Essentially Unknown – What is the Nonprofit Sector to Canadians?

While a large proportion of Canadians are aware of the growing needs for nonprofit services, fewer say they know someone who has benefited from these services.

It has become a reality that, for decades at this point, people have become more and more reliant on the services provided by the nonprofit sector. Those requiring food, housing support, mental health services, childcare and general advocacy have surged. This has been fueled by a multitude of factors in the changing world, and in Canada as a result.

This change has been felt and noted by many in the sector through different studies; studies ranging from a national scale like the Canadian Insights Charity Project (CICP) to Provincially with the State of the Sector report from the Ontario Nonprofit Network (ONN), to locally with the Vital Signs report from the Waterloo Region Community Foundation (WRCF). All of these reports have shown something similar: The need for services has increased, and the sector is working hard to try and meet that need.

According to a recent study from Ignite Research on behalf of Imagine Canada, this has become apparent to just about everyone. Most people (93%) believe that the sector provide value and is important, and about two thirds agree that charities are operating as effectively as possible at the moment. However, with all of this in mind, people still are not sure of all of the services that are out there, or being provided on a daily basis.

An underwhelming 49% of people engaged in the survey said that they did not know of anyone who has used the services of a charity or nonprofit, with the lowest group being those aged 60+. This specific group is one if the fastest growing sect of the population here in Canada. These people are ending up requiring more services and, if they remain unaware of what is available, are likely to continue to move towards a troubling future with insufficient support.

This is where Imagine Canada is looking to step in; their campaign “You’re Already Part Of It” is looking to boost the profile of the over 170 000 nonprofits across the country that are out providing support to a large quantity of the population. Not only does this help people understand what is actually happening right outside their door, but also give a glimpse into the reality that nonprofits are facing every day, with more stress on their programs and less resources to provide support.

If you are interested in seeing more about what this could mean for you, your peers and your community, consider learning more about this initiative and to take part in spreading the word about how the sector has helped you and those around you.

Imagine Canada Report: https://imaginecanada.ca/en/360/what-do-canadians-think-charities-and-nonprofits