a canadian way of giving

8/6/2019 A Canadian Way of Giving

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Anew report, published by

Convio, HJC and Strat-Com, draws on extensive

surveys with 1,500 Canadiandonors to create a nuancedunderstanding of philanthropyin Canada. The results are bothencouraging and surprising, saythe reports authors.

Canadians give differentlythan Americans and are excep-tionally generous, says DennisMcCarthy, vice president ofStrategy at Convio. Almost 65per cent of Canadians are do-nors, giving primarily throughtribute gifts in memory orhonour of a loved one, monthlydonations and small gifts at storecheckouts.

While Canadians are similarto Americans in that were veryengaged with charities that areimportant to us, we are differ-ent in that our engagement isfocused much more aroundfriends, family and community,he says.

Patterns of giving are alsomarkedly different. Depend-ing on what data you look at,Canadians are two to four timesas likely to give monthly asAmericans.

The research found thatformer reports on Canadian giv-ing, based on Canada RevenueAgency reporting, overlook anumber of channels of philan-thropy. The first channel ofgiving across all age ranges wasgifts at the checkout counter,which doesnt attract a taxcredit, says Michael Johnston,founder and president of HJC

New Media. When it comes

to philanthropy, the picture isdeeper and broader than previ-ously reported.

Canadas philanthropy sectoris among the most mature andsophisticated in the world, saysMr. Johnston, whose organiza-tion conducts about 70 percent of its operations outsidethe country. Publicly fundeduniversities and hospital founda-tions in Europe that competeon a global level for researchersare scrambling [to develop thiscapacity] while organizations

here, such as Princess Margaret

Hospital, are raising an extra$80 million or $90 million eachyear through their foundations.

For charitable organizations,the report illustrates that Cana-dian donors are multi-channelin their giving, says Mr. McCar-thy. A high percentage of olderdonors in Canada use new tech-nologies to give we found that24 per cent of people over 65give online, for example andthere was a significant numberof the youngest age subset ofdonors who say they are opento more direct mail from chari-ties than they currently receive.

But Gen Y and the millen-niums tend to be moved by

peer-to-peer and word ofmouth.

On average, Canadiancharitable gifts are on parwith those of Americans,but they tend to give toslightly fewer charities, sothe average amount theygive per charity tends torun a bit higher. Theyare also twice as likely tosupport a friends chari-

table endeavours.That means that while me-

dia plays an important role inconveying messages to the pub-lic, its also essential to providesupporters with mechanismsto connect with their friends.Canadians trust friends morethan people they dont know; ifa friend asks a friend to makea contribution, that resonatesmuch more than anonymousmail or phone calls.

Andrea McManus, chair of

the Association of FundraisingProfessionals International, thefirst Canadian to hold that role,says, This report shows that wehave just a much greater depthof giving in Canada than anyonerealized. Canadians are gettinginvolved in a variety of ways,some of which are difficult toattract or measure by conven-tional means. The challenge fororganizations is to have multipleways of providing informationand inviting people into theorganization, across the donorspectrum.

Charities are working veryhard to meet the needs ofdonors, says Mr. Johnston.Charitable organizations aredoing more research. Theyrelistening more and being muchmore sensitive to feedback thanthey have in the past. Theyrespending time, money and effortto do a better job of engagingdonors, and thats important.

Its a really exciting time forCanadian philanthropy, saysMs. McManus. Even 15 yearsago, philanthropy was a wordassociated with people like BillGates and Warren Buffet. Today,

its much more mainstream. Butwe still have a lot of work to do inencouraging more people to give.

Multi-channel communica-tion will enable us to connectwith donors to really show themthe impact that theyre makingand how important that is tosociety. This research shows thatthere is promise, potential andopportunity in this sector.

THE GLOBE AND MAIL A special information feature AFP 1

inside: Young fundraisers leverage their passion forgolf and community into a win for cancerPharma employeeschampion palliative care

Corporate and charitablepartnerships evolve for greater good2 4 5

online? Visit www.afpnet.org for more information.

The Association of

Fundraising Professionals

(AFP) represents more than

30,000 members in 222

chapters throughout the

world, working to advance

philanthropy through ad-

vocacy, research, education

and certification programs.

The association fosters

development and growthof fundraising professionals

and promotes high ethical

standards in the fundrais-

ing profession.

AFP believes that to

guarantee human free-

dom and social creativ-

ity, people must have

the right to freely and

voluntarily form orga-

nizations to meet perceived

needs, advocate causes and

seek funds to support theseactivities.

about

When TD Waterhouse in 2004became the first financialinstitution in the country to

offer clients the opportunity to establishdonor-advised funds through the launchof a Private Giving Foundation, it revolu-tionized the way Canadians could donatemoney to charity.

Previously, when an individual orfamily set up a foundation, they had toassume all the fiduciary responsibilitiesof 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 respon-sibilities of running the foundation. Andthe minimum contribution has beenlowered to $10,000.

We took something that before hadrequired you to be ultra wealthy to do,says Jo-Anne Ryan, TD Waterhousesvice president, philanthropic advisoryservices, and made it simple, cost-effec-tive and accessible to many people.

Private Giving, Page AFP 6

AffordablePrivateGivingFoundations

continue to revolutionize thewayCanadians support charities

Anative Nova Scotian, who lives onthe water on Northumberland Strait,Donald Sobey has a great love and

respect for the oceans, either when theyreviolent or supplying fish.

The chairman emeritus of EmpireCompany Ltd., of which the Sobeys grocerychain is a wholly owned subsidiary, Mr.Sobey, 76, wants to do whatever he can tohelp the oceans survive and flourish. Tothat end he has established, in perpetu-ity, a $1.5-million endowment to provide

scholarships for students in Dalhousies

prestigious Marine Affairs Program andwork placements with World Wildlife Fund(WWF), the world-renowned conservationorganization.

