The GivingBack database explores how Canadians volunteer their time, donate money and provide in-kind gifts to charitable and non-profit organizations, with more than 800 variables available at the postal code and dissemination area levels. Based on Statistics Canada’s General Social Survey, the database profiles the philanthropic behaviour of the population and offers insights into why they support a particular cause. By combining GivingBack with PRIZM® data, users can segment their donors to improve the way they allocate resources and develop relevant messages that will engage prospective audiences.
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