What is in this report?

Our first study in 2023 explored the broader landscape of generosity. This 2025 study builds on that foundation to delve deeper into the reasons behind the decline in generosity.

What can we learn from those who are generous versus not-so-generous.? What are the drivers of generosity? Why is generosity declining? Among which key segments are the concerns greatest?   What can we learn to help guide remedial initiatives?

What are the 3 major takeaways?

1. The decline in generosity is real and requires remedial solutions.  One main proposed solution is a public campaign akin to ParticipACTION, but for the support of greater generosity.
2. The reasons for the decline in giving are largely due to weaker convictions among Canadians, and not the fault of operating charities.  This is happening due to the decline of religiosity; A decrease in community connectedness; And the aging of the Baby Boomer generation.   –  In turn, there is a decline in pro-social values and appreciation of the social norm (particularly among younger adults),, with a weaker conscious obligation to be generous.
3. Key characteristics for charities to leverage include the optimization of solicitation frequency, leveraging urgency to act, and leveraging personal/emotional narratives relevant to the donor.