A Canadian way of

 THE GLOBE AND MAIL
A special information feature
AFP 1
New research reveals that Canadian philanthropy has greater depth than previously
understood. For charitable organizations, this knowledge represents
an opportunity to connect with donors and volunteers in a newly personal way.
A Canadian way of
giving
A
new report, published by
Convio, HJC and StratCom, draws on extensive
surveys with 1,500 Canadian
donors to create a nuanced
understanding of philanthropy
in Canada. The results are both
encouraging and surprising, say
the report’s authors.
“Canadians give differently
than Americans and are exceptionally generous,” says Dennis
McCarthy, vice president of
Strategy at Convio. “Almost 65
per cent of Canadians are donors, giving primarily through
tribute gifts in memory or
honour of a loved one, monthly
donations and small gifts at store
checkouts.”
While Canadians are similar
to Americans in that we’re very
engaged with charities that are
important to us, we are different in that our engagement is
focused much more around
friends, family and community,
he says.
Patterns of giving are also
markedly different. “Depending on what data you look at,
Canadians are two to four times
as likely to give monthly as
Americans.”
The research found that
former reports on Canadian giving, based on Canada Revenue
Agency reporting, overlook a
number of channels of philanthropy. “The first channel of
giving across all age ranges was
gifts at the checkout counter,
which doesn’t attract a tax
credit,” says Michael Johnston,
founder and president of HJC
about
The Association of
Fundraising Professionals
(AFP) represents more than
30,000 members in 222
chapters throughout the
world, working to advance
philanthropy through adarch, education
vocacy, research,
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and certification
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The association
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es high ethical
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New Media. “When it comes
to philanthropy, the picture is
deeper and broader than previously reported.”
Canada’s philanthropy sector
is among the most mature and
sophisticated in the world, says
Mr. Johnston, whose organization conducts about 70 per
cent of its operations outside
the country. “Publicly funded
universities and hospital foundations in Europe that compete
on a global level for researchers
are scrambling [to develop this
capacity] while organizations
AFP believess that to
uman freeguarantee human
cial creativdom and social
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the right to freely and
orm orgavoluntarily form
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needs, advocate
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seek funds to
activities.
here, such as Princess Margaret
Hospital, are raising an extra
$80 million or $90 million each
year through their foundations.”
For charitable organizations,
the report illustrates that Canadian donors are “multi-channel”
in their giving, says Mr. McCarthy. “A high percentage of older
donors in Canada use new technologies to give – we found that
24 per cent of people over 65
give online, for example – and
there was a significa
significant number
of the youngest age subset of
the are open
donors who say they
to more direct mail from charities than they curren
currently receive.
But Gen Y and the millenniums tend to be moved by
an word of
peer-to-peer and
mouth.”
average Canadian
On average,
gift are on par
charitable gifts
A
with those of Americans,
but they tend to give to
slightly fewer charities, so
a
the average amount
they
give per char
charity tends to
run a bit higher.
hig
They
are also twic
twice as likely to
fri
support a friend’s
charitable endeavo
endeavours.
That means tha
that while media plays an importa
important role in
conveying messages to the public, it’s also essential to provide
supporters with mec
mechanisms
to connect with thei
their friends.
“Canadians trust fri
friends more
than people they do
don’t know; if
a friend asks a frien
friend to make
a contribution, that resonates
much more than an
anonymous
mail or phone calls.
calls.”
Andrea McManus, chair of
the Association of Fundraising
Professionals International, the
first Canadian to hold that role,
says, “This report shows that we
have just a much greater depth
of giving in Canada than anyone
realized. Canadians are getting
involved in a variety of ways,
some of which are difficult to
attract or measure by conventional means. The challenge for
organizations is to have multiple
ways of providing information
and inviting people into the
organization, across the donor
spectrum.”
Charities are working very
hard to meet the needs of
donors, says Mr. Johnston.
“Charitable organizations are
doing more research. They’re
listening more and being much
more sensitive to feedback than
they have in the past. They’re
spending time, money and effort
to do a better job of engaging
donors, and that’s important.”
“It’s a really exciting time for
Canadian philanthropy,” says
Ms. McManus. “Even 15 years
ago, philanthropy was a word
associated with people like Bill
Gates and Warren Buffet. Today,
it’s much more mainstream. But
we still have a lot of work to do in
encouraging more people to give.
“Multi-channel communication will enable us to connect
with donors to really show them
the impact that they’re making
and how important that is to
society. This research shows that
there is promise, potential and
opportunity in this sector.”
Canadians give differently
ently than Americans and are exceptionally ge
generous. Almost 65 per cent
of Canadians are donors, giving
i i primarily
i
il through
th
h tribute
t ib t gifts
ift in
i memory or honour of a loved
one, monthly donations and small gifts at store checkouts.” Dennis McCarthy, Vice President, Strategy, Convio
“
inside:
2
Young fundraisers leverage their passion for
golf and community into a win for cancer
4
Pharma employees
champion palliative care
5
Corporate and charitable
partnerships evolve for greater good
online? Visit www.afpnet.org for more information.
ENVIRONMENTAL CHAMPIONS
PERSONAL PHILANTHROPY
Grocery scion and World Wildlife
Fund partner to support marine
science students
Affordable Private Giving Foundations
continue to revolutionize the way
Canadians support charities
A
W
native Nova Scotian, who lives on
the water on Northumberland Strait,
Donald Sobey has “a great love and
respect for the oceans, either when they’re
violent or supplying fish.”
The chairman emeritus of Empire
Company Ltd., of which the Sobeys grocery
chain is a wholly owned subsidiary, Mr.
Sobey, 76, wants to do whatever he can to
help the oceans survive and flourish. To
that end he has established, in perpetuity, a $1.5-million endowment to provide
scholarships for students in Dalhousie’s
prestigious Marine Affairs Program and
work placements with World Wildlife Fund
(WWF), the world-renowned conservation
organization.
“I’d like Halifax, and Dalhousie in particular, to be the major centre for the study
and protection of oceans,” he says. “I prefer
to fund scholarships – I have about 25 in the
business program at Queen’s – rather than
invest in bricks and mortar. It’s more satisfying for me to see students come through and
not have a big debt on their shoulders.”
