You’re Already Part of It: New campaign shows how all Canadians benefit from nonprofit services

Research by Imagine Canada suggests Canadians underestimate how nonprofits and charities shape their everyday lives.

TORONTO, Oct. 8, 2026 /CNW/ — Imagine Canada, the umbrella organization for the charitable and nonprofit sector, has launched a national, multi-year awareness campaign to help Canadians understand how their lives are positively affected by the nonprofit sector and foster a sense of belonging to it.

A national survey conducted by Ignite Research for Imagine Canada found that while 8 in 10 Canadians believe nonprofit services are essential and 61% recognize the growing needs for them, their impact on daily life is largely underestimated. Focus groups revealed that many people hold a narrow view of the nonprofit sector, associating it primarily with urgent needs and not realizing the full size and scope of its services. This creates a disconnect: even though everyone benefits from the sector, the survey found that only 41% of Canadians said they knew someone who had benefited from a nonprofit’s services, falling to 34% among respondents over 60. 

“The services delivered by charities and nonprofits go far beyond impacting those who are most vulnerable; they touch everyone’s lives in one way or another,” said Bruce MacDonald, President & CEO of Imagine Canada. These numbers therefore reveal a significant gap which suggests that Canadians don’t fully understand the true impact made by our sector.”

Economic uncertainty, an aging donor base, and reduced government spending are and will continue to strain a sector already facing rising costs and growing demand. The imperative to highlight the deeply personal connection between Canadians, the people they care most about and the vital nature of nonprofit services has never been more important.

“Without a strong nonprofit sector, people will lose services they need or depend on, often without ever having realized where those services came from,” added MacDonald. “This campaign aims to build a national movement where everyone understands how nonprofits have shaped their lives, directly and indirectly, and to spark action, whether that’s spreading awareness or supporting an organization.”

We are grateful to BMO, the project’s presenting partner, for its longstanding and continued support of Imagine Canada’s work, including this initiative. We also thank an anonymous donor for their support of this project.

“At BMO, we believe strong communities are essential to a thriving economy and a sustainable future. Every day, charitable and nonprofit organizations help people access opportunities, support those facing challenges, and create vibrant communities where individuals and families can thrive. We’re proud to support Imagine Canada’s You’re Already Part of It campaign, which helps Canadians better understand the vital role the nonprofit sector plays in our lives and in the well-being of our communities. By raising awareness of this impact, we can inspire greater engagement and collective action to help our communities grow stronger for generations to come.” Helen Seibel, Head, Employee & Community Giving, BMO

Learn more about the impact of the nonprofit sector in the lives of Canadians and share the campaign by visiting www.alreadypartofit.ca.

About Imagine Canada

Imagine Canada is a national, bilingual charitable organization whose cause is Canada’s charities and nonprofits. Through our advocacy efforts, research and social enterprises, we help strengthen charities, nonprofits and social entrepreneurs so they can better fulfill their missions. Our vision is of a strong Canada where charities work together alongside business and government to build resilient and vibrant communities.

To learn more, visit www.imaginecanada.ca, or follow us on LinkedIn.

BMO Gives. Good grows here.  

Helping communities thrive by supporting the organizations that sustain them and encouraging employee giving and volunteerism is at the heart of BMO’s Purpose, to Boldly Grow the Good in business and life.  

In 2025, we directed more than $124 million to drive progress for communities, which included $115.7 million in philanthropic contributions to hundreds of charities and nonprofit organizations across North America.  

Our colleagues spent over 65,000+ hours volunteering in the community and contributed more than $40.3 million of donations through employee-driven giving in our annual campaigns.  

Please visit BMO Gives.

SOURCE Imagine Canada