By Stéphanie Mathieu – Member of the AFP Quebec IDEA committee

Every year, Mardi Je Donne brings the world together to support causes that matter. This grassroots movement is a natural fit for our country, where generosity and diversity are intertwined. Like many national campaigns, Mardi Je Donne thrives on inclusivity, echoing Canada’s commitment to making every voice count. 

But while diversity may be celebrated, the real challenge lies in ensuring that everyone can participate equally. That’s where the IDEA (Inclusion, Diversity, Equity, and Access) principles come into play—not as standalone topics, but as the very foundation of impactful fundraising.

Did You Know?

Mardi Je Donne, launched in 2012, is a global movement encouraging people to give back, following the consumerism of Black Friday. In Canada, over 720,000 people participated in 2022, donating millions to charitable causes. As a donor, your contributions fuel community-based efforts that address urgent needs, from food insecurity to environmental protection. For nonprofits, Mardi Je Donne is a powerful catalyst for amplifying support, raising awareness, and driving year-round engagement. This collective impact showcases how one day of generosity can spark long-term change across the nation.

Recent reports from Imagine Canada reveal that in 2022 alone, Canadians gave over $18 billion to charitable causes. The generosity of Canadians is undeniable, but research also shows a steady decline in the number of individual donors over the past decade. For the eleventh year running, the number of Canadians making charitable donations has declined, and, unfortunately, Quebecers are the ones giving the least, averaging $371.

While 60% of Canadians donated in 2023, that percentage has decreased from 82% in 2013 (30 Years of Giving in Canada, Leger Charitable Giving). Suburban and rural families were the only significant growth segment in donations. Despite this, collective giving remains a hallmark of our culture, which is why movements like Mardi Je Donne are so crucial in sustaining momentum and bringing people back to philanthropy.

Why Mardi Je Donne Resonates with Us

Malcolm Gladwell, renowned for his ability to distill complex ideas into actionable insights, often highlights the unexpected undercurrents that drive success. Similarly, Mardi Je Donne’s strength lies not just in scale, but in its ability to harness diverse perspectives. In a country as vast and varied as Canada, where nearly 23% of the population identifies as immigrants, and where 1 in 5 people lives with a disability, making accessibility a key priority and tapping into this diversity strengthens community bonds and creates innovative giving opportunities. It’s also worth mentioning that newcomers to Canada are just as generous as other Canadians, as 58% of those who have been in the country for less than 11 years made a donation in 2023 (with an average donation of $589 among those who donated).

In Québec, generosity and civic engagement play a strong role in shaping its charitable sector. According to 30 Years of Giving in Canada, Québec’s unique cultural identity and social values place an emphasis on collective action. The province has witnessed a growing trend in the rise of corporate philanthropy, especially in support of health, education, and the arts. Québecers demonstrate their generosity through localized campaigns, giving rise to movements that often surpass regional boundaries, further reinforcing the province’s importance in the national Mardi Je Donne movement.

Nonprofits that apply IDEA principles aren’t just checking boxes. Instead, they embrace the mindset that broadening their donor base—through inclusive and accessible outreach—is both ethical and strategic. Gladwell might compare this to the “tipping point” that occurs when an organization reaches new audiences by genuinely representing them. The focus on accessibility and diversity encourages stronger community engagement, ultimately creating a greater impact.

“Connectors”— People who bridge social gaps by bringing different worlds together

The power of Mardi Je Donne is seen in its ability to amplify the voices of nonprofits and engage a broader range of donors.

Smaller nonprofits can definitely tap into this momentum with simple yet strategic actions. Partnering with local businesses for matching gifts, tapping into peer-to-peer fundraising by empowering existing supporters, or focusing on storytelling through personalized videos and social media posts can create a significant impact. Even a minimal budget can stretch further by reusing existing content, such as heartfelt testimonials or past success stories, to evoke emotion and drive donations. There is an abundance of free resources available online to help you get started, from Engaging Donors Across Generations On Mardi Je Donne, to Letting Your Volunteers Shine (And Inspire Gifts) On Mardi Je Donne, to Innovative Mardi Je Donne Campaign Ideas provided by industry leaders. And, if you’re still in doubt, tons of impactful analysis might convince you to participate!

What makes Mardi Je Donne so transformative is its ability to make any nonprofit a part of a national movement, where a groundswell of support can emerge through small, targeted campaigns. Small changes, when applied thoughtfully, can have outsized impacts.

Conclusion: The Future of Giving in Canada

As Mardi Je Donne grows, Québec’s nonprofits and all others throughout Canada are uniquely positioned to lead by example, showcasing the profound impact that a small but fearless and driven community can achieve through passion, accessibility, and inclusivity.

Recent data from Imagine Canada highlights that, despite the challenges facing the nonprofit sector, including declining donor bases and economic uncertainty, movements like Mardi Je Donne offer a ray of hope. They create a platform for Canadians to reconnect with the causes that matter most to them, driving social change in ways both large and small.

Gladwell’s work reminds us that the stories we tell, and the way we tell them, matter deeply. By integrating IDEA principles into the heart of every fundraising campaign, organizations can not only meet their goals but also inspire a broader movement of inclusive giving that reflects the true spirit of our country, and specifically, of our home province.

So, this Mardi Je Donne, let’s be reminded that genuine connections are built on understanding and empathy. Let’s all be “connectors”—people who bridge social gaps by bringing different worlds together, celebrating the rich diversity of Canada, and fostering a culture of generosity across every province, from coast to coast.