One of the positive highlights of 2020 has been the growth in online giving, culminating in a very successful GivingTuesday. This year has also been notable as traditional, in-person fundraising activities have moved online, and the charitable sector continues to adapt and evolve to meet growing demand for services from Canadians across the country.

On GivingTuesday this year, we were thrilled to see the positive media focus highlighting charities and the generosity of Canadians. Over $11 million was raised for Canadian charities using CanadaHelps, up 123% from GivingTuesday 2019. A total of 9,366 charities received donations from more than 47,000 generous Canadians, more than double the number of donors through CanadaHelps on GivingTuesday 2019. Across Canada, $36.1 million was raised on GivingTuesday (up from $21.9 million in 2019) from all online donation platforms participating in sharing results.

While these GivingTuesday results are positive, they must be viewed within the broader context as many charities have been negatively impacted by the combined pandemic and economic crises and we cannot let this message get lost. That’s why it’s more important than ever for charities to continue engaging with donors and asking them for their support this holiday season.

Charities across Canada have unique experiences with COVID-19 to share, whether they are on the frontlines, or just trying to survive through this time so they can still be there for their beneficiaries after this crisis winds down.  

While not everyone is in a position to give financially this year, there are many ways Canadians can help. It’s important to share your story with donors, and explain how they can help. Here are a few suggestions to consider over the next few weeks:

• Make sure you are set up to receive gifts online so your supporters can give right up until the December 31st tax receipt deadline. Ensure you have donation buttons on your website, and links to donate on your social media profiles and in your out of office messages. You should also ensure that you have a link to making a donation as part of your email signature if you don’t already, along with a very strong call to action.
• With many Canadians spending the holidays with their immediate families only, there has never been a better time for donations in lieu of presents. Create a charitable gift guide, or set up a tribute-first donation form and ask your donors to support your organization in lieu of physical gifts.
• Remember how many Black Friday emails you got at the end of November? Businesses are never shy about emailing, especially when they can provide perceived value to the recipient.
• Continue to email your donors throughout the month of December, changing up your messages from more direct asks to gentle nudges alongside more story telling. For every email, tell your donors how their gift will help.
• If there are ways your supporters can help you beyond financial gifts, tell them. Are you looking for volunteers or in-kind donations? Do you need pro-bono services? Do you need social media ambassadors to spread the word?

Don’t forget to promptly thank your donors for their generosity. A thank you goes a long way and can help steward your relationship with donors into 2021. Send an email or letter, or if you can, pick up the phone to call your supporters to thank them for their donation and learn about where they learned about your charity and why they chose to give. This information can provide powerful insights to inform your future fundraising strategies.

The holiday giving period between GivingTuesday and calendar year end is more important than ever this year. I hope the positive giving trends we’ve seen this GivingTuesday continue, and we start to bridge the gaps in the shortfalls charities have experienced as we move towards a brighter 2021.

Without charities, there is absolutely no doubt in my mind that Canada would be in a far worse place amid this pandemic than it is now. Thank you to every single one of you working in the sector -- on the front-lines of this crisis or in the many other areas that make Canada the country it is.

About CanadaHelps CanadaHelps is a charitable foundation working to increase giving in Canada through technology. CanadaHelps.org, provides a safe and trusted one stop destination for making donations, fundraising, or learning about any charity in Canada. The organization also develops affordable fundraising technology and provides free training and education for charities so that, regardless of size, all charities have the capacity to increase their impact and succeed in the digital age. More than 2.7 million Canadians have donated over $1.5 billion to charities using CanadaHelps since its founding in 2000. For additional information, visit CanadaHelps.org or connect with CanadaHelps on Twitter, Facebook, Instagram, and LinkedIn.

Cover image photo by Brigitte Tohm on Unsplash