omorrow is the day thatCanadians – and peopleall over the world –

celebrate philanthropy and theincredible contributions thatgiving and volunteering havemade to our society and countlesscommunities across the globe.

National Philanthropy Day(NPD) recognizes the collectiveimpact that the thousands ofcharities and millions of donorsand volunteers have on Canada.But it’s an impact that starts witheach individual person and theirunique story. People like Jeff Gal-lant.

After working as an investmentanalyst for several months, Mr.Gallant started to think aboutways to give back to the commu-nity in the same way he works:innovatively, entrepreneuriallyand strategically.

Mr. