This article was previously published by Plan International Canada and is reprinted with permission.
As Canadians pull back from making donations, and needs increase, social impact organizations need to double down on meaningful engagement.
I’ve been in the sector for a long time and know that the joy of giving is never really lost — it just needs a little spark every now and then. As we push forward to generate empathy, urgency, and support from a world in crisis, it’s more important than ever to embrace the power of hope, highlight the impact of our work, create opportunities to engage and work together.
We live in a world of raging conflict, increasing hunger, and mounting economic pressures. While Canadians continue to respond to the growing needs here at home and around the world with generosity and compassion, The Giving Report 2024 by CanadaHelps reveals participation in giving has decreased from 82% in 2013 to 60% in 2023 in Canada.
Despite the decline, we have seen that Canadians want to contribute to positive change and be engaged global citizens. In a world of crisis, people in Canada are prioritizing social awareness and action. A Plan International Canada survey found that 40% of Canadians recognize the growing importance of assisting people and communities in need and understanding social issues locally and globally.
This is where the social impact organizations come in. In this article, I lay the foundations for what I believe we, as a sector, can do to help Canadians feel more connected to the joy, and importance, of giving and creating positive change.
Make space for compassion fatigue
Ice is melting, hunger is reaching catastrophic levels, and we are seeing historic levels of displacement due to conflict and violence. We are being exposed to a 24/7 cycle of bad news in every corner of the world. From Gaza to Ukraine to Sudan to Haiti, the list goes on. It is hard not to feel helpless, and it’s no wonder that Canadians are feeling compassion fatigue and beginning to feel disengaged. As a sector, we need to be sensitive to this malaise and keep it top of mind when we are engaging with our supporters and teams.
The antidote to compassion fatigue is hope
If the news is causing emotional distress, social impact organizations are well positioned to be a source of hope. Our sector can shed light on what the world could be — one where all girls have equal rights, healthcare is accessible, and no one is forced to flee their home to escape violence.
The determination of Greta, courage of Malala, and words of Amanda captured the world’s attention because they all have one thing in common: they gave us hope. We don’t want devastating story after devastating story to become the norm. Meaningful public engagement needs to include optimism and human stories of transformation as well as solution-focused stories that inspire hope for a better future.
Share the wins and impact
Beyond creating a sense of hope, we need to bring Canadians along on the journey. We all know that sharing impact results is the best way to inspire citizens to give. Positive social change exists, and progress needs to be highlighted. Take child marriage for example. Because of the relentless fight to end the practice, its global prevalence is 19%, down from 23% a decade ago. This is significant progress, and those who contributed should know their efforts made a difference. When people see the direct impact of their support, it also resonates on a personal level. This fosters a connection to the cause that goes beyond the transactional nature of giving and helps supporters see themselves as the change agents they are.
Move hearts and minds into action
Action is the operative word here. To channel the goodwill of Canadians into tangible actions, we need to share clear ways to get involved. Whether it is by donating funds, signing a petition, volunteering time, raising voices in advocacy efforts, or marching in solidarity for a cause, there are many ways to take part in social change. I believe that we have a role to play in helping to create these opportunities and encouraging people to engage with the sector in ways that speak most to them.
Spotlight changemakers behind the scenes
We must celebrate the individuals making a real difference through small, meaningful actions. From youth activists and monthly donors to board members, staff, policymakers advocating for change, or volunteers stuffing envelopes—each one of them is a hero! Highlighting everyday actions and demonstrating how even small gestures can be impactful can inspire people to step up. It is why I started a CEO Chat series, where I speak with young people driving change in their communities. From combating female genital mutilation or pushing for climate justice, their stories are truly inspiring.
Get creative with the medium
Canadian communication theorist Marshall McLuhan famously coined the phrase “the medium is the message.” A photograph can capture the world and a video can take the internet by storm, so where we tell our story matters. I recently attended HotDocs and was reminded of the power of the arts — each medium from photography and film to blogs, op-eds, and podcasts offers a unique way to tell our story and draws supporters into the heart of the mission.
Identify media champions
For social impact organizations, the media spotlight definitely provides an edge. Media coverage can influence governments and institutions whose agendas and funding decisions are shaped by what is important to, and top of mind with, their constituents. Expert voices are also needed in this age of misinformation and disinformation. By partnering with local, national, and global media on local and world issues, we can highlight solutions that Canadians need to hear about.
Build a movement
As social impact organizations, we are not just building a community of support, we are building a movement. We need to continuously find ways to build solidarity and engage Canadians as active participants, who are co-creators of change. We can be more effective as a sector if we shift the dynamic from passive support to active involvement, where people feel united by a shared purpose, and remain engaged in championing their chosen cause.
Work as a coalition
Finally, having a unified sector voice builds public trust. The social impact sector is unique in that way. We work together to achieve and advocate collective goals, and we believe in collaboration, not competition. A great example is the work of the Humanitarian Coalition | Coalition Humanitaire, where leading aid organizations join forces to respond during international humanitarian disasters.
Lindsay Glassco
President and CEO at Plan International Canada
Lindsay Glassco is a dynamic leader with 25+ years of experience developing and managing social policies and programs in diverse environments worldwide. Driven by a passion to make a meaningful contribution to sustainable development and social change, her work has spanned across sectors, including not-for-profit, government, the UN and the private sector.
Before joining Plan, Lindsay was based in Geneva, Switzerland acting as Secretary General of CARE International. Prior to her time at CARE, she held executive roles which included Director of International Cooperation and Development for the International Olympic Committee, President and CEO of Special Olympics Canada, and Global Director of Policy and Strategy for Right to Play (RTP). Her experience reflects a successful track record in areas such as organizational leadership, strategic planning, operational management, government and stakeholder relations and fundraising, among others.
Earlier in her career, Lindsay spent close to a decade working for the Government of Canada, including at Foreign Affairs and International Trade Canada (now Global Affairs Canada). She also worked as a food security consultant for UN organizations such as the Food and Agriculture Organisation (FAO), UN Volunteers and the UN Development Programme.
Lindsay has developed a wide breadth of knowledge acquiring subject matter expertise in global health, early child and youth development, education, gender equality, food security, human rights, and disability. With a strong interest in people and a desire to deepen her understanding of the common threads that bind us as global citizens, Lindsay’s work has taken her around the world. Since first beginning her international career teaching at a high school in rural Lesotho, she has lived and worked globally – visiting over 60 countries. This has enabled her to establish a strong sense of her place in the world, strengthen her appreciation for cultural differences and further recognize the importance of human dignity, equality and inclusion.
Throughout her career, Lindsay has been rewarded for her people-oriented and collaborative management skills and honoured with the Queen Elizabeth II Diamond Jubilee Medal in 2013 for her significant contributions to community development in Canada. In 2023, Lindsay received McGill’s Distinguished Leader Award. Under her leadership, Plan International Canada achieved a place in Waterstone Human Capital Canada’s Most Admired Cultures Hall of Fame, making history as the first non-profit to do so. Additionally, the organization was named one of Greater Toronto’s Top 100 Employers for 2024. Lindsay’s impactful leadership was further underscored when she was named the 2024 Top 25 Women of Influence Lifetime Achievement Award Recipient by Women of Influence, recognizing her profound influence and lasting contributions to society. She seeks to bring this people-centric and community focused approach to all facets of her life and is guided dutifully by her North Star – making an impactful contribution to social change.