The New Rhythm of Giving: Smaller, More Frequent, More Digital

Canadian donation patterns have undergone a transformation that requires nonprofits to adapt their fundraising strategies, particularly with the multicultural donor.

People today donate smaller amounts of money at regular intervals. The traditional practice of annual cheque donations and gala pledges has evolved into a pattern of mobile donations and recurring small gifts, which people share through their social media networks. A donor who gives $10 ten times is just as valuable as one who gives $100 once.

Research confirms the shift:

· The fastest-growing donor groups in Canada consist of multicultural Canadians. A recent survey by Imagine Canada shows that 80% of donors made contributions during the last year but their average donation decreased from $874 in 2020 to $795 in 2024. The data shows that more donors are contributing money to various causes through smaller donations. While there was not a direct comparison on the Imagine Canada report, a study from Lege in 2024 noted that 55% of Canadians made a donation in 2023. And among those who donated, the average donation was %790.

· Canadian philanthropic research shows that digital platforms have become the preferred method for donors who give less frequently but donate more often. The pandemic has led to an increase in online donations worldwide, yet people continue to donate smaller amounts of money.

What this means for nonprofits

The report shows that organizations which neglect to provide digital access and platform accessibility will lose contact with their entire supporter base. The digital and connectivity challenges faced by rural and Indigenous communities and new Canadian residents create obstacles for their ability to donate.

The reasons behind donation decisions play a significant role in determining outcomes. Newcomers to Canada use their donations to demonstrate their sense of community and social support.

Nonprofits need to understand these changes because they affect their operations.

Your fundraising campaigns need to create smooth digital donation experiences through mobile-friendly interfaces, culturally sensitive content, and recurring small donation features. The storytelling process needs to demonstrate how each donation creates immediate results. Small donors expect their donations to produce immediate results because they want to see their money make a direct impact.

Equity as a Growth Strategy

To succeed, organizations must do more than raise funds; they need to weave equity into the very fabric of their operations. At TerraNova360, we demonstrate this through our 5P framework: connecting research and discovery with genuine community insights, turning those into inclusive strategies. Equity isn’t an extra; it’s the foundation for trust, loyalty, and sustainable growth.

How are you adapting your campaigns for this new giving landscape?