Donor Relationship Management for Charities

Understanding and Managing Donor Needs

Almost three-quarters of Canadians believe charities do an excellent or good job at thanking them for their donation, however this varies depending on which causes are supported, and just one-quarter of Canadians think charities in Canada act responsibly with the donations they receive.

The Donor Relationship Management for Charities syndicated study has been carefully designed to explore the attitudes and beliefs of Canadians, including why they give, how they prefer to be approached and recognized for their donation, their feelings about using external fundraisers, and the costs of raising a dollar.

The study provides objective data so that you can tailor your organization’s communications and donor management programs to best recognize, respond, and build relationships with your donors.

What’s Covered

Recognizing Donors

  • Do donors think charities do a good job at thanking them for their gift?
  • How do donors prefer to be approached for a gift, and how frequently?
  • How do donors prefer to be thanked for their gift, and does a lack of thanks affect future donations?
  • How important is it for charities to let donors know how their donation has made a difference?
  • Does using an external fundraiser have an impact on Canadians’ willingness to give?

Why do Canadians Give?

  • What types of causes have Canadians donated to in the last twelve months, and what sectors are they most likely to support in the future?
  • Are the causes supported local, national or international in scope?
  • What is the motivation for giving, e.g.: want to help those in need, tax receipt, for recognition, etc.?
  • How much have Canadians read, heard or seen about the purposes of the charities they support?
  • How knowledgeable do Canadians feel about the causes they support?

Fundraising & Responsibility

  • Do Canadians agree that charities in Canada are efficient and responsible with funds?
  • Out of every dollar raised, how much do Canadians think should go to the cause, and how much do they think is going towards the cause?
  • Do Canadians feel charities should continue with traditional fundraising methods or spend money on new initiatives?

Add-On to the Study!

Add Your Own Custom Questions

At an additional cost, you may add questions to the survey to address your own specific issues, needs or concerns. The results of these questions are proprietary to your organization and are not shared with other subscribers. Space on the questionnaire is limited, additional questions are available on a first-come, first-served basis.

Add Booster Samples

Subscribers may also purchase a booster sample of a group of particular interest (e.g., GTA or Ontario residents, older women, youth, affluent households, people with a certain disease, etc.). Please contact us to discuss your sampling needs and to get a price estimate.

Talk to Your Donor List

Subscribers may purchase additional interviews to be completed with their donors. This can be done through the use of your donor list.


All subscribers to Donor Relationship Management for Charities syndicated study receive:

  • Tele-consulting with senior Ipsos staff on how to customize the study for your organization (proprietary questions, booster samples)
  • Detailed report (PowerPoint)
  • In-person presentation of findings (exclusive of travel costs from the GTA)

What’s a Syndicated Study?

A syndicated study is to research what a car pool is to commuters — it’s a shared vehicle with shared costs. In a syndicated study, subscribers share the cost of data collection for the set of core questions. Thus, the report cost is only a fraction of what it would have been if a custom study had been done just for you.

Research Methodology

Ipsos will conduct a nationally representative online survey of 1,000 adults aged 18 and older. Respondents will be drawn randomly from Ipsos’s Online Panel, renowned for its size and quality.


Information in the core questionnaire is confidential and may not be shared outside your organization. Any public release of client-specific data is subject to the Ipsos Media Release Policy.