I had the opportunity recently to engage with SETSI (Social Economy Through Social Inclusion), a non-profit organization here in Canada with a lofty goal: to create a Canada where all organizations are engineered for intentional, positive social benefit. One of the questions they asked was how I felt about the future of social impact. Believe it or not, I hold optimism. Despite what has been a decade-long decline in donor participation, the data shows that there is less a crisis of generosity and more a turning point in how Canadians choose to engage with causes. People don’t care less, but are simply participating differently. For organizations willing to adapt, there is a significant opportunity to rebuild broader, more inclusive pathways into giving that reflect how people connect and contribute today.
A Decade of Decline
Over the past ten years, donor participation in Canada has dropped sharply.
In 2013, approximately 82% of Canadians reported making a charitable donation. By 2023, that number had fallen to just 54%—a 28-point decline representing millions fewer people participating in giving. Another alarming trend is that between 2018 and 2023 alone, Canada lost an estimated 3 million donors. Does this mean disaster for non-profits and impact organizations? Maybe, maybe not, but it depends on these organizations adapting to this shift and recognizing the change in how people engage.
Fewer Donors and Participation, But More Concentrated Giving
Surprisingly, total donation amounts have not collapsed. Giving is becoming increasingly concentrated among older, higher-income Canadians, particularly those aged 55 and above. This group has significantly increased its contributions over time which has offset declines elsewhere.
Unfortunately this perceived stability is masking a more fragile reality, and the result is a growing imbalance:
- Fewer people are giving
- Those who give are giving more
While this sustains organizations in the short term, it creates long-term risk. A donor base that is both shrinking and aging is not easily replaced. Without broader participation, the system becomes less resilient over time.
Volunteering rates have also declined significantly over the past decade. Informal helping such as supporting neighbours or assisting community members has also decreased. Taken together, this points to a broader shift: Canadians are participating less across multiple forms of civic engagement.
This distinction matters. Donations are rarely the starting point of a relationship with a cause; rather, they are the result of it. When participation declines, the entire ecosystem weakens.
The time for non-profits and charitable organizations to act on this information is now.
What’s Driving the Shift?
Several forces are shaping this change.
Economic pressure is an obvious factor. Rising costs of living and financial uncertainty have reduced discretionary income, making it harder for some Canadians to give.
Demographic shifts also play a role. Older generations, who tend to give more consistently, are aging, while younger generations engage differently. They are big into crowdfunding, often through one-time campaigns, social advocacy, or values-driven consumption rather than donations through formal networks.
At the same time, expectations of institutions have evolved. People want greater transparency, clearer impact, and more meaningful engagement. Faced with an overwhelming number of causes and constant appeals, many disengage rather than commit.
Finally, there’s a simpler issue: participation often feels harder than it should. Donation processes can be clunky. Messaging can feel impersonal. Suggested contributions can feel out of reach. For many potential supporters, these small frictions add up to inaction.
Designing for Participation
Instead of focusing solely on how to raise more money, the more urgent challenge is how to bring more people into the act of participating at all.
One of the most immediate opportunities is to redesign entry points into giving. For many people, donating still feels like a significant commitment. By normalizing smaller contributions and making first steps easier, organizations can convert more passive supporters into active participants. A small first gift is the beginning of a relationship.
Expanding the definition of participation is equally important. Not everyone will start by giving money, and that’s not a failure—it’s an opportunity. Volunteering, advocacy, peer-to-peer fundraising, and community involvement all serve as entry points. Financial support often follows engagement, not the other way around.
Clarity of impact also plays a critical role. When outcomes feel abstract or delayed, it’s harder for individuals to see the value of their contribution. But when impact is tangible and people can clearly see what their action enabled, it reinforces both trust and motivation.
People need to feel connected, see progress, and understand their role in the larger story.
Reaching the Next Generation of Donors
A key part of rebuilding participation lies in engaging younger and first-time donors more effectively. Younger audiences tend to respond to experiences that feel immediate, transparent, and aligned with their values. They are less motivated by obligation and more by connection.
Trust also plays a central role. In an environment where skepticism toward institutions is higher, transparency is no longer optional. Organizations that clearly communicate how funds are used, acknowledge challenges, and highlight real human impact are more likely to build lasting relationships.
From Campaigns to Moments
So how do we shift how participation is activated?
Traditional campaigns, while still important, can be easy to ignore when not done well. Be human in your messaging, and don’t be afraid to demonstrate compassion and curiosity. Participation increases when giving feels tied to something immediate and shared, when it becomes a moment rather than a message.
This can take many forms: aligning with cultural events, responding to timely issues, or creating opportunities for collective action. What matters is that people feel they are part of something happening now, alongside others, as part of a connected community.
Measuring What Matters
Finally, addressing the participation challenge requires rethinking how success is measured.
Revenue will always matter. But on its own, it provides an incomplete picture. Metrics like the number of active donors, first-time participants, and overall engagement levels offer a clearer view of long-term health.
What gets measured gets prioritized. And in the current environment, participation needs to become a central indicator of success.
A Sector at an Inflection Point
What lies ahead is an opportunity to expand the definition of giving, re-engage a wider audience, and build a more resilient culture of participation. Organizations that respond to this shift with openness and creativity won’t just recover lost ground, they’ll help shape a future where more Canadians see themselves as part of the impact.
The future of giving (and ultimately your own impact organization) won’t be defined solely by how much people donate. It will be defined by how many people choose to take part.
The time to take action is now. Let’s create some moments.
FUTURE POSTS
- volunteering/youth in action: the next generation
- Creating trust
- Non-profit marketing trends
- Social media: building community and driving action
By Angela Wiens