Public Opinion Research on the Voluntary Sector

Submitted to:

The Voluntary Task Force
March 2002

Table of Contents

Introduction

Methodology

Key Findings and Implications

Detailed Findings

Appendix I – Topline Questionnaire

Introduction

As part of its communications efforts, the Voluntary Task Force commissioned Ipsos-Reid to conduct a survey of Canadian public opinion on the voluntary sector and the efforts of the government to support volunteerism and civic participation in Canada. The specific goals of this project were to establish the following:

• the level of familiarity Canadians have with the term "voluntary sector";
• awareness of the UN declaration of the International Year of Volunteers 2001;
• the level of importance Canadians place on the voluntary sector;
• the level of support for ongoing government involvement; and
• the level of awareness of and support for the Voluntary Sector Initiative.
• track benchmark results on these measures that were recorded in a study conducted in September 2001.

Methodology

This report summarises the findings from an omnibus telephone survey of 1,000 adult Canadians. The omnibus survey was conducted by Ipsos-Reid on behalf of the Voluntary Task Force between February 12 and 14, 2002. A sample of this size is said to have an associated margin of error of +3.1%, 19 times out of 20. The margin of error will be larger within regions and for other sub-groupings of the survey population. The data have been statistically weighted to ensure that the age, gender and regional composition of the sample reflect that of the adult Canadian population according to 1996 Census data.

Key Findings and Implications

First, respondents were asked to indicate their level of familiarity with the term "voluntary sector". Currently, half (47%) of Canadians indicate that they are familiar with the term. This is an increase of 10 points over the benchmark set in September 2001 (37%).

One in five (19%, up from 13% in September) say they are very familiar with the term, while a further 28 percent (up 4 points since September) say they are somewhat familiar with it. However, the majority (53%, down from 63% in September) say they are not familiar with the term "voluntary sector".

All respondents, regardless of their level of familiarity, were asked what organizations they thought of when they heard the term "voluntary sector". One fifth (18%) were unable to think of any organizations that they would associate with this term. However, organizations that were listed by the balance are voluntary sector organizations. "Health care/hospital auxiliaries" (18%, +12 points) is the most frequently mentioned, followed by "the Red Cross" (14%, -18 points)", the "Salvation Army" (11%, +1 point), the "Canadian Cancer Society" (9%, +4 points). The high response of the Red Cross (32%) in September 2001 might have been the result of post-September 11^th publicity for that voluntary sector organization.

Similar to September 2001 findings, more than four in ten (45%) Canadians say were aware that the United Nations had declared 2001 to be the International Year of Volunteers. However, the majority (55%) were unaware of this declaration.

Canadians are nearly unanimous (96%) in the belief that volunteers and voluntary sector organizations contribute to a better quality of life for Canadians. Indeed, three quarters (72%) strongly agree, while 24% somewhat agree. These results mirror those of the September 2001.

Eight in ten (81%) Canadians believe the Government of Canada should be encouraging people to do volunteer work, with 45% strongly agreeing with this idea, and 36% somewhat agreeing with it. Eight in ten (80%) Canadians also believe that the Government of Canada should be doing more to help voluntary sector organizations recruit and retain volunteers: half (48%) strongly agree, and 32% somewhat agree.

Respondents were asked whether or not they were aware of the Voluntary Sector Initiative. Most (95%) have not yet heard of this project while only a few (5%) have heard of it. These results are identical to those of the benchmark study conducted in September 2001.

Of those who have heard of the initiative, one in four mentioned they heard about it through "a newspaper article" (26%) or "the TV news" (26%). The other sources that were cited most frequently are "at work or from their employer" (18%), and "from a radio program" (11%).

In February 2002 more Canadians said it is a good idea to have a federal government project designed to strengthen its relationship with the voluntary sector and make the voluntary sector stronger. In fact, (87%, +3 points) say it is either a very good idea (39%, +4 points) or a somewhat good idea (48%, -1 point). Only 11% believe it is a bad idea.

Detailed Findings

First, respondents were asked to indicate their level of familiarity with the term "voluntary sector". Currently, half (47%) of Canadians indicate that they are familiar with the term. This is an increase of 10 points over the benchmark set in September 2001 (37%). One in five (19%, up from 13% in September) say they are very familiar with the term, while a further 28 percent (up 4 points since September) say they are somewhat familiar with it. However, the majority (53%, down from 63% in September) say they are not familiar with the term "voluntary sector".

The highest levels of familiarity are found among Canadians aged 35 and older (53%) and those who are university educated (57%, +12 points). Residents of Quebec (67%, +8 points) are far more likely to say they are familiar with "secteur bénévole" or "secteur bénévole et communautaire".

