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).

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. Nonprofits need 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 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.

Favourite Quotes from Today’s Episode

Post your favourite quote on social media to share with us!

“ 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

The Good Partnership


Cindy W.: Welcome to The Small Non-profit podcast, as you do, listeners likely know I'm based in Canada and we are very lucky every year to have an incredible report on the state of giving that does a sector check-in on what's happening, how do we look at the overall trends outside of our own experiences and use that information to make decisions and to be strategic in our fundraising.

And that is what we're diving into today on the podcast. I'm your host, Cindy Wagman. And as I said, you're listening to The Small Nonprofit podcast where we bring you practical -- advice on how to get more done for your small organization. You are going to change the world and we're here to help.

So I'm really excited to welcome back to the podcast. Today's guest, Jacob O'Connor, who is the Senior Vice President of Charity Engagement at Canada Helps. And I imagine, especially for our Canadian listeners and, Canada Helps, we love Canada Helps. And Jacob has been there for six and a half years, but as he would say, non-profit work is in his blood and it's part of his sort of legacy or a family legacy. So with that, Jacob, welcome to the podcast.

Jacob O.: Thanks for having me, Cindy. Thanks for that kind of intro.

Cindy W.: My pleasure. And yeah, this is, I always love and checking in with you and having these conversations because the giving reports that Canada helps puts out in partnership with, imagine Canada, and Environics two other organizations that we love. This is really an opportunity for us. It's like a little touchstone to be like, okay, how are we doing? And I want to start by what I would call the -- news which I think is important to talk about. Not only because we need to be aware, but also people I think are feeling it, right?

Let's talk a little bit about how the sector might be feeling around fundraising these days or what they might be experiencing over the last. 12-ish months

Jacob O.: So Cindy, I'd love to get into that. And I think for an international audience, you'd be halfway to reference. Do you think it makes sense for me to intro Canada Helps just really?

Cindy W.: Yeah. Definitely, we have and I mean, to all of our international audience, this is still relevant because these are global trends. And I would say like half of our listeners, half of all of you are in Canada, and about the other half are in the states. So this is very much where your neighbors and what's happening here is happening there too. But this is a Canadian, a uniquely Canadian report. So who is Canada Helps?

Jacob O.: Yeah. So, it's quicker just to give a little bit of context. So Canada helps us also charity, we're a charitable foundation here in Canada and our mission is to increase giving through technology. We operate a -- of where you can search for donating to or fundraise on behalf of any charity in Canada.

And then we also build fundraising technology. And offer it out to charities and along with education so they can level up visually. So our mission there is to democratize access to effective technology and education in the charitable sector. So we've been around for about 22 years. And part of our mandate is also an advocacy piece and we see the giving report as a really big part of that.

So this is our fifth annual edition of the report. It's pretty crazy. And as Cindy mentioned, this is done in partnership with Environics and dimension Canada, two great UN organizations as well.

And so this was launched really, the first edition was launched and still holds true today. So you guys, you mentioned kinda key data-driven insights into Canada's charitable sector. What the giving landscape is what the sector itself is like. And the last we talked a bit about this last year as well, but I think throughout the pandemic, as we know for all of us and charitable sector is not escaping that it's been a tough two years.

And I think this report takes on extra significance through these struggles. So I think, I guess starting with the not so good. And then we'd go into the good.

I think maybe starting with the not-so-good. I think it's good to start with what hasn't changed and if you've read previous giving reports, these are trends that we've been seeing for quite a bit of time. So I'll start just talking about overall participation rates in the charitable sector. Back in 2006, 25% of the Canadians claim donations to charity in the most recent year in 2019, that number has dropped from 6% to 19%. So overall we're seeing a decline in participation rates in the charitable sector.

When we look and drill down a bit deeper into that, what we have here. If you, again, if you've been following a different report, this is not new. But what we'd call, the giving gap. And this is essentially the fact that the older generations are taking on more of the burden of giving in Canada.

And now the 55 age plus age group is giving at twice the rates twice the amount of the 25 to 54 age group. So this gap is growing and so as a sector, we need to think about when this generation no longer can give where are we going to be?

Just I think from there, where we went to this year in the report, so what's a little bit more, let's say new is the fact that the pandemic hasn't helped the situation.

So we did a projection again, this year, a further 2% decrease we projected in overall giving. So that's a 12% drop in giving over the pandemic about a billion dollars loss through this projection. And then also into that, looking at both of those numbers, given the fact that this giving gap exists and looking at it through these age groups, we took a real focus on generational differences in giving which we can get to.

Cindy W.: Yeah. Before we get into those generational differences one of the things that have changed. A lot over the pandemic is digital adoption. And people giving online. I remember at the beginning of COVID where people were wiping down their mail and isolating their mail before they brought it inside. And so there was, and people got more and more comfortable with technology in ways that they hadn't been before. So before we dive into the generational stuff, cause it is various.

There's an opportunity, but part of that opportunity and that this will cross over to that conversation as well is digital. Can you tell us some of the trends you've seen and what people can expect there?

Jacob O.: Yeah. So I think there's quite a, there are quite a few different things to unpack there. So I think, and part of the kind of general generational differences that we'll get into where we'll focus in on yes, online as digital, but then break it down further into some channels. I think overall, we saw that in year one of the pandemic that online giving was a huge bright spot. So in year one, here in Canada helps and we're a great sample for the sector, as a whole, we saw a 119% increase year over year in giving in year one of the pandemic. So of course this is not enough to make up for the overall losses that we saw from that kind of ending all of the more traditional sources of fundraising revenue, or even earned revenue there for many organizations across the country.

And I guess the world as well, but that 119% increase was big. That increase held up until March. And then because of course, the pandemic started on March 20. Then the year over your picture changed when we got to 2021. So the good news is that that level of giving held. We didn't see losses from the previous year's giving but largely remained flat.

So giving online giving in 2021 was flat. Even a slight decrease that we saw in overall online gifts.

Cindy W.: Okay. Awesome. The good news is its people who've gone online seem to be staying online which is great. Let's talk about generational differences because the biggest thing I think that you've said so far is the difference between older generations carrying the weight of, or that responsibility of supporting the charitable sector.

What, but there's an opportunity, right. This is the insight that allows us to take action. So what do you want to see from our sector? And what're some of the evidence or data that you have in the report that can help organizations? I always think of sitting around a board table and trying to convince people to be like, this is the way to go. So how do we move towards that? And what signals are there that this is an opportunity?

Jacob O.: Yeah, that's a great question. So I think probably a good place to start is to just dig into those overall participation rates and giving rates. So I mentioned that the 55 plus age group is giving at double the rate. And I think as a sector and as a society, even we've heard a lot about it. The capacity of younger generations to give or the lack thereof. So I know we've heard a lot of references to rising house prices. Inflation, upper job markets, all of these different things, all of these different economic pressures that millennials and gen z's uniquely have maybe compared to gen X or boomers let's say.

But I think one thing that's interesting to look at is that the steepest decline in terms of all of those generations was actually with generation X. So that was actually where the steepest decline in giving participation rates was over the period. So it wasn't with our under 25 or 25 to 39. It was that 40 to 54. Okay. This is interesting. And I like to hear your perspective on that as well. I think that so I think that's a good place to start and I think the other place to start is you asked what can the sector do? I think there are two parts to it. So this year looking at this picture, that's not, we're not seeing improving this report was both a call to Canadians.

So further than just education providing insights we saw this report 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. And then on the flip side of it, now, this is where we're going. There are things that you can action.

There are things that you can do. And there, there is hope. There are bright spots. So let's get into that. So I think first off we talked about this a bit this last year. And the notion of the concept of donating to specific causes as opposed to specific organizations or institutions and how younger generations have a greater affinity to cause-based the donations and support.

So this also helped this year. And we're seeing that our gen Z and millennials have a way larger propensity to give to specific environmental and social justice movement. Whereas our boomers are looking at medical research seniors as you might expect, right? Across the board and maybe in line because of the strain that we've been through, the pandemic mental health was a top cause across the board through all generations which is nice to see the awareness around, around that side of things. Yeah. But I think something to think about there for organizations is the way that we tell our story and the way that we engage with these causes is going to be very important to this next generation of donors.And so what is our position? How are we contributing to specific causes and tying that into the stories that we tell?

Cindy W.: Causes, and you said the word movement, which I thought was really interesting and something that I feel like I've observed, but don't have evidence around, which is there. We've seen a lot of movements over the last few years and lots of urgent requests, how does, and taking that and not necessarily knowing which organizations to support in those times of crisis. To me that really dovetails with that idea of like it's about the movement or the overall cause, and not necessarily specific to the organization. What have you observed in the numbers or in the data around giving toward the sort of like big social calls to action?

Jacob O.: Yeah, so I think that plays out like really with those younger generations.

