City of Nanaimo Study Reveals $67.5M Economic Impact and Key Opportunities for Growth from its Non-Profit Sector
Nanaimo established a guiding framework for balancing growth and quality of life through sustainable development. Their innovative model reimagines the economy with an inner ring representing the minimum standards for human wellbeing-such as health, education, and equity-and an outer ring that signifies the ecological ceiling, ensuring the community does not overshoot its environmental limits. By aiming to operate within the space between these two rings, Nanaimo is working towards a thriving community that is both prosperous and sustainable.
The City Plan – Nanaimo Reimagined Roadmap established by the City in 2022 focuses on building a thriving, sustainable and equitable community now and into the future. The belief that a prosperous Nanaimo leverages the city’s strategic assets, grows a sustainable economy, and enhances the exceptional quality of life is built into community planning and decision making.
From social support to environmental sustainability, the City of Nanaimo’s non-profit sector fills gaps in the local economy and provides vital community support. However, its impact had never been quantified.
“This study confirms what we’ve long believed — that Nanaimo’s non-profits are not only essential for social support but are also a driving force in our local economy,” said Amrit Manhas, Economic Development Officer, City of Nanaimo. “These organizations are key players in building a prosperous, resilient, and inclusive community.”
Through the Investment Readiness Program, Island Coastal Economic Trust partnered with the City of Nanaimo, investing $30,000, to empower the City to complete a thorough analysis of the current non-profit sector, identify gaps, and develop strategies to strengthen the sector.
The City partnered with Nordicity, an international consulting firm specializing in social and economic analysis within the arts, culture, and heritage industries, to complete the project.
“Our main objective was to conduct a 360-degree assessment of the economic, social, and environmental impacts from non-profits,” said Joy Pan, Consultant, Nordicity. “Then we identified key areas of future opportunities to further strengthen this sector.”
From the outset, it became clear that the city’s non-profit sector was engaged and eager to participate. The initiative began with an identification of nearly 200 non-profit organizations in Nanaimo, drawing nearly 25% response rate.
“We are pleasantly surprised by the high level of engagement, thanks also to the outreach support from the steering committee of this project,” said Pan. “From this initial engagement, we hosted 22 one-on-one interview sessions that included City staff, non-profit sector leadership, as well as program beneficiaries and service users.”
From a quantitative viewpoint, the study investigated workforce diversity and economic impact and followed case studies to understand personal career journeys.
The results surpassed expectations. Non-profits contribute $67.5 million in economic impact annually, supporting 940 full-time equivalent jobs, and generating $53 million in labour income.
Beyond those key economic indicators, the study also revealed a deeply connected and diverse workforce. Of those who identified diversity in leadership, 80% of organizations reported having women in their leadership, and 32% noted having 2SLGBTQ+ individuals in leadership roles.
Indigenous engagement was a key priority. An Indigenous representative served on the steering committee formed by the city, ensuring Indigenous perspectives were integrated into the project. The resulting report also highlighted that many organizations already worked closely with the Snuneymuxw First Nation, integrating reconciliation efforts into their programming.
“What sets this study apart is that it goes beyond the numbers,” said Manhas. “It highlights how non-profits strengthen community health by serving a wide range of people — from seniors and youth to Indigenous communities and 2SLGBTQIA+ individuals. This isn’t just about charity work; it’s about creating a balanced economy where economic growth and social well-being go hand in hand.”
With the impact quantified, the City, and Nordicity turned their efforts towards opportunity.
“Many of these organizations have been around for more than a decade,” said Pan, “which shows their maturity. It also means that leadership is looking towards recruitment and financial sustainability as key concerns moving forward.”
Overall, there was a demonstrated need to find diverse funding sources, especially considering donor fatigue and the rising impact of inflation. This causes something of a ripple effect, with many staff earning less than peers in other sectors or facing uncertainty because of year-to-year contracts.
Still, the outcomes were largely positive and show these organizations are vital to the community. For the City of Nanaimo, the return on investment exceeds tenfold their investment in the sector. This highlights that other funding sources – whether it’s through grassroots fundraising or philanthropy – net similar results, too, which could alleviate donor fatigue if illustrated clearly.
“The data in this report is more than just numbers — it’s a call to action,” said Manhas. “It gives the sector the evidence needed to better advocate for funding, foster partnerships, and work alongside other non-profits to tackle shared challenges.”
For a city striving to balance economic growth with social and environmental well-being, this study proved one thing: Nanaimo’s non-profits aren’t just helping—they are an essential sector in the local economy. With a repeatable study framework in place, the City is already preparing for the next assessment, ensuring continued progress in the years ahead.
“Our goal is to ensure this sector continues to grow and support Nanaimo’s economic and social well-being,” said Manhas. “When we revisit this study in 3 to 5 years, we hope to see measurable progress, not only for the non-profits but for Nanaimo as a whole.”
To learn more about the project, its goals and outcomes, visit the City of Nanaimo’s website. The full report is also available for download.
