Steinburg sees Facebook and blogs as the natural, 21st-century version of the door-to-door campaigns of the 1970s.

“Social media and the web will allow us to meet more people where they are,” he said. “Use of social media is not going to decline.”

ShareLife uses the Internet to highlight success stories — the ways in which charities it represents have improved lives.

“It’s a chance for us to speak to a wider audience,” said Steinburg.

An August Ispos Reid survey found 31 per cent of Canadians who donate are doing so online. Between 2009 and 2011 donations by mail were down six percentage points to 42 per cent of donations.

ShareLife has collected more online donations every year over the last decade, said Steinburg. Final numbers for 2011 are not yet available.

“While financial donating is just one aspect of the relationship charities hope to build with their donors and supporters — and it is crucial — charities also need to do a better job at engaging with their public,” said Ipsos Reid president Steve Levy in a release.

“By better engaging with their time and with their fundraising efforts, the financial aspect is likely to follow.”

It’s a matter of ownership, said Steinburg. Social media is more than just a source of information about who and how ShareLife helps, it’s also a way for donors to feel involved in the charities ShareLife represents. When donors know how the charities matter to them and their community they are more likely to give.

Most people don’t realize how crucial charities are to the Canadian economy, said Steinburg. The charitable sector in Canada is larger than manufacturing. Voluntary and non-profit organizations employ 12 per cent of Canada’s work force, including almost one million people in Ontario.

A sophisticated and serious social media strategy is necessary not just to compete for donors’ attention and claim a share of more than $9 billion a year Canadians give to charity. It’s important as a way of fostering a real relationship between donors and charities, a relationship that will endure over time.

According to Imagine Canada, 65 per cent of teenagers volunteer — the highest level of involvement of any age group. Immigrants give more money than the average Canadian. And just 21 per cent of Canadians provide 82 per cent of the money given to charities.

Each of these statistics represents an opportunity for growth:

o People who volunteer are more likely to give. Keep those teenagers involved and donations will follow.
o Immigrants who see their donations are vital and appreciated will come to see giving as an important affirmation of their Canadian identity.
o If one-fifth of donors are providing four-fifths of the money, the other four-fifths  could be encouraged to give more.

ShareLife is in the midst of reorganizing its communications office to take better advantage of social media. Future campaigns will highlight Internet-based appeals, said Steinburg.

It’s just a matter of fitting into the way Canadians do everything from banking to earning university degrees.

“Even if they’re not giving online, that’s where they get their information,” said Steinburg.

That doesn’t mean ShareLife is embracing technology just to stay hip.

“The most influential means of getting our message across is the pastor,” Steinburg said. “It is the priest at the ambo.”

But before the priest preaches he will probably research his topic online. And after the sermon people will likely check it out online.