I think the big group that may be may because-based surprising, perhaps not where we saw the biggest growth in participation in net new donors to those that kind of cause based fundraising. This is from Environics different segments is our downtown donors. So these are younger living in Metro areas. Don't have children, they ride the bus.

This is the group where we saw that, that real affinity and propensity to give to social causes, I think really quickly for those that aren't aware of this kind of, offering or from Canada Helps

Cindy W.: yeah, go for it. I was gonna say we've had an Environics on the podcast talking about their segments, which I think is, and then tell us about how the piece

Jacob O.: Yeah. So we worked with them, but our Onyx and use their site. They use their segments to analyze our data around giving to what we have done this caused funds so just really quickly instead of giving to a single organization for maybe younger generations of donors that do have that affinity to causes, or maybe aren't yet engaged in the charitable sector, as we're seeing in the participation.

Instead of going to a charity, I can donate to a group of charities. So I donate to, let's say the environment fund, and there's a collection of 40 charities that are doing work in that area. I donate to a cause as opposed to a specific organization. And yes, we're seeing that those, downtown donors are younger generations are much more likely to be donating, to causes in general.

And then specifically the social justice causes and environment causes yeah.

And I think that as advice to organizations, especially small ones, which is our audience, it's really leaning into that, talking about how your organization is part of this bigger movement, so often I hear small organizations worry that they're not top of mind for people.


Cindy W.: And these are opportunities to say, okay, like this overall issue or causes top of mind and Hey, we're doing something about that. I see a lot of organizations step back when things happen in the world and they're like, oh, people should just find us. They're not finding you. So get out there and talk about your work, my advice.

Jacob O.: And I think on that note too, zeroing in, into our millennial and gen Z group. So from the research that Canada helps has done here. So these are two really encouraging things. So the first one is that this group is much more likely to trust charities than our boomers and gen Z. So the trust is there.

They believebe trusted in charitable organizations in the work the second part of it is that they are much more likely to want to be informed about the organization and the work that they are doing before making a decision to get particularly generation z. So they want to be trust and then they want to get involved. They want to engage.

Of course. The propensity to get the ability to get, I would say it's not always there. But 80% of the millennial and gen Z group said that if they have the capacity to give, they will give, and this was much higher than gen Zs and boomers. There are different ways to engage with these folks they want to learn and they trust you. So it's about, like you said, telling that story and connecting it to the greater overall cause.

Cindy W.: Yeah, I love that. And that is so hopeful. And I do see with my peers, you mentioned gen X is like one of those generations that don't have a whole lot of trust in the sector. And I definitely see that as a trend.

We've lived through, I think, some big, bigger scandals but definitely. For organizations looking at opportunity, young people are there, they're there. And when they start, I, we always say I love when organizations build a broad base of smaller donations because. In the long-term can be more stabilizing for it and help really grow the foundations of an organization as opposed to being overly reliant on one or two really big gifts.

There's so much there. And actually, I'm going to give an example with an organization that we worked with because I just saw, that we just wrapped up working with them and saw these numbers. It's a great example. The organization works with young people with learning disabilities in a suburban area in Ontario and they never have run individual giving programs.

And we launched a peer-to-peer campaign that was run by some of their student ambassadors. And we ran a couple of, direct appeal campaigns over the course of the last 12 months. And their individual giving grew by 90%. Now it was small to start with, but they, and they ended up seeing these young people giving and mobilizing in a way that they never would have expected.

And for a smaller organization, basically going from zero to almost $30,000 in individual undesignated donations in year one is so amazing. So I think there's a lot of hope but you have to ask.

Jacob O.: On that, right? Just to follow up on that, on the asking and perhaps the ways to ask. I want to dig into what for me was perhaps the most surprising, but also a huge area of opportunity for charities. So we've talked already about the trust factor, engagement. Of course protestAt the data bears out in the research that, our gen Z is most likely to hit the street tests on behalf of the cause they want to share on social media. Exactly. But they're also extremely savvy which is very interesting.

Okay. And I want to dig into this a little bit. We already talked, and you already mentioned about online and digital and different ways of fundraising than the traditional. So let's go into a few different ones here. So first I want to talk about securities, which for me was one of the biggest surprises. So we're talking about gifts and stocks and mutual funds. I think once I thought about it a little bit more, and maybe it wasn't so surprising, but of our panel, in the last 12 months,, millennials were the most likely to donate gifts securities. So stocks and mutual funds to charity saying 11% had donated.

This is double the rate of boomers

Cindy W.: That is surprising. That's amazing. Yeah.

Jacob O.: On first glance, but then also when I thought a little bit deeper about it. And I think I really want it to bring that one up because I talk with a lot of organizations, my team talks with lots of organizations on a day-to-day basis, but always think that their donors aren't going to donate gifts as stocks.

And, we can't set, we sh it's not worth the time to set up in those programs and making. About what, the way that your donors can give asking you again, that happened all the time these millennials. So when I started to try to think through this and what I got to you, and I'm thinking about, my friends, younger friends, everyone's doing like self-directed investing now. It's a new thing. So people are really, people are buying and selling shares on their own, which wasn't a big thing even like 10 years ago. So these people are aware of how to do this. They're familiar with the financial implications. That part surprise me. So another thing here is that almost half of both Gen Z and millennials are motivated by their ability to claim their donations, 50%.

And so we're going to compare that to gen X and boomers only a quarter of each. Surprising, but also when you think about it, like this is a group that kind of with whipping and self-directed investing all these things, they take their finances a bit more into their own hands. And so that savviness is there as opposed to what traditionally ha a mutual fund, like bank deals with it.

I don't really get involved kind of thing,

Cindy W.: Yeah. And they're hype, I would say rightfully quite where I was going to hyper-aware of their financial situation, because it is expensive for them to live in the world, like I'm in Toronto, right? If you are not in the housing market already, it's really difficult.

Jacob O.: Like all of these realities for millennials and gen Z is like, it's, they have to be a little bit more aware of their financial situation, and those tax credits actually really make a big difference. Yeah.

Yeah. For sure. I think like the last piece here, maybe two pieces, if I may so really quickly want to talk on crypto because here is, it's obviously younger. But of the panel, 6% of millennials, four and a half percent of gen Z, have donated, had made donations of. We're virtually 0% of our gen X and boomers had done There is, you'll hear some news soon about crypto from us, but I think that's all I'll say for now, but this is an area to definitely keep an eye on, I would say. And then lastly Gen Z and millennials are most likely to set up monthly gifts mm. So, and I think again, thinking this through, it's like budget-conscious, like you said, but then also I have Netflix, I have Spotify.

I have all of these monthly subscriptions. This just makes sense. This is just the way that I'm operating,

yeah, exactly. Yeah. Until my credit cards were compromised recently and I have to redo all my subscriptions. So that hurts, but yeah, that's. Absolutely true. Like it is how we consume things now.

Cindy W.: Yeah. Awesome. Jacob, this has been very insightful and I really feel like there's definitely some new things and new insights that have come out this year. That again is relevant to our audience everywhere. Where can listeners get their hands on the report? And beyond that, Canada helps does a lot of great stuff for the sector, where can they learn about all those things?

Jacob O.: I think the best. So the best place to download the report would be on our website. Canada And if you were interested in our services, that would be the best place. Cindy before we go. And do you mind if I just share a couple more things that I think are important for the, yeah, so I just wanted to, so we talked about the picture that's been ongoing that hasn't been changing, so that the kind of participation rate giving gap we also spoke about the differences in generations.

So this report, we see it as a call to action, the Canadians, and then also to charities to be able to say to, to speak to more of those causes to not forget, like you mentioned, the smaller donors and to diversify those revenues sheets, we're talking about monthly, we're talking about securities even crypto, but really making those available to this younger demographic and all demographics, really.

But I also just want to go back and this is more on that call to action piece to Canadians. With inflation, this picture for 2022 is not looking much better. And I just wanted to, although I don't want to end on a, not so much a sad note,I think it's important to get the message out there and to spread them all of us to spread the message.

We did a panel in December with Ipsos to look at the demands. I think we know throughout the pandemic the imagines data how the 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. This is staggering with charities already struggling to meet the demands and then the effects impacts of effects of inflation. We need to do, we need to do more, and we need Canadians to step up.

And so I'm wanting to send my love to all of the charities out there, cause I know it's been a tough couple of years. And this is a message that we just want to get out there. 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 to recover from.

Cindy W.: We as a society need this sector map now more than ever, and it's going to be hard. If ever there was a call to action to keep fundraising and keep doing your work. That's super clear. Thanks, Jacob so much for sharing this and again, for doing this consistently, because that really does help all of us have a bigger picture of what's going on.

We love what you do. Thank you. And of course, to our listeners, thank you for tuning in and we'll see you next week. Well, folks, that's it for today's episode of the small nonprofit. I'm your host, Cindy Wagman, and this show is brought to you by The Good Partnership. As a reminder, if you want more resources around raising more money for your small nonprofit, visit and download our free fundraising strategy guide. I'll see you next week.

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