Marine, Page AFP 5
hen TD Waterhouse in 2004
became the first financial
institution in the country to
offer clients the opportunity to establish
donor-advised funds through the launch
of a Private Giving Foundation, it revolutionized the way Canadians could donate
money to charity.
Previously, when an individual or
family set up a foundation, they had to
assume all the fiduciary responsibilities
of running the trust or corporation. It
also required an initial contribution of
approximately $1 million.
With a donor-advised fund, however,
TD Waterhouse takes on all the responsibilities of running the foundation. And
the minimum contribution has been
lowered to $10,000.
“We took something that before had
required you to be ultra wealthy to do,”
says Jo-Anne Ryan, TD Waterhouse’s
vice president, philanthropic advisory
services, “and made it simple, cost-effective and accessible to many people.”
Private Giving, Page AFP 6
AFP 2
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A special information feature
A Canadian way of giving
Award-winning young fundraisers score
big win for cancer research
W
hen Edward Goodfellow lost a family friend
to cancer in 2007, he
was inspired to do what he could
to help find a cure. “My biggest
passions are golf and giving back
to my community, and before I
really put too much thought into
it, the ball was rolling.”
After Mr. Goodfellow enlisted
the help of his childhood friend
Andrew Fazackerley and his
mom, Cathy Goodfellow, the
“ball” turned into Strokes Fore
Hopes, an annual golf marathon
that raised $100,000 this year to
help attract more than $1 million
in provincial construction funding
for redevelopment of the Cancer
Centre of Southeastern Ontario.
The dynamic team not only
raised big bucks, they also
received AFP’s 2011 Changing
Our World/Simms Award for
Outstanding Youth in Philanthropy, an international award that
recognizes the top youth philanthropists from around the world.
“It’s incredible to see what can
happen when you have an idea
and the community gets behind
it,” Mr. Goodfellow. In each
of three marathons, starting in
2008, Mr. Goodfellow and Mr.
Fazackerley golfed for 24 hours.
In the first year, they golfed
alone and raised $17,000. This
year, more than 200 volunteers
came out to help.
“You’re never too young to
start giving back to your community,” he says today. “You can do
anything you put your mind to –
impossible is nothing.”
Tania Little, chief idea officer at
ideate Philanthropy, says, “Young
people are engaging at a much
earlier age, and many programs,
such as Donation Nation, run
by the North York Harvest Food
Bank, are aimed at facilitating this
engagement. In addition, many
community foundations have
youth advisory committees, enabling young people to engage in
service at a much more strategic
governance level.”
Another primary impact of
youth is through communication,
she says. “When they’re passionate about something, they are
very vocal, and they’re engaging on Twitter, Facebook and
online groups. They become very
engaged in the dialogue around
causes, and they have literally
thousands of friends to share
ideas with.”
Younger generations are
passionate about causes versus
brands, she says. “Corporations
have traditionally focused on
brand loyalty, but to engage a
younger demographic, it’s essential to have an altruistic component built into brand programs.
Young people see through the
traditional ‘if you buy this, we’ll
do this’; there is a certain level
of skepticism. They want to see
corporations support charitable organizations that have meaning and
impact, aligning with them not just
because it’s good for the bottom
line, but because it is part of being
a good corporate citizen.”
Connecting with youth often
means a lifelong connection
to that individual, she says. “It
is critical to be receptive and
value their opinions and time.
Ultimately, that person becomes
an ambassador, amplifying the
organization’s message among
their networks.”
(young people) want to see corporations support charitable organizations that have meaning
and impact...not just because it’s good for the bottom line, but because it is part of being a
good corporate citizen.” Tania Little, Chief Idea Officer, ideate Philanthropy
“
GLOBAL COMMUNITIES
Development and Peace makes ecological justice a priority
T
he international development organization Development and Peace has worked
with communities in the Global
South for over 40 years, addressing the root causes of poverty
by supporting local social justice
projects, such as those that empower women, promote democracy and strengthen human rights.
The organization is now adding ecological justice to that list.
“In the close to 30 countries
in Africa, Asia, Latin America
and the Middle East in which we
work, environmental damage is
perpetuating poverty. To help
communities rise out of poverty
and achieve sustainable development, we need to start addressing this issue. Respect for the
environment is also a question
of human rights,” says Michael
Casey, executive director of
Development and Peace.
“Ecological justice will now
become an important part of our
programming. We work very
closely with local partner organizations, and they are telling us
that the environment has to be
a priority; otherwise they will see
the destruction of their communities. We are listening to their
needs. Our donors from across
Canada support us based on the
long-term relationship of trust we
build with our local partners.”
For Development and Peace,
this means supporting community-driven projects that aim to
protect, restore and advocate for
the environment. This, in turn,
aims to improve land quality for
agriculture, prevent the displacement of communities and help
mitigate the effects of natural
disasters.
“As an organization, we also
respond to emergencies, and
natural disasters have increased
tremendously over the last few
years. We have responded to
typhoons in the Philippines and
the recent floods in Pakistan and
Sri Lanka. Poor communities are
hit hard because their infrastructure is weak, which makes the
ability to recover all the more
difficult.”
What Will it Take to
Protect our Oceans for
Future Generations?
Tomorrow’s leaders need the education, experience, and
global reach to tackle issues like bringing endangered
species back from the brink of extinction and rebuilding
healthy and sustainable Atlantic fisheries.
A unique gift is bringing Dalhousie University and WWF
together to make it happen.
Thank you Donald Sobey.
Your vision, innovation, and commitment is
bringing tomorrow’s leaders to today’s solutions.
© 1986 Panda symbol WWF-World Wide Fund For Nature (formerly known as World Wildlife Fund). “WWF” and “living planet” are WWF Registered Trademarks. Image © Dalhousie University
Image © Dalhousie University
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EXPERT OPINION
Where are the philanthropists?
By Andrea McManus,
CFRE, President,
The Development Group and
Chair, AFP
I
f you’ve been following the
data from Statistics Canada on
charitable giving, you might
think the state of Canadian philanthropy is relatively poor. The
amount of giving has dropped for
the last three years to about $7.8
billion in 2009. Even more significant, the percentage of Canadians
claiming a charitable deduction
dropped from 24 per cent in 2008
to 23 per cent in 2009, leaving us
with about 5.6 million donors.