Id like Halifax, and Dalhousie in par-ticular, to be the major centre for the studyand protection of oceans, he says. I preferto fund scholarships I have about 25 in thebusiness program at Queens rather thaninvest in bricks and mortar. Its more satisfy-ing for me to see students come through andnot have a big debt on their shoulders.

Marine, Page AFP 5

Grocery scion andWorldWildlife

Fundpartner to supportmarinescience students

PERSONAL PHILANTHROPYENVIRONMENTAL CHAMPIONS

givingA Canadian way of

Canadians give differently than Americans and are exceptionally generous. 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. DennisMcCarthy, Vice President, Strategy, Convio

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.

are scrambling [to develop thiscapacity] while organizations

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2/8

THE GLOBE AND MAILA special information featureAFP 2

When Edward Goodfel-low lost a family friendto cancer in 2007, he

was inspired to do what he couldto help find a cure. My biggestpassions are golf and giving backto my community, and before Ireally put too much thought intoit, the ball was rolling.

After Mr. Goodfellow enlistedthe help of his childhood friendAndrew Fazackerley and hismom, Cathy Goodfellow, theball turned into Strokes ForeHopes, an annual golf marathonthat raised $100,000 this year tohelp attract more than $1 millionin provincial construction fundingfor redevelopment of the Cancer

Centre of Southeastern Ontario.The dynamic team not only

raised big bucks, they alsoreceived AFPs 2011 ChangingOur World/Simms Award forOutstanding Youth in Philanthro-py, an international award thatrecognizes the top youth philan-thropists from around the world.

Its incredible to see what canhappen when you have an ideaand the community gets behindit, Mr. Goodfellow. In eachof three marathons, starting in2008, Mr. Goodfellow and Mr.Fazackerley golfed for 24 hours.In the first year, they golfedalone and raised $17,000. Thisyear, more than 200 volunteers

came out to help.Youre never too young to

start giving back to your commu-nity, he says today. You can doanything you put your mind to impossible is nothing.

Tania Little, chief idea officer atideate Philanthropy, says, Youngpeople are engaging at a muchearlier age, and many programs,such as Donation Nation, runby the North York Harvest FoodBank, are aimed at facilitating thisengagement. In addition, manycommunity foundations haveyouth advisory committees, en-abling young people to engage inservice at a much more strategicgovernance level.

Another primary impact ofyouth is through communication,she says. When theyre passion-ate about something, they arevery vocal, and theyre engag-ing on Twitter, Facebook andonline groups. They become veryengaged in the dialogue aroundcauses, and they have literallythousands of friends to shareideas with.

Younger generations arepassionate about causes versusbrands, she says. Corporationshave traditionally focused onbrand loyalty, but to engage ayounger demographic, its essen-tial to have an altruistic compo-nent built into brand programs.

Young people see through thetraditional if you buy this, welldo this; there is a certain levelof skepticism. They want to seecorporations support charitable or-ganizations that have meaning andimpact, aligning with them not justbecause its good for the bottomline, but because it is part of beinga good corporate citizen.

Connecting with youth oftenmeans a lifelong connectionto that individual, she says. Itis critical to be receptive andvalue their opinions and time.Ultimately, that person becomesan ambassador, amplifying theorganizations message amongtheir networks.

Award-winning young fundraisers score

bigwin for cancer research

The international develop-ment organization Develop-ment and Peace has worked

with communities in the GlobalSouth for over 40 years, address-ing the root causes of povertyby supporting local social justiceprojects, such as those that em-power women, promote democ-racy and strengthen human rights.

The organization is now add-ing ecological justice to that list.

In the close to 30 countriesin Africa, Asia, Latin Americaand the Middle East in which wework, environmental damage isperpetuating poverty. To helpcommunities rise out of povertyand achieve sustainable develop-ment, we need to start address-ing this issue. Respect for theenvironment is also a questionof human rights, says MichaelCasey, executive director of

Development and Peace.Ecological justice will now

become an important part of ourprogramming. We work veryclosely with local partner orga-nizations, and they are telling usthat the environment has to bea priority; otherwise they will seethe destruction of their commu-nities. We are listening to theirneeds. Our donors from acrossCanada support us based on the

long-term relationship of trust webuild with our local partners.

For Development and Peace,this means supporting commu-nity-driven projects that aim toprotect, restore and advocate forthe environment. This, in turn,aims to improve land quality foragriculture, prevent the displace-ment of communities and helpmitigate the effects of naturaldisasters.

As an organization, we alsorespond to emergencies, andnatural disasters have increasedtremendously over the last fewyears. We have responded totyphoons in the Philippines andthe recent floods in Pakistan andSri Lanka. Poor communities arehit hard because their infrastruc-ture is weak, which makes theability to recover all the moredifficult.

DevelopmentandPeacemakes ecological justice a priority

GLOBAL COMMUNITIES

A Canadian way ofgiving

(young people) want to see corporations support charitable organizations that have meaning

and impact...not just because its good for the bottom line, but because it is part of being a

good corporate citizen. TaniaLittle, Chief Idea Officer, ideatePhilanthropy

1 98 6 P an da s y mb ol W WF -W or l d W id e F un d F or N at ur e ( f or m er ly k no w n a s W or l d W il dl if e F un d ). W WF a nd li v in g p la ne t a r e W WF R eg is t er ed T ra de ma rk s . I m ag e D al ho us i e U ni v er s it y I ma ge D al ho us i e U ni v er s it y

What Will it Take to

Protect our Oceans for

Future Generations?

