In the eighth edition of The Giving Report, CanadaHelps looks at the period of 2018-2024 to understand how giving has evolved during a period shaped by crisis and transformation. The COVID-19 pandemic and a series of major national and global disruptions have influenced how Canadians give and which causes receive support.
Takeaways for Charities
Digital Resilience Is No Longer Optional
The Canada Post strike and pandemic both triggered widespread adoption of digital giving. Charities with strong online infrastructure were best positioned to absorb the shift. Expect more disruption—and prepare accordingly.
We Need to Grow the Donor Base, Not Just the Gifts
While average donation amounts are rising, the number of donors continues to fall. This growing reliance on a smaller group of committed givers leaves the sector more exposed to economic shocks, donor fatigue, and generational turnover. To build resilience, we need to invest in strategies that expand who gives, not just how much is given.
The Future of Giving May Be Local
Donors are increasingly directing their support toward causes and organizations rooted in their own communities. This shift presents a major opportunity for local nonprofits, but only if they are prepared to meet it. To sustain this momentum, organizations need to invest in digital tools, compelling storytelling, and engagement strategies that reflect this shift. Even for those with a national or global scope, highlighting local impact, where the work is seen and felt, can be key to strengthening donor relationships.
Pockets of Very Strong Growth Remain: Monthly Giving, Securities, and GivingTuesday
These online giving channels continue to show strong performance and remain important entry points for both recurring and high-value donor relationships. Strengthening these formats can help organizations build more stable and predictable revenue streams.
