Most Canadians To Maintain (69%) or Increase (13%) Their Charitable Contributions This Christmas

Toronto, ON - A new Ipsos Reid poll conducted on behalf of World Vision Canada during the current financial crisis and economic slowdown has revealed that Canadians still plan to keep up their charitable contributions heading into the holidays, despite belt-tightening and financial caution at home.

Likely a result of most (82%) believing that `people in developing countries need even more of our help to keep the basic necessities of life', it appears that Canadians are touched by the needs of those living in poverty, as two in three (65%) say that the economic slowdown has now made them `more likely to want to help those who are less fortunate'.

Clearly understanding the severity of the situation, most Canadians say that they intend to continue giving the same amount to charity this year, despite most watching their personal worth drop significantly over the last two months. Seven in ten (69%) say they'll give `the same' amount to charity this year, while another 13% indicate that they'll give even more this year. Just two in ten (18%) Canadians plan to scale back their contributions this year compared to last year.

In fact, charitable contributions appear to be among one of the last items that Canadians intend to trim from their budget heading into the holiday season. Thinking about the current economic situation and how it has affected their family, the first item on the chopping block appears to be the amount of money spent on dining out, with 74% indicating that they are `likely' (39% very/35% somewhat) to cut back on this expense.

Next in line is the amount of money spent on Christmas gifts (72%, 34% very likely/38% somewhat likely) this holiday season. In fact, a majority (52%) says they'll spend less this year on holiday expenditures (up from 25% in July), while only four in ten (40%) will spend the same (down from 61% in July). Just one in ten (8%) will spend more this year (down from 14% in July)

Other expenses that Canadians are `likely' to cut back on include entertainment (72%, 37% very likely/35% somewhat likely), and clothing (70%, 32% very/38% somewhat). Last on the list of five possible cutbacks is the amount of money Canadians intend to donate to charity at Christmas, with 56% indicating they are likely to cut back (27% very/44% somewhat) on this, while 44% say they're not likely (12% not at all/32% not very), making this the last item in their budget (of those asked) to be trimmed.

Canadians Hope for Charity in the Stocking...

The results of a poll conducted in July provide some insight into what Canadians are hoping to receive in their stockings this year.

Thinking about the kinds of gifts they would like to receive this December, three in four (76%) Canadians agree (29% `strongly'/46% `somewhat') that they would prefer to receive a `meaningful gift that would help someone else', rather than a traditional gift like `a pair of socks or a sweater'.

One reason why Canadians might be so inclined to agree with the above statement is that one quarter (24%) of Canadians with a significant other can't even remember what they received as a gift from their sweetheart last Christmas. Furthermore, only three in ten (30%) Canadians say there's something they `need' for Christmas this year, and just under one half (47%) say there's something they `want'.

Rising Price of Food Driving Many Charitable Acts...

Nearly the entire country (95%) would describe the global food situation for citizens of developing nations in Africa, Asia and Latin America as `critical' (56% `very critical'/40% `somewhat critical').

When informed that the average Nigerian family spends 73% of their income on food, one in four (26%) Canadians say that their understanding of the global food situation has made them more likely to donate to a charity or purchase a gift from a charity on behalf of someone else this Christmas that would help children and their families overseas. Six in ten (63%) say their knowledge of the global food situation hasn't influenced them in this way, while only one in ten (12%) Canadians say their understanding of the situation has made them less likely to do so.

These are the findings of two Ipsos Reid polls conducted on behalf of World Vision:
The first was conducted from July 11 to July 15 2008. This online survey of 1024 Canadian adults was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The second survey of 1062 Canadians was conducted from November 3 to November 7, 2008, also via the Ipsos I-Say online panel. The results of these polls are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. Statistical margins of error are not applicable to online polls because they are based on samples drawn from opt-in online panels, not on random samples that mirror the population within a statistical probability ratio. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error. However, an unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points , 19 times out of 20, had the entire adult population of Canada been polled.

Three in Four (76%) Canadians Agree They Would Prefer a Gift That helps Someone Else rather than a Traditional Gift...

Three in four (76%) Canadians agree (29% `strongly'/46% `somewhat') that they would prefer to receive a `meaningful gift that would help someone else', rather than a traditional gift like `a pair of socks or a sweater'.

• Women (82%) are more likely than men (69%) to indicate this to be the case.
• Older Canadians (81%) are more likely than middle-aged (75%) and younger (70%) Canadians to agree that they would prefer a meaningful gift that would help someone else, rather than a traditional gift.
• Residents of Saskatchewan and Manitoba (85%) are most likely to say the same, followed by those living in Atlantic Canada (78%), Ontario (77%), British Columbia (77%), Quebec (72%) and Alberta (68%).

Less Than Half (47%) Say There's Something They `Want' for Christmas...

Just under one half (47%) of Canadians say there's something they `want' for Christmas this year, and only three in ten (30%) say there's something they `need'.

• Younger Canadians (60%) are more likely than middle-aged (48%) and older (35%) Canadians to say there's something they `want' for Christmas this year.
• Similarly, younger (37%) and middle-aged (32%) Canadians are more likely than older (22%) Canadians to say they `need' something this year.
• Canadians living in a household with kids are more likely than those in a household without kids to say there's something they `want' (59% vs. 44%) or `need' (44% vs. 26%) this Christmas.

For more information on this news release, please contact:
Sean Simpson
Research Manager
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

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