{"id":4977,"date":"2025-11-21T10:00:00","date_gmt":"2025-11-21T15:00:00","guid":{"rendered":"https:\/\/carleton.ca\/cicp-pcpob\/?p=4977"},"modified":"2025-11-11T12:30:39","modified_gmt":"2025-11-11T17:30:39","slug":"digital-fundraising-in-canadian-charities","status":"publish","type":"post","link":"https:\/\/carleton.ca\/cicp-pcpob\/2025\/digital-fundraising-in-canadian-charities\/","title":{"rendered":"Digital Fundraising in Canadian Charities: What\u2019s Working, What\u2019s Next, and What\u2019s Holding Us Back"},"content":{"rendered":"\n
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\n Digital Fundraising in Canadian Charities: What\u2019s Working, What\u2019s Next, and What\u2019s Holding Us Back\n <\/h1>\n \n \n <\/header>\n\n <\/div>\n\n <\/div>\n\n <\/div>\n<\/section>\n\n\n\n

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

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

In this post, we\u2019ll 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<\/a> (2022), we\u2019ll 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.<\/p>\n\n\n\n

Timeless Fundraising Principles That Also Work Digitally<\/strong><\/h4>\n\n\n\n

Even in the digital age, the core principles of effective fundraising haven\u2019t 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?<\/p>\n\n\n\n

These five fundraising principles are evident in these examples:<\/p>\n\n\n\n

Tools or Tactics<\/th>Summary<\/th>Example(s)<\/th><\/tr><\/thead>
Email<\/strong><\/td>Most cost-effective and versatile method for storytelling and solicitations.<\/td>Animal welfare campaign via email; direct links to donation page.<\/td><\/tr>
Facebook<\/strong><\/td>Top social media platform for fundraising, especially among older demographics.<\/td>Greater Vancouver Food Bank\u2019s monthly donor campaign \u2013 90 new donors, ROI 7:1.<\/td><\/tr>
Lightboxes<\/strong><\/td>Pop-up tool for urgent messages on websites, great for emergency fundraising.<\/td>Old Ottawa South Community Association raised $10,806 in 3 weeks.<\/td><\/tr>
Crowdfunding<\/strong><\/td>Organic supporter-led campaigns via platforms like GoFundMe or Kickstarter; best for one-time or short-term projects; reward-based approach works better.<\/td>George Floyd donations on GoFundMe; social justice campaigns engaging young and diverse donors.<\/td><\/tr>
Website design<\/strong><\/td>Optimizing layout and calls-to-action for better donation conversion.<\/td>Children\u2019s Health Foundation: +76% online revenue, +23% web traffic.<\/td><\/tr>
GIFs<\/strong><\/td>Quick-moving visuals to grab attention and convey urgency<\/td>Used in countdowns, match campaigns, emergency appeals<\/td><\/tr>
Video<\/strong><\/td>Personal, low-cost storytelling tool for donor engagement<\/td>Thank-you videos for donors from clients (e.g. Canada\u2019s National Ballet School); YouTube seminars<\/td><\/tr>
Blogging<\/strong><\/td>Content-based donor engagement via regular website updates<\/td>Charities using blogs to share impact stories and deepen donor connection<\/td><\/tr>
50\/50 Lotteries<\/strong><\/td>Fundraiser where half the proceeds go to donors as prize money<\/td>COVID-era rise in participation; subject to provincial gaming laws<\/td><\/tr>
SMS Text<\/strong><\/td>Emergency-focused direct ask with links to donate via text<\/td>Animal welfare orgs raising funds for specific animals in urgent care<\/td><\/tr>
Influencer marketing<\/strong><\/td>Partnering with social media influencers to raise funds<\/td>Home d\u00e9cor influencers with lotteries (e.g., Full House Lottery in Alberta)<\/td><\/tr>
Online gaming<\/strong><\/td>Using livestreaming and gaming tournaments to engage youth donors<\/td>Camp Quality Rocket League tournament; Twitch charity streams<\/td><\/tr>
Google Ad Grants<\/strong><\/td>Free digital advertising to boost visibility and traffic<\/td>Up to $10,000\/month in ads; only 37% of orgs currently using it<\/td><\/tr>
Digital Surveys<\/strong><\/td>Used to learn donor preferences and improve personalization<\/td>Post-donation surveys on email to optimize communication<\/td><\/tr>
Big Gifts via Digital<\/strong><\/td>Digital channels prompting legacy or asset-based donations<\/td>Vic Foundation: 12% of surveyed donors expressed intent to leave legacy gifts<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

What\u2019s Ahead for Digital Fundraising and What\u2019s Holding Us Back?<\/strong><\/h4>\n\n\n\n

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.<\/p>\n\n\n\n

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

Second, automation<\/strong> 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 <\/strong>and marketing <\/strong>where support rose from 68% in 2023 to 75% in 2024<\/strong> (CICP 1.10.42<\/a>; CICP 2.10.39<\/a>).<\/p>\n\n\n\n

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<\/strong> – a stark contrast to 50% in the UK (CICP 2.04.12<\/a>). Funding limitations<\/strong> affect three-quarters of charities, while skill shortages<\/strong> and lack of training access<\/strong> remain a barrier for 43% (CICP 2.04.12<\/a>). 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.<\/p>\n\n\n\n

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