Eva Spencer

Public sentiment in Canada has taken a noticeable turn in recent months, with growing concerns about the country's future direction. But despite this uncertainty, charitable giving is proving to be a bright spot, with more Canadians stepping up to support causes they care about. This raises an interesting question: how does the broader public mood influence charitable engagement, and what can we learn from organizations that are thriving in this landscape?

The December 2024 nfpPublic polling revealed a concerning trend of an increasingly negative public sentiment among Canadians. Among the general public, 57% now believe Canada is heading in the wrong direction, up from 36% in June 2023 – a staggering 21 percentage point increase in the span of 18 months. In contrast, those who feel optimistic about the country's future have dropped from over a third to just a fifth.

"In general, do you think things in Canada are heading in the right direction or the wrong direction?"

Source: nfpPublic Research June 2023 - Dec 2024 | Base: 12011 respondents 18+, Canada

At the end of 2024, public sentiment was marked by economic concerns, political dissatisfaction, and shifting political dynamics, in particular significant discontent with former Prime Minister Justin Trudeau’s government. Our research shows that key concerns included the quality of healthcare services, housing shortages, homelessness, climate change, physical health and financial security, all of which were pressing concerns for around a third of the population. 

Things move quickly though. There’s been a boost in support for the Liberals coming as Mark Carney takes office as the next prime minister of Canada and succeeds Justin Trudeau as leader of the Liberal party. Additionally, early 2025 has been defined by a resurgence of nationalism as Canadians rally to get their ‘elbows up’ in the face of Trump’s threats and newly imposed tariffs. Increased unity among Canadians, alongside significant political uncertainty and economic pressures make it difficult to predict how general public sentiment will shift over the coming year.

What does this general dissatisfaction mean for the charity sector?

Despite the negative public outlook, there are reasons for optimism for charities. Giving habits suggest a promising trend—54% of Canadians reported donating to charity in the last few months of 2024, up from 45% six months earlier. Looking ahead, more people expect to increase their charitable giving in 2025 than those who plan to decrease it. This suggests that even amid economic and political uncertainty, public generosity remains strong.

One charity that stood out recently is SickKids. As part of the nfpPublic survey, we track key brand metrics such as awareness, support and trust in a range of charity brands. We’ve observed a significant surge of public awareness of and engagement with SickKids over the past year – just under two thirds of the public are now aware of the organization. 

Our research shows that children’s and youth-related causes are the public’s second favourite to support, very narrowly behind cancer causes. Charities working in this sector already have a head start in affinity and warmth from the giving public.

But even beyond this, SickKids’ marketing and fundraising strategies are clearly resonating more strongly than ever. Their bold and emotionally compelling campaigns, such as their “SickKids VS” initiative, have likely played a crucial role in this success, fostering a deep emotional connection with supporters. They’ve also leveraged high-profile celebrity endorsements and innovative awareness raising campaigns, such as Toronto Raptors player Fred VanVleet spending a night in a paediatric ICU to highlight the cramped, difficult conditions on wards.

SickKids also has a clear, tangible fundraising ask. When donors understand exactly where their money is going—whether it's building a new patient care centre, providing a food package for someone experiencing hardship, or immunising children against preventable diseases —they feel more connected and motivated to give. This is a great example of how the public can rally around a tangible goal and create a meaningful difference.

SickKids is a prime example of how a charity can thrive in uncertain times. Their ability to connect emotionally, communicate with clear impact and engage supporters effectively makes them one to watch in the coming year. 

Methodology

These questions were asked as part of the nfpPublic survey in December 2024. The survey is of 3,000 Canadian adults (aged 18+), nationally representative by gender, age and province.

If you’re interested in understanding public awareness of and affinity towards your own organization, consider downloading a briefing pack below, or contact the team at insight@nfpresearch.com