Professional Documents
Culture Documents
January 2014
Methodology
These are the findings of an Ipsos Reid poll conducted in
partnership with PUBLIC Inc.
The survey was in field from December 20 to 23, 2013.
For the survey a sample of 1,082 Canadians was interviewed via
Ipsos proprietary I-Say online panel.
Quota sampling was used to ensure that the sample reflects that
of the overall Canadian population. Weighting according to
census data was also employed.
The credibility of online polls is measured using a credibility
interval. In this case, the results are accurate to within +/- 3.5
percentage points, 19 times out of 20, of what the results would
be had all adults in Canada been polled.
Key Findings
More Canadians have refused a request (64%) for donation at a cash register than
have accepted the request and donated (50%). Women (54%) are more likely than
men (46%) to have been asked and donated. Men (65%) are slightly more likely
than women (63%) to have been asked and refused. Refusal rates are also higher
among older (66%) and middle aged (65%) people than younger (59%). Refusal
rates are highest in Alberta (72%) and the Prairies (71%) and lowest in Quebec
(49%).
Just four in ten (38%) support the idea of retailers asking customers to donate to
charity while at a cash register, while 62% oppose. Support is highest among
women (43%) compared to men (32%), and also among younger adults (55%) than
middle-aged (33%) and older (29%) adults. There also appears to be generally more
acceptance in eastern Canada than western Canada.
The most often-felt feeling when asked to donate at a cash register is pressured
(44%), far outweighing those who say they are happy to help (28%). Two in ten
(22%) feel inconvenienced, while others feel embarrassed (10%), angry (8%),
or pleased (8%). Two in ten (16%) dont feel any of these things. Women (31%)
are more likely than men (25%) to feel happy to help, while men are more likely to
feel inconvenienced (26% vs. 18%), embarrassed (12% vs. 8%) and angry (11% vs.
6%).
Most disagree that they are more likely to shop at retailers who participate in
these types of programs. Few (27%) agree that they are, although younger adults
(34%) lead the way. On the flip side, roughly the same proportion (29%) agrees that
theyre less likely to shop at stores that participate in these programs making it
about a wash. It doesnt really gain customers, but it could tick them off.
Two thirds (67%) say it is not clear to them what contribution the retailer is making
Detailed
Findings
61%
Gende
r
Age
52%
47%
48%
53%
49%
49%
51%
48%
52%
46%
48%
54%
52%
48%
54%
46%
46%
50%
Q1. Which of the following apply to you:
Base: All Respondents (n=1082)
39%
51%
52%
Region
Yes
54%
50%
5
Yes
67%
Gende
r
Age
Region
49%
33%
51%
68%
32%
71%
29%
72%
28%
67%
33%
66%
34%
65%
35%
59%
41%
63%
37%
65%
35%
64%
36%
6
Yes
49%
Gende
r
37%
63%
38%
62%
41%
Age
29%
59%
71%
35%
65%
29%
71%
33%
67%
55%
Region
43%
32%
38%
Q1. Which of the following apply to you:
Base: All Respondents (n=1082)
51%
45%
57%
68%
62%
7
16%
8%
8%
10%
22%
28%
44%
Q2. Which of the following describes how you felt when asked to donate.
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
Male
Female
16%
16%
10%
6%
6%
11%
8%
12%
18%
26%
31%
25%
44%
45%
Q2. Which of the following describes how you felt when asked to donate.
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
18%
17%
13%
4%
7%
14%
8%
10%
6%
7%
10%
15%
20%
23%
23%
23%
28%
35%
44%
43%
47%
Q2. Which of the following describes how you felt when asked to donate.
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
10
AB
SK/MB
Ontario
14%
11%
15%
16%
26%
21%
8%
9%
7%
5%
7%
2%
5%
14%
12%
5%
8%
7%
9%
8%
14%
2%
8%
9%
21%
25%
22%
18%
20%
18%
34%
33%
27%
28%
22%
24%
32%
Q2. Which of the following describes how you felt when asked to donate.