Canadians who are least familiar with the term "voluntary sector" are more likely to be between the ages of 18 and 34 (34%; +9 points), have a less than a high school education (34%) or live outside Quebec (40%; +9 points).

Familiarity with the term has increased across most of the demographic sectors compared to the benchmark levels.

All respondents, regardless of their level of familiarity, were asked what organizations they thought of when they heard the term "voluntary sector". One fifth (18%) were unable to think of any organizations that they would associate with this term. However, organizations that were listed by the balance are voluntary sector organizations. "Health care/hospital auxiliaries" (18%, +12 points) is the most frequently mentioned, followed by "the Red Cross" (14%, -18 points)", the "Salvation Army" (11%, +1 point), the "Canadian Cancer Society" (9%, +4 points). The high response of the Red Cross (32%) might have been the result of post-September 11^th publicity for that voluntary sector organization. Many others were mentioned by 3% or fewer respondents. Please refer to the chart below.

Just over four in ten (45%) Canadians are aware that the United Nations had declared 2001 to be the International Year of Volunteers. However, the majority (55%) are unaware of this declaration. In September 2001, 43% said they had heard that the UN had declared 2001 to be the International Year of Volunteers, while 57% said they had not heard of this declaration.

The highest levels of awareness are among women (50%, +3 points), those 55 years of age and over (55%, +5 points), those who are university educated (52%, +4 points), and residents of Saskatchewan/Manitoba (54%, -2 points). Those who are least likely to be aware of the UN declaration are men (41%, +3 points), those aged 18 to 34 (38%, +3 points), those who have less than a high school education (27%), and residents of Quebec (35%).

This section is based on the findings of three attitudinal statements. Respondents were asked to indicate whether they strongly agreed, somewhat agreed, somewhat disagreed or strongly disagreed with each. Based on the findings outlined below, Canadians strongly believe that volunteers and the voluntary sector contribute to a better quality of life and that the government should do more to help voluntary sector organizations recruit and retain volunteers.

Canadians are nearly unanimous (96%) in the belief that volunteers and voluntary sector organizations contribute to a better quality of life for Canadians. Indeed, three quarters (72%) strongly agree, while 24% somewhat agree. These results mirror those of September 2001.

While still representing the vast majority, Canadians with less than a high school education (89%) are slightly less likely than others to agree with this statement.

Eight in ten (81%) Canadians also believe the Government of Canada should be encouraging people to do volunteer work, with 45% strongly agreeing with this idea, and 36% somewhat agreeing with it. Only 19% disagree with the federal government encouraging people to volunteer.

The highest levels of strong agreement are found among residents of Atlantic Canada (62%).

Overall, residents of Alberta (89%), Atlantic Canada (88%), British Columbia (86%), and Canadians between 18 and 34 (85%, versus 75% of those 55 and older) are more likely to agree with this view.

Eight in ten (80%) Canadians also believe that the Government of Canada should be doing more to help voluntary sector organizations recruit and retain volunteers: half (48%) strongly agree, and 32% somewhat agree. Those who disagree include 12% who somewhat disagree, and 7% who strongly disagree.

The highest levels of strong agreement are found among residents of Atlantic Canada (59%) and Quebec (58%), and Canadians between 35 and 54 years of age (51%). Those least likely to strongly agree that the government should be doing more to help are residents of Saskatchewan/Manitoba (34%).

Respondents were asked whether or not they were aware of the Voluntary Sector Initiative. Most (95%) have not yet heard of this project while only a few (5%) have heard of it. These results are identical to those of the benchmark study conducted in September 2001. Awareness remains low across the demographics.

Of those who have heard of the initiative, one in four said they had heard of it through "a newspaper article" (26%) or "the TV news" (26%). The other sources that were cited most frequently are "at work or from their employer" (18%) and "from a radio program" (11%).

In February 2002 more Canadians said it is a good idea to have a federal government project designed to strengthen its relationship with the voluntary sector and make the voluntary sector stronger. In fact, (87%, +3 points) say it is either a very good idea (39%, +4 points) or a somewhat good idea (48%, -1 point). Only 11% believe it is a bad idea.

Although they comprise a small proportion (10%) of the Canadian population, those who think the Voluntary Sector Initiative is a bad idea are more likely to be 55 years of age or older (at 16%, compared to 6% of those aged 18 to 34), or residents of Saskatchewan/Manitoba (16%) or Ontario (15%).

Appendix I – Topline Questionnaire