Duke Chang, President and CEO, CanadaHelps.Supplied
Generosity movement inspires people to do good
In the days after the frenzy of Black Friday and Cyber Monday, Canadian charities engage in their own special day: GivingTuesday, which has evolved into the official launchpad for the country’s year-end fundraising season – a period that generates the majority of annual charitable revenue.
After its launch in New York City in 2012, GivingTuesday came to Canada the following year under the auspices of a group of partners including GIV3 and CanadaHelps.org – Canada’s largest online platform for donating and fundraising – and has been an important start to the holiday giving season ever since.
Created as a simple idea – a day that encourages people to do good – GivingTuesday has grown into the world’s largest generosity movement, with active participants in more than 90 countries collaborating year-round with a common mission to build a world where generosity is part of everyday life.
The success of GivingTuesday reflects a profound change in donor behaviour, driven by digitalization and social media, says Duke Chang, president and CEO of CanadaHelps.
“Between 2018 and 2024, the total number of donations made on GivingTuesday increased more than five times, and the share of annual giving received on the day has roughly doubled,” says Mr. Chang. “In 2024 alone, over $16.2-million was raised via CanadaHelps on GivingTuesday, a 19.5 per cent increase over 2023.”
For charities, this surge demands a more strategic approach. They are no longer treating the day as an isolated campaign but as a foundational pillar of their annual engagement calendar.
“GivingTuesday is now viewed as the unofficial kickoff of the holiday giving season,” says Mr. Chang. “Charities that actively participate in the movement raise more throughout the entire holiday season. It’s an essential moment used to attract new donors and cultivate relationships that strengthen support beyond December 31.”
He adds that data show that 12 per cent of recurring monthly gifts were initiated on GivingTuesday in recent years, converting one-time participants into lasting financial supporters. This momentum is particularly notable among younger audiences who are drawn to the movement’s social, collaborative nature and its use of modern channels like short-form video.
Mr. Chang says GivingTuesday has evolved into a cultural movement. Surveys show that many people participate because they want to be part of “something bigger.”
“It is designed to be social, collaborative and purpose-driven, which appeals to younger supporters. GivingTuesday has also increasingly harnessed the same tools and platforms that young people already use to express their values, such as social media and storytelling,” he says.
GivingTuesday is now viewed as the unofficial kickoff of the holiday giving season.
— Duke Chang, President and CEO, CanadaHelps
The sector is also seeing a broader sophistication in how Canadians give. While cash remains essential, tax-efficient strategies are becoming more accessible. Donations of securities – eligible investments that allow donors to avoid paying capital gains tax – have grown significantly. CanadaHelps reported $57.6-million donated via securities in 2024.
Ultimately, by leveraging its cultural visibility and digital efficiency, GivingTuesday has become more than just a donation drive. It is an important strategic opportunity for Canadian charities to secure their financial base, initiate new donor relationships and ensure year-round resilience in an increasingly competitive environment.
Learn more: canadahelps.org
Advertising feature produced by Randall Anthony Communications. The Globe’s editorial department was not involved.