Semeni Likulo and her daughter, Fatuma, enjoy their new home in Dar es Salaam, Tanzania!
Canadians pride themselves on being compassionate and caring. Helping the less fortunate at home and abroad by donating to worthy causes and volunteering time to support the efforts of charities is considered by many to be as much a privilege as a duty.
"In Ontario, 60 per cent of people between 18
and 34 are making donations, and 15 per cent
of all donations come from that age group."
Leah Eustace
is chair-elect of the AFP Foundation for Philanthropy – Canada
PHOTO: MICHELLE VALBERG
Leah Eustace remembers that her grandmother would respond to every appeal from a charity she received in the mail by making a donation. While this might have been common practice 30 or 40 years ago, giving habits have changed. Canadian donors and volunteers are very generous – they contribute about $10-billion and two billion volunteer hours a year – but these days, they are carefully choosing the organizations they become involved with, says Ms. Eustace, chair-elect of the AFP Foundation for Philanthropy – Canada.
In celebration of AFP Greater Toronto Chapter's 20th anniversary and philanthropy, the Images of Impact showcase has been designed to create a visual representation of the accomplishment and difference that philanthropy and fundraising make in and beyond Toronto.
And millennials, those born between 1980 and the early 2000s, are shaping up to be the "most socially active generation we've seen in decades," she adds.
According to a 2014 survey, seven in 10 Canadians typically do research on a charity before they donate, Ms. Eustace explains. "They no longer see their contribution as a transaction. Increasingly, they view giving their time and money as investments – that's a huge change from even five years ago."
Donors and volunteers are happiest when they are involved with organizations whose goals are aligned with their passions, says Ms. Eustace. "There are around 80,000 or 90,000 registered charities in Canada. With so much to choose from, people are naturally going to be a little particular. But if a charity matches your passion and treats you well, you are going to be in it for the long haul," she adds.
An organization that has seen a steady growth in support over the last 35 years is the Terry Fox Foundation, says Fred Fox, manager of supporter relations and Terry Fox's older brother. "We are seeing more and more families participating in Terry Fox Runs across Canada – these are the people who have been exposed to our work since they've been in kindergarten and are now bringing their own families," he explains, adding that the number of school events is also growing.
It was his brother's goal to raise money for cancer research until a cure could be found, says Mr. Fox, who believes that the fundraising by the Terry Fox Foundation and other organizations has already had an impact. And every dollar and participant makes a difference. "We often meet people who have survived their battle with cancer because of the advances that have been made," he adds. "That's part of the legacy of Terry's sacrifice and the miles he ran for 143 days."
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The majority of Canadians want to know a charity is fulfilling its purpose before they donate, says Ms. Eustace. And 77 per cent of the respondents of the AFP survey say it's important to know that their donation has made an impact.
Azin Soltani, a Toronto-based communications and marketing professional, was able to see the international development work of Aga Khan Foundation Canada (AKFC) in action when she travelled to Mozambique and Tanzania last year.
Aga Khan Photo: Michelle Valberg
"I was able to witness AKFC's multi-pronged and long-term approach – these are not Band-Aid solutions," she says. "This reaffirmed that this is something I want to dedicate my time and resources to."
After starting her involvement with the Toronto volunteer team of the AKFC World Partnership Walk four years ago at age 27, Ms. Soltani has now taken on a national role. She says being drawn to international development is something she shares with the many peers who see themselves as global citizens.
"While we give our time, money and knowledge, ultimately we benefit tremendously through the lessons we learn, the skills we develop, the innovative and creative people we meet, and the deeper appreciation we cultivate for our common humanity," she says. "There is so much to give, and even more to gain."
When young people get involved with charities, "they typically want to jump in with both feet," explains Ms. Eustace. "And any kind of giving that involves social interaction and networking is big for them," according to the findings of an AFP initiative focused on next-generation giving in Ontario.
While their giving is different – millennials favour approaches like crowd-funding, mobile giving and micro-finance – the impact is big. "In Ontario, 60 per cent of people between 18 and 34 are making donations, and 15 per cent of all donations come from that age group," says Ms. Eustace. "I wouldn't be surprised if this is representative of next-generation giving across Canada."
This content was produced by Randall Anthony Communications, in partnership with The Globe and Mail's advertising department. The Globe's editorial department was not involved in its creation.