2022 Canadian Field Report by Accelerist & Imagine Canada: Key Learnings from Team BridgeRaise

Written by: Samantha Brown Aravinthan, Account Consultant, BridgeRaise

If you’re ready to supercharge your corporate fundraising efforts this year, then the 2022 Canadian Field Report by our friends Accelerist and Imagine Canada is a must-read. It delves into key success factors underpinning purpose-driven partnerships in 2021, trends that will shape the partnership landscape in 2022, and breakthrough fundraising strategies to have on your radar.?

Below is a snapshot of key learnings that have been handpicked by Team BridgeRaise. To review the report in its entirety, download it for free here.??

2021 Trends in Purpose-Driven Partnerships?

Accelerist and Imagine Canada have identified five standout trends from last year that are expected to continue into 2022. Two of these trends are Transparency and Action for Social Equity:??

• TRANSPARENCY: Reporting on the results and outcomes of social impact programs is no longer optional. Clear, authentic communication is expected from both charities and companies alike.?
• ACTION FOR SOCIAL EQUITY: Transforming our society to be an equitable environment for all Canadians is a growing area of focus for charities and companies.??

For examples of these trends in action, please refer to CIBC’s 2020 Sustainability Report (Transparency) and the Racial Equity Playbook by the BlackNorth Initiative and Boston Consulting Group (Action for Social Equity).?

2022 Economic Projections & “Ripe” Industries for Partnership

Giving tends to be directly correlated with the health of the economy. By understanding economic trends and forecasts, we can more accurately anticipate the state of purpose-driven partnerships in the future.?

Industries that were particularly hard-hit by COVID-19 (e.g., Manufacturing, Food & Beverage) are projected to be conservative in their giving this year. On the other hand, legacy funding categories—such as Tech and Pharma—are expected to maintain similar giving levels.?

Canada’s economic recovery also points to several industries that will be ripe for partnership in 2022:?

• AIRPORT TRANSPORTATION: Despite pandemic-related travel restrictions, the airline transportation industry saw revenue growth exceed 100%+ year-over-year.
• FINANCIAL & INSURANCE INSTITUTIONS: A steadfast industry here in Canada, banks and insurance companies posted steady economic recovery and growth last year.
• SUV & LIGHT TRUCK MANUFACTURERS: This sector points to industry giants like Toyota, Ford, Honda, and GM leading the way.?

For the complete list of 10 industries ripe for partnership this year, check out the full report (download link at the top of this article).?

Fundraising Strategies for 2022

As restrictions lift and the economy recovers, how can fundraisers think about achieving their goals in the post-pandemic era? Below are two suggestions to consider:?

• ELEVATED HYBRID EVENTS: Although 2022 will see us reconnecting with the physical world, event attendees will expect hybrid events with virtual attendance options. This expectation presents new challenges for fundraisers and event planners. How can connections between in-person and virtual attendees be facilitated online? How can you maintain an engaging experience for virtual attendees throughout the event? And what benefits can you bring to the in-person component to make it enticing??

The BridgeRaise team has been working on several of these benefit frameworks, as well as running our very own virtual event, so we love building out these opportunities.

• POWER OF COLLABORATION: There is a growing trend of donor communities wanting to see the not-for-profit and charitable sectors collaborating more to further their causes. In addition to connecting with companies, consider what other not-for-profits or charities you could join forces with to amplify your impact.?

Conclusion

Marked by lifting restrictions, new industries ripe for partnership, and a plethora of Canadians committed to building an equitable society, 2022 holds enormous potential for purpose-driven partnerships in Canada. Many thanks to our friends at Accelerist and Imagine Canada for distilling and sharing these valuable insights.?

For the complete 2022 Canadian Field Report, please visit this link.?

Do you have concrete examples of the above learnings in action? We would love to hear them in the comments below.