The missing link

2 min read · May 10, 2024
New Power Labs

In the world of giving, there's a curious dance between words and actions—a dance often out of step. A stark reality persists: a gap between the causes we claim to care about and the resources we actually allocate. The recently published CanadaHelps 2024 Giving Report clearly identifies “a gap between what Canadians say is important to them and the action they are taking”.

Is this phenomenon contained to just about individuals or is the disconnect systemic, manifesting in the way organizations navigate their philanthropic work?

Over the past years, we have heard many pledges to support diverse communities and innovative initiatives, yet the reality often falls short of these commitments. How do personal motivations, our networks and echo chambers lead to a skewed distribution that leaves many diverse groups overlooked and needs unaddressed? 

Giving is not just a transaction; it's an expression of care and understanding. We know that individuals donate to people and causes they feel personally close to. We also know that behaviours are nurtured through social networks. 

As organizational funders, we cannot move toward more effective and inclusive giving strategies without close proximity, exposure to, and frankly, love for the people currently being left out by the system. Capital allocators, especially our senior leaders, must step into communities, listen to their stories, gain firsthand insights, and let those diverse narratives and needs shape philanthropic orchestration. 

The call to action is clear: let's lean into discomfort and step outside our regular social circle. By truly understanding the diverse needs around us, we can close the gap between our words and actions and unlock a new era of impactful giving. 

Contributed by: Merette Mathieu

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