Planning for 2022 With Fundraising Lessons From 2021

2021 was a challenging year for many Canadians.

Charities continued to struggle, many of which have experienced significant increases in demand for services but fewer resources and funding. As we weathered the second year of a global pandemic, we came together nationwide to make a difference and showcase incredible generosity.

In total, Canadians donated $465,257,445 to charities in 2021 using CanadaHelps!

And there’s a lot we can learn from this number and how the money was raised.

Let’s dive into how to take advantage of the upward trend in monthly donations. 

Did You Know? 

• 32% of Canadians have more discretionary income amid the pandemic. 
• Data from RBC suggests that Canadians saved a record amount in 2020, amassing an extra $280 billion.* 
• only 17% have donated some of the excess funds to charity
• 12% of Canadians increased their donations amid the pandemic

*Source: Ipso 

These are concerning trends at a time when 42% of charities** are not able to meet the increased need for their services. (Source: Imagine Canada)

You might be wondering why we start with this information? It’s giving us context – Year-over-Year giving statistics may be down, but there are areas of positive growth that we need to pay attention to. Because the fact of the matter is – a lot of Canadians have extra disposable income, and there is a growing need to fulfill services. The capacity exists. The need exists – we need to do what we can to bridge that gap.

We need to look at the areas that have seen traction (however little they may be), establish them as our big bets, and then pour some gasoline on the flames to move that engine forward.

Let’s walk through some of the key upward trends that we’ve seen at CanadaHelps and how we’re helping to position charities towards leaning into these trends and getting a bigger piece of the pie here.

2021 Trends That Can Help Shape Your 2022 Planning: 

We went through the data, and put together the trends we saw emerge in 2021, that can help planning your 2022. Great news, you can get started on some right away! 

Trend #1 - Average Gifts: 

Canadians gave on average $442 dollars using CanadaHelps, and more than 968,500 Canadians gave to over 31,700 charities. 

In total, more than 3.2 million donations were made!

How to Use This Data for 2022: 

• Experiment with higher suggested asks
• Default your donation forms giving to monthly
• In your “Ways to Give” section, feature higher gifts and impact statements
• In general, focus on raising your floor
• Test, iterate, try again
  

Trend #2 - Cause Funds

In total, the 35 Cause Funds available on CanadaHelps raised more than $1.4 million to support 3,956 charities.

Younger donors are emerging. Of the 12% of Canadians that have increased the amount of money they donated to charity amid the pandemic, 17% are younger Canadians (aged 18-34) — that’s more than any other age group.

How to Use This Data for 2022: 

• Experiment with messaging around cause area
• Consider aligning with others in this focus area through a Cause Fund at Unite for Change
• Speak to your younger donors and ask them how they want to be involved
  

Trend #3 - Socially Distanced Events 

Canadians found ways to bring their friends, families, communities, and loved ones together to get behind a meaningful cause. 

More than $7.3 million was raised by Canadians who launched a CanadaHelps fundraiser!

We’re so proud of the great resilience charities and donors demonstrated during this time. Charities launched new virtual and hybrid fundraising strategies to replace in-person events and Canadians responded. Ticketed events this year grew by 49% while revenue from charity walks, runs, and other “thons” increased by 52%.

How to Use This Data for 2022: 

• Keep going
• Lean into hybrid / virtual event
• Focus on the fact that you can cast a wider net
• Get creative with “ticketed events”

And there you have it…3 trends from 2021, that can help shape your marketing strategy and plans for the future.