Tomorrows leaders need the education, experience, and

global reach to tackle issues like bringing endangered

species back from the brink of extinction and rebuildinghealthy 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 tomorrows leaders to todays solutions.


3/8

Behindcharities, committed donors, volunteers and staffwork for a greater good

THE GLOBE AND MAIL A special information feature AF P3

By Andrea McManus,CFRE, President,

The Development Group and

Chair, AFP

If youve been following thedata from Statistics Canada oncharitable giving, you might

think the state of Canadian phi-lanthropy is relatively poor. Theamount of giving has dropped forthe last three years to about $7.8billion in 2009. Even more signifi-cant, the percentage of Canadiansclaiming a charitable deductiondropped from 24 per cent in 2008to 23 per cent in 2009, leaving uswith about 5.6 million donors.

Of course, the StatisticsCanada data represents just thosedonors who claim a credit ontheir tax forms. But this groupof donors tends to be wealthierand make significant donations.If those donors are fewer andgiving less, how are we going tomake up the difference? Corpo-rations and foundations do give

significantly and are great part-ners with charity. But they cantbe expected to fill in the gaps,especially as we emerge slowlyfrom a global recession thatmany economists say will leaveus with several years of very flateconomic growth.

Will our saviours be the verywealthy, such as those par-ticipating in the Giving Pledge?Perhaps they are the only oneswith enough wealth to avoid (orignore) the challenging economicenvironment and still supportcharity. But does that mean thatphilanthropy is now solely therealm of the very rich?

Not at all. In fact, what theStatistics Canada data doesntshow us, but new research does,is that there are significant phi-lanthropists all around, in every

community across Canada andthat the state of Canadian philan-thropy is richer, more dynamic,more diverse and more excitingthan you might realize.

The Next Generation ofCanadian Giving, the study high-lighted in our top story, showsthat there are nearly 16 milliondonors in Canada, almost triplewhat the Statistics Canada dataindicates. The study also showssignificant philanthropic interestand activity in all age groups ofdonors.

Another recent study, TheCygnus Donor Study, shows that45 per cent of donors gave morein 2010 than in 2009, while 42per cent gave about the same.Even more importantly, nearly80 per cent plan to give more in2011, while just seven per centsaid they would give less.

But its not just the quantity ofCanadian philanthropy that is fargreater than you might think, itsalso the quality. My organization,the Association of Fundraising

Professionals, runs an interna-tional awards program, andCanadian charities are regularwinners (the most recent beingSAIT Polytechnic in Calgary).TELUS was our OutstandingPhilanthropic Corporation in2010, and Safeway, nominatedby several Canadian charities,was the recipient this year.

Perhaps most inspiring, Ca-nadian youth are accomplishingextraordinary things as well. Bi-laal Rajan was four when he firststarted fundraising for charitablecauses and was named UNICEFCanadas National Child Rep-resentative at the age of eight.Teenagers Andrew Fazackerleyand Edward Goodfellow raised$1 million for cancer research.Look no further for the nextround of Canadian philanthro-pists, and there are many moreexamples I could name.

The point is, everyone can bea philanthropist, regardless ofage, wealth or any other factor.The only question you have

to answer the only limit youhave is how much impact youwant to make. The donors whoare participating in the GivingPledge have promised a majorityof their wealth. Maybe you cantdo that, but what would givingtwo per cent of your income looklike? Five? Even 10?

You dont have to give a six-figure gift in order to be a phi-lanthropist. Everyone who givesis a philanthropist because thatswhat philanthropy is simplebut powerful acts of giving, car-ing and sharing.

We dont have to ask wherethe Canadian philanthropists arebecause theyre right here, allaround us. They probably includeyou, whether its mentoring, vol-unteering, giving or even helpingto raise awareness and money.Canadians are getting involvedin all sorts of ways and makingincredible impact which is whythe state of Canadian philanthro-py, even in difficult times, is very,very strong.

Where are the philanthropists?

Sally Flintoft, the new chiefexecutive officer of the CalgaryHealth Trust, has a 21-year historyof success in health care philan-thropy. She joins Jill Olynyk, chiefoperating and financial officer, inaligning the organizations missionwith the Alberta Health ServicesFive-Year Action Plan, fundraisingto support those goals and build-ing strong community partner-

ships.Together, Ms. Flintoft and Mrs.

Olynyk will ensure the CalgaryHealth Trust continues to deliveron its vision, enabling donors andvolunteers to participate in strate-gies advancing excellence in com-munity health care and wellness.Since 1996, the Calgary Health

Trust has raised almost $315 mil-lion from donations, lotteries andspecial events.

INSIDE AND OUT, PEOPLE MAKE THE DIFFERENCE

EXPERT OPINION

Sylvia Chrominska, group head,Global Human Resources andCommunications, Scotiabank,is the chair of The Campaign forWomens College Hospital.

Womens College HospitalFoundation has a long historyof leadership in womens health.I see my role in raising moneyas helping to enable the futureof womens health you cant

practice new medicine in a veryold building.

Womens College Hospital isthe first and only independentacademic ambulatory care hospi-tal focused on womens health inOntario, developing new ap-proaches to care that will reducein-patient hospitalization; workingon things like prevention anddisease management, which willultimately relieve the strain on thehealth care system.

William Francis, territorial com-mander of The Salvation Army,Canada and Bermuda Territory,says The Salvation Armys DignityProject (www.salvationarmy.ca/dignity) is designed to makeCanadians aware of the reality ofpoverty in the 21st century.Dig-nity for all people is at the heart of

The Salvation Armys mission. It sabout feeling connected; about a

sense of belonging and improvedself-worth. We believe that howwe treat our most vulnerablecitizens matters.

