Qualitative and Quantitative Research Outreach to the Charities Sector

Prepared for the:
Canada Revenue Agency
January, 2015
Contract Number: 46558-159854/001/CY
Contract Award Date: March 4, 2014
Project Cost: $97,618.55 (HST included)
POR Number: 075-13

Prepared by:
Environics Research Group

For further information:

Media Relations
Canada Revenue Agency
4th Floor – 555 MacKenzie Avenue
Ottawa, ON K1A 0L5
Media.relations@cra-arc.gc.ca

Executive summary

Background and Understanding

Environics Research Group is pleased to present Canada Revenue Agency with this report on findings from a series of focus groups on enhancing and developing communications and educational tools for registered charities. Environics also organized the data collection for the quantitative component of this research, for which we were responsible solely for the fieldwork and tabulation. This report was prepared by Environics, who was contracted by Canada Revenue Agency (contract number 46558-159854/001/CY, awarded 2014-03-04).

Background and objectives

The Charities Directorate of the Canada Revenue Agency is the primary regulator of registered Canadian charities. Its mission is to promote compliance with the income tax legislation and regulations relating to charities through education, quality service, and responsible enforcement, thereby contributing to the integrity of the charitable sector and the social well-being of Canadians.

To ensure that its programs and activities keep pace with the changing needs and interests of registered charities, the Charities Directorate has launched a strategic review of its outreach program. As part of this review, the Directorate will examine how the next generation of internet applications and mobile devices are changing how Canadians learn and seek to determine how best to develop and promote its online tools to meet changing service expectations.

The purpose of conducting charitable sector research was to provide an understanding of the charitable sector's awareness and use of the Agency's informational and educational tools and services, identify the need for new or updated products, and identify areas for improvement in ongoing stakeholder engagement efforts.

The charitable sector research took place in three parts:

Methodology

Quantitative phases

Survey of charities. A telephone survey conducted to obtain quantifiable data on the target audience of registered charities. The survey was conducted by Environics Research Group and is based on 815 telephone interviews conducted from April 7 to May 2, 2014. The survey data were weighted to the known regional and size distributions of registered charities in Canada. The margin of error for a sample of 815 is +/- 3.4 percentage points, in 19 out of 20 samples (margin of error is greater for subgroups).

Survey of umbrella groups. A telephone survey was conducted to obtain quantifiable data on the target audience of umbrella groups serving charities. The survey was conducted by Environics Research Group and is based on 93 telephone interviews conducted from April 14 to May 6, 2014. The CRA provided a contact list of 312 umbrella organizations across the country.

Qualitative phase

Two in-person focus groups were conducted in Ottawa on July 28, 2014. These groups lasted approximately two hours, and consisted of seven (7) participants in the first group and five (5) in the second (out of 10 people recruited for each group). In addition, 4 telephone focus groups were conducted from July 29 to July 30, 2014. These groups lasted approximately one hour and 30 minutes, and consisted of between three (3) and five (5) participants (out of 6 people recruited for each group). All participants were recruited from a list of registered charities provided by the CRA.

Statement of limitations: Qualitative research provides insight into the range of opinions held within a population, rather than the weights of the opinions held, as would be measured in a quantitative study. While the results of the focus groups cannot be projected to the full population of registered charities, it can be used as directional information in developing educational tools.

Cost of research

The cost of this research was $97,618.55 (HST included).

Use of findings of the qualitative research

The research will be used to improve the format of the CRA webinars for charities and how the CRA promotes them. In addition, the information will be used to determine if and how the CRA should proceed with the development of a mobile application for charities.

Overview of qualitative findings

Usage of CRA webinars

Developing the "Ideal" webinar

Evaluation of the CRA High-Impact Webinar

Suggestions on how the CRA should promote its webinars

Reactions to a potential CRA mobile application

In general, participants felt CRA is going in the right direction when thinking about creating high-impact webinars and a mobile application for charitable organizations. Their general feeling is that anything the CRA can do to improve accessibility to and user-friendliness of their information would be appreciated.

Political neutrality statement and contact information

I hereby certify as a Senior Officer of Environics Research Group that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.

Brenda J. Sharpe
Senior Research Associate, Public Affairs
Environics Research Group
brenda.sharpe@environics.ca
(613) 230-5089

Supplier name: Environics Research Group
PWGSC contract number: 46558-159854/001/CY
Contract award date: 2014-03-04
For more information, contact Canada Revenue Agency at media.relations@cra-arc.gc.ca

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