The Charity Insights Canada Project (CICP) published insights into donor attraction and retention in the Canadian charitable sector. According to the research, over the past three years, over a third of participating charities noted that charitable giving from donors has increased (36%); meanwhile, 32% reported no change in giving patterns. In comparison to three years ago, participating charities noted that their organization’s ability to retain donors has improved (31%), and nearly half reported no change (45%).

Survey respondents experienced a broad range of changes to donor behaviour, including:

• 34% reported increased volatility in donor giving, in general
• 33% felt donors put a greater emphasis on measurable outcomes
• 25% indicated that there were no significant changes in donor behaviour

Participating charities have adapted to these changes in many ways, such as: documenting outcomes achieved (47%), sharing more reports and updates (46%), and increasing the use of storytelling in communications with donors (44%).

For further insights into the data, click here.