The State of Fundraising with Jacob O' Connor
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Changes to the charitable sector? Indeed.
You’ve probably felt those changes over the last few years—nothing like a pandemic to shake things up. You might have some anecdotes or stories of how things have changed, but today we’re diving into some of the research.
In this episode, I’m talking with Jacob O’ Connor, Senior Vice President of Charity Engagement at Canada Helps, to discuss The Giving Report 2022 which highlights insights and generational giving trends facing Canada’s charitable sector that are taking place as charities are still struggling with demands and challenges from the ongoing pandemic, and now significant challenges brought about by historic inflation rates. Don’t worry if you’re not in Canada - guaranteed you will benefit from understanding these trends (because they are likely true where you are too).
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Key findings
Donors care about causes over affinity to specific organizations. The younger generation has a greater affinity for cause-based donations and support as opposed to giving to specific organizations. It’s important for nonprofits to know how they position themselves as contributors to these causes. This is a great opportunity for small organizations and underscores the importance of stewardship.
Digital is here to stay. CanadaHelps saw a 119% increase year over year in giving in year one of the pandemic. Moreover, The Giving Report 2022 highlighted that younger generations find new and strategic ways to give online such as cryptocurrencies and securities.
Jacob’s Key Insights on Giving Trends 2022
The giving gap. Donors aged 55+ are actually giving twice the amount of the 25 to 54 age group. This gap is growing and as a sector, we need to think about where we will be when this generation no longer has the capacity to give?
Cause-based donations. The way you tell your stories and engage with fundamental causes or movements, such as social justice and environmental issues, will be very important to the next generation of donors. It’s important to know where your organization stands and how are you helping specific causes?
Leveraging current trends and reports. Further than just education providing insights, this report serves as a call to action that Canadians need to step up and engage with the sector and support the sector that gives us so much.
Favorite Quotes from Today’s Episode
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“Canadian charities have experienced rises in demand throughout the pandemic. In our panel, we saw that 11% of Canadians are accessing charitable services for their basic needs. This number, if the effects of the inflation pandemic don't change, expects to go up to 26%, which is staggering. Charities are already struggling to meet the demands and then the effects of inflation. We need to do more, we need Canadians to step up.”
“We want to amplify that the sector needs support. Even though the pandemic is coming hopefully to an end, inflation is here and yet it was a big drop over the last few years that we need to help the sector recover from. ”
Resources from this Episode
