Fundraising Trends
Giving Tuesday is an incredible opportunity to rally supporters and celebrate generosity. Happening on December 3rd this year, this global movement is a powerful chance for people to make a positive change in the world.
However, with the Canada Post strike affecting mailed-out fundraising letters and mailed-in donations, it’s critical to adapt your strategy for 2024.
Whether the Canada Post strike lasts a few days or a few weeks, this ongoing situation is a stark reminder of the importance of having multiple streams of income, and many different ways to communicate and accept donations.
Why This Matters
While online giving has seen consistent growth over the years, those part of the Greatest Generation—who make up 11.8% of the US population—are most likely to give through direct mail campaigns, according to online giving statistics from .
If direct mail is not an option or is severely delayed this giving season, consider adapting your strategy to a hybrid of voice calls and email for those you typically connect with by mail. Those in the Greatest, Boomer, and X generations all answer voice calls and prefer a phone conversation over emails or text messages.
Millennials and Gen Zer’s rarely check their personal email or respond to voice calls, but 59% of Gen Zer’s say they are inspired to donate to charity by something they saw on social media.
Millennials, who make up 25.9% of the US population, are most likely to give on their mobile device directly on an organization’s website… AFTER checking out videos about the work an organization is doing.
Next Steps
The Canada Post strike doesn’t have to be a devastating experience. Take this as your sign to pivot and utilize other fundraising tools in your toolkit ahead of GivingTuesday:
- Voice calls for older donors
- Create impactful videos and social media posts for younger donors
- Streamline your donation pages, ensuring they are optimized for quick and easy contributions for everyone
If you’re wondering how to pivot this giving season, please reach out! We specialize in customizing fundraising campaigns and look forward to helping you thrive in 2025.
Shauna Goodison
Director of Communications | shauna@eaglecom.ca