Poverty puts dignity out ofreach for one in 11 people inCanada today, he says. Throughonline events, on-the-street out-reach, traditional advertising andsocial networking, The SalvationArmy is enlisting your support tomake dignity possible for all.

Jodi Simkin, executive directorof the Canucks Autism Network(CAN), says the organization wasfounded by Paolo and Clara Aqui-lini in 2008 to empower childrenand families living with AutismSpectrum Disorder (ASD) through-out British Columbia. Since then,CAN has done a remarkable job,delivering high-quality programsincluding sports, recreational, so-

cial and vocational opportunitiesthat allow those living with ASDto participate.

With an estimated 7,500children living with autism in theprovince, CAN has been workingdiligently to expand programsand raise awareness.We areproud of our accomplishmentsto date, but know there is muchwork to be done to further sup-port the families we serve,says,Ms. Simkin, noting that CAN isgenerously funded in part by theCanucks For Kids Fund.

Riley Samuel may be young,but hes already a proven, ca-pable fundraiser. Inspired by hissister Rebeccas two life-savingliver transplants, 13-year-oldRiley emerged as last years topChange Crusader a groupof heroic child volunteers whosupport SickKids Foundationby asking for donations fromclassmates, co-workers, family and

friends. Riley says he was so grate-ful for the miracle of life given tomy sister, he was motivated toraise more than $25,000 in just sixweeks for the Transplant Centreat SickKids. For more informationon fundraising events for SickKidsFoundation, 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].

SALLY FLINTOFT

Calgary Health TrustSYLVIA CHROMINSKA

Womens College HospitalFoundation

WILLIAM FRANCIS

The Salvation ArmyJODI SIMKIN

Canucks Autism NetworkRILEY SAMUEL

SickKids Foundation

ally G. Flintoft*OPLM ,_LJ\[P]L 6MJLY

t is with great pleasure that we announcethe appointment of ally Flintoft as theUL^ *OPLM ,_LJ\[P]L 6MJLY VM [OL *HSNHY`ealth Trust. er appointment as CE wasunanimously approved by the Trusts Boardof Directors this April.

s. Flintoft is a leading developmentdirector in Canada and brings a wealthof experience in health care fundraisingto the Trust. er 21 year career has beendedicated to health care philanthropyhaving worked for the Toronto General &Western ospital Foundation niversityealth etwork and C hilanthropyCanadas largest fundraising consultancy.he was most recently resident & CEof the ealth ciences Centre Foundationthe fundraising arm of the ealth ciences

Centre anitobas largest tertiaryacademic research hospital. There shewas responsible for reinvigorating their $25million Breakthrough! campaign as well asKV\ISPUN UHUJPHS YL]LU\LZ

ally Flintofts appointment as CE ensuresthe Calgary ealth Trust will continue todeliver on their vision enabling donorsand volunteers to participate in strategiesadvancing excellence in community healthcare and wellness.

The Calgary ealth Trust connects donorpassions with health care needs. Togetherwe are touching lives in our communityevery day by raising funds for enhancedtechnology programs and services at theFoothills edical Centre eter ougheedCentre Rockyview General ospitalWomens ealth Carewest continuingcare centres and other community healthprograms and facilities.

CALGARY HEALTH TRUST

Connecting donor passionswith health care needs.

JHSNHY`OLHS[O[Y\Z[JH

Fifty seasons at theShaw Festival would not

have been possible withoutsupport from thousandsof donors along the way.

WESALUTE ALL

OUR SUPPORTERS past, present and future and look forward to the

next 50 years!

1-800-511-7429shawfest.comClaire Jullien in CANDIDA. Photo by David Cooper.

JACKIEMAXWELLARTISTIC DIRECTOR NIAGARA-ON-THE-LAKE, ONTARIO Now through October 30


4/8

Bed retailers pledgehelpsprovidea place to call home,a bed of their own

When it comes to exercisingcorporate social responsibility,making it a win-win for all parties

involved leads to both campaign successand program sustainability.

Thats the word from Jill Schnarr, vice-president of community affairs for telecompowerhouse TELUS.

An almost textbook example of thatprinciple at work was the companys GoPink promotion in 2010. From May toDecember, TELUS donated $25 from ev-ery pink BlackBerry it sold for new digitalmammography equipment and technologyat Canadian hospitals.

The campaign took off, in stores andonline.

We expected wed sell somewherebetween 30,000 and 35,000 phones, saysMs. Schnarr. But we ended up selling60,000.

The company tied the promotion into aFacebook presence that also paid dividendsto all players, including the company, thecause and customers. It developed an appthat allowed users to turn their Facebookphoto pink, and for every user who did so,the company kicked in an additional dol-lar, and as many as 820,000 Facebookersblushed in response.

It was rated one of the top-three socialmedia campaigns to run on Facebook in2010, reports Ms. Schnarr. Even morerewarding, the companys Facebook likeswent from 30,000 to a whopping 540,000on its English site alone, with another55,000 popping up on the French ct.

So why did it all work so well?Because of the way everyone involved

came out a winner, she says. Customersgot a distinctive product they wanted and achance to effortlessly support a cause theyrespected, the company won through sales,and the community and the cause benefit-ted from the monies raised. And because

everyone was winning and having a littlefun once the campaign had some mo-mentum, it was pretty much self-sustaining.

Adding traction, says Ms. Schnarr, wasthe fact that the money was going into tan-gible assets donors could actually see, in thiscase the digital mammography equipment.

A woman who bought a phone in

Toronto could one day find herself at Prin-cess Margaret Hospital experiencing theequipment she actually helped to purchase,she notes. Research is critically important and we will continue to support it but itwas remarkable to see how much incor-porating tangible and visible results into acampaign energizes it and gives it life.

