Every December, charitable giving in Canada rises sharply. It is generous, heartfelt and often a little rushed. Families try to meet tax deadlines as their in-boxes fill with donation reminders.
But in the process, decisions that should feel thoughtful can become reactive.
The truth is, philanthropy offers so much more than a single month can hold. When giving is woven into the rhythm of the year, it becomes a powerful way to bring families closer, deepen financial literacy and help charities deliver sustained impact across Canadian communities.
Canadian families care deeply about giving back. Many are now seeking a way to make it more intentional, inclusive and grounded in real connection.
Why December still dominates
December remains the peak month for charitable giving in Canada. Research from Imagine Canada shows that about 30 per cent of annual donations are made in December, and almost 10 per cent occur in the final three days of the year.
Affluent Canadian families contribute a significant share of total charitable dollars. A recent KPMG Canada survey of family enterprises found that 72 per cent of families want their children involved in giving decisions, yet only 27 per cent have a structured process for doing so.
This combination of generosity, good intentions and limited structure creates a giving pattern that is compassionate but inconsistent.
Charities feel this seasonality as well. Many rely on December contributions to meet annual budgets, but the compressed timing can make long-term planning difficult. When support is distributed more evenly, charities can invest with confidence and demonstrate clearer impact to the families who support them.
Why families end up in a year-end rush
Several themes consistently explain why giving becomes so concentrated in December.
Tax deadlines drive timing: Families want to maximize tax benefits, so they act when urgency peaks. Important, yes, but not the heart of why families give.
Emotional conversations feel delicate: Philanthropy touches on values, childhood memories, life experiences and, at times, grief or discomfort. These conversations are deeply personal, which is why many families postpone them.
Parents often assume their children support the same causes: This assumption, though common, is rarely accurate. Younger generations often champion issues shaped by their own lived experiences. This is not a point of conflict—it is an invitation to dialogue. Open, judgment-free conversations can uncover what matters most to each family member.
There is no shared framework: Without a plan, giving becomes reactive. Families respond to urgent appeals or whichever causes surface at the right moment. Charities, meanwhile, lose the chance to develop deeper relationships with donors.
A better path: purposeful, year-round giving
When families shift from reactive giving to year-round intention, they unlock more meaningful experiences for themselves and more stable impact for charities. Here are some key steps:
1. Create a simple giving plan at the start of the year. The resulting clarity can reduce pressure and give everyone a voice. A plan can include:
- Causes that resonate with each family member.
- An annual giving budget.
- Research opportunities.
- Predictable commitments to anchor the year.
2. Invite open, inclusive conversations. Parents should ask, not assume, what causes matter to their children. This builds confidence and emotional safety while allowing each generation to express what moves them. These conversations create a family culture rooted in listening, respect and shared purpose. Helpful prompts could include:
- What issue would you solve if you could?
- Which community need feels closest to your heart?
- What type of change do you want to see?
3. Build year-round relationships with charities. Charities value financial support, but they also value human connection. Families who engage outside December gain clearer insight into how their support makes a difference. This can include:
- Meeting program staff.
- Attending open houses.
- Visiting sites.
- Volunteering together.
- Asking how steady support could strengthen outcomes.
When families understand the work at ground level, giving becomes an emotionally rich experience rather than a transaction.
4. Schedule quarterly giving conversations. These discussions can be short and relaxed. The goal is simply to stay aligned. Consider asking:
- What did we support this quarter
- How did it feel?
- Did we learn anything new about our community or ourselves?
- Is there a new need we want to explore?
5. Use structured tools when helpful. Donor-advised funds (DAFs), private foundations and corporate giving programs can help families organize their giving and simplify administration.
Why year-round philanthropy matters for Canadian communities
Canadian charities are essential to the health and resilience of the country. They support vulnerable families, advance research, strengthen social services and build more inclusive communities. The charitable sector contributes approximately 8.3 per cent of Canada’s GDP, making it larger than the retail trade industry, according to Imagine Canada.
When donations arrive consistently, charities can retain and develop skilled staff, plan and scale programs, respond quickly to crises, measure and communicate impact and create long-term outcomes.
Steady support gives charities the stability they need to create transformational change.
December becomes a celebration
December will always remain a meaningful time to give. It holds tradition, gratitude and community spirit.
But when families engage throughout the year, December shifts from a financial deadline to a celebration of shared values. The generosity is the same, but the meaning deepens.
In closing, philanthropy is not only about supporting charities—it is also about strengthening families, inviting open conversations and building a legacy rooted in shared values.
When families replace the December rush with intention, curiosity and year-round engagement, giving becomes far more than an annual transaction. It becomes a practice that builds confidence, deepens connection and strengthens the communities we all depend on.
Elke Rubach is a Certified Financial Planner with CLU and MFA-P designations. Her expertise lies in optimizing income and tax efficiencies, achieving cohesiveness in financial and estate plans, and providing ongoing asset management strategies that foster wealth accumulation and growth. Elke is a reformed lawyer who earned her graduate degree in law, with a focus on banking and finance, at the London School of Economics, where she studied on a Chevening Scholarship. She worked as an associate at the London (U.K.) and Toronto offices of the law firm McCarthy Tetrault. During a stint in banking, Elke observed the life-changing impact of good financial advice and decided to switch to a career in financial planning and wealth management. She founded Toronto-based Rubach Wealth in 2012. Today, Elke is a sought-after speaker on wealth management, estate planning and philanthropy. She’s the founder of Fashion Heals for SickKids, which has raised more than $500,000 for pediatric cancer care and research since 2016. She also gives back with board and volunteer commitments with the Professional Advisory Council for SickKids Foundation, the Investment Committee at the Office of the Public Guardian, the advisory board for Transpod Inc., and the board of Ronald McDonald House Charities in Toronto.
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