Update on the report, posted in April 2025:

‘Diversity is our Strength’ was released in the Fall of 2022. The analysis we did for this report was based on the Statistics Canada data related to the nonprofit workforce that was available at the time. Since the release, this data has been updated, including significant revisions to the data the report was based on. As these changes affect some of its conclusions, this report has been unpublished. Instead, we invite you to read the report People First: A Portrait of Canada’s Nonprofit Workforce (published in April 2025), which is based on an analysis of Statistics Canada’s most recent data.

This guide highlights the kinds of emails you need to recruit, activate, engage and retain your Peer-to-Peer (P2P) fundraisers.

P2P campaigns are an effective way for nonprofits to reach larger audiences, attract new supporters, and secure donations. But only if they’re used effectively.

Imagine Canada and Keela have teamed up to bring you this P2P Communications guide to nail your next fundraiser and raise awareness for your cause.

Use it to craft compelling emails every step of the way from recruitment through to retention.