Companies exercising corporate socialresponsibility deserve recognition for thecontributions they make, but the benefitsare sometimes obscured by the fact thatthe connection between effort and resultsis dimly perceived by customers. TheTELUS Go Pink case proves that when

tangible results are accompanied by funand creative social media, everyone wins,and everyone knows it.

TELUS was named the top philanthrop-ic corporation in 2010 by the Associationof Fundraising Professionals, the onlyCanadian company to be awarded thisrecognition.

When pharmaceuticalgiant GlaxoSmithKlineInc. (GSK) asked its Ca-

nadian employees in 1997 whatcauses the companys charitablefoundation should support, thenumber one choice was hospicepalliative care.

They told us that hospicecare is an area of the health caresystem that deserved more atten-tion, says Kelly ONeill, man-ager, corporate communications

and community partnerships forGSK. They also liked that it wasan issue not tied in any way toone of our products.

Thus began a relationshipbetween The GlaxoSmithKlineFoundation and the CanadianHospice Palliative Care Associa-tion (CHPCA) that has enduredfor 14 years.

The CHPCA was establishedin 1991 and since then hasbeen a voice for a subject manyCanadians still feel uncomfort-able discussing. People dontusually want to talk about deathor dying, says Sharon Baxter,the CH PCAs executive director.But that is starting to change.

More and more people, espe-cially aging boomers, are lookingat the issue of quality end-of-lifecare, whether at home or in ahospice.

That interest, she says, is likelyto increase in the next decade.According to Ms. Baxter, 259,000Canadians died in 2007. She saysby 2020 that number is expectedto increase by 33 per cent.

GSK supports several of theassociations key initiatives,

including a website called LivingLessons, which the foundationfully funds, and which is linkedon GSKs corporate website. AtLiving-Lessons.org, visitors canfind resources and other informa-tion about the CHPCAs cam-paign to create a public and pol-icy environment that recognizesand supports end-of-life care, andcounters what it calls our deathdefying medical system and ourdeath denying culture.

There are several indicationsthat GSKs commitment is morethan just token support of aworthwhile cause. One is its deci-sion, in 2002, to become one ofthe first corporations in Canada

to provide compassionate leaveof up to 13 weeks for employeeswho need to provide care or sup-port in such instances as a lovedones critical or terminal illness.

I find it interesting, says Ms.Baxter, that when the federalgovernment instituted this kind

of benefit two years later, it of-fered only eight weeks. Over

the years, more than 125 GSKemployees have taken advantageof the benefit, says Ms. ONeill.

Another indication is thedecision by GSKs president andCEO, Paul Lucas, to join CHP-CAs Champions Council. Thecouncil, which was established

last year, is comprised of a groupof key leaders in Canada who

have offered to advance theprofile of hospice palliative careacross the country.

With all the things someoneat his level has to do, to give usthe time to be on the council isexceptional, says Ms. Baxter. Itreally shows that GSK is genuine

in its support for this importantissue.


Caring pharmaemployees champion

end-of-life care

As many as 300 women,a number of them withchildren, will have a bed of

their own in a home of their ownthanks to Sleep Country Canadaspledge to donate new beds for ev-ery resident moving into the newYWCA Elm Centre in Toronto.

The mattress part of it espe-cially makes a really neat symbol

because many of these womenhave never had a clean bed oftheir own before, says SarahBlackstock, the YWCAs directorof advocacy and communica-tions.

Elm will have 100 support-ive units set aside for womenwith significant mental healthand addiction issues, 50 units for

women of Aboriginal ancestry,and 150 units for single womenand families, most of whom couldnot afford to live in downtownToronto where many hold downlow-income jobs.

Its going to be a lovely placeto live, says Ms. Blackstock, add-ing that the project has receivedsupport from a wide range of To-

rontonians, from philanthropistsand corporate donors like SleepCountry to ordinary citizens giv-ing what they can afford at theparish level.

They recognize that afford-able housing is a part of what ittakes to build humane communi-ties, she says, pointing out thatresearch and experience demon-

strate that in supportive, stableenvironments, the quality of lifeimproves not only for the individ-uals directly affected, but societyat large because it reduces socialcosts associated with poverty.

Its not just about the numberof beds, says Ms. Blackstock.Its about encouraging society toinvest in this kind of housing.

CORPORATE GIVING

For telecomgiant, win-win approachdrives campaignsuccess

CORPORATE GIVING


TheCanadianHospice Palliative Care AssociationandGSKemployeespartnerto advance recognitionandsupportof end-of-life care. PHOTO: ISTOCKPHOTO.COM

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,YWCAs Director of Advocacy andCommunications

online?

Visitwww.afpnet.org

formoreinformation.

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Since our 1981 inception weve sheltered and supported over 38,000 women and theirchildren fee violence in the Peel Region.

Our Vision is or a world ree o violence a world o peace and justiceFor inormation about how you can aect positive change in the lives o womenand children experiencing abuse please contact us.

Manager of Development: (905) 403-9691 X 2223Website: www.interimplace.com

Charitable Registration # 10751 0059 RR0001


5/8

The endowment will be managed jointlyby Dr. Lucia Fanning, director of the MarineAffairs program, which is in the universitysFaculty of Management, and Dr. RobertRangeley, vice president Atlantic of WWF.

Donald was surprised at first when heheard we proposed to anchor the pro-gram in that faculty, says Dr. Rangeley,a marine ecologist. But he was excited

when I explained that it would functionlike a hub for students from all relevantareas of study. With the Sobey Fund forOceans, we are seeking to attract thebest and brightest minds across multipledisciplines from marine biology, to law,oceanography, management, journalismand economics to create new ways forocean communities to flourish.

Known as Canadas Ocean University,Dalhousie expects the prestigious scholar-ships and work placements to begin in theupcoming academic year. Each awardrecipient will also be recognized as a SobeyOcean Conservation Ambassador, saysDr. Fanning.