Of course, the Statistics
Canada data represents just those
donors who claim a credit on
their tax forms. But this group
of donors tends to be wealthier
and make significant donations.
If those donors are fewer and
giving less, how are we going to
make up the difference? Corporations and foundations do give
significantly and are great partners with charity. But they can’t
be expected to fill in the gaps,
especially as we emerge slowly
from a global recession that
many economists say will leave
us with several years of very flat
economic growth.
Will our saviours be the very
wealthy, such as those participating in the Giving Pledge?
Perhaps they are the only ones
with enough wealth to avoid (or
ignore) the challenging economic
environment and still support
charity. But does that mean that
philanthropy is now solely the
realm of the very rich?
Not at all. In fact, what the
Statistics Canada data doesn’t
show us, but new research does,
is that there are significant philanthropists all around, in every
community across Canada — and
that the state of Canadian philanthropy is richer, more dynamic,
more diverse and more exciting
than you might realize.
The Next Generation of
Canadian Giving, the study highlighted in our top story, shows
that there are nearly 16 million
donors in Canada, almost triple
what the Statistics Canada data
indicates. The study also shows
significant philanthropic interest
and activity in all age groups of
donors.
Another recent study, The
Cygnus Donor Study, shows that
45 per cent of donors gave more
in 2010 than in 2009, while 42
per cent gave about the same.
Even more importantly, nearly
80 per cent plan to give more in
2011, while just seven per cent
said they would give less.
But it’s not just the quantity of
Canadian philanthropy that is far
greater than you might think, it’s
also the quality. My organization,
the Association of Fundraising
Professionals, runs an international awards program, and
Canadian charities are regular
winners (the most recent being
SAIT Polytechnic in Calgary).
TELUS was our Outstanding
Philanthropic Corporation in
2010, and Safeway, nominated
by several Canadian charities,
was the recipient this year.
Perhaps most inspiring, Canadian youth are accomplishing
extraordinary things as well. Bilaal Rajan was four when he first
started fundraising for charitable
causes and was named UNICEF
Canada’s National Child Representative at the age of eight.
Teenagers Andrew Fazackerley
and Edward Goodfellow raised
$1 million for cancer research.
Look no further for the next
round of Canadian philanthropists, and there are many more
examples I could name.
The point is, everyone can be
a philanthropist, regardless of
age, wealth or any other factor.
The only question you have
to answer — the only limit you
have — is how much impact you
want to make. The donors who
are participating in the Giving
Pledge have promised a majority
of their wealth. Maybe you can’t
do that, but what would giving
two per cent of your income look
like? Five? Even 10?
You don’t have to give a sixfigure gift in order to be a philanthropist. Everyone who gives
is a philanthropist because that’s
what philanthropy is — simple
but powerful acts of giving, caring and sharing.
We don’t have to ask where
the Canadian philanthropists are
because they’re right here, all
around us. They probably include
you, whether it’s mentoring, volunteering, giving or even helping
to raise awareness and money.
Canadians are getting involved
in all sorts of ways and making
incredible impact — which is why
the state of Canadian philanthropy, even in difficult times, is very,
very strong.
INSIDE AND OUT, PEOPLE MAKE THE DIFFERENCE
Behind charities, committed donors, volunteers and staff
work for a greater good
SALLY FLINTOFT
Calgary Health Trust
Sally Flintoft, the new chief
executive officer of the Calgary
Health Trust, has a 21-year history
of success in health care philanthropy. She joins Jill Olynyk, chief
operating and financial officer, in
aligning the organization’s mission
with the Alberta Health Services
Five-Year Action Plan, fundraising
to support those goals and building strong community partnerships.
Together, Ms. Flintoft and Mrs.
Olynyk will ensure the Calgary
Health Trust continues to deliver
on its vision, enabling donors and
volunteers to participate in strategies advancing excellence in community health care and wellness.
Since 1996, the Calgary Health
Trust has raised almost $315 million from donations, lotteries and
special events.
SYLVIA CHROMINSKA
Women’s College Hospital
Foundation
Sylvia Chrominska, group head,
Global Human Resources and
Communications, Scotiabank,
is the chair of The Campaign for
Women’s College Hospital.
“Women’s College Hospital
Foundation has a long history
of leadership in women’s health.
I see my role in raising money
as helping to enable the future
of women’s health – you can’t
practice new medicine in a very
old building.
“Women’s College Hospital is
the first and only independent
academic ambulatory care hospital focused on women’s health in
Ontario, developing new approaches to care that will reduce
in-patient hospitalization; working
on things like prevention and
disease management, which will
ultimately relieve the strain on the
health care system.”
WILLIAM FRANCIS
The Salvation Army
William Francis, territorial commander of The Salvation Army,
Canada and Bermuda Territory,
says The Salvation Army’s Dignity
Project (www.salvationarmy.ca/
dignity) is designed to make
Canadians aware of the reality of
poverty in the 21st century. “Dignity for all people is at the heart of
The Salvation Army’s mission. It’s
about feeling connected; about a
sense of belonging and improved
self-worth. We believe that how
we treat our most vulnerable
citizens matters.”
Poverty puts dignity out of
reach for one in 11 people in
Canada today, he says. “Through
online events, on-the-street outreach, traditional advertising and
social networking, The Salvation
Army is enlisting your support to
make dignity possible for all.”
JODI SIMKIN
Canucks Autism Network
RILEY SAMUEL
SickKids Foundation
Jodi Simkin, executive director
of the Canucks Autism Network
(CAN), says the organization was
founded by Paolo and Clara Aquilini in 2008 to empower children
and families living with Autism
Spectrum Disorder (ASD) throughout British Columbia. Since then,
CAN has done a remarkable job,
delivering high-quality programs
including sports, recreational, social and vocational opportunities
that allow those living with ASD
to participate.
With an estimated 7,500
children living with autism in the
province, CAN has been working
diligently to expand programs
and raise awareness. “We are
proud of our accomplishments
to date, but know there is much
work to be done to further support the families we serve,” says,
Ms. Simkin, noting that CAN is
generously funded in part by the
Canucks For Kids Fund.
Riley Samuel may be young,
but he’s already a proven, capable fundraiser. Inspired by his
sister Rebecca’s two life-saving
liver transplants, 13-year-old
Riley emerged as last year’s top
“Change Crusader” – a group
of heroic child volunteers who
support SickKids Foundation
by asking for donations from
classmates, co-workers, family and
friends. Riley says he was so grateful for “the miracle of life given to
my sister,” he was motivated to
raise more than $25,000 in just six
weeks for the Transplant Centre
at SickKids. For more information
on fundraising events for SickKids
Foundation, please visit:
www.sickkidsfoundation.com/
events.
This report was produced by RandallAnthony Communications Inc. (www.randallanthony.com) in conjunction with the advertising department of The Globe and Mail. Richard Deacon, National Business Development Manager, [email protected].
CALGARY HEALTH TRUST
JACKIE MAXWELL ARTISTIC DIRECTOR NIAGARA-ON-THE-LAKE, ONTARIO Now through October 30
Centre, Manitoba’s largest tertiary
academic research hospital. There she
was responsible for reinvigorating their $25
million Breakthrough! campaign, as well as
Fifty seasons at the
Shaw Festival would not
have been possible without
support from thousands
of donors along the way.
WE SALUTE ALL
OUR SUPPORTERS –
past, present and future
– and look forward to the
next 50 years!
1-800-511-7429
shawfest.com
Claire Jullien in CANDIDA. Photo by David Cooper.
Sally G. Flintoft
It is with great pleasure that we announce
the appointment of Sally Flintoft as the
Health Trust. Her appointment as CEO was
unanimously approved by the Trust’s Board
of Directors this April.
Ms. Flintoft is a leading development
director in Canada and brings a wealth
of experience in health care fundraising
to the Trust. Her 21 year career has been
dedicated to health care philanthropy,
having worked for the Toronto General &
Western Hospital Foundation, University
Health Network and KCI Philanthropy,
Canada’s largest fundraising consultancy.
She was most recently President & CEO
of the Health Sciences Centre Foundation,
the fundraising arm of the Health Sciences
Sally Flintoft’s appointment as CEO ensures
the Calgary Health Trust will continue to
deliver on their vision, enabling donors
and volunteers to participate in strategies
advancing excellence in community health
care and wellness.
The Calgary Health Trust connects donor
passions with health care needs. Together
we are touching lives in our community
every day by raising funds for enhanced
technology, programs and services at the
Foothills Medical Centre, Peter Lougheed
Centre, Rockyview General Hospital,
Women’s Health, Carewest continuing
care centres and other community health
programs and facilities.
Connecting donor passions
with health ca re needs.
AFP 4
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A special information feature
A Canadian way of giving
Caring pharma employees champion
end-of-life care
W
hen pharmaceutical
giant GlaxoSmithKline
Inc. (GSK) asked its Canadian employees in 1997 what
causes the company’s charitable
foundation should support, the
number one choice was hospice
palliative care.
“They told us that hospice
care is an area of the health care
system that deserved more attention,” says Kelly O’Neill, manager, corporate communications
and community partnerships for
GSK. “They also liked that it was
an issue not tied in any way to
one of our products.”
Thus began a relationship
between The GlaxoSmithKline
Foundation and the Canadian
Hospice Palliative Care Association (CHPCA) that has endured
for 14 years.
The CHPCA was established
in 1991 and since then has
been a voice for a subject many
Canadians still feel uncomfortable discussing. “People don’t
usually want to talk about death
or dying,” says Sharon Baxter,
the CHPCA’s executive director.
“But that is starting to change.
More and more people, especially aging boomers, are looking
at the issue of quality end-of-life
care, whether at home or in a
hospice.”
That interest, she says, is likely
to increase in the next decade.
According to Ms. Baxter, 259,000
Canadians died in 2007. She says
by 2020 that number is expected
to increase by 33 per cent.
GSK supports several of the
association’s key initiatives,
including a website called Living
Lessons, which the foundation
fully funds, and which is linked
on GSK’s corporate website. At
Living-Lessons.org, visitors can
find resources and other information about the CHPCA’s campaign to create a public and policy environment that recognizes
and supports end-of-life care, and
counters what it calls “our death
defying medical system and our
death denying culture.”
There are several indications
that GSK’s commitment is more
than just token support of a
worthwhile cause. One is its decision, in 2002, to become one of
the first corporations in Canada
The Canadian Hospice Palliative Care Association and GSK employees partner to advance recognition
and support of end-of-life care. PHOTO: ISTOCKPHOTO.COM
to provide compassionate leave
of up to 13 weeks for employees
who need to provide care or support in such instances as a loved
one’s critical or terminal illness.
“I find it interesting,” says Ms.
Baxter, “that when the federal
government instituted this kind
of benefit two years later, it offered only eight weeks.” Over
the years, more than 125 GSK
employees have taken advantage
of the benefit, says Ms. O’Neill.
Another indication is the
decision by GSK’s president and
CEO, Paul Lucas, to join CHPCA’s “Champion’s Council.” The
council, which was established
last year, is comprised of a group
of key leaders in Canada who
have offered to advance the
profile of hospice palliative care
across the country.
“With all the things someone
at his level has to do, to give us
the time to be on the council is
exceptional,” says Ms. Baxter. “It
really shows that GSK is genuine
in its support for this important
issue.”
CORPORATE GIVING
Bed retailer’s pledge helps provide‘a place to call home,
a bed of their own’
A
s many as 300 women,
a number of them with
children, will have a bed of
their own in a home of their own
thanks to Sleep Country Canada’s
pledge to donate new beds for every resident moving into the new
YWCA Elm Centre in Toronto.
“The mattress part of it especially makes a really neat symbol
“
because many of these women
have never had a clean bed of
their own before,” says Sarah
Blackstock, the YWCA’s director
of advocacy and communications.
Elm will have 100 “supportive” units set aside for women
with significant mental health
and addiction issues, 50 units for
women of Aboriginal ancestry,
and 150 units for single women
and families, most of whom could
not afford to live in downtown
Toronto where many hold down
low-income jobs.
“It’s going to be a lovely place
to live,” says Ms. Blackstock, adding that the project has received
support from a wide range of To-
rontonians, from philanthropists
and corporate donors like Sleep
Country to ordinary citizens giving what they can afford at the
parish level.
