* 7.2 million Canadians (27%) donated $100 or more to charity in the past year.
* There is an equal split between men and women who donated $100+ in the past year to charities.
* 32% of the people living in the Prairie region donated more than $100 to charities in the past year, which is the highest regional score compared to the national average of 27%. Ontario comes in second at 31%, with B.C. at 29%. The rest of the regions are below average.
* The top three age groups to donate $100+ to charities in the past year were 65+ (25%), 45 to 54 (22%), and 35 to 44 (18%).
* The average personal yearly income of a Canadian who donated more than $100 in the past year is almost $42,000. This is significantly higher than the national average of $30,000.
* 45% of retired people made charitable donations of $100+ in the past year.
* 25% of charitable donations of $100+ were made by people who do not have an RRSP.
* The top three media for yesterday exposure for people who donated more than $100 to charities in the past year were television (87%), radio (86%) and daily newspaper (63%).
* The top three television program genres watched in an average week by people who donated $100+ to charities in the past year are news/current affairs (71%), movies (62%), and documentaries (47%).
Source: BBM RTS Canada Fall ’03 / Spring ’04
The preceding information is from BBM RTS, a syndicated consumer-media survey of over 55,000 Canadians, conducted twice a year by BBM Canada. For more information contact Craig Dorning of BBM Canada: cdorning@bbm.ca.