I believe that while there are obviousgaps in our scientific understanding of theinterconnectedness of the oceans, we actual-ly make rather limited use of the knowledgewe do have when making decisions aboutthe oceans, she says. So for me, finding in-novative ways to enhance and influence thedecision-making process should be a criticalfirst step in what the students work on.

There is no shortage of challenges forstudents to tackle, notes Dr. Rangeley, citingthe need to align economics and best oceanmanagement practices in the move towardsa fully sustainable seafood industry, and theongoing need to protect vulnerable habitats

and endangered, species, among theconcerns. For example, whales such as theNorth Atlantic right and northern bottlenoseare endangered, and many of the 28 speciesof sharks that frequent Canadian waters areat risk.

Donald Sobey, who has been associatedwith Dalhousie University and WWF formany years, is convinced that we need tocreate sound arguments against harmfulenvironmental practices in order for changeto occur. He recalls a successful campaignWWF was behind some years ago to protectthe Gully, an ecologically fragile underwatercanyon near Nova Scotias Sable Island.After the science and the management solu-tions were brought to the table, the fishingand oil industries agreed to comply with thenew rules governing resource use. Eventu-ally we got the Gully protected by law,Mr. Sobey says. So I know the power ofinformation and education.

MARINE CONTINUED FROM PAGE AFP 1

Nestled on Oliver, B.C.s sun-drenched Black Sage bench, LeVieux Pin Winery may be small in

size, but this boutique winery has built anadmirable reputation for its top-tier, award-winning wines and for hosting splashysummer soires with a charitable heart.

This years big event Rendez-vous atLe Vieux Pin vineyard takes place onSaturday, August 20. Proprietors Seanand Saeedeh Salem are enticing socialitesto join in a gastronomic Tour de Francepaired with French-inspired wines andsensational entertainment.

Half of the $500 ticket price will coverpartial costs, including gourmet cateringprovided by Vancouvers celebrated CRestaurant; the balance of proceeds willbenefit Women United in Philanthropyand South Okanagan General Hospital.

We are confident that everyone whoattends will have a memorable time andthrough this participation help change thefuture for children in the Lower Mainland

as well as help preserve the quality ofhealth care delivery in the South Okana-gan, says Saeedeh.

To learn more, visit www.levieuxpin.ca.

THE GLOBE AND MAIL A special information feature AF P 5

Corporate organizations havebeen key supporters ofcharitable endeavours for

centuries, and that relationship isas critical as ever. But the natureof that partnership is changing.

Not long ago, says MarkHierlihy, vice-president, Cause &Consumer Strategy, Cvolution a consultancy that helps compa-nies authentically engage charities corporations typically tended tolimit their support of charitable

endeavours to philanthropic gifts.Today, it is much more likely thatcorporations will not only give

money, but will be partners inchampioning a cause. We call itcause marketing. For the mostpart, charities cannot afford toadvertise, so the awareness thatcorporations can help create isvery important.

Cause marketing is a partner-ship between company, cause andcommunity, he says. When doneright, it is very powerful, becauseit is the community stakeholderthat becomes most engaged.

Effective partnerships are builton an authentic foundation, saysMr. Hierlihy. The cause must

be something that the organiza-tions consumers care about, andthat is right for the corporation. Ifthe company has a product thatmight undermine the cause, itisnt a good partnership. Second-ly, the organizations must have acommon audience.

One example is groceryretailer Safeway, which washonoured with the Associationof Fundraising Professionals2011 Outstanding Corporation

award and nominated by severalCanadian charities. The energyof our philanthropic pursuits

stems from the compassion of ouremployees, says Rene Hopfner,director, Community Investment& Corporate Social Responsibil-ity. Whether collecting donationsat the check stands, organizing acommunity event or volunteer-ing with a local charity, eachemployee plays a vital role in ourcompanys collective efforts.

Together with customers andemployees, Canada Safewaystands behind breast and prostate

cancer research as well as supportfor thousands of families livingwith disabilities. These partner-

ships have enabled innovativeprograms around research,mobility grants for those sufferingfrom neuromuscular disorders,once-in-a-lifetime camp opportu-nities for young people and thedevelopment of sport programsfor aspiring athletes.

Canada Safeway has a long-standing history of supporting thecommunities it serves, says Ms.Hopfner. Even though we livein different provinces and come

from diverse backgrounds, we allbelieve in the power of caring forour neighbours.

Corporate partnershipshelp charitable

organizations engage stakeholders

It was the kind of day many of the wom-en and children staying at Interim Placehavent had enough of in their lives.It was the Royal LePage Shelter Foun-

dation Royal Race held at Playdium inMississauga, with proceeds $35,000 going to Interim Place, a caring facil-ity that provides shelter and support forwomen and children fleeing domesticviolence.

The really great thing was the wayorganizer Mike Kennelly opened up theevent so the women and children in the

shelter could participate in the go-kartrace, says Interim Place developmentmanager Catherine Da Costa. Along withthe amazing experience, they got to see

first-hand that there are compassionatepeople in the community like Mike whocare about their plight.

She says the event not only raised theprofile of Interim Place, but also servedto highlight the critical issue of violenceagainst women.

This years Royal Race will take placein September.

Real estategiant sparks race towomenand childrens aid

Sobey Fund forOceansenablesDalhousie toattractbest andbrightestin supportofocean communities

COMMUNITY PARTICIPATION

SouthOkanaganwinerymakes

a splash for local charities

Driven by corporate values andpassionate employees who want abetter future for the worlds most

impoverished citizens, an increasingnumber of Canadian companies includ-ing PwC Canada, Scotiabank, KPMG,Deloitte, RBC and others are backingAga Khan Foundation Canadas WorldPartnership Walk.

