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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 New Media. “When it comes here, such as Princess Margaret Andrea McManus, chair of
Convio, HJC and Strat-
Com, draws on extensive
surveys with 1,500 Canadian
donors to create a nuanced
about to philanthropy, the picture is
deeper and broader than previ-
ously reported.”
Canada’s philanthropy sector
Hospital, are raising an extra
$80 million or $90 million each
year through their foundations.”
For charitable organizations,
the Association of Fundraising
Professionals International, the
first Canadian to hold that role,
says, “This report shows that we
understanding of philanthropy The Association of is among the most mature and the report illustrates that Cana- have just a much greater depth
in Canada. The results are both Fundraising Professionals sophisticated in the world, says dian donors are “multi-channel” of giving in Canada than anyone
encouraging and surprising, say (AFP) represents more than Mr. Johnston, whose organiza- in their giving, says Mr. McCar- realized. Canadians are getting
the report’s authors. tion conducts about 70 per thy. “A high percentage of older involved in a variety of ways,
“Canadians give differently 30,000 members in 222 cent of its operations outside donors in Canada use new tech- some of which are difficult to
than Americans and are excep- chapters throughout the the country. “Publicly funded nologies to give – we found that attract or measure by conven-
tionally generous,” says Dennis world, working to advance universities and hospital founda- 24 per cent of people over 65 tional means. The challenge for
McCarthy, vice president of philanthropy through ad- tions in Europe that compete give online, for example – and organizations is to have multiple
Strategy at Convio. “Almost 65 on a global level for researchers there was a significa
significant number ways of providing information
arch, education
vocacy, research,
per cent of Canadians are do- are scrambling [to develop this of the youngest age subset of and inviting people into the
nors, giving primarily through tion programs.
and certification capacity] while organizations donors who say they the are open organization, across the donor
tribute gifts in memory or ion fosters
The association to more direct mail from chari- spectrum.”
honour of a loved one, monthly development nt and growth ties than they curren
currently receive. Charities are working very
donations and small gifts at store ng professionals
of fundraising But Gen Y and the millen- hard to meet the needs of
checkouts.” niums tend to be moved by donors, says Mr. Johnston.
While Canadians are similar and promoteses high ethical peer-to-peer and an word of “Charitable organizations are
to Americans in that we’re very standards in the fundrais- mouth.” doing more research. They’re
engaged with charities that are on.
ing profession. average Canadian
On average, listening more and being much
important to us, we are differ- gift are on par
charitable gifts more sensitive to feedback than
ent in that our engagement is AFP believess that to A
with those of Americans, they have in the past. They’re
focused much more around but they tend to give to spending time, money and effort
friends, family and community, uman free-
guarantee human slightly fewer charities, so to do a better job of engaging
he says. cial creativ-
dom and social a
the average amount they donors, and that’s important.”
Patterns of giving are also ity, people must have give per char
charity tends to “It’s a really exciting time for
markedly different. “Depend- the right to freely and run a bit higher.
hig They Canadian philanthropy,” says
ing on what data you look at, are also twic
twice as likely to Ms. McManus. “Even 15 years
orm orga-
voluntarily form
Canadians are two to four times fri
support a friend’s chari- ago, philanthropy was a word
as likely to give monthly as nizations to meet perceived table endeavo
endeavours. associated with people like Bill
Americans.” cate causes and
needs, advocate That means tha that while me- Gates and Warren Buffet. Today,
The research found that seek funds too support these dia plays an importa
important role in it’s much more mainstream. But
former reports on Canadian giv- activities. conveying messages to the pub- we still have a lot of work to do in
ing, based on Canada Revenue lic, it’s also essential to provide encouraging more people to give.
Agency reporting, overlook a supporters with mec mechanisms “Multi-channel communica-
number of channels of philan- to connect with thei their friends. tion will enable us to connect
thropy. “The first channel of “Canadians trust fri friends more with donors to really show them
giving across all age ranges was than people they do don’t know; if the impact that they’re making
gifts at the checkout counter, a friend asks a frien
friend to make and how important that is to
which doesn’t attract a tax a contribution, that resonates society. This research shows that
credit,” says Michael Johnston, much more than an anonymous there is promise, potential and
founder and president of HJC mail or phone calls.calls.” opportunity in this sector.”