“They recognize that affordable housing is a part of what it
takes to build humane communities,” she says, pointing out that
research and experience demon-
strate that in supportive, stable
environments, the quality of life
improves not only for the individuals directly affected, but society
at large because it reduces social
costs associated with poverty.
“It’s not just about the number
of beds,” says Ms. Blackstock.
“It’s about encouraging society to
invest in this kind of housing.”
The mattress part of it especially makes a really neat symbol because many of these women
have never had a clean bed of their own before.” Sarah Blackstock, YWCA’s Director of Advocacy and Communications
CORPORATE GIVING
For telecom giant, win-win approach drives campaign success
The campaign took off, in stores and
online.
“We expected we’d sell somewhere
between 30,000 and 35,000 phones,” says
Ms. Schnarr. “But we ended up selling
60,000.”
The company tied the promotion into a
Facebook presence that also paid dividends
to all players, including the company, the
cause and customers. It developed an app
that allowed users to turn their Facebook
photo pink, and for every user who did so,
the company kicked in an additional dollar, and as many as 820,000 Facebookers
blushed in response.
Help us Close the Door on Abusee
and Open the Door to Hope
Interim Place provides 24 hour crisis counseling, emergency shelter, advocacy and
community support and outreach programs and services for women and children
fleeing violence.
Since our 1981 inception we’ve sheltered and supported over 38,000 women and their
children flee violence in the Peel Region.
“It was rated one of the top-three social
media campaigns to run on Facebook in
2010,” reports Ms. Schnarr. Even more
rewarding, the company’s Facebook “likes”
went from 30,000 to a whopping 540,000
on its English site alone, with another
55,000 popping up on the French côté.
So why did it all work so well?
Because of the way everyone involved
came out a winner, she says. Customers
got a distinctive product they wanted and a
chance to effortlessly support a cause they
respected, the company won through sales,
and the community and the cause benefitted from the monies raised. And because
everyone was winning – and having a little
fun – once the campaign had some momentum, it was pretty much self-sustaining.
Adding traction, says Ms. Schnarr, was
the fact that the money was going into tangible assets donors could actually see, in this
case the digital mammography equipment.
“A woman who bought a phone in
Toronto could one day find herself at Princess Margaret Hospital experiencing the
equipment she actually helped to purchase,”
she notes. “Research is critically important
– and we will continue to support it – but it
was remarkable to see how much incorporating tangible and visible results into a
campaign energizes it and gives it life.”
Companies exercising corporate social
responsibility deserve recognition for the
contributions they make, but the benefits
are sometimes obscured by the fact that
the connection between effort and results
is dimly perceived by customers. The
TELUS Go Pink case proves that when
tangible results are accompanied by fun
and creative social media, everyone wins,
and everyone knows it.
TELUS was named the top philanthropic corporation in 2010 by the Association
of Fundraising Professionals, the only
Canadian company to be awarded this
recognition.
MDP
MASTER’S IN
DEVELOPMENT PRACTICE
INDIGENOUS
DEVELOPMENT
Want to make a difference in the world?
Support aspiring students in The University of Winnipeg’s new
Master’s in Development Practice (MDP) program.
The Master’s in Development Practice is an international degree program like no
other. The University of Winnipeg aims to train and equip students with the skills
and practical, on the ground, knowledge to start working and making a difference
in communities across Canada and abroad, particularly in Indigenous communities.
Graduates of the MDP program will help chart new paths in development practice
to reduce poverty and improve social and economic conditions worldwide.
The time is now to make a difference!
Our Vision is
i for
f a world
ld ffree off violence
i l
– a world
ld off peace andd justice
j i
For information about how you can affect positive change in the lives of women
and children experiencing abuse please contact us.
Manager of Development: (905) 403-9691 X 2223
Website: www.interimplace.com
Charitable Registration # 10751 0059 RR0001
Give to the Master’s in Development Practice Fund.
Visit www.uwinnipegfoundation.ca to donate online.
online? Visit www.afpnet.org
for more information.
W
hen it comes to exercising
corporate social responsibility,
making it a win-win for all parties
involved leads to both campaign success
and program sustainability.
That’s the word from Jill Schnarr, vicepresident of community affairs for telecom
powerhouse TELUS.
An almost textbook example of that
principle at work was the company’s Go
Pink promotion in 2010. From May to
December, TELUS donated $25 from every pink BlackBerry it sold for new digital
mammography equipment and technology
at Canadian hospitals.
THE GLOBE AND MAIL
A special information feature
AFP 5
Corporate partnerships help charitable
organizations engage stakeholders
C
orporate organizations have
been key supporters of
charitable endeavours for
centuries, and that relationship is
as critical as ever. But the nature
of that partnership is changing.
Not long ago, says Mark
Hierlihy, vice-president, Cause &
Consumer Strategy, C’volution –
a consultancy that helps companies authentically engage charities
– corporations typically tended to
limit their support of charitable
endeavours to philanthropic gifts.
Today, it is much more likely that
corporations will not only give
money, but will be partners in
championing a cause. “We call it
‘cause marketing.’ For the most
part, charities cannot afford to
advertise, so the awareness that
corporations can help create is
very important.”
Cause marketing is a partnership between company, cause and
community, he says. “When done
right, it is very powerful, because
it is the community stakeholder
that becomes most engaged.”
Effective partnerships are built
on an authentic foundation, says
Mr. Hierlihy. “The cause must
be something that the organization’s consumers care about, and
that is right for the corporation. If
the company has a product that
might undermine the cause, it
isn’t a good partnership. Secondly, the organizations must have a
common audience.”
One example is grocery
retailer Safeway, which was
honoured with the Association
of Fundraising Professionals
2011 Outstanding Corporation
award and nominated by several
Canadian charities. “The energy
of our philanthropic pursuits
stems from the compassion of our
employees,” says Renée Hopfner,
director, Community Investment
& Corporate Social Responsibility. “Whether collecting donations
at the check stands, organizing a
community event or volunteering with a local charity, each
employee plays a vital role in our
company’s collective efforts.”
Together with customers and
employees, Canada Safeway
stands behind breast and prostate
cancer research as well as support
for thousands of families living
with disabilities. These partner-
ships have enabled innovative
programs around research,
mobility grants for those suffering
from neuromuscular disorders,
once-in-a-lifetime camp opportunities for young people and the
development of sport programs
for aspiring athletes.
