How have donors been giving this past year? And what’s the outlook for the future of giving? On this week’s podcast episode, Jacob O’Connor, Vice President of Engagement at CanadaHelps, shares with us the latest giving trends published in the CanadaHelps 2021 Giving Report.
Jacob’s highlights of 2021 giving trends
- Charities are adopting digital giving rapidly. During the pandemic, online giving grew 86% while overall giving decreased by 10%. While many charities needed to put a stop to their in-person fundraising efforts, they are seeing significant growth to their online giving. There is huge potential for charities that have not yet adopted online giving to make that shift.
- Young donors are giving to causes they deeply care about. Young donors who don’t necessarily have a very high income have stepped up in major ways during this pandemic. Not only are they giving to individual charities, they are also donating to cause-based funds that will benefit a larger number of charities.
- Because of the diversification of donors, important issues and sectors are being supported in more significant ways. For instance, we’re seeing an increase for individual donation to Indigenous charities and the arts and cultural sector.
Favourite quotes from this episode
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“Young people are really engaged with the issues that are top of mind right now, and that’s playing out across the board in all the given trends.”
“From a financial perspective, the shift from big checks to community-based giving is much more sustainable and less volatile, when you have 1000 donors versus one funder as your source of funding.”
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