A W
native Nova Scotian, who lives on prestigious Marine Affairs Program and hen TD Waterhouse in 2004 approximately $1 million.
the water on Northumberland Strait, work placements with World Wildlife Fund became the first financial With a donor-advised fund, however,
Donald Sobey has “a great love and (WWF), the world-renowned conservation institution in the country to TD Waterhouse takes on all the respon-
respect for the oceans, either when they’re organization. offer clients the opportunity to establish sibilities of running the foundation. And
violent or supplying fish.” “I’d like Halifax, and Dalhousie in par- donor-advised funds through the launch the minimum contribution has been
The chairman emeritus of Empire ticular, to be the major centre for the study of a Private Giving Foundation, it revolu- lowered to $10,000.
Company Ltd., of which the Sobeys grocery and protection of oceans,” he says. “I prefer tionized the way Canadians could donate “We took something that before had
chain is a wholly owned subsidiary, Mr. to fund scholarships – I have about 25 in the money to charity. required you to be ultra wealthy to do,”
Sobey, 76, wants to do whatever he can to business program at Queen’s – rather than Previously, when an individual or says Jo-Anne Ryan, TD Waterhouse’s
help the oceans survive and flourish. To invest in bricks and mortar. It’s more satisfy- family set up a foundation, they had to vice president, philanthropic advisory
that end he has established, in perpetu- ing for me to see students come through and assume all the fiduciary responsibilities services, “and made it simple, cost-effec-
ity, a $1.5-million endowment to provide not have a big debt on their shoulders.” of running the trust or corporation. It tive and accessible to many people.”
scholarships for students in Dalhousie’s Marine, Page AFP 5 also required an initial contribution of Private Giving, Page AFP 6
AFP 2 A special information feature
THE GLOBE AND MAIL
(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
T
he international develop- “In the close to 30 countries Development and Peace. long-term relationship of trust we “As an organization, we also
ment organization Develop- in Africa, Asia, Latin America “Ecological justice will now build with our local partners.” respond to emergencies, and
ment and Peace has worked and the Middle East in which we become an important part of our For Development and Peace, natural disasters have increased
with communities in the Global work, environmental damage is programming. We work very this means supporting commu- tremendously over the last few
South for over 40 years, address- perpetuating poverty. To help closely with local partner orga- nity-driven projects that aim to years. We have responded to
ing the root causes of poverty communities rise out of poverty nizations, and they are telling us protect, restore and advocate for typhoons in the Philippines and
by supporting local social justice and achieve sustainable develop- that the environment has to be the environment. This, in turn, the recent floods in Pakistan and
projects, such as those that em- ment, we need to start address- a priority; otherwise they will see aims to improve land quality for Sri Lanka. Poor communities are
power women, promote democ- ing this issue. Respect for the the destruction of their commu- agriculture, prevent the displace- hit hard because their infrastruc-
racy and strengthen human rights. environment is also a question nities. We are listening to their ment of communities and help ture is weak, which makes the
The organization is now add- of human rights,” says Michael needs. Our donors from across mitigate the effects of natural ability to recover all the more
ing ecological justice to that list. Casey, executive director of Canada support us based on the disasters. difficult.”
© 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
THE GLOBE AND MAIL A special information feature AFP 3
EXPERT OPINION
I
f you’ve been following the significantly and are great part- Canadian Giving, the study high- Philanthropic Corporation in do that, but what would giving
data from Statistics Canada on ners with charity. But they can’t lighted in our top story, shows 2010, and Safeway, nominated two per cent of your income look
charitable giving, you might be expected to fill in the gaps, that there are nearly 16 million by several Canadian charities, like? Five? Even 10?
think the state of Canadian phi- especially as we emerge slowly donors in Canada, almost triple was the recipient this year. You don’t have to give a six-
lanthropy is relatively poor. The from a global recession that what the Statistics Canada data Perhaps most inspiring, Ca- figure gift in order to be a phi-
amount of giving has dropped for many economists say will leave indicates. The study also shows nadian youth are accomplishing lanthropist. Everyone who gives
the last three years to about $7.8 us with several years of very flat significant philanthropic interest extraordinary things as well. Bi- is a philanthropist because that’s
billion in 2009. Even more signifi- economic growth. and activity in all age groups of laal Rajan was four when he first what philanthropy is — simple
cant, the percentage of Canadians Will our saviours be the very donors. started fundraising for charitable but powerful acts of giving, car-
claiming a charitable deduction wealthy, such as those par- Another recent study, The causes and was named UNICEF ing and sharing.
