At nfpResearch, we’ve just completed our summer wave of research in Canada. The picture is mixed: trust in charities remains relatively strong, but participation in giving is flat, and optimism about the future feels fragile. Drawing on our latest data, as well as wider sector insights, here are three recommendations for Canadian charities as we head into 2026.
Broaden the base of givers
As we head into the final quarter of the year, many nonprofits are deep in review and planning for the year ahead. With this in mind, we've run a series of webinars across the US, Canada, UK and Ireland to share some of the key trends we're seeing in our research that should be on your radar.
In July 2021, 41% of the public said climate change was one of the top five issues they were most concerned about. By June 2025, this had fallen to only 28%. Its ranking has fallen from the second most concerning issue to fifth.
These trends are taken from our nfpIntelligence research with the general public, a quarterly tracking tool that helps charities understand attitudes towards the issues they’re working on.
As Reform UK gathers a head of steam, charities are asking themselves fundamental questions. Should they engage with the party on policy issues like they would with any other? Or should a party with very different values from many in the sector be beyond the pale for charity public affairs teams? We debated this topic at nfpResearch in one of our recent monthly knowledge meetings. Views were split. Some colleagues argued that charities must take the pragmatic approach and work with those in power.
Charity brands don’t live in your logo, and they don’t live in your brand guidelines either. A brand exists where your charity exists in the minds of others – in what people believe you stand for, how you make them feel, and what they say about you when you’re not in the room.
Members of our team recently attended the launch of the latest British Social Attitudes (BSA) survey produced by NatCen. The BSA is widely regarded as one of the most reliable barometers of public opinion in the UK. It provides rich insight into how people across the country view politics, society and everyday life.
With elections in Scotland and Wales less than a year away – and Northern Ireland to follow in 2027 – now is a timely moment for charities to reflect on how politicians across the UK are engaging with the sector. As manifestos are drafted and campaigning begins to ramp up, it’s worth considering the current attitudes of devolved politicians. Recent surveys we conducted offer a revealing picture: Members of the Legislative Assembly (MLAs) in Northern Ireland appear to lead the way when it comes to valuing and engaging with charities.
Figure 1: Attitudes towards charities
When I first started working in the charity sector, I had only a vague idea of what a charitable trust or foundation was. The names were often historic – usually a person long since deceased – and they seemed to sit quietly in the background, influential but invisible. I doubt I was alone in that confusion, but I wanted to find out for certain how the average person would get on explaining what these organisations are and what they do.
What does the public know?
Tim Harrison-Byrne