The past two year-ends have posed major challenges for Canadian charities. In late 2024, Canada Post experienced a work stoppage during the crucial November–December period, and in 2025 another strike disrupted mailings in October.
By strategically leaning into digital fundraising and expanding use of multiple communication channels, Holland Bloorview was still able to deliver two successful giving seasons—raising vital funds for kids with disabilities. This session will highlight how diversifying outreach efforts helped the organization pivot quickly, maintain donor engagement, and ultimately increase results despite postal disruptions.
In 2024, one entire mailing had to be canceled, but by ramping up digital efforts—including targeted email marketing with continuous testing, paid ads, SMS, and out-of-home campaigns—direct marketing revenue still rose 10% over 2023, driven largely by digital. In 2025, building on that momentum and the launch of a multi-year campaign, year-end direct marketing revenue grew another 37%. Both years also brought record-setting Giving Tuesday results, underscoring the power of an agile, diversified fundraising strategy.
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