Canadians Agree That Charities Are Important to Society

In November, 2011, Ipsos Reid, on behalf of the Association of Fundraising Professionals, conducted a Canadian survey on “What Donors Want.” The good news for the sector is that most Canadians consider charities to be important in filling a gap of needs not being addressed by the public and private sector. However, a challenge remains in communicating and educating donors about fund allocation. Many donors fail to make the connection between investing in administration and effective operations, despite having high standards for how charities operate.