Why proactive fundraising strategies are fuelling growth in 2026
Insights from Blackbaud’s new Status of Canadian Fundraising Report
This blog was contributed by Blackbaud as part of an ongoing partnership with ONN.
In an increasingly uncertain economic environment, Canadian nonprofits are navigating complex challenges—from inflation pressures to shifting donor expectations. Yet, new insights from The Status of Canadian Fundraising Report reveal a compelling story: organizations that act proactively are not just surviving—they’re growing.
The shift from reactive to strategic
Nonprofits have responded to economic pressures in markedly different ways.
According to the report, these responses generally fall into three categories:
- Diversifying income streams (29%)
- Cost-cutting or defensive measures (23%)
- Proactive strategies like innovation, stewardship, and strategic communications (42%)
What stands out most is the outcome: organizations that lean into proactive strategies are far more likely to report growth compared to those relying primarily on defensive tactics.
Increasingly, those proactive strategies include exploring emerging tools like AI—though adoption remains uneven. Earlier findings from the same research series show many nonprofits recognize AI’s potential to strengthen fundraising and decision-making, but often face barriers such as limited resources, uncertainty, or leadership hesitancy.
This moment reflects a broader shift: moving from reactive responses toward intentional, technology-enabled strategies that build long-term resilience.
Diversification is no longer optional
The recurring theme from across sectors in this year’s report is diversification. Nonprofits are expanding their fundraising portfolios, exploring new revenue streams, and collaborating—even with organizations traditionally seen as competitors.
This collaborative mindset extends to how organizations approach data and technology. As AI and analytics tools become more accessible, nonprofits have new opportunities to better understand donor behavior, identify growth opportunities, and make more informed decisions—if they can overcome adoption barriers.
Donor experience takes center stage
Another key takeaway is the growing emphasis on donor experience. Organizations are doubling down on acquisition and retention efforts, recognizing that deeper engagement—not just outreach—drives sustainable growth.
Here, AI is emerging as a potential accelerator. When used thoughtfully, it can help nonprofits deliver more personalized communications and improve stewardship efforts at scale. At the same time, the report highlights the importance of approaching AI responsibly—ensuring transparency, data protection, and alignment with organizational values.
Investing in people and capability
Interestingly, many organizations are also focusing inward. From aligning salaries with inflation to implementing flexible work models like four-day work weeks, nonprofits are prioritizing staff retention and development.
Notably, there’s a push toward building internal capabilities—whether that means bringing more work in-house or developing the skills needed to adopt new technologies like AI. For many, the challenge isn’t just recognizing the opportunity, but having the capacity to act on it.
The growth advantage of proactivity
The most important insight from the report is clear: proactivity drives growth.
Organizations that invest in innovation, strategic communications, donor stewardship—and increasingly, in data and AI capabilities—are better positioned to adapt, compete, and thrive. In contrast, those that focus solely on cost-cutting may stabilize in the short term but risk falling behind over time.
What this means for fundraising leaders
For fundraising and marketing leaders, these findings offer a clear direction:
- Prioritize forward-looking, strategic initiatives over purely reactive measures
- Invest in donor experience and relationship-building
- Diversify revenue streams and explore partnerships
- Build internal capabilities—including data literacy and readiness for AI
In today’s environment, growth doesn’t come from playing defense—it comes from leaning into change with confidence while thoughtfully adopting the tools that will shape the future of fundraising.
