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Imagine Canada

Strong Charities. Strong Communities.

Personal Philanthropy Project

The Personal Philanthropy Project (PPP) is a national initiative to reawaken philanthropy among affluent Canadians. Qualitative and quantitative research is being conducted by Imagine Canada to identify levels of charitable giving and better understand the triggers that drive personal philanthropy, in an effort to support positive change.

The ‘size of the prize’ is potentially billions of dollars in additional giving.

Informed by the results of this research, the PPP aims to provide charities, businesses and individuals with the information, tools and resources needed to inspire a more intentional culture around personal giving and philanthropy in this country.

Learn More


Research Helps Move the Dial on Charitable Giving Attitudes & Behaviours

Released: September 2017

Building upon previous learnings that most Canadians with above average earnings do not plan their charitable contributions, this paper outlines additional quantitative and qualitative research from the past two years:

  • An online survey of 2,027 above average earners
  • Focus groups of personal finance professionals in wealth-advising positions

Learn more about the possible measures of success and interventions that could potentially “move the dial” in giving attitudes and behaviours.

Download the paper (PDF)


Inspiring Canada’s Affluent to Give More

Released: March 2017

Michèle Benoit tells the story of the Personal Philanthropy Project and shares current research and data to date while plotting the purpose and plan for this national initiative’s development:

  • What is the Personal Philanthropy Project? 
  • Why is it important? 
  • What have we learned? 
  • What are the implications and end goal?
  • And what can charitable organizations expect?

Learn more about how the Project’s research-oriented activities will move into action, with key learnings being converted into measurable tactics and strategies, all with the ultimate goal of having a positive impact on the giving behaviour of affluent Canadians.

Download the paper (PDF)

Download Infographic (PDF)

Review of Literature: Annotated Bibliography

Released: May 2017

Imagine Canada reviewed literature from 142 global research papers and dissertations from 1966 to 2015 in the area of altruism and philanthropy related to the Personal Philanthropy Project.

Download (PDF)

News and Information

Stay tuned for new findings and news related to this Project in the coming months.

Articles published in The Philanthropist:


Questions about the Personal Philanthropy Project? Contact:

Marnie Grona
Director, Strategic Communications

Our National Partners

  • great west life
  • Lawson Foundation
  • Muttart Foundation
  • RBC Foundation
  • Suncor
  • TD Bank
  • investors group

Learn more about our National Partners and other supporters.

Charitable Registration Number: 119218790 RR0001