Held in communities across Canadaduring May and June, thousands ofpeople, including proud members ofcorporate teams, join for a day of family-

oriented activities, taking steps to raise

money and awareness vital to helping theworlds neediest citizens.

Last year, 40,000 people in 10 Cana-dian cities raised over $6 million, with 100per cent of the funds invested by AKFCin programs that support community-driven, sustainable solutions to poverty inimpoverished communities of Asia andAfrica.

According to AKFC, there are threeeasy ways to participate in this yearsWalk: Become a sponsor; make a dona-tion; or form a corporate team.

Visit WorldPartnershipWalk.com

Canadiancompanies joinWalk

for a greater good



Saeedeh and SeanSalems Rendez-vousat LeVieuxPin eventwill supportWomenUnited inPhilanthropy andSouth Okana-ganHospital. PHOTO: SUPPLIED

GlaxoSmithKline, one of Canadas 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 supportprojects 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

STAYING AHEAD BY SUPPORTING

CANADIAN

COMMUNITIES.


6/8

Ms. Ryan brought theconcept to her bank afterseeing how successful ithad been in the U.S. Weinvest the funds for ourclients and have a targetpayout of five per cent ayear to the charities of theirchoice, she says. Since

its inception, were over$130 million in endowmentand weve paid out over$20 million to registeredcharities.

While many clients findthe donor-advised fundattractive, Ms. Ryan notesthat women are playing an

increasingly important rolein philanthropy. Since the1980s, she says, the numberof Canadian women whoare the active breadwin-ners has tripled. By 2002,women made up one-thirdof the self-employed mar-ket in Canada, according to

TD Economics.Women are more

likely to give time as wellas money to a charity theybelieve in, she says. Adonor-advised fund allowsthem to get involved incauses they want to supportover the long term.

That is particularly truefor Torontos Ruth Mandel,who created her donor-ad-vised fund a few years ago.An author and artist, she isalso the owner of RuthcrestHoldings Inc., which is partof her familys real estatebusiness.

I was being put througha deliberately aggressivedivorce and needed astrong symbolic gesture tosay that I will be the onewho will determine wheremy money goes, she says.A passionate advocate of

issues such as generosity,the protection of womenand social justice, sheearmarked her donationsto specific initiatives suchas Amnesty Internationalscampaign against thestoning of women and theDecember 6th Fund, whichprovides interest-free loans

to women escaping abusiverelationships.

Donating for me crossesinto the personal, saysMs. Mandel. The donor-advised fund allowed meto learn extensively and tomove my charitable givingto a more comprehensivelevel. It also allowed meto come out and identifymyself more strongly as a

philanthropist.When the federal gov-ernment in 2006 eliminatedthe capital gains tax ondonations of appreciatedpublicly traded securities,that created a huge surgein charitable giving overalland in the establishment ofdonor-advised funds, says

Ms. Ryan. Canadians, shepoints out, are among themost charitable people onEarth, and the change inthe capital gains tax rules

just added to the incentiveto donate.

Clients have reacted inan incredibly positive waysince the Private GivingFoundation was launched,she says. They can get atax credit of between 43and 50 per cent, dependingon which province they livein. And if theyre donatingappreciated securities tocharity, theyll get the taxreceipt for the market valueand also not have to paycapital gains tax. Normallyif you sell a stock, 50 percent of the capital gainwould be taxed as income.

The result, she says, isthat people can take charge

of their philanthropy andredirect money that used togo to the Canada RevenueAgency to causes that areimportant to them. RuthMandel encourages thosewho have the resources totake advantage of the newfoundation opportunities.Just do it, baby, she says.


Especially since the elimina-tion of the tax on capitalgains on donated securities,

Ashit Dattani has always en-couraged his clients to considerdonating to charity. But when hiseight-year-old son, Samir, was di-agnosed with juvenile diabetes lastDecember, the investment advisorand portfolio manager for TDWaterhouse Private InvestmentAdvice understood the motivationfor philanthropic donations on a

much more personal level.One factor that motivatesgiving is when theres a personalconnection to a disease or acause, he says. If its a disease,when we know the challenges as-sociated with it, we are far morelikely to donate to it.

Late last year, Mr. Dattaniand his wife Kristin learned thatSamir had type 1 diabetes andwould have to deal with it for therest of his life. They suspectedsomething was wrong becauseof their sons sudden weight lossand his insatiable thirst. Just be-fore he was diagnosed, he drank

up to 16 glasses of water in a day.A type 1 diabetic does not

produce any insulin. Withoutinsulin, the body has a difficulttime processing sugars, ultimate-ly leading to ketoacidosis, which,untreated, can lead to serious,life-threatening consequences.

Treating a child with juvenilediabetes exacts a stressful toll ona family. Samir has to test hisblood five to seven times a dayand have about four injections of

insulin a day, says Mr. Dattani.Most parents, like us, have towake up in the middle of thenight to check his sugar levels.Its a very hands-on type ofdisease.

Since Samirs diagnosis, Mr.Dattani has become actively in-volved in raising awareness aboutthe disease and in fundraising forthe Juvenile Diabetes ResearchFoundation (JDRF). He and hiswife have also donated securi-ties to JDRF and are consideringestablishing a donor-advisedfoundation with JDRF as therecipient.

He has found that sinceSamirs diagnosis he has be-come an even more passionateadvocate of charitable giving. Iwas always encouraging clientsto take advantage of the tax ben-efits, and personal satisfaction,of donating, he says. I do thateven more now.

Since TD established the Pri-vate Giving Foundation, a donor-advised fund, Mr. Dattani hasnoticed a growing enthusiasm

among families who take advan-tage of them. For some clients,it has become very much of afamily issue where they get theirkids involved doing research intowhere to direct their donations,he says.

