As we approach the final stretch of the year, many charities are feeling the strain of the ongoing strike between Canada Post / Postes Canada and the Canadian Union of Postal Workers. Traditionally, this time of year is crucial for year-end giving campaigns as many charities receive at least half of their annual donations during the final three months of the year, with December being the most pivotal month.
While we often think of ourselves as living in a digital age, the reality is that 32% of Canadians still prefer receiving direct mail for charitable appeals. This makes the current postal delay a significant threat to donation revenue. Donors might receive appeals too late, mailed donations could face delays, and some may choose to postpone their contributions altogether. As a result, charities could face a substantial loss of funding at a time when they need it most.
According to many recent reports, charities that rely heavily on direct mail fundraising could see a drop in year-end donations by up to 50% due to the strike. A long-term postal strike will substantially hamper the sector’s fundraising results for 2024. This is happening at a time when many parts of the sector are struggling with a combination of increased operating costs, increased demand and staff and volunteer shortages.
The strike's impact is especially significant for smaller charities, which often lack the digital infrastructure of larger non-profits. Studies indicate that 60% of small organizations rely primarily on direct mail for year-end fundraising efforts.
While some organizations are pivoting to digital campaigns, the reality is that direct mail appeals yield an average response rate of 5.3%, compared to just 0.6% for digital campaigns, which highlights the financial risk many charities face with the postal strike.
Charities are doing their best to adapt, urging donors to use online platforms, email, and phone calls to make their contributions. However, the reality is that this postal disruption will likely shape the landscape of charitable giving for the remainder of 2024—and possibly beyond.
As we near #GivingTuesday, let's support our favorite charities by considering digital donations and helping to spread the word. Every effort counts during these challenging times!
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Postal strikes may cause mailed in delays, but your support doesn’t have to wait—reach out to us today to discuss alternative ways to donate or click https://buff.ly/3JyXy0U to donate online.
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Director & Project Delivery Leader @ PJM Project Management Ltd Delivering successful outcomes in construction project management with a client-focused approach.
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