dropped from 24 per cent in 2008 ticipating in the Giving Pledge? Cygnus Donor Study, shows that Canada’s National Child Rep- We don’t have to ask where
to 23 per cent in 2009, leaving us Perhaps they are the only ones 45 per cent of donors gave more resentative at the age of eight. the Canadian philanthropists are
with about 5.6 million donors. with enough wealth to avoid (or in 2010 than in 2009, while 42 Teenagers Andrew Fazackerley because they’re right here, all
Of course, the Statistics ignore) the challenging economic per cent gave about the same. and Edward Goodfellow raised around us. They probably include
Canada data represents just those environment and still support Even more importantly, nearly $1 million for cancer research. you, whether it’s mentoring, vol-
donors who claim a credit on charity. But does that mean that 80 per cent plan to give more in Look no further for the next unteering, giving or even helping
their tax forms. But this group philanthropy is now solely the 2011, while just seven per cent round of Canadian philanthro- to raise awareness and money.
of donors tends to be wealthier realm of the very rich? said they would give less. pists, and there are many more Canadians are getting involved
and make significant donations. Not at all. In fact, what the But it’s not just the quantity of examples I could name. in all sorts of ways and making
If those donors are fewer and Statistics Canada data doesn’t Canadian philanthropy that is far The point is, everyone can be incredible impact — which is why
giving less, how are we going to show us, but new research does, greater than you might think, it’s a philanthropist, regardless of the state of Canadian philanthro-
make up the difference? Corpo- is that there are significant phi- also the quality. My organization, age, wealth or any other factor. py, even in difficult times, is very,
rations and foundations do give lanthropists all around, in every the Association of Fundraising The only question you have very strong.
SALLY FLINTOFT SYLVIA CHROMINSKA WILLIAM FRANCIS JODI SIMKIN RILEY SAMUEL
Calgary Health Trust Women’s College Hospital The Salvation Army Canucks Autism Network SickKids Foundation
Foundation
Sally Flintoft, the new chief Sylvia Chrominska, group head, William Francis, territorial com- Jodi Simkin, executive director Riley Samuel may be young,
executive officer of the Calgary Global Human Resources and mander of The Salvation Army, of the Canucks Autism Network but he’s already a proven, ca-
Health Trust, has a 21-year history Communications, Scotiabank, Canada and Bermuda Territory, (CAN), says the organization was pable fundraiser. Inspired by his
of success in health care philan- is the chair of The Campaign for says The Salvation Army’s Dignity founded by Paolo and Clara Aqui- sister Rebecca’s two life-saving
thropy. She joins Jill Olynyk, chief Women’s College Hospital. Project (www.salvationarmy.ca/ lini in 2008 to empower children liver transplants, 13-year-old
operating and financial officer, in “Women’s College Hospital dignity) is designed to make and families living with Autism Riley emerged as last year’s top
aligning the organization’s mission Foundation has a long history Canadians aware of the reality of Spectrum Disorder (ASD) through- “Change Crusader” – a group
with the Alberta Health Services of leadership in women’s health. poverty in the 21st century. “Dig- out British Columbia. Since then, of heroic child volunteers who
Five-Year Action Plan, fundraising I see my role in raising money nity for all people is at the heart of CAN has done a remarkable job, support SickKids Foundation
to support those goals and build- as helping to enable the future The Salvation Army’s mission. It’s delivering high-quality programs by asking for donations from
ing strong community partner- of women’s health – you can’t about feeling connected; about a including sports, recreational, so- classmates, co-workers, family and
ships. practice new medicine in a very sense of belonging and improved cial and vocational opportunities friends. Riley says he was so grate-
Together, Ms. Flintoft and Mrs. old building. self-worth. We believe that how that allow those living with ASD ful for “the miracle of life given to
Olynyk will ensure the Calgary “Women’s College Hospital is we treat our most vulnerable to participate. my sister,” he was motivated to
Health Trust continues to deliver the first and only independent citizens matters.” With an estimated 7,500 raise more than $25,000 in just six
on its vision, enabling donors and academic ambulatory care hospi- Poverty puts dignity out of children living with autism in the weeks for the Transplant Centre
volunteers to participate in strate- tal focused on women’s health in reach for one in 11 people in province, CAN has been working at SickKids. For more information
gies advancing excellence in com- Ontario, developing new ap- Canada today, he says. “Through diligently to expand programs on fundraising events for SickKids
munity health care and wellness. proaches to care that will reduce online events, on-the-street out- and raise awareness. “We are Foundation, please visit:
Since 1996, the Calgary Health in-patient hospitalization; working reach, traditional advertising and proud of our accomplishments www.sickkidsfoundation.com/
Trust has raised almost $315 mil- on things like prevention and social networking, The Salvation to date, but know there is much events.
lion from donations, lotteries and disease management, which will Army is enlisting your support to work to be done to further sup-
special events. ultimately relieve the strain on the make dignity possible for all.” port the families we serve,” says,
health care system.” Ms. Simkin, noting that CAN is
generously funded in part by the
Canucks For Kids Fund.
