In these tumultuous times, where economic challenges and global uncertainties abound, fostering deeper connections with supporters has never been more critical for nonprofits. By understanding the unique motivations and preferences of different generations, organizations can bridge the gap and nurture involvement with empathy and gratitude.

Generations and Giving: Key Insights

A report published in November 2024 by the Blackbaud Institute, titled Charitable Support Across Generations in Canada, sheds light on how Canadians from Gen Z to Boomers engage with charitable causes. While each generation brings its distinct approach, one unifying factor stands out: the desire to make an impact. Here’s how different generations are shaping Canada’s nonprofit landscape:

• Gen Z (1997-2010): Known for their optimism and hands-on approach, 71% of Gen Z participants reported donating to charities, with 53% volunteering their time. They prefer supporting causes like children’s welfare and environmental conservation. As digital natives, they rely heavily on social media for research and want personalized, tech-driven ways to engage.
• Millennials (1981-1996): With 74% identifying as donors, Millennials also value volunteering and advocating for causes. They’re drawn to social justice and youth development initiatives. Transparency and trust are paramount for this group, who prefer detailed information about how their contributions are used.
• Gen X (1965-1980): Often juggling family and work, Gen Xers focus on donations but also emphasize advocacy. Healthcare and social services top their list of supported causes. Efficiency and impact are critical considerations for this pragmatic group.
• Boomers (1946-1964): With the highest percentage of consistent donors, Boomers favor healthcare charities and emphasize long-term, reliable support. They’re less influenced by digital channels, preferring traditional methods like direct mail and in-person connections.

Bridging Generational Gaps

The Blackbaud Institute’s study underscores the importance of empathy in understanding and addressing the challenges supporters face. For instance, many non-supporters cite economic hardships or a lack of trust in nonprofits as barriers. By fostering transparency and showing tangible outcomes, organizations can rebuild confidence and inspire action.

“Hope is the most common emotion across generations when engaging with charities,” the report notes. Younger generations, like Gen Z, also experience heightened feelings of happiness and empowerment, while Boomers report a sense of duty.

The Path Forward

Nonprofits must meet supporters where they are. Tailoring strategies to generational preferences can make a significant difference. For example:

• Use storytelling and detailed data to appeal to younger generations.
• Offer simple, accessible donation methods like digital wallets for tech-savvy donors.
• Emphasize trust-building initiatives and efficiency for older generations.
• Provide recognition through emails, newsletters, or social media to keep younger supporters engaged.

By aligning with these insights, Canada’s nonprofit sector can not only navigate challenging times but also create meaningful, lasting connections with supporters across all age groups.

For the eleventh year in a row, the number of Canadians making charitable donations has dropped, according to The Giving Report 2024 by CanadaHelps and Environics Analytics. This downward trend continues even as Canada’s population has surged past 40 million, thanks to record immigration. The paradox is striking: as the country grows and faces crises like inflation, housing challenges, food insecurity, and global environmental and geopolitical tensions, fewer Canadians are stepping forward to donate.

Between 2010 and 2021, the percentage of Canadians making donations fell from 23.4% to just 17.7%. Meanwhile, more than half (57%) of charities report being unable to meet the rising demand for their services, leaving one in five Canadians reliant on charities in 2023—a sobering statistic that speaks to the widening gap between need and capacity.

What’s Behind the Decline?

Despite Canadians’ vocal support for causes like healthcare, social services, and climate action, a key disconnect remains between intentions and actions. The report identifies multiple barriers to giving:

• Economic hardship: 45% of Canadians who stopped donating cite financial struggles as their primary reason.
• Doubts about impact: Many feel their small contributions won’t make a difference.
• Shifting priorities: Younger generations are more likely to volunteer or promote causes rather than donate financially.

Interestingly, generational trends also play a role. While Gen Z leads in volunteerism, Boomers remain the most reliable donors. However, even Boomers, historically the largest contributors, show signs of scaling back due to economic concerns.

“As Canada welcomes more immigrants and faces growing crises, you’d think charitable giving would increase,” says Kamarah Curling, founder of Charity-Help.ca. “Instead, we’re seeing a troubling gap between what Canadians say they value and their willingness—or ability—to act. Economic pressures are real, but even small contributions, monetary or otherwise, can have a big impact.”

One potential bright spot is the Government of Canada’s decision to extend the 2024 charitable donations deadline to February 28, 2025. This move aims to give taxpayers more time to donate, particularly as the busy holiday season often overshadows charitable giving. Historically, year-end appeals see a spike in donations; this extension could provide struggling charities with some much-needed support.

Bridging the Gap: A Call to Action

CharityAxess urges Canadians to take action today:

• Find a Charity: Discover causes that align with your passions and values.
• Access Services: If you need help, find charities offering food banks, shelters, and other support.
• Donate: Monetary contributions, clothing, furniture, and even your time can make a difference.

As challenges grow, so does the importance of collective effort. Visit CharityAxess to learn how you can make an impact, big or small, and help support Canada’s most vulnerable.