Charitable organizations: must be formally registered as such with the Canada
Eligibility for charitable registration status:
the relief of poverty
E.g., food banks, soup kitchens, and low-cost housing units
the advancement of education
E.g., colleges, universities, and research institutes
the advancement of religion
E.g., places of worship and missionary organizations
other purposes that benefit the community
E.g., animal shelters, libraries
Charity data research tool in Canada
provides information on registered charities in Canada
...which is approximately
Nonprofit Institutions Serving
provide goods and
services to individuals & groups
of people at minimal to no cost.
These include chambers of
commerce, business &
professional associations, airport
authorities and some amusement
and recreational organizations.
These include hospitals,
residential care facilities,
universities and colleges.
There are an estimated
170,000+ registered charities &
nonprofits in Canada.
(86,000 registered charities)
They contribute to
strong & healthy communities.
In addition to their social contributions,
charities & nonprofits are a large and
vital part of the economy.
From 2007 to 2019,
GDP from nonprofits
serving households and
business grew at
a rate of
The overall economy
· youth & family services
· housing assistance
· places of worship
· food banks
· recreation & social clubs
Charities & nonprofits come from
3 different areas of the economy:
2.5 million people
The sector employs approximately
which makes up 12% of the
economically active population.
41% of Canadians
13 million volunteers!
are volunteering their time to
charities and nonprofits—that's
1.7 billion hours
Volunteers contribute almost
of their time each year to organizations
and causes they believe in.
4 in 5 Canadians
Our sector has a good reputation.
said they have a lot or some
trust in charities.
$14+ billion annually
to registered charities.
More than ¾ of donations go to the
"Big Four" causes
Religion, Health, Social Services
and International organizations.
This is equal to
An average volunteer contributes
More information at
CANSIM Tables 36-10-0648-01 & 14-10-0393-01 (Q4 2020)
CANSIM Tables 36-10-0648-01 & 36-10-0103-01 (Q4 2020)
Survey of Giving, Volunteering and Participating, General Social Survey (2018)
Imagine Canada, 30 Years of Giving (2018)
Muttart Foundation, Talking About Charities (2013)
CANSIM Tables 36-10-0616-01 & 36-10-0103-01
Why study nonprofit marketing
Learning Objective #2
How our lives and the world have been influenced by