Trends in Charitable Giving: Takeaways for Nonprofits on Fundraising & More
The Good Growth Company hosted an insightful session with Julie Fiorini from CanadaHelps and Allen Davidov from Environics Analytics to unpack what the 2025 Giving Report means for nonprofits right now.
Outside of reviewing data, we explored what these trends mean for the teams working every day to fundraise, communicate, and make impact in uncertain times.
During the live session, Daniel Francavilla asked questions from our community, offering them an opportunity to inquire about what matters most to them.
We’ve put together a detailed summary that’s not about the stats, but what they mean and how this applies to Canadian charities and nonprofit organizations.
Read on to see the key themes that emerged — and why they matter.
Fundraising today requires flexibility, not perfection
Julie opened with a simple but resonant analogy: nonprofit leaders today need to think more like goalies than gymnasts. Gone are the days of following a fixed routine — what matters now is your ability to react quickly to change and stay alert to opportunities.
The message was clear: the organizations thriving right now aren’t necessarily the biggest or most resourced—they’re the ones who are agile, responsive, and willing to experiment.
“You don’t need to be perfect. You need to be ready to pivot.” — Julie Fiorini
Donors are still giving — but how and why is changing
Yes, giving is still happening. In fact, it’s increasing in some areas. But the ways people are engaging with causes are shifting:
Donors are more selective and want to support causes that reflect their personal values.
People are less loyal to institutions and more responsive to human stories and peer recommendations.
Local impact matters more than ever — people want to see the difference their donations make in their own communities.
This shift is both a challenge and an opportunity. It means nonprofits must rethink how they build trust, show up consistently, and communicate impact clearly and authentically.
It’s not just about major donors — engage everyone, early
Allen shared that while much of the growth in donations comes from high-income earners, it’s a risky strategy to rely too heavily on major gifts. The donor pool is shrinking, and younger generations aren’t engaging in the same way their parents or grandparents did.
That means:
Start building relationships with new donors now, not later.
Make it easy to give in small, consistent ways—like monthly giving.
Don’t overlook accessibility and inclusion in your outreach.
“The next generation of donors expects personalization and values-alignment, not just a tax receipt.” — Allen Davidov
Digital disruption is a reality — be ready, not reactive
One of the strongest takeaways from the discussion was the need for digital readiness. Whether it’s a postal strike or a shifting tax deadline, those who can quickly adapt their campaigns, platforms, and messaging are more likely to succeed.
But being “digital” doesn’t just mean having a donation page—it’s about:
Creating clear, consistent communications across email and social.
Offering frictionless ways to give, like securities or digital wallets.
Using your data to understand who your donors are and how to reach them.
“Digital is not just a channel—it’s a mindset.” — Julie Fiorini
Know your donors, and speak to what they care about
The donor landscape is more diverse than ever. There’s no one-size-fits-all approach. Allen walked us through three broad donor mindsets—from legacy-driven older donors to progressive downtown donors who value social justice and climate action.
What they all have in common? They expect you to earn their attention and reflect their values.
Practical ways to do that:
Tailor your content and appeals to different audiences.
Be transparent about your goals, your wins, and your challenges.
Let your community speak for you—testimonials, peer stories, and co-created campaigns go further than polished brochures.
Your Questions, Answered
During the live session, our community had an opportunity to ask questions that mattered most to them.
Q: How can we keep donors engaged given these shifts?
Julie: Storytelling is critical. Donors want to understand where their dollars go and how their support is making change. Even if you don’t have a large comms team, regular updates through email, social media, or impact reports can go a long way.
Allen: Meet donors where they are. Ask them directly via surveys how they want to hear from you—then adapt.
Q: What’s the most overlooked trend in the report?
Julie: That such a small number of charities (just 150) are receiving a majority of donations. This shows how much fundraising has shifted toward major gifts and highlights the need for smaller charities to diversify their approach.
Allen: The rise of local giving. Donors increasingly want to see their impact in their own communities. It's a powerful opportunity for community-based organizations.
Q: What role will the political and economic climate play in donor behaviour?
Julie: While recession fears loom, leadership changes and economic uncertainty may bring cautious optimism. Donors with capacity are likely to keep giving—especially if we continue to show impact and build trust.
Allen: Some donors are showing a preference for Canadian-based charities over global affiliates — mirroring trends in travel and consumer behaviour. Leaning into national identity and local trust could become more important.
What nonprofits should focus on now
The session ended with a powerful reminder that while trends can feel overwhelming, they’re also a call to action.
Nonprofits don’t need to do everything — they just need to do the right things well.
Here’s where to start:
Prioritize connection over perfection.
Be consistent, even when you’re small.
Stay curious and open to change.
Build trust before asking for support.
As Julie put it, “At the end of the day, giving is a relationship, not a transaction.”
If you missed the session or want support navigating these shifts, The Good Growth Company offers consulting and training tailored to nonprofits. We're here to help you grow with purpose, through the changes, not despite them.
