{"id":10495,"date":"2026-09-27T20:33:46","date_gmt":"2026-09-28T00:33:46","guid":{"rendered":"https:\/\/carleton.ca\/panl\/?p=10495"},"modified":"2026-09-27T20:38:29","modified_gmt":"2026-09-28T00:38:29","slug":"philanthropy-in-multicultural-communities","status":"publish","type":"post","link":"https:\/\/carleton.ca\/panl\/2026\/philanthropy-in-multicultural-communities\/","title":{"rendered":"A Stronger Culture of Philanthropy Among Multicultural Canadians"},"content":{"rendered":"<div id=\"attachment_10497\" style=\"width: 270px\" class=\"wp-caption alignright\"><img aria-describedby=\"caption-attachment-10497\" decoding=\"async\" loading=\"lazy\" class=\"wp-image-10497\" src=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/JodeneBaker400-300x404.png\" alt=\"A woman, Jodene, smiles at the camera.\" width=\"260\" height=\"350\" srcset=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/JodeneBaker400-300x404.png 300w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/JodeneBaker400.png 400w\" sizes=\"(max-width: 260px) 100vw, 260px\" \/><p id=\"caption-attachment-10497\" class=\"wp-caption-text\">Jodene Baker, Vice President of Research, Advocacy &amp; External Relations at Imagine Canada.<\/p><\/div>\n<p>Jodene Baker, Vice President of Research, Advocacy &amp; External Relations at <a href=\"https:\/\/imaginecanada.ca\/en\" target=\"_blank\" rel=\"noopener\">Imagine Canada<\/a>, says that multicultural Canadians hold relatively positive views of nonprofits. In <a href=\"https:\/\/imaginecanada.ca\/en\/research\/multicultural-study\" target=\"_blank\" rel=\"noopener\">&#8220;Unlocking Generosity&#8221; and &#8220;Navigating New Horizons,&#8221;<\/a> two recent studies from Imagine Canada, two thirds of respondents express favourable views of charitable organizations and only 2% hold negative views. Baker spoke to <em>PANL Perspectives<\/em> about the giving behaviours of multicultural Canadians, including their donation motivations and methods. Below, the Q&amp;A and video are part of the <em>PANL Perspectives<\/em> series, &#8220;<a href=\"https:\/\/carleton.ca\/panl\/building-a-stronger-culture-of-philanthropy\/\" target=\"_blank\" rel=\"noopener\">Putting Empathy Into Action: Building a Broader, Stonger Culture of Philanthropy in Canada<\/a>.\u201d<\/p>\n<div class=\"u-video-wrapper\"><iframe loading=\"lazy\" title=\"Jodene Baker speaks to PANL Perspectives about donations from multicultural Canadians\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/UnoWro1wjro?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<h2><strong>Why do multicultural Canadians engage in philanthropy? <\/strong><\/h2>\n<p><strong>Jodene Baker<\/strong>: These communities are generous. Eighty percent of respondents report giving in the last year, and they&#8217;re giving generously. The average donation amount was close to $800. That&#8217;s a significant contribution.<\/p>\n<p><a href=\"https:\/\/imaginecanada.ca\/en\/research\/multicultural-study\"><img decoding=\"async\" loading=\"lazy\" class=\"alignright wp-image-10496\" src=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/Table421000-300x216.png\" alt=\"A table of data shows why multicultural Canadians donate.\" width=\"588\" height=\"423\" srcset=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Table421000-300x216.png 300w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Table421000-400x288.png 400w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Table421000-768x553.png 768w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Table421000-700x504.png 700w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Table421000.png 1000w\" sizes=\"(max-width: 588px) 100vw, 588px\" \/><\/a>In terms of why they give, the motivations overwhelmingly seem to be values-driven &#8212; that giving is the right thing to do and that people want to show compassion. These values-driven motivations are stronger among immigrants, compared to those born in Canada<\/p>\n<p>We also found a strong community and relationship dimension. For example, being asked by someone you know was a strong motivator for why they give.<\/p>\n<blockquote><p>Overall, generosity among these ethnocultural communities is rooted in relationships, community connections and a sense of shared responsibility. There does seem to be an opportunity here for charities to explore building engagement in new ways.<\/p><\/blockquote>\n<p>Our reports surveyed 3,000 people from South Asian, Chinese, Afro-Caribbean, African, Filipino, Arab and West Asian communities &#8212; and use Statistics Canada data as well.<\/p>\n<h2><strong>Do you distinguish between &#8220;giving&#8221; and &#8220;philanthropy&#8221;?<\/strong><\/h2>\n<p><strong><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-10502 alignright\" src=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/FoodKitchen400-300x322.jpg\" alt=\"Volunteers serve curry and rice in a food kitchen.