How to Engage Your Donors and Raise More Funds Now
A Guide for Charities to Leverage the Extended Tax Deadline
The charitable giving landscape in Canada is undergoing significant changes, and charities need to act fast to leverage new opportunities. One of the most critical updates is the extension of the 2024 charitable donation tax deadline, which the Canada Revenue Agency (CRA) has confirmed will now extend to February 28, 2025.
This extension provides a valuable but time-sensitive window for charities to encourage donations and maximize their fundraising efforts. With the right strategies, charities can inform donors, drive urgency, and leverage giving trends to increase support for their causes.
To help charities navigate this change, Daniel Francavilla of The Good Growth Company hosted an insightful session featuring Nicole Danesi, Senior Manager of Strategic Communications and Brand at CanadaHelps. Nicole shared practical fundraising tips, data-driven insights, and key trends that will shape fundraising in 2025.
Top Tips & Takeaways
Fundraising Fast & Generating Support in 2025
Inform your supporters about the tax deadline extension.
Many donors may not be aware that the deadline to claim a charitable donation on their 2024 tax return has been extended to February 28, 2025. Charities should actively communicate this to their supporters through newsletters, social media, and websites. CanadaHelps provides a tax calculator that helps donors estimate how much they can get back on their donations.
Communicate the impact of donations.
Donors want to know their contributions are making a difference. Clearly communicate how donations will be used, whether through impact stories, testimonials, or urgent appeals. Transparency and storytelling can significantly boost donor trust and engagement.
Reactivate past donors with a targeted email campaign.
Review your donor lists from previous years and identify those who gave in 2023 but haven’t donated in 2024. A targeted “We Miss You” campaign can encourage them to take advantage of the extended tax deadline and support your cause again.
Use urgency to drive action.
Charities should emphasize the limited-time nature of the tax extension in their fundraising appeals. Sending multiple email reminders with subject lines like "Only 5 days left to claim your 2024 tax credit!" can encourage donors to act quickly.
Optimize email marketing strategies.
Studies show that multiple email reminders increase conversion rates. Charities should:
Use countdown timers in emails to create urgency.
Test different subject lines and email formats to see what resonates best with donors.
Ensure every email includes a clear, compelling call to action with a prominent “Donate Now” button.
Encourage monthly giving for sustainable funding.
Monthly giving programs provide charities with reliable, long-term support. This method is particularly popular among younger donors and helps organizations plan for the future. Consider promoting monthly giving options alongside one-time donations.
Diversify fundraising channels to mitigate risks.
Over-reliance on a single fundraising channel—such as direct mail—can be risky, as demonstrated by the impact of the Canada Post strike. Charities should explore multiple revenue streams, including online fundraising, peer-to-peer campaigns, and corporate sponsorships.
Strengthen donor relationships through personalized engagement.
Personalized communication, such as direct phone calls or surveys, helps charities maintain strong connections with their supporters. These touchpoints can also provide valuable insights into donor motivations and preferences.
That’s Everything Canadian Nonprofits Need to Know About the CRA’s Extended Tax Deadline
Your Questions, Answered
During the session, Nicole answered pressing questions from The Good Growth Company community about fundraising strategies, tax receipting, and donor engagement. Here are some key insights:
Q: Should charities ask donors to cover processing fees for online credit card donations?
A: Many organizations are testing this feature, and CanadaHelps allows charities to toggle it on or off. It’s worth experimenting to see how your donors respond.
Q: When should charities issue tax receipts given the deadline extension?
A: The CRA has confirmed that eligible donations made between January 1 and February 28, 2025, can be applied to 2024 taxes. Charities issuing manual receipts should ensure donors can request them accordingly.
Q: What are the biggest fundraising trends for 2025?
A: Monthly giving continues to grow, and donations of securities have increased by nearly 40%. Gamified fundraising, streaming-based giving, and donor-advised funds are also emerging trends.
Q: How can nonprofits without charitable status fundraise effectively?
A: Nonprofits should leverage similar fundraising strategies as charities, including monthly giving, digital campaigns, and corporate partnerships. Looking at e-commerce best practices can also help improve donor engagement.
Q: What strategies work best for organizations with smaller fundraising goals?
A: Using targeted, small-ask campaigns (e.g., "We need just 10 people to donate $20 today") can be effective. Making fundraising goals tangible, such as funding a specific program or covering a set number of participants, helps drive donor engagement.
Steps charities can take today
Here are some immediate actions for organizations to take:
Send out targeted emails highlighting the tax extension.
Use urgency-driven messaging to encourage last-minute donations.
Leverage monthly giving campaigns for long-term impact.
Diversify fundraising efforts to reduce reliance on single sources.
Build stronger donor relationships through personalized engagement.
Charities can maximize this fundraising opportunity and set the stage for a strong 2025 by acting quickly and strategically.
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