Canada Safeway has a longstanding history of supporting the
communities it serves, says Ms.
Hopfner. “Even though we live
in different provinces and come
from diverse backgrounds, we all
believe in the power of caring for
our neighbours.”
MARINE CONTINUED FROM PAGE AFP 1
Sobey Fund for Oceans enables Dalhousie to attract“best and brightest”in support of ocean communities
The endowment will be managed jointly
by Dr. Lucia Fanning, director of the Marine
Affairs program, which is in the university’s
Faculty of Management, and Dr. Robert
Rangeley, vice president Atlantic of WWF.
“Donald was surprised at first when he
heard we proposed to anchor the program in that faculty,” says Dr. Rangeley,
a marine ecologist. “But he was excited
when I explained that it would function
like a ‘hub’ for students from all relevant
areas of study. With the Sobey Fund for
Oceans, we are seeking to attract the
best and brightest minds across multiple
disciplines – from marine biology, to law,
oceanography, management, journalism
and economics – to create new ways for
ocean communities to flourish.”
COMMUNITY PARTICIPATION
Real estate giant sparks race to
women and children’s aid
I
t was the kind of day many of the women and children staying at Interim Place
haven’t had enough of in their lives.
It was the Royal LePage Shelter Foundation Royal Race held at Playdium in
Mississauga, with proceeds – $35,000
– going to Interim Place, a caring facility that provides shelter and support for
women and children fleeing domestic
violence.
“The really great thing was the way
organizer Mike Kennelly opened up the
event so the women and children in the
shelter could participate in the go-kart
race,” says Interim Place development
manager Catherine Da Costa. “Along with
the amazing experience, they got to see
first-hand that there are compassionate
people in the community like Mike who
care about their plight.”
She says the event not only raised the
profile of Interim Place, but also served
to highlight the critical issue of violence
against women.
This year’s Royal Race will take place
in September.
Known as Canada’s “Ocean University,”
Dalhousie expects the prestigious scholarships and work placements to begin in the
upcoming academic year. “Each award
recipient will also be recognized as a ‘Sobey
Ocean Conservation Ambassador,’” says
Dr. Fanning.
“I believe that while there are obvious
gaps in our scientific understanding of the
interconnectedness of the oceans, we actually make rather limited use of the knowledge
we do have when making decisions about
the oceans,” she says. “So for me, finding innovative ways to enhance and influence the
decision-making process should be a critical
first step in what the students work on.”
There is no shortage of challenges for
students to tackle, notes Dr. Rangeley, citing
the need to align economics and best ocean
management practices in the move towards
a fully sustainable seafood industry, and the
ongoing need to protect vulnerable habitats
and endangered, species, among the
concerns. For example, whales such as the
North Atlantic right and northern bottlenose
are endangered, and many of the 28 species
of sharks that frequent Canadian waters are
at risk.”
Donald Sobey, who has been associated
with Dalhousie University and WWF for
many years, is convinced that we need to
create sound arguments against harmful
environmental practices in order for change
to occur. He recalls a successful campaign
WWF was behind some years ago to protect
the Gully, an ecologically fragile underwater
canyon near Nova Scotia’s Sable Island.
After the science and the management solutions were brought to the table, the fishing
and oil industries agreed to comply with the
new rules governing resource use. “Eventually we got the Gully protected by law,”
Mr. Sobey says. “So I know the power of
information and education.”
STAYING AHEAD BY SUPPORTING
CANADIAN
COMMUNITY PARTICIPATION
South Okanagan winery makes
a splash for local charities
COMMUNITIES.
N
estled on Oliver, B.C.’s sundrenched Black Sage bench, Le
Vieux Pin Winery may be small in
size, but this boutique winery has built an
admirable reputation for its top-tier, awardwinning wines and for hosting splashy
summer soirées with a charitable heart.
This year’s big event – Rendez-vous at
Le Vieux Pin vineyard – takes place on
Saturday, August 20. Proprietors Sean
and Saeedeh Salem are enticing socialites
to join in a “gastronomic Tour de France
paired with French-inspired wines and
sensational entertainment.”
Half of the $500 ticket price will cover
partial costs, including gourmet catering
provided by Vancouver’s celebrated C
Restaurant; the balance of proceeds will
benefit Women United in Philanthropy
and South Okanagan General Hospital.
“We are confident that everyone who
attends will have a memorable time and
through this participation help change the
future for children in the Lower Mainland
Saeedeh and Sean Salem’s Rendez-vous
at Le Vieux Pin event will support Women
United in Philanthropy and South Okanagan Hospital. PHOTO: SUPPLIED
as well as help preserve the quality of
health care delivery in the South Okanagan,” says Saeedeh.
To learn more, visit www.levieuxpin.ca.
COMMUNITY PARTICIPATION
Canadian companies join Walk
for a greater good
D
riven by corporate values and
passionate employees who want a
better future for the world’s most
impoverished citizens, an increasing
number of Canadian companies including PwC Canada, Scotiabank, KPMG,
Deloitte, RBC and others are backing
Aga Khan Foundation Canada’s World
Partnership Walk.
Held in communities across Canada
during May and June, thousands of
people, including proud members of
corporate teams, join for a day of familyoriented activities, ‘taking steps’ to raise
money and awareness vital to helping the
world’s neediest citizens.
Last year, 40,000 people in 10 Canadian cities raised over $6 million, with 100
per cent of the funds invested by AKFC
in programs that support communitydriven, sustainable solutions to poverty in
impoverished communities of Asia and
Africa.
According to AKFC, there are three
easy ways to participate in this year’s
Walk: Become a sponsor; make a donation; or form a corporate team.
Visit WorldPartnershipWalk.com
GlaxoSmithKline, one of Canada’s leading
research-based pharmaceutical companies, has
a proud tradition of charitable and community
support. Being a socially responsible company
is one of our key priorities, and through
The GlaxoSmithKline Foundation we support
projects that are innovative, sustainable
and results-oriented. At GSK, we stay ahead
by putting the wellbeing of Canadians before
anything else. Discover more at GSK.ca
AFP 6
THE GLOBE AND MAIL
A special information feature
A Canadian way of giving
Personal experiences prompt financial
advisor to dig deeper for juvenile diabetes
E
specially since the elimination of the tax on capital
gains on donated securities,
Ashit Dattani has always encouraged his clients to consider
donating to charity. But when his
eight-year-old son, Samir, was diagnosed with juvenile diabetes last
December, the investment advisor
and portfolio manager for TD
Waterhouse Private Investment
Advice understood the motivation
for philanthropic donations on a
much more personal level.