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
45%
50%
47%
43%
50%
11
5%
Gende
r
Age
32%
6% 15%
9%
4%
22%
7%
Region
9%
6%
6%
6%
33%
21%
18%
44%
45%
41%
39%
18%
21%
42%
40%
44%
42%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
%Agr
ee
27%
24%
26%
29%
29%
34%
27%
24%
32%
38%
46%
25%
23%
18%
45%
55%
27%
Somewhat agree
45%
21%
3% 15%
3%
Somewhat disagree
30%
24%
24%
27%
18%
26%
31%
30%
31%
22%
31%
37%
12
7%
Gende
r
7%
Age
9%
7%
Region
25%
16%
13%
8%
Somewhat disagree
38%
30%
43%
49%
22%
18%
31%
50%
45%
%Agr
ee
29%
35%
48%
21%
17%
Somewhat agree
23%
26%
19%
23%
25%
30%
30%
31%
9%
22%
38%
31%
25%
10%
20%
41%
29%
31%
31%
24%
9%
7%
12%
9%
16%
16%
45%
42%
23%
20%
35%
40%
41%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
25%
30%
34%
23%
32%
13
Somewhat disagree
38%
Gende
r
20%
Age
33%
29%
26%
18%
42%
27%
38%
36%
22%
29%
38%
33%
Region
35%
31%
22%
Somewhat agree
34%
33%
39%
36%
37%
23%
25%
18%
25%
31%
9%
%Agr
ee
67%
11%
68%
9%
66%
13%
63%
4%
65%
9%
72%
10%
67%
11%
73%
6%
58%
30%
36%
25%
9%
69%
29%
39%
23%
9%
62%
30%
37%
24%
9%
73%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
14
Somewhat disagree
19%
Gende
r
Age
17%
30%
18%
39%
12%
18%
35%
25%
24%
35%
30%
29%
28%
37%
26%
22%
%Agr
ee
52%
53%
20%
52%
19%
65%
21%
55%
21%
41%
49%
31%
43%
34%
13%
29%
36%
23%
18%
18%
24%
37%
14%
Region
50%
19%
8%
Somewhat agree
19%
13%
43%
57%
25%
22%
55%
15%
38%
27%
21%
47%
17%
36%
26%
22%
69%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
15
14%
Gende
r
18%
13%
14%
Age
Region
Somewhat disagree
43%
34%
14%
31%
12%
36%
12%
35%
20%
13%
14%
40%
37%
38%
18%
36%
36%
36%
28%
31%
29%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
55%
15%
48%
17%
21%
50%
67%
24%
35%
%Agr
ee
53%
14%
19%
29%
47%
13%
23%
27%
36%
37%
30%
25%
43%
11%
15%
Somewhat agree
12%
47%
45%
49%
50%
18%
56%
19%
53%
18%
57%
16
Somewhat disagree
22%
Gende
r
23%
18%
20%
Age
12%
18%
Region
54%
35%
42%
40%
24%
29%
17%
21%
19%
19%
45%
41%
18%
27%
43%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
15%
12%
23%
%Agr
ee
62%
58%
66%
69%
15%
58%
17%
60%
21%
29%
45%
7%
20%
26%
45%
18%
19%
21%
57%
44%
17%
17%
39%
16%
20%
Somewhat agree
62%
13%
68%
12%
59%
16%
59%
15%
59%
16%
75%
17
14%
Gende
r
Age
14%
18%
Somewhat agree
46%
33%
27%
13%
33%
37%
20%
27%
18%
16%
%Agr
ee
53%
51%
54%
69%
14%
38%
32%
11%
42%
28%
19%
46%
36%
30%
19%
49%
15%
Region
Somewhat disagree
12%
36%
14%
31%
21%
18%
13%
15%
26%
37%
48%
36%
39%
37%
18%
23%
29%
51%
25%
8%
17%
53%
52%
55%
29%
19%
47%
29%
18%
60%
Q3. To what extent do you agree or disagree with the following statements:
Base: I Did/ Refused To Donate Money To Charity In Last In 6 Months (n=914)
18
Demographics
Income (Household/adults)
Gender
Male
Female
48%
52%
Age
18-24
25-34
35-44
45-54
55-64
65+
10%
18%
14%
23%
19%
16%
Education (adults)
<HS
HS
Post Sec
Univ Grad
9%
37%
39%
15%
Region
BC
AB
SK/MB
Ontario
Quebec
Atlantic
13%
11%
7%
38%
24%
7%
<40K
40K - <60K
60K - <100K
100K+
32%
16%
24%
14%
Children in Household
Kids
No Kids
25%
75%
Number of People
1
2
3
4
5
6
22%
42%
17%
13%
5%
1%
Contacts
Sean Simpson
Vice President
Ipsos Reid Public Affairs
416-572-4474
Sean.Simpson@ipsos.com
20