Our recent research shows that only 41% of people say that they know someone who has used the services of a nonprofit or charity -  when in fact, everyone in Canada has or knows someone who has benefited from the programs and services of organizations in their communities. 

This 41% tells us that they don’t realize how many people in their own lives, in their own communities are impacted by the work of charities and nonprofits everyday. Our work and impact can go unnoticed because most people simply don’t know that many of the programs and services they or their loved ones access are delivered by nonprofits. 

As a result, they don’t ‘see’ our sector, or don’t see themselves as being part of it. 

Together, we’re going to work to change that by showing Canadians the value of our sector!

In the Fall, we’ll be launching a national advertising and media campaign that will support our collective efforts to have a sector that is seen as trusted, credible and valued. The campaign will aim to show Canadians that charities and nonprofits are essential, well rooted in all communities, and the pathway to generosity. 

The success of this campaign relies in part on collective efforts. Whether you’re a large national charity, regional organization or serving one community, there’s an opportunity to participate and leverage this campaign to shift perceptions about the nonprofit sector. We will be creating a campaign toolkit for organizations to download and use on their own channels to amplify the message. This toolkit will be available this summer. 

This is the time to collectively seize this moment and foster a new connection with Canadians. This is an opportunity to tell them: we’re all around you, and you belong here. It is an opportunity to show them that our society needs a strong nonprofit sector to ensure that our communities continue to thrive, now and in the future.

The campaign will be deployed nationally, in several cities across the country. Organizations have the opportunity to contribute to the campaign's ad budget for additional advertising specifically invested in their area. Contact Émilie Pontbriand at [email protected] for more information.