“One factor that motivates
giving is when there’s a personal
connection to a disease or a
cause,” he says. “If it’s a disease,
when we know the challenges associated with it, we are far more
likely to donate to it.”
Late last year, Mr. Dattani
and his wife Kristin learned that
Samir had type 1 diabetes and
would have to deal with it for the
rest of his life. They suspected
something was wrong because
of their son’s sudden weight loss
and his insatiable thirst. Just before he was diagnosed, he drank
When Samir Dattani (right) was diagnosed with type 1 diabetes,
his father Ashit’s commitment to philanthropy became even more
“personal and meaningful,” he says. PHOTO: SUPPLIED
up to 16 glasses of water in a day.
A type 1 diabetic does not
produce any insulin. Without
insulin, the body has a difficult
time processing sugars, ultimately leading to ketoacidosis, which,
untreated, can lead to serious,
life-threatening consequences.
Treating a child with juvenile
diabetes exacts a stressful toll on
a family. “Samir has to test his
blood five to seven times a day
and have about four injections of
insulin a day,” says Mr. Dattani.
“Most parents, like us, have to
wake up in the middle of the
night to check his sugar levels.
It’s a very hands-on type of
disease.”
Since Samir’s diagnosis, Mr.
Dattani has become actively involved in raising awareness about
the disease and in fundraising for
the Juvenile Diabetes Research
Foundation ( JDRF). He and his
wife have also donated securities to JDRF and are considering
establishing a donor-advised
foundation with JDRF as the
recipient.
He has found that since
Samir’s diagnosis he has become an even more passionate
advocate of charitable giving. “I
was always encouraging clients
to take advantage of the tax benefits, and personal satisfaction,
of donating,” he says. “I do that
even more now.”
Since TD established the Private Giving Foundation, a donoradvised fund, Mr. Dattani has
noticed a growing enthusiasm
among families who take advantage of them. “For some clients,
it has become very much of a
family issue where they get their
kids involved doing research into
where to direct their donations,”
he says.
Speaking perhaps for himself
as much as his clients, he says
that for many it’s not just writing
a cheque at the end of the year
or having money taken off a pay
stub. “It’s a different mindset to
donating than what we’ve seen
before. It’s become a really personal and meaningful undertaking.”
PRIVATE GIVING CONTINUED FROM PAGE AFP 1
Donor-advised funds leverage personal philanthropy
Ms. Ryan brought the
concept to her bank after
seeing how successful it
had been in the U.S. “We
invest the funds for our
clients and have a target
payout of five per cent a
year to the charities of their
choice,” she says. “Since
its inception, we’re over
$130 million in endowment
and we’ve paid out over
$20 million to registered
charities.”
While many clients find
the donor-advised fund
attractive, Ms. Ryan notes
that women are playing an
increasingly important role
in philanthropy. Since the
1980s, she says, the number
of Canadian women who
are the active breadwinners has tripled. By 2002,
women made up one-third
of the self-employed market in Canada, according to
TD Economics.
“Women are more
likely to give time as well
as money to a charity they
believe in,” she says. “A
donor-advised fund allows
them to get involved in
causes they want to support
over the long term.”
That is particularly true
for Toronto’s Ruth Mandel,
who created her donor-advised fund a few years ago.
An author and artist, she is
also the owner of Ruthcrest
Holdings Inc., which is part
of her family’s real estate
business.
“I was being put through
a deliberately aggressive
divorce and needed a
strong symbolic gesture to
say that I will be the one
who will determine where
my money goes,” she says.
A passionate advocate of
issues such as “generosity,
the protection of women
and social justice,” she
earmarked her donations
to specific initiatives such
as Amnesty International’s
campaign against the
stoning of women and the
December 6th Fund, which
provides interest-free loans
Jo-Anne Ryan, Vice
President, Philanthropic
Advisory Services,
TD Waterhouse
to women escaping abusive
relationships.
“Donating for me crosses
into the personal,” says
Ms. Mandel. “The donoradvised fund allowed me
to learn extensively and to
move my charitable giving
to a more comprehensive
level. It also allowed me
to come out and identify
myself more strongly as a
philanthropist.”
When the federal government in 2006 eliminated
the capital gains tax on
donations of appreciated
publicly traded securities,
that created “a huge surge”
in charitable giving overall
and in the establishment of
donor-advised funds, says
Ms. Ryan. Canadians, she
points out, are among the
most charitable people on
Earth, and the change in
the capital gains tax rules
just added to the incentive
to donate.
Clients have reacted in
an incredibly positive way
since the Private Giving
Foundation was launched,
she says. “They can get a
tax credit of between 43
and 50 per cent, depending
on which province they live
in. And if they’re donating
appreciated securities to
charity, they’ll get the tax
receipt for the market value
and also not have to pay
capital gains tax. Normally
if you sell a stock, 50 per
cent of the capital gain
would be taxed as income.”
The result, she says, is
that people can take charge
of their philanthropy and
redirect money that used to
go to the Canada Revenue
Agency to causes that are
important to them. Ruth
Mandel encourages those
who have the resources to
take advantage of the new
foundation opportunities.
“Just do it, baby,” she says.
THANK YOU TO OUR
LEADERSHIP DONORS
Family legacies leave lasting impact
The family of Ken Thomson
& the family of Audrey Campbell
in memory of Irma Brydson
The Hon. Margaret &
Mr. G. Wallace F. McCain
Nancy Ruth
The Caring Foundation
BMO Financial Group
Bondfield Construction
Company Limited
CIBC
Kiki Delaney
Susan & Cecil Hawkins
The Morrison Foundation
The Estate of Priscilla Prichard
The Rotary Club of Toronto
Charitable Foundation
The Schad Foundation
Scotiabank
Sisters of St. Joseph of Toronto
Sleep Country Canada
The Estate of Kathleen Sloan
The Sprott Foundation
TD Bank Financial Group
Diane Walker
Wigwamen Incorporated
Whirlpool Canada
Joan & Robert Wright,
Karen Pitrey, An Richardson,
Janice Wright, and Sarah Wright
Across Canada, family giving adds up for charities and their beneficiaries. Here
are two sterling examples.
