As we enter the 2025 holiday season, many Canadians are closely monitoring their budgets. The rising cost of living, inflation, and ongoing affordability issues mean that finding ways to save and give is a priority. Amid the sales and shopping events that fill this season, one day stands out: Giving Tuesday.
This global day of generosity encourages us to shift our focus and our money toward the charities and non-profits working hard to support Canadians in need. The Giving Report 2025: Trends in Charitable Giving 2018 – 2024 shows that demand for charitable services is at an all-time high, with 22% of Canadians relying on charities for basic needs, and over half of those people were doing so for the first time.
The State of Canada’s Non-Profit Sector
Canadians are facing financial challenges that affect both donors and the organizations that depend on them. Interest rates, while stabilizing, remain high. Housing affordability continues to decline, and health systems are under tremendous strain. These pressures create a dual challenge: more people require assistance, while fewer people feel capable of giving.
For over a decade, the proportion of Canadians making charitable donations has been declining. (The Giving Report 2025: Trends in Charitable Giving 2018 – 2024). This ongoing decline raises important questions: Why are donations dropping when the need is rising? How can non-profits engage their communities?
Disconnection and Uncertainty: Barriers to Giving
Two main factors impact giving in 2025: social disconnection and uncertainty about impact. In our increasingly digital world, many Canadians are spending more time online and less in their communities. Surveys suggest that many Canadians report increased feelings of loneliness since the pandemic. This connection matters because social ties and charitable giving are closely linked. Those with strong social networks are nearly 30% more likely to donate than those who feel isolated.
The second barrier is unclear impact. Canadians want to see clear results from their generosity. For causes such as environmental protection and poverty reduction, where progress can seem abstract, it becomes more challenging to encourage giving. By providing concrete evidence of progress and linking donor generosity to specific results, non-profits can build trust, enhance donor engagement, and secure more reliable long-term support.
Digital Opportunities and the Rise of Small, Consistent Giving
While social disconnection creates challenges, the digital space offers new possibilities. One of the most profound shifts in recent years has been the rise of local and regional giving. Donations to community-based charities through CanadaHelps have more than tripled since 2018, climbing from $34 million to $107 million. In 2024, local causes once again overtook health as the top online giving category. (The Giving Report 2025: Trends in Charitable Giving 2018 – 2024)
Monthly giving is another positive development. As Canadians adapt to affordability pressures, many are opting for smaller, recurring contributions, which provide non-profits with more stable and predictable revenue. Significantly, almost half of Canadians who feel financially stretched still choose to donate, showing that generosity remains strong even in tough times.
Hope, Connection, and the Future of Giving
Despite the challenges, there’s reason for optimism. Hope, though it might seem simple, drives generosity. Canadians who feel hopeful about the future and who are connected to others are much more likely to donate, volunteer, and engage with their communities.
Donors are increasingly directing their support toward causes and organizations rooted in their own communities. This shift presents a major opportunity for local nonprofits, but only if they are prepared to meet it. To sustain this momentum, organizations need to invest in digital tools, compelling storytelling, and engagement strategies that reflect this shift. Even for those with a national or global scope, highlighting local impact, where the work is seen and felt, can be key to strengthening donor relationships. (The Giving Report 2025: Trends in Charitable Giving 2018 – 2024)The Giving Report 2025: Trends in Charitable Giving 2018 – 2024 offers several ways Canadians can strengthen the sector and make a difference this year:
- Reconnect locally: Engage with community events, volunteer your time, or spend more time with others, as social connection encourages generosity.
- Talk about giving: Share information about your favourite causes and non-profit organizations with friends and family to raise awareness and normalize discussions around philanthropy.
- Give what you can, consistently: Set up small, automatic monthly donations. These contributions add up over time and provide crucial, stable funding to charities.
- Support environmental and climate-focused organizations: These issues are increasingly linked to overall community well-being, including health and housing stability.
Looking Ahead
As we enter 2025, the non-profit sector in Canada faces both significant challenges and tremendous opportunities. By addressing social disconnection, embracing digital innovation, and focusing on transparency, charities can build trust and inspire a new generation of donors.
This Giving Tuesday—and beyond—let’s remember that giving isn’t just about money. It’s about connection, community, and hope.
Our Clients
Here at Vovia, we proudly work with a number of charitable organizations that do incredibly valuable work in the health care, social support, environmental & wildlife conservation, and arts & culture spaces. Consider supporting our clients: