The recent Canada Post strike, which occurred during the critical holiday fundraising period, had a substantial financial impact on Canadian charities. Estimates suggest that charities collectively lost approximately $266 million in donations due to the disruption in mail services.

While the strike has ended, negotiations between the postal workers' union and Canada Post Corporation have not progressed significantly. As a result, the union is expected to be in a strike position by the end of May this year.

To mitigate potential revenue losses from another postal disruption, charities must take proactive steps. Here are five key strategies to help your organization prepare.

1. Adjust your mail strategy

Strategic adjustments

• Plan mailings throughout the year instead of concentrating appeals at year-end. A strike could happen in May or later in the fall—timing is uncertain.
• If you have spring appeals, send them as soon as possible to avoid potential delays.
• Keep in mind that while a strike may slow mail delivery, donor responses will still come through once services resume.
• Encourage donors to sign up for monthly giving, as it provides a consistent, reliable revenue stream regardless of postal disruptions.
• Leverage QR codes in print materials to drive donors to digital donation platforms.
• If revenue has been impacted by previous strikes, consider adding an extra appeal to recoup lost funds.

Incorporate strike messaging

• Communicate with donors authentically and with urgency about a potential strike.
• Reinforce strike-related messaging across all donor touchpoints (direct mail, email, website, social media, phone calls).
• Provide clear instructions on alternate ways to give, ensuring internal teams are aligned in messaging.

2. Leverage phone and face-to-face communications

• Use phone calls and SMS to amplify fundraising messages and solicit donations.
• Prioritize collecting donor cell phone numbers at every touchpoint to expand outreach capabilities.
• Face-to-face interactions remain valuable—educate donors on the potential strike and encourage alternative giving methods.

3. Accelerate your digital revenue

Enhance Your Online Presence

• Update your website with postal strike information.
• Add a strike alert banner linking to an optimized donation page.
• Incorporate strike messaging into email and digital ad campaigns.
• Encourage online giving via targeted emails to direct mail donors.
• Share postal strike updates on social media to keep donors informed.
• Optimize SEO to increase visibility for digital donation pages.
• Test Performance Max (PMax) campaigns to drive new donor acquisition.

Increase digital fundraising efforts

• If direct mail is impacted, increase email frequency to compensate.
• Launch digital ad campaigns targeting direct mail donors.
• Encourage donors to sign up for online monthly giving.
• Expand peer-to-peer fundraising initiatives or enhance existing campaigns.
• Invest in digital lead generation for mid-level, major, and planned giving prospects.
• Collect mobile numbers and email addresses wherever possible.
• Collect mobile numbers and email addresses wherever possible.

Expand & diversify digital channels

• Since email inboxes are often crowded, complement outreach with social media, paid ads, and peer-to-peer fundraising.
• Spread digital campaigns throughout the year rather than relying on December fundraising alone (this year, Giving Tuesday falls in December again).

Improve donor experience

• Ensure a seamless giving experience across all donation platforms.
• Strengthen donor stewardship and follow-up communication to maintain engagement.
• Simplify donation forms to increase conversion rates.

4. Integrate your fundraising efforts

• Avoid over-reliance on any single channel—diversification is key.
• A coordinated approach across mail, phone, and digital channels will increase overall revenue.
• Develop integrated campaigns that align messaging across multiple platforms.
• Ensure your brand is deployed consistently and effectively across all channels to reinforce donors’ emotional connection to your organization. This will help stem attrition.

5. Keep calm and fundraise on

• Donor engagement should continue despite external challenges—if you don’t ask, you don’t get.
• Be proactive, not reactive—adjust strategies as needed to maintain fundraising momentum.

Final thoughts

While a Canada Post strike may present challenges, charities that plan ahead, diversify fundraising efforts, and strengthen digital engagement will be well-positioned to minimize disruptions. By implementing these strategies, nonprofits can continue to engage donors and securing vital funding—regardless of postal service interruptions.

As CEO of Stephen Thomas Ltd (ST) Paula Attfield is passionate about helping nonprofit clients raise more money, particularly in the realm of integrated direct response annual giving. Contact her, PaulaA@stephenthomas.ca