Slaight Family Foundation honours arts
A special gift from the Slaight Family Foundation has brought immense benefits
and long-term impact to the Academy at the Shaw Festival. The academy began
in 1985 as an informal skills exchange among company members, and is now the
professional training, play development, publishing and public education wing
of the Shaw Festival repertory theatre.
This gift has empowered The Shaw to significantly broaden these activities,
including the launch of the inaugural Mandate Intensive in 2010, a two-week
program to immerse new and emerging artists in the period of The Shaw Mandate (plays written by Shaw, his contemporaries, or plays set during his lifetime of
1856 – 1950).
To honour the legacy and generosity of the Slaight family, the Academy at
the Shaw Festival has been renamed The Slaight Family Academy. “Leadership
at this level clearly demonstrates a commitment to future generations of artists,
students and theatre patrons,” said Colleen Blake, executive director. “We are
extremely grateful to the Slaight Family Foundation for their inspiring vision.”
Dr. Douglas W. Leatherdale Global Citizens Internships
Established in 2005, the Dr. Douglas W. Leatherdale Global Citizens Internships
offer unique opportunities for University of Winnipeg students to study and work
overseas while receiving academic credit for courses related to global citizenship,
human rights and issues affecting the planet. To date, the Leatherdales’ generous
gift of $500,000 has helped 25 deserving students gain experience as true global
citizens.
Money raised through the University’s ‘A World of Opportunity’ Capital Campaign support the continued development of this invaluable program. To donate,
visit www.uwinnipegfoundation.ca.
THE GLOBE AND MAIL
A special information feature
AFP 7
Used wisely, technology giving donors and
charities a new edge
F
or charitable organizations,
technology can deliver two
invaluable benefits: increased
engagement and lower fundraising
costs.
But not all organizations realize
those benefits, says John Bromley,
vice president, Vancouver-based
Benefic Group, a pioneering
thought-leader in charity strategy
and legal counselling. “Charities
are rushing into technology because they feel they must. I agree,
but my concern is that they miss
developing an effective mindset.”
Mr. Bromley, whose firm
recently founded two technology
startups, Peer Giving Solutions
and Chimp Technology Inc., says
“
social media is much more than
just getting Twitter and Facebook
accounts. “It is a democracy of
engaged communicators. It’s no
longer about messages controlled
by one or two people in your communications office – what other
people say about you is more
important than what you say about
yourself.”
Communication has increased
in velocity and complexity, says
Mr. Bromley. And while social
media is free or low cost, he recommends organizations invest in
people and web-based technology
that can engage users effectively.
“People live in social media now.
The Internet is the new bricks and
mortar. Yesterday, you needed an
office, 10 fundraisers and two communications people. Today, many
well-established organizations are
being outpaced by startups that
build their infrastructure around
the Internet. The Internet is not a
supplement – it’s the present and
the future.”
At Medecins Sans Frontieres/
Doctors Without Borders Canada,
an international emergency humanitarian organization, technology is enabling donors to align with
the organization’s mission in new
and powerful ways. “In the field,
we respond to epidemic outbreaks,
natural disasters and changing
patterns of war,” says Rebecca
Davies, director of fundraising.
“We therefore use communication
channels and fundraising strategies
that mirror our reactivity on the
ground. Online, digital and social
media channels allow us to be
more timely than ever before.”
In the wake of natural disasters,
e-mail can be sent at a moment’s
notice, she says. “We can monitor
click-through rates, test subject
lines, and tweak our strategy and
messaging in real time.”
Blogs and an international
project called Condition Critical (condition-critical.org) help
connect donors with patients and
care providers in the field, and
MSFwarehouse.ca allows donors
to symbolically purchase gift
items from real MSF logistics and
medical catalogues, raising awareness about where there money
goes. And in a recent video
webinar cast from Port-au-Prince,
an MSF head of mission from
Vancouver and a Montreal doctor
answered real-time questions
from donors.
“Technology and digital fundraising allow you to be timely,
targeted and specific if you’re
smart about the content,” says
Ms. Davies. “But it’s important
to make sure that, at every touch
point, you are offering value and
deepening understanding of your
brand.”
“Charities are rushing into technology because they feel they must. I agree, but my concern is
that they miss developing an effective mindset.” John Bromley, Vice President, Benefic Group
Tomorrow, we’re pitching in
to help your community.
TELUS Day of Giving
May 28, 2011
TM
Over 11,000 TELUS employees, retirees, family members and friends will come
together tomorrow through 300 volunteer events across Canada, to strengthen
and support the communities where we live, work and serve.
For real-time updates on how we’re giving back to your community,
visit telus.com/TDOG
Every volunteer helps us give where we live.
© 2011 TELUS
TD Waterhouse
A simple way to support the causes
that matter most to you.
Charitable giving is about creating opportunities for the individuals and causes you believe
in. At TD Waterhouse, we believe supporting the causes that matter to you should be simple
and efficient. Through our Private Giving Foundation, we’ve created a flexible, tax-effective
way to leave a lasting legacy. The minimum donation is only ten thousand dollars, and it
can be set up in less than 24 hours. So you can easily leave a charitable legacy without the
upfront fees, board meetings and administration issues usually associated with setting up a
private foundation. It’s a simple, tax-effective way to support the causes that matter to you.
Private
Giving
Foundation
For more information about the Private Giving Foundation, visit
www.tdwaterhouse.ca/privategiving or call 1-866-313-1234
Wealth of Experience
TD Waterhouse represents the products and services offered by TD Waterhouse Canada Inc. (Member Canadian Investor Protection Fund), TD Waterhouse Private Investment Counsel Inc., TD Waterhouse Private Banking (offered by The Toronto-Dominion Bank) and TD Waterhouse Private Trust
(offered by The Canada Trust Company). ®/ The TD logo and other trade-marks are the property of The Toronto-Dominion Bank or a wholly-owned subsidiary, in Canada and/or other countries.