Skip to main content

Changes in corporate giving in Canada

Changes in corporate giving in Canada

Group of stacked hands indicating team work and collobration

This week, we release a study which looks into the ongoing evolution of corporate giving, and what this means for Canadian companies and nonprofit organizations.

Titled Corporate Giving in a Changing Canada, the report has been developed in collaboration with the Business Council of Canada, Canadian Business for Social Responsibility (CBSR), LBG Canada, and Volunteer Canada

In the last ten years, corporate giving in Canada has responded and evolved to both market pressures and wider social shifts. Corporate philanthropy is alive and well, playing a significant role in the incubation of new ideas and building the reputation of both Canadian company and nonprofit brands alike. 

 

Download the report

 

1. Companies are being more strategic

Traditional philanthropy, whereby companies provide cash contributions to community organizations, continues to play a part in the social solutions offered by companies. But more importantly, companies are tapping into more  assets - such as their employee time, supply chains, and brand assets - and are acting far more strategically than they have in the past when it comes to philanthropy.

This is what we mean when we say community investment: the broad spectrum of voluntary contributions that companies can provide to strengthen their community, including cash donations, and the thoughtful strategy that ties that giving to their business priorities.

2. Deeper relationships are forming between companies and causes

The study also shows an unmistakable trend towards partnerships, representing a shift in the relationships between companies and their community partners. 78% of those in the study reported they have at least one nonprofit that they consider to be a strategic partner, defined as an organization with close ties to their business and for whom they have a long term commitment. A further 74% of respondents agreed that signature partners have become more important to them in the last five years.

3. Companies are focused on quality over quantity

As a consequence, 42% of companies with partnerships told us they are funding fewer organizations in order to focus on their signature relationships. These findings may be uncomfortable to some: the trend towards fewer companies writing unrestricted checks and instead making long term selective investments and giving of time and assets as well as cash. But traditional philanthropy alone cannot solve social issues – there simply isn’t a big enough pie.

A Canada where we leverage all corporate assets for social good is a move in the right direction. And the good news is that the leading companies in the study plan to increase their dedication to community investment. In fact, 42% of companies in the study expect to increase the size of their budgets in 2019, compared to 8% predicting a decrease.

For more information on the current state of community investment, download Corporate Giving in a Changing Canada.

Subscribe to 360°
Stay up-to-date about the latest news, events and opinions across the sector.
Unsubscribe at any time through the link in our email footer.
Imagine Canada | 65 St Clair Avenue East, Suite 700, Toronto, ON M4T 2Y3
info@imaginecanada.ca
First and Last name
Language
Displaying the progress of a cocoon to a monarch butterfly
Related blog post

Six steps to assess the fortitude of your organizational processes

A step-by-step guide to use Imagine Canada's publicly-available standards to stabilize your organization. As consultants, we work with charities and companies to design organizational improvements. While collaborating with a nonprofit recently, we realized that the biggest opportunity to strengthen the sustainability of the organization was to focus on structure and decision making.

Cathy Lewis

Related Resource

Tax Incentives for Charitable Donations in Canada with a Focus on the Stretch Tax Credit for Charitable Giving

NATIONAL PARTNERS