Engaging Multicultural Canadians: Insights for Nonprofits
As Canada becomes increasingly diverse, our charitable sector must evolve to reflect and include the voices and values of its multicultural communities. Imagine Canada's latest report, Unlocking Generosity: Understanding and Engaging Multicultural Canadians in Charitable Giving (2025), offers timely and essential insights that nonprofit leaders can’t afford to ignore.
This comprehensive study is based on a survey of over 3,000 respondents from six of Canada’s fastest-growing ethnocultural groups: South Asian, Chinese, Afro-Caribbean/African, Filipino, Arab, and West Asian communities. It explores giving behaviours, donation methods, barriers, and motivations across immigration statuses—from newcomers to Canadian-born individuals.
Here’s what you need to know, and how your nonprofit can respond.
1. Multicultural Canadians are generous, but often overlooked
79% of multicultural Canadians donated to charity last year, averaging $795 each.
Afro-Caribbean and South Asian Canadians are particularly likely to give—and in large amounts.
However, non-permanent residents are less likely to give and give smaller amounts, largely due to barriers like affordability and lack of information.
Implication for nonprofits: These communities are already contributing meaningfully—but many want to give more. Strategic engagement can unlock even greater support.
2. Cultural and immigration contexts matter
Giving patterns vary based on how long someone has lived in Canada and their immigration status:
Recent newcomers often have strong altruistic motivations but lower awareness of local charities.
Permanent residents and naturalized citizens are among the most generous and committed donors.
Multicultural Canadians often support religious causes, hospitals, human services, and causes connected to their communities—both local and ancestral.
Implication: One-size-fits-all campaigns won’t work. Tailor your approach to resonate with each audience’s unique journey and values.
3. People give through places, purchases, and platforms
Giving isn’t just about year-end tax receipts anymore. The most common donation methods include:
Place-based giving (51%) — especially through places of worship and workplaces.
Consumer purchases (44%) — think point-of-sale or cause-marketed products.
Online and tech-based donations (32%) — mostly through charity websites and apps.
Event-based giving (28%) — including galas, walk-a-thons, and sponsored events.
Notably, structured giving (monthly or planned giving) was only used by 16%, but those donors gave 2.5x more than others.
Implication: Diversify your donation options. Make giving seamless across channels—online, in-store, and in-person—and make it easy to give regularly.
4. Values-driven, not transactional
Multicultural Canadians are deeply motivated by compassion, doing the right thing, and belief in the cause—much more than by tax receipts or recognition. Those who feel a personal responsibility to make Canada better are also more likely to give.
Implication: Focus your messaging on shared values and impact. Be transparent, mission-driven, and community-focused in how you communicate.
5. Multicultural media and representation matter
Many respondents pay more attention to ads that:
Are in their native language,
Feature people who look like them, or
Appear in ethnic media channels.
While not the top giving driver, these factors are more influential among newcomers, younger donors, and households with children.
Implication: Representation builds trust. If you’re serious about inclusive fundraising, reflect your audience’s language, culture, and lived experience.
6. Barriers are still holding people back
The #1 barrier? Affordability—cited by nearly half of respondents. But close behind were:
Not knowing where or how to give,
Not being personally asked, and
Not seeing communications in a preferred language.
Implication: Don’t assume people aren’t giving because they’re uninterested. Many simply haven’t been asked in the right way, or don’t see themselves reflected in your outreach.
7. There’s huge untapped potential
58% said they want to donate more.
45% would give more if asked more often.
43% want to support more charities but don’t know how.
Implication: The opportunity is clear—your organization can engage these prospective donors with better outreach, more inclusive storytelling, and strategic relationship-building.
Key Takeaway for Nonprofit Leaders
Multicultural Canadians are not only generous — they’re values-driven, community-minded, and ready to support causes they trust and connect with.
But to unlock that generosity, organizations need to evolve:
Learn about the different ways diverse communities give,
Meet people where they are—culturally, linguistically, and digitally,
And build real relationships rooted in trust and belonging.
At The Good Growth Company, we help purpose-driven organizations do exactly that. Whether through inclusive branding, fundraising strategy, or training your team to better engage today’s Canada, we’re here to support your mission.
Read the full report, Unlocking Generosity by Imagine Canada.
Want help reaching multicultural audiences or building inclusive fundraising strategies?
Visit our Consulting page and connect with The Good Growth Company today.
