 2 3 to 4 5 to 10 > 10 Length of involvement (years) % volunteers % total volunteer hours

Length of involvement with organization IMPLICATIONS: Degree of churn has significant implications on factors such as recruitment and training costs and the types of activities volunteers can reasonably be assigned Organizations should be aware of how their circumstances match with norms for the province - Again, noticeable variations between causes Although long-term volunteers tend to contribute more hours, depending on the circumstances, organizations may not want to weight their volunteer pool towards long-term volunteers - Variation with type of volunteer activity, for example

Motivations FINDINGS: Atlantic residents most likely to be motivated to volunteer by desires to: - Make a contribution to community - Use their skills and experiences Least likely to be motivated by: - Religious obligations and beliefs - Desire to improve job opportunities Pattern of motivations fairly similar to that seen in other provinces, however Atlantic volunteers are more likely to report all factors than volunteers from other regions Motivations largely unchanged from 2004 to 2007 role of friends increased

Motivations Contribution to the community Use skills and experiences Personally affected by cause of the organization Explore own strengths Network with or meet people Friends volunteer Religious obligations or beliefs Improve job opportunities 25% 22% 25% 23% 63% 59% 56% 49% 53% 48% 53% 46% 82% 77% 93% 93% 0% 25% 50% 75% 100% % volunteers Atlantic provinces Other provinces

Contribution to the community Use skills and experiences Personally affected by cause of the organization Explore own strengths Network with or meet people Friends volunteer Improve job opportunities Religious obligations or beliefs Motivations 24% 25% 23% 25% 62% 63% 55% 56% 51% 53% 46% 53% 79% 82% 94% 93% 0% 25% 50% 75% 100% % volunteers 2004 2007

FINDINGS: Barriers Atlantic volunteers most likely to report lack of time and inability to make a long term commitment as barriers to volunteering more Least likely to report: - Dissatisfaction with previous volunteering - Financial cost of volunteering Incidence of all barriers increased from 2004 to 2007, particularly among non-volunteers Non-volunteers from Atlantic Canada more likely to report that health problems and financial cost kept them from volunteering and less likely to report lack of time

Barriers to volunteering more Did not have the time Unable to make long-term commitment Gave enough time already No one asked Prefer to give money instead Health problems or physically unable Had no interest Did not know how to become involved Financial cost of volunteering Dissatisfied with a previous experience 19% 16% 18% 20% 16% 15% 12% 11% 10% 9% 69% 75% 51% 52% 41% 41% 32% 30% 28% 31% 0% 20% 40% 60% 80% % volunteers Atlantic provinces Other provinces

Barriers to volunteering more Did not have the time 68% 69% Unable to make long-term commitment Gave enough time already No one asked Prefer to give money instead Health problems or physically unable Had no interest Did not know how to become involved Financial cost of volunteering Dissatisfied with a previous experience 48% 51% 38% 41% 29% 32% 25% 28% 16% 19% 16% 18% 14% 16% 12% 12% 8% 10% 0% 20% 40% 60% 80% % volunteers 2004 2007

Barriers to volunteering at all Unable to make long-term commitment Did not have the time Prefer to give money instead No one asked 64% 62% 61% 68% 57% 53% 48% 44% Health problems or physically unable Had no interest Did not know how to become involved Financial cost of volunteering Gave enough time already 32% 26% 26% 26% 25% 24% 23% 17% 17% 15% Dissatisfied with a previous experience 8% 8% 0% 20% 40% 60% 80% % non-volunteers Atlantic provinces Other provinces

Barriers to volunteering at all Did not have the time Unable to make long-term commitment Prefer to give money instead No one asked 62% 61% 61% 64% 51% 57% 44% 48% Health problems or physically unable Had no interest Did not know how to become involved Gave enough time already Financial cost of volunteering 29% 32% 24% 26% 23% 25% 17% 17% 15% 23% Dissatisfied with a previous experience 6% 8% 0% 20% 40% 60% 80% % non-volunteers 2004 2007

IMPLICATIONS: Motivations and barriers Provincial patterns are a general guideline only; considerable variation depending on the specific context - Most commonly reported motivations or barriers not necessarily the most important in any given context Motivations and barriers experienced by volunteers change as their circumstances change Always remember that motivations for volunteering do pertain to specific types of organizations Few barrier shifts between volunteers and non-volunteers

Skills gained from volunteering Interpersonal skills Communications skills Fundraising skills Organizational skills Increased knowledge Office skills Some other skill 11% 14% 25% 25% 45% 45% 42% 31% 42% 39% 37% 34% 65% 66% 0% 25% 50% 75% % volunteers Atlantic provinces Other provinces

Methods of initial involvement 100% 3% 2% 3% 3% 75% 10% 10% 50% 38% 45% 25% 40% 32% 0% Atlantic provinces Other provinces Asked by someone else Asked by employer Asked by relative or friend outside organization Approached organization on own initiative Asked by someone inside organization

FINDINGS: Mandatory community service 6% of volunteers stated that they were required to volunteer for the organization to which they contributed the most hours Fewer volunteers reported in 2007 that their community service was required by the organization they served than in 2004

Mandatory community service 10% 8% 6% 4% 2% 0% % volunteers participating in mandatory community service 5% 6% 2004 2007 Mandatory community service required by: Group or organization itself School Employer Other E Use with caution. F Sample size too small to be used. F 9% E 9% E 13% E 29% E 34% 55% 44% 0% 20% 40% 60% % volunteers engaging in mandatory community service 2004 2007

IMPLICATIONS: Mandatory community service Organizations should be aware of the role mandatory community service plays in their province - Generally fairly small Note that topline figures are not universal - More important for many causes - More important amongst many groups of potential volunteers

FINDINGS: Youth experiences Atlantic residents who reported any of the youth experiences mentioned more likely to volunteer later in life Volunteers who reported youth experiences volunteered more hours

Youth experiences Active in student government Parents did volunteer work Engaged in volunteer work Active in religious organization Belonged to youth group Participated in organized team sport Canvassed Saw someone admired helping others 48% 40% 42% 46% 42% 45% 44% 44% 66% 62% 61% 58% 57% 56% 56% 56% 0% 25% 50% 75% Volunteer rate Had experience Did not have experience

Youth experiences Active in student government Active in religious organization Engaged in volunteer work Saw someone admired helping others Parents did volunteer work Belonged to youth group Canvassed Participated in organized team sport 160 147 147 140 154 149 158 161 209 200 194 193 190 188 188 225 100 150 200 250 Average annual volunteer hours Had experience Did not have experience

IMPLICATIONS: Youth experiences Atlantic youth that have these experiences are more likely to volunteer as adults - Engaging youth as volunteers may well help support Atlantic Canada s current and future volunteer base

Acknowledgements This project is funded by the Government of Canada s Social Development Partnerships Program. The opinions and interpretations in this report are those of the author(s) and do not necessarily reflect those of the Government of Canada. About Imagine Canada Imagine Canada is a national charitable organization whose cause is Canada s charities and nonprofits. We reinforce the sector s collective voice, act as forum and meeting place and create an environment in which organizations contribute to building stronger communities. Imagine Canada Toronto Imagine Canada Ottawa Imagine Canada Calgary 2 Carlton St., Suite 600 Toronto, ON M5B 1J3 Tel.: 416-597-2293 Fax: 416-597-2294 Toll free: 1-800-263-1178 1705 130 Albert St. Ottawa, ON K1P 5G4 Tel.: 613-238-7555 Fax: 613-238-9300 Toll free: 1-800-263-1178 1800 855 2 nd St. SW. East Tower, Bankers Hall Calgary, AB T2P 2S5 Toll free: 1-800-263-1178 For more information about Imagine Canada please visit www.imaginecanada.ca For more information on the 2007 Canada Survey of Giving, Volunteering and Participating please visit 2010, Imagine Canada. This presentation is licensed under a Creative Commons Attribution- Noncommercial-No Derivative Works 2.5 Canada License. Please contact the copyright holder if you would like permission to use these resources in a manner which is not covered under the current license.