The Changing Donor Landscape with Rapinder Dhinsa

Nonprofit Nation with Julia Campbell

Rapinder Dhinsa is the Director of Mass Marketing at Make-A-Wish Canada, and she's an expert in the ever-changing, always-evolving donor landscape. Rapinder shares with us the best ways for nonprofits to engage with younger donors and to connect meaningfully with diverse audiences.

Drawing on her storytelling background and years of experience in nonprofit marketing, Rapinder discusses practical strategies and challenges that nonprofits face when adapting to shifting donor expectations. She also reflects on the importance of inclusive fundraising practices and the future of philanthropy.

We cover:

• Rapinder’s personal journey, from storytelling in grade school to leading mass marketing efforts at Make-A-Wish Canada.
• Trends in the new donor landscape: How younger donors and diverse communities are shaping the future of giving.
• The challenges nonprofits face in staying relevant and how to avoid performative or surface-level engagement.
• Strategies for building trust through storytelling, transparency, and digital platforms.
• Make-A-Wish Canada’s approach to inclusion and how it connects with the communities it serves.

About Rapinder Dhinsa
Rapinder Dhinsa is an expert strategist and storyteller, and helps guide nonprofit organizations with a holistic approach to fundraising. She has worked with numerous organizations across Canada and the U.S., including UNICEF Canada, Save the Children, MSF/Doctors Without Borders, Guide Dogs for the Blind, CAMH and many others. She is a self-proclaimed fundraising nerd and is passionate about serving great missions to make the world a more compassionate and just place — and is thrilled to be doing that in her current role as Director of Mass Marketing with Make-A-Wish Canada.
Resources and Links:

• Learn more about Make-A-Wish Canada
• Follow Rapinder Dhinsa-Singh on LinkedIn

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