As gifts of securities become a bigger part of charitable giving in Canada, charities of every size have an opportunity to make this tax-smart way of giving easier to understand and simpler to execute.
For years, most charities have built their fundraising programs around a familiar set of giving options: a one-time donation, a monthly gift, a fundraising event, or perhaps a legacy gift. These remain essential. But the way Canadians hold and manage their wealth is changing, and recent data demonstrates that the way they give is beginning to change with it.
One of the clearest signs of that shift is the growth of donations in securities giving.
At CanadaHelps, we have seen the number of securities donors go up by 200% since 2020, while the value of giving has increased by 361%. This reflects a broader opportunity for charities to meet donors where their assets are, ultimately creating greater impact for both the donor and the cause they care about.
For many charities, however, securities still sit at the edge of their fundraising strategy. They may appear as a line on a “Ways to Give” page or in a discussion – only when a donor raises the subject. Some organizations assume this type of giving belongs exclusively to hospitals, universities, or charities with large planned-giving teams.
But the truth is, that assumption may be leaving meaningful generosity opportunities on the table for charities of all sizes.
Why securities are gaining ground
A donation of securities allows a donor to transfer eligible publicly traded assets, such as stocks, bonds, or mutual fund units, directly to a registered charity rather than selling them first and using the proceeds to make a cash donation.
That distinction matters. As per the Canada Revenue Agency, donors may be entitled to a capital gains inclusion rate of zero when eligible publicly traded securities are donated to a qualified recipient. The donor may also receive a charitable tax receipt based on the fair market value of the gift when the transfer is completed. Individual circumstances vary, of course, and donors should seek financial or tax advice, but the basic benefit is compelling: donating an appreciated investment directly can be more tax-efficient than selling it and giving the after-tax cash.
In practical terms, that can mean more money reaches the charity while the donor receives a tax benefit based on the full eligible value of the gift.
More Canadians now manage investments online, and investment products have become more accessible. One key thing for charities to recognize is that donors who might never have described themselves as major philanthropists may nevertheless hold investments that have appreciated over time. This is evidenced by the fact that the median securities gift is $9,500. Long-time supporters are looking for more strategic ways to give, particularly at year-end or as part of their financial and estate planning.
The result is a giving method that is moving closer to the mainstream, even if many charity websites and fundraising conversations have not caught up yet.
A small donor segment with outsized potential
Securities gifts will not replace everyday donations. One-time and monthly giving provide stability and a durable connection to a cause. However, securities can play a different and complementary role.
CanadaHelps’ 2026 Giving Report found that fewer than 0.5% of donors accounted for more than 16% of online giving through gifts of securities. That concentration highlights both the value and the vulnerability in current giving patterns. A relatively small number of donors can create significant impact, but charities need to recognize that they cannot wait until one of those donors happens to ask the right question.
The opportunity is not simply to identify wealthy people. It is to identify moments when a committed supporter may be ready to give differently.
Consider the long-time annual donor, the board member who deeply understands the mission, the business owner preparing for a financial transition, or the supporter considering a larger gift to support a major project. Their capacity may not be reflected in their cash-giving history. A donor who gives $500 by credit card each year could hold appreciated securities and be open to a larger gift if the option were explained clearly.
This is why securities should be viewed as part of donor stewardship, not merely payment processing. The question is not only, “Can we accept this gift?” It is, “Have we helped our supporters understand that this way of giving exists?”
The awareness gap charities can close
For most donors, securities donations are not intuitive. People know how to donate with a credit card. They may not know that they can transfer investments directly, why they might choose to do so, or how to begin.
That means awareness is often the first barrier, but luckily one of the easiest for a charity to address.
Start with your website. Securities should be visible on your main Ways to Give page, described in plain language, and connected to a clear next step. Avoid making donors search through planned-giving content or download a dense package before they understand the basic opportunity.
Next, equip the people closest to your donors. Fundraisers, executives, board members, and donor-services staff do not need to provide tax advice, but they should be able to explain what a securities donation is, why a donor might consider one, and where to direct the donor for more information.
Finally, make the option visible throughout the year. Year-end is important because tax planning is top of mind and transfers can take time to settle. Securities can also be relevant during a major-gift campaign, in tax-season communications, and in conversations with long-standing supporters. A donor may need to encounter the idea several times before acting.
The goal is not to push a complex financial strategy. It is to ensure donors know that they have choices.
Make the process feel as easy as the decision
Awareness alone is not enough. Once a donor decides to give, unnecessary friction can quickly turn good intent into an unfinished transaction.
Accepting securities directly can require a charity to maintain a brokerage account, coordinate with advisors, track the transfer, determine the receiptable value, sell the asset, issue the appropriate receipt, and keep the donor informed. Larger organizations may have the people and systems to manage this work internally. But for a small or mid-sized charity, the administrative requirements can make securities giving feel out of reach.
The good news is, it does not have to be.
Third-party platforms can manage much of the operational work while allowing the charity to make securities part of its fundraising program. CanadaHelps, for example, offers charities an online securities donation form and handles the transfer, sale, tax receipting, and disbursement of funds. Charities do not need to establish their own brokerage account, and donors receive guidance through the process.
Whether managed internally or through a third-party, the platform is important, but so is the experience surrounding it. A donor should be able to move easily from learning about securities to starting the gift. Instructions should be clear, and the donor should know what happens next. The fundraising team should also have a plan to acknowledge the donor promptly and continue the relationship. Technology can remove the administrative barriers. Thoughtful stewardship is what turns a transaction into long-term support.
Five practical steps to take now
Charities do not need a full major-gifts department to get started. A few focused actions can make the opportunity visible and manageable:
- Confirm how your charity will accept securities. Decide whether you will manage gifts internally or work with a platform that can handle the transfer and administration.
- Add securities to your Ways to Give page. Use accessible language, explain the high-level donor benefit without offering financial advice, and include one clear call to action.
- Prepare your team. Give staff and board members a short set of talking points, a link they can share, and a named internal contact for questions.
- Identify audiences and moments. Begin with loyal donors, board members, major-gift prospects, campaign supporters, and donors who have expressed interest in tax-smart or legacy giving.
- Start year-end outreach early. Securities transfers are not instantaneous. Give donors time to speak with their advisors and complete the process before the charitable receipting deadline.
As with any fundraising channel, success should be measured beyond the number of completed gifts. Track inquiries, started and completed donations, average gift value, donor retention, and whether securities donors deepen their involvement over time. Given the median securities donation amount, even a modest number of gifts may make the effort worthwhile.
An invitation to modernize how we ask
The rise of securities donations is a reminder that fundraising must evolve alongside donors. Canadians do not hold all their giving capacity in their bank accounts, and charities should not build every invitation to give as though they do.
Making securities available does not mean every charity needs to become an expert in investments. It means recognizing a growing form of generosity, removing avoidable barriers, and giving supporters a clearer path to make the impact they want to make.
For organizations facing rising demand and intense pressure on traditional revenue sources, this is a practical opportunity to diversify your revenue streams. The first step is not a sophisticated campaign. It is simply making the option visible, understandable, and easy to use.
Your next transformational donor may already know your mission and believe deeply in your work. They may just need to know there is another way to give.
CanadaHelps is here to make donations of securities easy for both donors and charities, get started today.
The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.