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, rdeacon@globeandmail.com.
CORPORATE GIVING
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
MASTER’S IN
DEVELOPMENT PRACTICE
Since our 1981 inception we’ve sheltered and supported over 38,000 women and their
INDIGENOUS
children flee violence in the Peel Region. DEVELOPMENT
for more information.
Sobey Fund for Oceans enables Dalhousie to attract“best and brightest”in support of ocean communities
The endowment will be managed jointly when I explained that it would function Known as Canada’s “Ocean University,” and endangered, species, among the
by Dr. Lucia Fanning, director of the Marine like a ‘hub’ for students from all relevant Dalhousie expects the prestigious scholar- concerns. For example, whales such as the
Affairs program, which is in the university’s areas of study. With the Sobey Fund for ships and work placements to begin in the North Atlantic right and northern bottlenose
Faculty of Management, and Dr. Robert Oceans, we are seeking to attract the upcoming academic year. “Each award are endangered, and many of the 28 species
Rangeley, vice president Atlantic of WWF. best and brightest minds across multiple recipient will also be recognized as a ‘Sobey of sharks that frequent Canadian waters are
“Donald was surprised at first when he disciplines – from marine biology, to law, Ocean Conservation Ambassador,’” says at risk.”
heard we proposed to anchor the pro- oceanography, management, journalism Dr. Fanning. Donald Sobey, who has been associated
gram in that faculty,” says Dr. Rangeley, and economics – to create new ways for “I believe that while there are obvious with Dalhousie University and WWF for
a marine ecologist. “But he was excited ocean communities to flourish.” gaps in our scientific understanding of the many years, is convinced that we need to
interconnectedness of the oceans, we actual- create sound arguments against harmful
ly make rather limited use of the knowledge environmental practices in order for change
COMMUNITY PARTICIPATION we do have when making decisions about to occur. He recalls a successful campaign
the oceans,” she says. “So for me, finding in- WWF was behind some years ago to protect
novative ways to enhance and influence the the Gully, an ecologically fragile underwater
Real estate giant sparks race to decision-making process should be a critical
first step in what the students work on.”
canyon near Nova Scotia’s Sable Island.
After the science and the management solu-
I
t was the kind of day many of the wom- shelter could participate in the go-kart
en and children staying at Interim Place race,” says Interim Place development a fully sustainable seafood industry, and the Mr. Sobey says. “So I know the power of
haven’t had enough of in their lives. manager Catherine Da Costa. “Along with ongoing need to protect vulnerable habitats information and education.”
It was the Royal LePage Shelter Foun- the amazing experience, they got to see
dation Royal Race held at Playdium in first-hand that there are compassionate
Mississauga, with proceeds – $35,000 people in the community like Mike who
– going to Interim Place, a caring facil- care about their plight.”
ity that provides shelter and support for She says the event not only raised the
women and children fleeing domestic profile of Interim Place, but also served
violence. to highlight the critical issue of violence
“The really great thing was the way against women.
organizer Mike Kennelly opened up the This year’s Royal Race will take place
event so the women and children in the in September.
STAYING AHEAD BY SUPPORTING
COMMUNITY PARTICIPATION CANADIAN
COMMUNITIES.
South Okanagan winery makes
a splash for local charities
N
estled on Oliver, B.C.’s sun-
drenched 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, award-
winning 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 Saeedeh and Sean Salem’s Rendez-vous
provided by Vancouver’s celebrated C at Le Vieux Pin event will support Women
Restaurant; the balance of proceeds will United in Philanthropy and South Okana-
benefit Women United in Philanthropy gan Hospital. PHOTO: SUPPLIED
and South Okanagan General Hospital.
“We are confident that everyone who as well as help preserve the quality of
attends will have a memorable time and health care delivery in the South Okana-
through this participation help change the gan,” says Saeedeh.
future for children in the Lower Mainland To learn more, visit www.levieuxpin.ca.
GlaxoSmithKline, one of Canada’s leading
research-based pharmaceutical companies, has
COMMUNITY PARTICIPATION
a proud tradition of charitable and community
“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
© 2011 TELUS
TD Waterhouse
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 Private
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 Giving
can be set up in less than 24 hours. So you can easily leave a charitable legacy without the Foundation
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.
Wealth of Experience
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