In a rapidly shifting landscape of philanthropy, Canadian charities recognize one clear truth: the ways people give, and the contexts in which they give, are evolving. At a time when chance encounters, mobile devices and peer-influence matter more than ever, there are tools available to help simplify how charities can adapt to these trends and benefit – and they’re free for charities to use.
Digital-first giving is reshaping Canadian philanthropy
The giving landscape is undergoing a quiet but profound transformation. While traditional giving continues to decline, the appetite for online and mobile generosity keeps rising. According to Hub International’s 2025 report about online giving in Canada, both the number of Canadian donors giving online and the total amount per online donation grew by almost double-digits between 2019 and 2023.
At the same time, participation in charitable giving overall has fallen: Statistics Canada reports that roughly three million fewer Canadians made donations in 2023 compared to 2018. Almost a decade ago, more than 80% of Canadians said they gave to charity; now that number hovers near 54%.
This widening gap between the growth of digital giving and the decline in traditional giving highlights a critical pivot point. For charities, staying the course may no longer be sustainable. Donors expect ease, immediacy, and trust. They want to give in the moment – through a social post, at checkout, or from their phones – and feel confident their donation safely reaches the charity.
Digital readiness isn’t about chasing trends. It’s about meeting donors where they already are, ensuring your charity remains visible and accessible in the channels they use every day.
An ally behind the screens: A new kind of fundraising partner
For many small and mid-sized charities, the biggest challenge in going digital isn’t enthusiasm – it’s capacity. Limited budgets, time, and tech expertise often make it difficult to connect with donors in the fast-moving spaces where giving now happens: social media, apps, and checkout pages.
Many Canadians may not realize that when they donate through platforms like Facebook, Instagram or GoFundMe, there’s an entire system working quietly in the background to ensure those gifts reach their intended destination. Behind those transactions is PayPal Giving Fund Canada, which brings safety and security to the flow of donations from digital platforms to registered Canadian charities.
The model is simple but impactful: donations are processed securely, charities receive the funds (and PayPal Giving Fund Canada doesn’t charge donors or charities any fees!), and donors can give with confidence knowing their contributions are handled safely and transparently. Especially for many smaller organizations, this behind-the-scenes support is what makes digital fundraising possible in the first place.
Charities can be visible where donors already are, receiving unrestricted funds that can be used where they’re most needed, and stepping into digital fundraising without the steep learning curve or high costs that often come with new technology. PayPal Giving Fund Canada also offers access to research and data that help make sense of how Canadians are giving online today.
It reflects a quiet shift in the sector: one where technology is used not to compete with your existing channels, but to better connect with and expand your audience. At its core, it’s about giving every charity, big or small, a fair chance to meet donors where generosity now happens.
Leveling the playing field for Canadian charities online
For charities ready to explore digital-first fundraising, PayPal Giving Fund offers both infrastructure and guidance – including a Digital Fundraising Guide that you can download for free. At CharityVillage, we partnered with PayPal Giving Fund Canada to help distribute and promote this valuable resource across the sector, recognizing its potential to demystify online fundraising and make it accessible to charities of every size.
The Guide – along with a companion webinar featuring Canadian charities sharing their experiences – offers a practical path forward. Together, these tools show how digital giving can expand reach, strengthen community connection, and make fundraising more adaptable to the realities of today’s donors. In a sector where innovation often feels out of reach, collaborations like this help ensure no charity is left behind.
