Reading Time: 2 minutesOriginally published September 11, 2023 on knowgood.ca as “Adapting to Evolving Donor Behaviour”
Updated September 2026
Giving in Canada is changing. A decade ago, about one in five tax filers claimed a charitable donation. In 2023, it was closer to one in six. The people who still give are giving generously – and they are hearing from more causes, brands and platforms than ever before.
For charities, that means the relationships you already have are precious. Here is where I would focus.
Keep telling stories
Keep telling stories, even to people who have paused their giving. A donor who hasn’t given in 12 months is still part of your community. Keep showing them what their past generosity made possible and what your team is doing right now.
For most organizations, I recommend telling more stories and asking less often. Build a calendar that carries a steady rhythm of updates, with a few well-timed asks. Two things to remember:
- If you don’t engage your audience, someone else will.
- If you stop talking to people the moment they stop giving, they notice.
Make stewardship personal
Every thank-you matters more when fewer people are giving. Follow your stewardship plan fully – the calls, the cards, the updates. Equip the people making those calls with a story, a specific impact fact and a couple of good questions. What you hear back will shape your next year.
Show who you are
People give because they believe in what a charity does. Their values shape their choices, too – where they shop, who they work for and which causes they trust.
Many donors care deeply about equity and inclusion, and they notice whether a charity lives those values. Let your communications show it. Introduce your team. Share how you make decisions, how you pay and treat your people, and how you are accountable for your spending. Show how equity shapes who you serve and how you serve them. Feature the community members who shape your programs, in their own words and with their permission.
A caution here: keep your stories anchored in your charitable purposes. CRA expects a registered charity’s activities to serve its stated purposes, and your communications should reflect the work you are registered to do.
Stay with the people who stay with you
When giving gets harder, the charities that do well are the ones that stay present, grateful and honest with their communities. That work is steady, and it is within reach of every team.
Be well.
Sources
- Fraser Institute, Generosity in Canada: The 2025 Generosity Index – https://www.fraserinstitute.org/studies/generosity-in-canada-2025-generosity-index