Investors Group National Survey Shows Canadians Favour Local Initiatives over National Causes for Community Investment

Toronto, ONTARIO- A survey released today shows that a majority (77%) of Canadians prefer that companies donate funds to several local community programs as opposed to a few national programs (14%). Eight percent of the population preferred that companies make charitable donations to both equally.

These are the findings of an Ipsos-Reid poll conducted on behalf of Investors Group between June 19th and 23rd , 2001. The poll is based on a randomly selected sample of 1,000 adult Canadians. With a sample of this size, the results are considered accurate to within 177 3.1 percentage points, 19 times out of 20, of what they would have been had the entire adult Canadian population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were statistically weighted to ensure the sample's regional and age/sex composition reflects that of the actual Canadian population according to the 1996 Census data.

The study also produced the following insights:

• Seven in ten (71%) Canadians would have a more favourable view of a company that contributes to a cause they perceive as worthy. Conversely, more than one quarter (27%) of Canadians say that this would make no difference to how they view that company, while two percent of Canadians would view the company less favourably.
• Over three quarters (76%) of Canadians approve of a company showing them ways to make a charitable contribution to causes of their choice. The percentage is higher for residents of Quebec (83%) and for Canadians between the ages of 18 and 34 (84%). Over one in five (21%) Canadians disapprove of a company showing them different ways to make a charitable contribution to their favorite causes.
• Nearly seven in ten (69%) Canadians would view a company that included its own products and services in making charitable contributions favourably. That percentage is even higher among residents of Quebec, where over eight in ten (81%) say they would have a favourable view. Conversely, nearly three of ten (27%) Canadians have an unfavourable view. Canadians age 55 and over are more likely to have an unfavourable view (33%), as are university graduates (33%).
• In general, Canadians are in favour of any type of contribution a financial services company makes to a cause. Canadians were just slightly more likely to favour company staff volunteering their time (89%), versus the company making a cash donation (86%), as a way for a financial companies to make charitable contributions.
• With respect to personal contribution behaviour, nine of ten Canadians have personally contributed to a cause or charity in the past few years. Personal contributions are more likely among Canadians with university degrees (95%), and those with an annual household income over $60K (95%). Ninety-six percent (96%) of Canadians with over $50K in household savings and investments have contributed money to a cause or charity in the past few years.
• More than one quarter (27%) of Canadians would be more likely to contribute to a cause if a company they regarded as a good corporate citizen was also contributing. The percentage is higher among those in the province of Quebec (39%) and those with an annual household income of less than $30K (34%). Conversely, six percent of Canadians say they would be less likely, while two-thirds (66%) of Canadians say where a company contributes would not make a difference to where they personal contribute. This is more likely among residents of BC (77%) and those with an annual household income over $60K (75%). Similarly, Canadians with household savings and investments over $50K are also more likely to be indifferent to making a personal contribution to the same cause as a company they regard as a good corporate citizen (72%).

To view the complete media release and tables please download the PDF files.

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For more information on this news release, please contact:
John Wright
Senior Vice-President
Public Affairs
Ipsos-Reid
(416) 324-2900

John Wright