GIV3, in partnership with Sector3Insights, has released a new, robust survey on generosity in Canada. Building on a pioneering 2023 study, the 2025 research digs deeper into why generosity is falling, who is most affected, and which practical levers can help reverse the trend.
“This research is both robust and clear. It is essential for our sector leadership organizations, and Ottawa policymakers, to act on these implications for the well-being of our communities,” said John Hallward, President of Sector3Insights and Chair of GIV3.
GIV3’s goal is to elevate awareness of Canada’s widening “charity gap”, where demand for charitable services outpaces sector capacity, and to guide practical, evidence-based responses.
Three key takeaways
- The decline is real and needs action. Canadians who donate little to registered charities are not compensating with other forms of generosity.
- It’s not about charity performance. It is about shifting social norms. The drop in giving stems largely from weaker perceived obligations to give, driven by declining religiosity, reduced community connectedness, aging Baby Boomers, weaker pro-social values among younger adults, and an overall erosion of social norms around giving.
- What works now. Charities can move the needle by optimizing solicitation frequency, emphasizing urgency to act, and using personal, emotionally resonant narratives. “Trust” is not the main barrier and is unlikely to be a strong lever for growth.
Both the 2023 and 2025 studies are available free of charge at the Sector3Insights website.
Access the reports: Sector3Insights.com
