Three Mission-Focused Strategies Charities Can Use to Support Communities and Deepen Donor

Engagement in a Time of Economic Strain

So Why “Elbows Up, Not Out”?

In the nonprofit and charitable sector, “Elbows Up, Not Out” is a call to lead with solidarity over scarcity, to prioritize support and connection rather than competition, and to centre community and collaboration. This is especially relevant in challenging times and should resonate within our  Canadian cultural context, where “elbows out” often suggests aggression or self-interest, the opposite of the inclusive, collective spirit charities strive to uphold.

The Economic Context

While we are not economists, it’s important for charities to understand the broader financial forces shaping community needs and donor behaviour. The following context draws on publicly available data and expert economic analysis to help inform strategic decisions. In the face of shifting global trade dynamics, particularly recent U.S. tariffs on Canadian exports, Canadian communities and the charities that serve them are and will continue to be tested.

According to a Navius Research analysis commissioned by the Public Policy Forum, Canada could lose nearly $94 billion over five years due to these tariffs. That translates to over 120,000 jobs lost and rising pressure on local economies.

Impact Across Provinces and Territories

• Northern Canada: The territories experience heightened costs of living and limited economic diversification, which make them especially sensitive to national economic downturns and supply chain disruptions.
• Atlantic Canada: While smaller in scale, sectors like fisheries, shipping, and rural manufacturing are vulnerable to shifts in global trade and demand, particularly in Nova Scotia and New Brunswick. Halifax’s GDP is projected to decline by 0.8% in the second quarter due to tariffs, with employment decreasing by 1.0% during the same period.
• Quebec: The aluminum industry faces potential losses of $12.7 billion in the same period (Public Policy Forum).
• Ontario: The vehicle manufacturing sector is anticipated to suffer a loss of approximately $93.8 billion over five years.
• The Prairies (Saskatchewan and Manitoba): Agriculture and natural resource exports may face reduced demand and pricing pressure, affecting rural employment and local charitable capacity.
• Alberta: The oil and gas sector is experiencing reduced growth due to the tariffs.
• British Columbia: Preliminary assessments suggest a cumulative loss of $69 billion in economic activity between 2025 and 2028, alongside more than 120,000 jobs.

These economic challenges are compounded by a decline in charitable giving. The Fraser Institute reports that the proportion of tax filers who donated to charity fell to 17.1% in 2022, the lowest point in 20 years. These regional shocks aren’t just numbers, they’re signals. Whether it’s job losses in Ontario’s manufacturing belt, pressure on fisheries in Atlantic Canada, or fragile economic infrastructure in the North, each region presents a different profile of need and capacity.

This is exactly why charities must segment their constituents accordingly: Who needs support? Who’s holding steady? Who can be mobilized? Charities must respond with strategies that reflect those local economic conditions. A community-first check-in might be urgent in a region facing layoffs, while donor activation could be timely where economic impact is lighter but philanthropic potential remains strong.

The economic shockwaves are real. And so is the opportunity for charities and non-profits to lead with purpose.

Why Mission Focus Matters

But here’s the truth:

Charities can’t (and shouldn’t) create more programming. Resources are stretched. Staff are fatigued. And donor counts are declining. Now more than ever, mission focus matters. Expanding beyond your established purpose can dilute impact, undermine the trust you’ve built, and carry consequences with the CRA. Mission drift not only dilutes impact, but also reduces the trust “capital” that charities rely on to maintain both community and regulatory confidence. And for boards and leadership teams, that’s not just strategy. It’s a governance best practice.

In economic terms, this is a classic problem of scarcity: limited resources (funding, staff time, donor attention) must be allocated efficiently. Rather than stretching thin across more programs, charities should focus on allocative efficiency to maximize the social return from each dollar, hour, and relationship invested.

So, how do we rise to meet this moment?

Instead of focusing on doing more, we shift to how we can support better. That means showing up for those in your community who need help, and activating those who can help, in ways that build trust, resilience, and contribution.

Strategic action, informed by local economic realities, is not just smarter—it’s essential.

Meeting the Moment: Three Strategies

1. Conduct a Constituent Landscape Pulse

Segment your community into three categories:

• Needs Support – Individuals or communities directly affected by economic downturns
• Holding Steady – Maintaining their usual level of engagement
• Can Be Mobilized – Constituents with capacity to provide additional support

This segmentation enables more targeted engagement and more efficient use of resources. Want to go deeper? Add a layer of donor value optimization to prioritize time and investment on segments that yield the highest return.

2. Launch a Community-First Contact Campaign

Reach out to constituents with a message of support, not solicitation. A thoughtful check-in strengthens relationships and may identify those in need or those able and willing to help. These touchpoints don’t require big budgets. In fact, the cost-benefit ratio is high: simple outreach often yields strong returns in loyalty, volunteerism, and contributions.

3. Activate Those Who Can Make a Difference

Focus on constituents with greater capacity (financial or otherwise). This isn’t just about donations. Engage them as conveners, mentors, hosts, or connectors. Reallocate your limited resources toward actions that generate the highest marginal impact.

Why This Matters

With donor numbers declining and community needs rising, charities must adopt data-driven, donor-centric strategies to sustain engagement and deepen loyalty. As economic strain reshapes giving patterns, remember: some donors aren’t giving less—they’re giving differently. That’s a classic substitution effect. Your job is to ensure your mission remains a priority in their portfolio.

For boards and leadership, this approach builds financial resilience: targeted segmentation and high-ROI outreach reduce fundraising costs while strengthening retention and long-term value.

We’re Here to Support You

At AdvanceU, we help organizations strengthen strategy with smart segmentation, practical tools, and high-impact donor engagement.

• Constituent Pulse Tool – Identify where your support and potential lie
• Community-First Contact Scripts & Checklists – Help guide authentic conversations
• Major Donor Activation Strategy Sessions – Designed to equip you with practical approaches to engage top contributors

Bonus: Donor Value Optimization

Want to work smarter, not harder? Use donor portfolio strategy to determine which supporters offer the greatest return on time and budget. You already know this, but it merits saying it anyway, not all donors are created equal: some give more, cost less to engage, or unlock new relationships.

If you’re not thinking in terms of lifetime donor value, cost per engagement, or donor responsiveness, you’re leaving both money and impact on the table.

Metrics That Matter

Track these key performance indicators to measure success:

• Donor retention by segment
• Net revenue per campaign
• Volunteer and referral engagement rate

These ensure you’re not just busy, you’re building measurable, sustainable impact.

Closing Thought

In uncertain times, clarity is power. By focusing your energy on mission-aligned strategies that support those in need and activate those who can give, you create more value with fewer resources. This isn’t about doing more, it’s about doing what matters most, with purpose, and precision.

Sources

1. Public Policy Forum – How Canada Can Best Respond to the U.S. Trade War
2. Navius Research – Retaliatory Tariff Analysis (2025)
3. Fraser Institute – Generosity in Canada: The 2022 Generosity Index
4. Statistics Canada – Fewer Charitable Donors, Less Money Donated in 2022
5. REMI Network – U.S. Tariffs Will Reduce Growth in Every Province

With appreciation to OpenAI’s ChatGPT for supporting the economic framing and strategic clarity in this piece.