\" width=\"398\" height=\"427\" srcset=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/FoodKitchen400-300x322.jpg 300w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/FoodKitchen400.jpg 400w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/>Jodene Baker<\/strong>: With our research, we want to capture &#8220;generosity&#8221; among Canadians, especially ethnocultural Canadians. The word &#8220;philanthropy&#8221; can bring up traditional forms of fundraising, like a formal charitable donation where you&#8217;re getting a tax receipt, or an institutional fundraising approach, or mail-and-phone campaigns. Our research looks at volunteering and other ways of giving, such supporting community networks or giving money, time and resources in response to a personal request &#8212; giving as relational or community-oriented, as opposed to giving that\u2019s transactional, giving that might not have been captured if we\u2019d stuck with a formal definition of philanthropy.<\/p>\n<h2><strong>Overall, how do ethnocultural Canadians give?<\/strong><\/h2>\n<p><strong>Jodene Baker<\/strong>: One of the clearest findings is around the importance of place-based giving: 51% of our respondents said they give through one or more place-based channels. We&#8217;re talking about physical places, and the most commonly mentioned were places of worship, workplaces and schools. Place-based giving shows connections between giving and community.<\/p>\n<p>Our reports have been resonating with people, and we&#8217;ve had many conversations related to them, maybe because of the awareness that, overall, donor participation rates are declining in Canada in terms of CRA-tax-receipted donations. This decline is making it necessary for fundraisers and charities to revisit their approaches to fundraising and to identify new opportunities.<\/p>\n<h2><strong>How can charities build a stronger culture of philanthropy among multicultural Canadians?<\/strong><\/h2>\n<p><strong><a href=\"https:\/\/imaginecanada.ca\/en\/research\/multicultural-study\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" loading=\"lazy\" class=\" wp-image-10507 alignright\" src=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/Figure-11-300x203.png\" alt=\"The chart shows data about how best to communicate with communities.\" width=\"560\" height=\"379\" srcset=\"https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-300x203.png 300w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-400x270.png 400w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-1400x947.png 1400w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-768x519.png 768w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-1536x1039.png 1536w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11-700x473.png 700w, https:\/\/carleton.ca\/panl\/wp-content\/uploads\/\/Figure-11.png 1748w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/a>Jodene Baker<\/strong>: They could think differently about their fundraising approaches &#8212; and really lean into the idea of relationship or community-based engagement. One thing we asked about in the surveys was communication. Having materials in a community&#8217;s language makes it accessible for newcomers or immigrants to engage with those charities. Multicultural Canadians tend to have somewhat more favourable views of charities that advertise through multicultural media outlets, use materials in their native language, and depict individuals from their ethnocultural group.<\/p>\n<p>Also, maybe reach out, be out, in communities more &#8212; and not rely just on email, phone or snail mail. Time needs to be taken to build meaningful relationships &#8212; going to communities, going to places where they&#8217;re gathering, where they&#8217;re going to school, work and faith-based institutions. That builds meaningful, authentic relationships and natural points of alignment.<\/p>\n<p><em>Imagine Canada is <a href=\"https:\/\/www.linkedin.com\/company\/imagine-canada\" target=\"_blank\" rel=\"noopener\">on LinkedIn<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jodene Baker, Vice President of Research, Advocacy &amp; External Relations at Imagine Canada, says that multicultural Canadians hold relatively positive views of nonprofits. In &#8220;Unlocking Generosity&#8221; and &#8220;Navigating New Horizons,&#8221; two recent studies from Imagine Canada, two thirds of respondents express favourable views of charitable organizations and only 2% hold negative views. Baker spoke to [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3338,549,167],"tags":[355,73,81,97,3339,3348,52,98,193,3349,291,76,3347,813,71,74,84,72,423,326,578,371,616,117],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Stronger Culture of Philanthropy Among Multicultural Canadians | PANL<\/title>\n<meta name=\"description\" content=\"Jodene Baker, Vice President of Research, Advocacy &amp; External Relations at Imagine Canada, says that multicultural Canadians hold relatively positive\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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