Speaking perhaps for himselfas much as his clients, he saysthat for many its not just writinga cheque at the end of the yearor having money taken off a paystub. Its a different mindset todonating than what weve seenbefore. Its become a really per-sonal and meaningful undertak-ing.

Personal experiences promptfinancial

advisor to dig deeper for juvenile diabetes

PRIVATE GIVING CONTINUED FROM PAGE AFP 1

Family legacies leave lasting impact

Across Canada, family giving adds up for charities and their beneficiaries. Here

are two sterling examples.

Slaight Family Foundation honours artsA 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 Man-

date (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 Leatherdalesgenerous

gift of $500,000 has helped 25 deserving students gain experience as true global

citizens.

Money raised through the UniversitysA World of Opportunity Capital Cam-

paign support the continued development of this invaluable program. To donate,

visit www.uwinnipegfoundation.ca.


Donor-advised funds leveragepersonal philanthropy

When Samir Dattani (right)was diagnosedwith type 1 diabetes,his fatherAshits commitment tophilanthropybecameeven morepersonalandmeaningful,he says. PHOTO: SUPPLIED

Jo-AnneRyan,VicePresident, PhilanthropicAdvisory Services,TDWaterhouse

Thefamilyof Ken Thomson

& thefamily ofAudreyCampbellin memory ofIrma Brydson

TheHon. Margaret &Mr. G. Wallace F.McCain

NancyRuthThe Caring FoundationBMO FinancialGroup

Bondfield ConstructionCompany Limited

CIBCKikiDelaneySusan & Cecil HawkinsThe Morrison FoundationThe Estate of PriscillaPrichardTheRotary Club ofToronto

Charitable Foundation

The SchadFoundationScotiabankSisters ofSt.Joseph ofTorontoSleepCountry CanadaTheEstateof Kathleen SloanThe Sprott FoundationTD Bank FinancialGroupDiane WalkerWigwamenIncorporated

Whirlpool CanadaJoan & Robert Wright,

KarenPitrey, An Richardson,Janice Wright,and Sarah Wright

THANKYOUTOOUR

LEADERSHIPDONORS


7/8

THE GLOBE AND MAIL A special information feature AFP 7

For charitable organizations,technology can deliver twoinvaluable benefits: increased

engagement and lower fundraisingcosts.

But not all organizations realizethose benefits, says John Bromley,vice president, Vancouver-basedBenefic Group, a pioneeringthought-leader in charity strategyand legal counselling. Charitiesare rushing into technology be-cause they feel they must. I agree,

but my concern is that they missdeveloping an effective mindset.Mr. Bromley, whose firm

recently founded two technologystartups, Peer Giving Solutionsand Chimp Technology Inc., says

social media is much more thanjust getting Twitter and Facebookaccounts. It is a democracy ofengaged communicators. Its nolonger about messages controlledby one or two people in your com-munications office what otherpeople say about you is moreimportant than what you say aboutyourself.

Communication has increasedin velocity and complexity, saysMr. Bromley. And while social

media is free or low cost, he rec-ommends organizations invest inpeople and web-based technologythat can engage users effectively.People live in social media now.The Internet is the new bricks and

mortar. Yesterday, you needed anoffice, 10 fundraisers and two com-munications people. Today, manywell-established organizations arebeing outpaced by startups thatbuild their infrastructure aroundthe Internet. The Internet is not asupplement its the present andthe future.

At Medecins Sans Frontieres/Doctors Without Borders Canada,an international emergency hu-manitarian organization, technolo-

gy is enabling donors to align withthe organizations mission in newand powerful ways. In the field,we respond to epidemic outbreaks,natural disasters and changingpatterns of war, says Rebecca

Davies, director of fundraising.We therefore use communicationchannels and fundraising strategiesthat mirror our reactivity on theground. Online, digital and socialmedia channels allow us to bemore timely than ever before.

In the wake of natural disasters,e-mail can be sent at a momentsnotice, she says. We can monitorclick-through rates, test subjectlines, and tweak our strategy andmessaging in real time.

Blogs and an internationalproject called Condition Criti-cal (condition-critical.org) helpconnect donors with patients andcare providers in the field, andMSFwarehouse.ca allows donors

to symbolically purchase giftitems from real MSF logistics andmedical catalogues, raising aware-ness about where there moneygoes. And in a recent videowebinar cast from Port-au-Prince,an MSF head of mission fromVancouver and a Montreal doctoranswered real-time questionsfrom donors.

Technology and digital fun-draising allow you to be timely,targeted and specific if youre

smart about the content, saysMs. Davies. But its importantto make sure that, at every touchpoint, you are offering value anddeepening understanding of yourbrand.

Usedwisely, technology giving donors and

charities a newedge

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, VicePresident, Benefic Group

Tomorrow, were pitching in

to help your community.

TELUS Day of GivingTM

May 28, 2011

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 were giving back to your community,visit telus.com/TDOG

Every volunteer helps us give where we live.

2011 TELUS


8/8

Wealth of Experience

Charitable giving is about creating opportunities or the individuals and causes you believe

in. At TD Waterhouse, we believe supporting the causes that matter to you should be simple

and efcient. Through our Private Giving Foundation, weve created a exible, tax-eective

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

upront ees, board meetings and administration issues usually associated with setting up a

private oundation. Its a simple, tax-eective way to support the causes that matter to you.

PrivateGivingFoundation

A simple way to support the causesthat matter most to you.

For more information about the Private Giving Foundation, visitwww.tdwaterhouse.ca/privategiving or call 1-866-313-1234

TD Waterhouse

a canadian way of giving

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