Angela Success, a Matthew House board member and former resident, shakes hands with another former resident, Amin. Next to him is David Botha, director of programs.Supplied, Adrienne Row
When Angela Success arrived in Canada in 2018, she had to deal with the housing challenges that many newcomers face. The refugee from Nigeria found support in Ottawa from Matthew House, which provides housing and furniture for refugee claimants.
It was pivotal in getting her off to a solid start. Ms. Success now volunteers for several community organizations, and she serves on the board of Matthew House.
“Here she is now, so happy to give back. It’s full circle,” says Sandra Pedersen, fundraising and development manager for Matthew House Ottawa.
To Ms. Pedersen, the most effective way to inspire generosity isn’t a glossy campaign – it’s a story. Ms. Success is one of her favourite examples of how to bring the organization’s mission to life with potential donors. “Good fundraising is connecting with donors on a real human level. People want to know the impact that they’re having on others’ lives,” Ms. Pedersen says.
Forging those connections is becoming more urgent at a time when donations are declining and demand is rising across much of the charitable sector.
According to a 2024 report from the Fraser Institute, the percentage of Canadian tax filers donating to charities fell to 17.1 per cent in 2022 from 22.4 per cent in 2012. A giving report last year from CanadaHelps found that slightly more than one in five Canadians expect to turn to charitable services to fulfill their basic needs.
Storytelling is a hook to remind donors of why their involvement matters, and it helps them see themselves reflected in a charity. Matthew House shares stories of the families it supports, as well as the volunteers, staff and board members behind the scenes. “When you can show the breadth of the people within the organization, it’s much more identifiable for donors,” Ms. Pedersen says.
Matthew House, founded in 2010 with a single home that could host eight refugees, now operates 26 refugee service homes across Ottawa and a furniture bank that helped 1,800 families furnish their living spaces last year. The charity recently signing a lease on a 20,000-square-foot warehouse for its furniture.
As the donor pool changes, charities have also adjusted their targeting with their stories. Ms. Pederson says donor-advised funds through investment firms and family foundations have helped fill the giving gap. More donors are asking to give through securities, she adds, which suggests wealthier, investment-savvy Canadians are turning to more tax-efficient ways of giving.
The trend tracks with national data. Imagine Canada reports that the country’s charitable giving is relying more on larger donations from high-income individuals.
Hailey Hechtman is leaning on the power of stories as the Ottawa-based executive director of Unsinkable, a national mental health organization founded by Olympian Silken Laumann. Ms. Hechtman says her team supports people through “the healing power of storytelling.”
Since it was founded in 2019, Unsinkable has seen steady growth in corporate partners and donors, including family foundations. “We’re one of the few [national] organizations in the mental health space that’s not government funded and really relies on philanthropy,” she says.
Silken Laumann (left), founder of the mental health charity Unsinkable, in Toronto with executive director Hailey Hechtman.Supplied
What she calls “ethical storytelling” is central to Unsinkable’s growth. That means securing consent to share personal stories for fundraising and staying away from sensationalizing hardship. Unsinkable focuses instead on sharing stories of resilience through social media, as well as national campaigns using billboards, radio slots and short films.
Unsinkable’s 2024 campaign, Fragments, featuring snippets of poetry from multiple storytellers, led to a 200-per-cent spike in website traffic in one month.
Ms. Hechtman credits the campaign’s success to several factors: Ms. Laumann’s recognizable name, Unsinkable’s network of community partners, and one central understanding. “The thing that makes you feel compelled to action is hearing a person’s story. People give to people.”
Building connections is key to weathering uncertainty, Ms. Pedersen says. “We can’t do what we do without our donors. Governments change and policies change, but a donor – if you treat them well and keep them near-and-dear to your heart – you’re sure to keep for life.”