The majority of multicultural Canadians express a desire to donate more, new study shows
Toronto, April 23, 2025 — With the percentage of taxfilers donating to charities steadily declining, a new study by Imagine Canada provides insights into what the future of generosity could look like in Canada. Unlocking Generosity: Understanding and Engaging Multicultural Canadians in Charitable Giving provides a detailed analysis of the charitable giving preferences and attitudes of individuals from some of the largest and fastest-growing racialized communities in Canada, including South Asian, Chinese, Afro-Caribbean/African, Filipino, Arab and West Asian.
A companion piece to Navigating New Horizons: The contributions and perspectives of multicultural Canadians, published in November 2024, this new Imagine Canada report, conducted by CulturaliQ with the support of BMO and other partners, explores why and how multicultural Canadians give.
"Even with the announcement of lower immigration levels, multicultural Canadians are among the fastest-growing population groups in our country—set to rise by 44% by 2034. Their role in charitable giving is more vital than ever and will continue to expand,” said Bruce MacDonald, President & CEO of Imagine Canada. “The study tells us that these individuals are compassionate and eager to strengthen our communities. Nonprofit organizations have an important role in engaging newcomers and immigrants when it comes to community involvement and charitable giving, and this new research offers a wealth of insight to help them foster genuine connections with these groups.”
Key findings
The majority of multicultural Canadians express a desire to donate more
Most multicultural Canadians (66 per cent) have a positive view of charities and are generous with their giving: nearly 80 per cent donated to charitable causes in 2023, making an average contribution of $795 each. While most already give generously, the majority (58 per cent) express a desire to increase the amount they donate, and nearly as many would do so if they were asked more frequently (45 per cent). Additionally, 43 per cent would support more charities if they knew how to do so, highlighting a significant untapped potential for engagement.
Multicultural Canadians donate because it aligns with their values
Multicultural Canadians are first and foremost motivated to give by altruism, personal belief in causes and a desire to support their communities. Showing compassion (83 per cent), doing the right thing (81 per cent) and personal belief in the cause (81 per cent) are the most common reasons cited for making donations. Incentives such as donation tax credits (52 per cent) or recognition associated with knowing that friends or family are aware of their donations (37 per cent) are less important to multicultural donors.
Length of time in Canada shapes charitable giving behaviour
The study shows that donation habits are closely tied to where people are in their immigration journey. The longer multicultural individuals have lived in Canada, the more likely they are to give—and to give more. Those who have been in Canada for five to ten years are among the most engaged donors, while newcomers, particularly those in Canada for less than three years, are less likely to donate but often express a willingness to give more. Many newer arrivals face barriers such as not knowing where to give, not being asked, or receiving appeals in a language they don’t prefer.
These findings highlight an opportunity for charities to continue to connect with and engage multicultural Canadians, ensuring they feel fully included and empowered to take part in charitable giving that supports our communities. Delving into topics such as preferred donation methods, motivations for giving, the role of technology and multicultural media, this new report offers critical information organizations need to understand these groups and build connections.
Complete research findings are available at imaginecanada.ca/multicultural-study.
Research methodology
The study focuses on the experiences of individuals from six major population groups that have accounted for large proportions of immigrants and recent newcomers to Canada. Over 3,074 individuals from some of the largest racialized communities in Canada, including South Asian, Chinese, Afro-Caribbean/African, Filipino, Arab and West Asian were surveyed for this study. Responses were collected through an online survey conducted between March 14 and May 13, 2024.
Acknowledgement
This project was made possible thanks to generous support from our Presenting Partner, BMO. We'd also like to thank our Lead Partners: Canadian Race Relations Foundation, The Canadian Red Cross Society, and KPMG Foundation. The project was created thanks to the guidance and participation of the Multicultural Study Advisory Council, comprised of nonprofit leaders from immigrant and settlement organizations across the country.
About CulturaliQ
CulturaliQ is a leading research and insights firm specializing in multicultural and newcomer markets. With a mission to help brands connect authentically with diverse communities, CulturaliQ provides culturally intelligent research approaches to deliver compelling, actionable insights. Founded in 2019 and based in Toronto, Canada, CulturaliQ is dedicated to bridging cultural understanding and driving inclusive growth for organizations worldwide.
About Imagine Canada
Imagine Canada is a national, bilingual charitable organization whose cause is Canada’s charities and nonprofits. Through our advocacy efforts, research and social enterprises, we help strengthen charities, nonprofits and social entrepreneurs so they can better fulfill their missions. Our vision is of a strong Canada where charities work together alongside business and government to build resilient and vibrant communities.
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For further information, please contact:
Émilie Pontbriand
Senior Manager, Strategic Communications
epontbriand@imaginecanada.ca