Digital Fundraising in Canadian Charities: What’s Working, What’s Next, and What’s Holding Us Back

November 21, 2025

Time to read: 4 minutes

Since the Covid-19 pandemic, digital technology has dramatically reshaped the fundraising landscape for charities worldwide. The McKinsey Global Survey estimates that the pandemic accelerated business digital adoption by nearly seven years – a shift that charities cannot afford to ignore.

Our CICP surveys show that digital fundraising is now one of the top needed skills across the Canadian charitable sector, both for new hires (CICP 1.01.04) and for existing staff (CICP 2.05.17). Yet implementation still lags behind: just 19% of organizations ran targeted email campaigns, 14% used social media fundraising, and only 5% tried crowdfunding (CICP 2.06.21).

In this post, we’ll explore how charities can make the most of digital fundraising – even on a tight budget. Drawing on expert advice from Michael Johnston and Mackenzie West (2022), we’ll highlight key principles that remain timeless in the digital age, practical tactics for various digital platforms, and emerging trends that fundraisers should keep on their radar.

Timeless Fundraising Principles That Also Work Digitally

Even in the digital age, the core principles of effective fundraising haven’t changed – just the ways we deliver them. Here are five best practices that Johnston and West (Canada) recommend: multichannel conversion, audience segmentation, fundraising copyrighting, integrated messaging, and what is in it for me?

These five fundraising principles are evident in these examples:

Tools or Tactics	Summary	Example(s)
Email	Most cost-effective and versatile method for storytelling and solicitations.	Animal welfare campaign via email; direct links to donation page.
Facebook	Top social media platform for fundraising, especially among older demographics.	Greater Vancouver Food Bank’s monthly donor campaign – 90 new donors, ROI 7:1.
Lightboxes	Pop-up tool for urgent messages on websites, great for emergency fundraising.	Old Ottawa South Community Association raised $10,806 in 3 weeks.
Crowdfunding	Organic supporter-led campaigns via platforms like GoFundMe or Kickstarter; best for one-time or short-term projects; reward-based approach works better.	George Floyd donations on GoFundMe; social justice campaigns engaging young and diverse donors.
Website design	Optimizing layout and calls-to-action for better donation conversion.	Children’s Health Foundation: +76% online revenue, +23% web traffic.
GIFs	Quick-moving visuals to grab attention and convey urgency	Used in countdowns, match campaigns, emergency appeals
Video	Personal, low-cost storytelling tool for donor engagement	Thank-you videos for donors from clients (e.g. Canada’s National Ballet School); YouTube seminars
Blogging	Content-based donor engagement via regular website updates	Charities using blogs to share impact stories and deepen donor connection
50/50 Lotteries	Fundraiser where half the proceeds go to donors as prize money	COVID-era rise in participation; subject to provincial gaming laws
SMS Text	Emergency-focused direct ask with links to donate via text	Animal welfare orgs raising funds for specific animals in urgent care
Influencer marketing	Partnering with social media influencers to raise funds	Home décor influencers with lotteries (e.g., Full House Lottery in Alberta)
Online gaming	Using livestreaming and gaming tournaments to engage youth donors	Camp Quality Rocket League tournament; Twitch charity streams
Google Ad Grants	Free digital advertising to boost visibility and traffic	Up to $10,000/month in ads; only 37% of orgs currently using it
Digital Surveys	Used to learn donor preferences and improve personalization	Post-donation surveys on email to optimize communication
Big Gifts via Digital	Digital channels prompting legacy or asset-based donations	Vic Foundation: 12% of surveyed donors expressed intent to leave legacy gifts

What’s Ahead for Digital Fundraising and What’s Holding Us Back?

While no one can predict the next big platform or tool, several trends are already reshaping how charities connect with donors – and many organizations are beginning to take notice.

First, smarter use of data is on the horizon. CICP survey reports a growing interest in AI-powered data analysis, which nearly half of Canadian charities (48%) say they would like to explore (CICP 3.05.16). Charities also report that the top future needs for digital transformation include data management, CRM systems, digital marketing, and AI integration (CICP 2.06.23)

Second, automation is gaining momentum. Beyond simple thank-you emails, tools can now run personalized campaigns across email, social media, and websites. Many charities already see the promise of AI and automation in fundraising-related activities such as grant writing and marketing where support rose from 68% in 2023 to 75% in 2024 (CICP 1.10.42; CICP 2.10.39).

Yet, barriers to digital fundraising remain. Many leadership teams have hesitated to commit to long-term digital strategies: only 11% of Canadian charities report having a digital strategic plan – a stark contrast to 50% in the UK (CICP 2.04.12). Funding limitations affect three-quarters of charities, while skill shortages and lack of training access remain a barrier for 43% (CICP 2.04.12). Our findings confirm what Michael Johnston and Mackenzie West emphasize: the main roadblocks to digital fundraising are not tools, but the skills development and budgetary priorities.

Author

Nguyen, Thi Kim Quy

Postdoctoral Fellow
Email Thi Kim Quy

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