Canadian Charity Fundraising Response

About NextAfter   

NextAfter is an online fundraising research lab and consultancy that works alongside nonprofits to develop research as to why their donors give and put those learnings into practice to help them reach more people, acquire more donors, and generate more dollars to fund their world-changing work. 

© 2020 NextAfter. All Rights Reserved.

"How should our organization respond to the COVID-19 pandemic?"

This has been one of the most common questions being asked by Canadian charity fundraisers and marketers. But the truth is that no one truly knows what the "correct" response is.

The good news is that data can give us new fundraising and marketing insights to test during this time.

In the charts below, you'll find Canadian COVID-19 related email volume, online giving trends, and examples and resources to help you improve your fundraising.

Our hope is that you'll find it useful as you navigate these uncertain times.

- The Care2, CanadaHelps, Charity Village, and NextAfter Teams

Canadian Charity Fundraising Data to Help You Respond During the COVID-19 Crisis

Online Giving TrendsResourcesGet Updates on Response Trends

What would you like to see?

Canadian Charity Email Trends

Other Resources to Help Your Fundraising Efforts

Just because your communication and fundraising calendar may look different during this pandemic, that doesn't mean that prior research and learnings should get tossed out.

Below, you will find additional resources that can help you craft more human and empathetic fundraising communication – all based on testing, experimentation, and first-hand research.

Get Updates on the COVID-19 Response & Other Fundraising Resources

Want to stay up-to-date on the latest trends, insights, and ideas related to fundraising during the coronavirus pandemic?   Get email updates on the latest ideas from NextAfter's team of data analysts and optimizers – as well as new additions to the dashboard and data tools – by filling out the form below.

Where  should we send your updates?

Aggregate Donor Inbox

As part of NextAfter's mystery donor studies, we will often subscribe and donate to a wide variety of organizations. Their communications all feed into a single inbox we call the "Aggregate Donor Inbox." 

Now you can know what other Canadian charities are doing related to COVID-19.

Canadian Charity Email Examples Mentioning COVID-19 or Coronavirus

Sometimes seeing the communication from other organizations can inspire a new messaging idea to test with your own audience. Below, you can sort through various email examples from real Canadian charities that are addressing coronavirus in their communication.

COVID-19 Related Resources

Fundraising During COVID-19 Early Comments & Results [Download]

Get the guide »


The Giving Report 2020: Online Giving is on the Rise

Get the report »

Charity Village COVID-19 Resources for the Nonprofit & Charitable Sector

Get the resources »

Charitable Giving in Canada with Marina Glogovac from CanadaHelps [Podcast]

Listen to the podcast »

Going Deeper with Online Fundraising

The Giving Report 2020: Online Giving is on the Rise

Over two editions of The Giving Report, CanadaHelps has provided knowledge and insights to help Canadians understand the charitable sector and its impact on Canada. The 2020 report introduces our Online Giving Index (OGI), drawing on CanadaHelps’ unique volume and breadth of Canadian data about online charitable giving. The OGI reveals insights about the growth of online giving in Canada.

While troubling declines in giving continue and there remain concerning giving gaps, there are a number of positive trends found in this year’s report.

Get the 2020 Report »

Charity Village eLearning Courses

These courses offer practical, high-quality training in nonprofit fundamentals, all from the comfort of your own home. Choose from courses related to budgeting, governance, volunteer management, fundraising, and more!

Access a course »

Use the discount code COURSE10 at checkout by May 31 to save $10 on single courses.

A Discussion About COVID-19 and Its Impact on Online Fundraising in Canada [Webinar]

"How should our organization respond to the COVID-19 pandemic?" It's one of the most common questions being asked by Canadian charity fundraisers and marketers. But the truth is that no one truly knows what the "correct" response is. 

The good news is that data can give us new fundraising and marketing insights to test during this time. In this special webinar recorded on May 28th you'll learn how the Canadian COVID-19 data collected so far can help you improve your fundraising. There was also plenty of time to answer questions from fundraising experts from NextAfter and Care2.

Click the button below to watch the recorded webinar.

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Watch the webinar »

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Email Trends & Examples

How Is Online Giving Being Affected by COVID-19

Powered by CanadaHelps, the Online Giving Index (OGI) measures 36 months of growth in online giving. 

The OGI is calculated using the growth in online giving amounts in the 12 months, leading up to January 2017, as a baseline. A value of 100 signifies that that particular period grew at the same rate as the baseline of January 2017. An OGI above 100 means that this period grew at a higher rate than the base period of January 2017; any value below 100 means slower growth. This new index was developed as part of the CanadaHelps Giving Report 2020.

Average Gift Size

Some quick analysis on how average gift is changing over time.

About Care2   

Care2 is a network of millions of people around the globe, dedicated to building a better world. We use our cutting-edge technology and team of experienced campaigners to fuel the progressive movement by uniting our members with nonprofits and mission-based brands working on the causes they care about 

About CanadaHelps   

CanadaHelps builds effective and affordable fundraising technology, and provides free training and education so that all charities, regardless of size, have the capacity to increase their impact and succeed in the digital age. Founded in 2000 and itself a charity, CanadaHelps has raised over $1B for charities from more than 2 million donors.

About CharityVillage   

Since 1995, CharityVillage has been the HR partner for recruitment in the Canadian nonprofit sector. Our specialized job board for has helped thousands of organizations find exceptional talent. Through online learning courses, volunteer and event listings, webinars, and more we help nonprofit staff and volunteers do their best work every day.