2022 The Giving Report
Generational Giving Trends
The Giving Gap Remains a Key Challenge Facing Canadian Charities
The “giving gap” is a trend whereby older Canadians are giving financially at twice the rate of younger Canadians, which indicates that charities will face a major shortfall in funding when older donors are no longer able to give. As highlighted in this year’s report, different generations of Canadians are choosing to engage with the causes they care about in different ways as younger donors feel more comfortable giving cryptocurrency, securities, or supporting causes through acts of protest or on social media. Younger Canadians have also exhibited more trust in charities than older generations and care strongly about causes like climate change and social justice issues.
Younger Canadians Are Giving in New And Strategic Ways
Cryptocurrency donations are on the rise among younger Canadians who are also giving strategically with securities.
There Are Generational Similarities And Divides Among Causes Canadians Care About
Different Generations Are Creating
Change in Different Ways
From protest to social media, Canadians of all generations are supporting causes they care about in different ways.
Younger Canadians Are More Likely To Trust Charities Than Older Generations
Of those who do not give, 1 in 10 of younger generations stated lack of trust is the reason they do not give, but twice as many Canadians from Generation X and Baby Boomers stated that as the reason.