At nfpResearch, we’ve just completed our summer wave of research in Canada. The picture is mixed: trust in charities remains relatively strong, but participation in giving is flat, and optimism about the future feels fragile. Drawing on our latest data, as well as wider sector insights, here are three recommendations for Canadian charities as we head into 2026.
Broaden the base of givers
Our data shows that fewer people in Canada are giving to charity than in the UK. While just over two-thirds of people in the UK report donating in the past three months, in Canada, the figure has remained stuck at just under 50% for the past few years. Looking ahead, more Canadians expect to decrease than increase their giving in the year ahead.
That means that charities need to find ways to engage new donor groups. Multicultural communities, younger Canadians, and people whose giving happens through informal or faith-based networks are promising audiences. Entry-level products, from micro-donations to peer-to-peer campaigns, can reduce barriers. The lesson is clear: if the sector wants to grow, it needs to widen participation – not just rely on a shrinking pool of committed donors.
Strengthen trust and deepen relationships
The good news is that charities remain among the most trusted institutions in Canada. But this trust is not uniform – our data shows wide gaps by cause area. Health, medical and children’s charities are seen as especially trustworthy, while international development and human rights organisations face greater scepticism.
To build on this foundation, charities should focus on showing impact clearly, telling powerful stories and personalising communications. Our research also shows that Canadians have a positive perception of people who give regularly – a reminder that giving is socially valued. If charities can reinforce the sense of belonging and contribution, they can retain and upgrade supporters even in a difficult climate.
Unlock new streams of support
One striking finding is that awareness of legacy giving is high in Canada, but actual participation is relatively low. Only a small fraction of Canadians have included a charity in their will. Yet half of the public (50%) say they would consider it if offered a free will-writing service.
This is an underused opportunity. Religious charities currently over-index among legacy recipients, but there is room for all causes to benefit. By making legacy conversations normal, accessible and cost-free for supporters, Canadian charities can secure future income while deepening today’s relationships. The comparative success of the UK charity sector – where legacy income is a thriving part of the fundraising mix – shows there is a clear path forward, but it relies on a long-term commitment to stewardship and relationship building with donors.
Looking ahead
The sector cannot control macroeconomic headwinds or shifts in public optimism. But it can take control of participation, trust and innovation in giving. Broadening the base, strengthening trust and unlocking legacies are three practical steps that, together, can help Canadian charities thrive in a fragile environment.
At nfpResearch, we’ll continue to track these trends. For now, the challenge is clear: the sector must act to secure not just gifts, but givers, for the next decade.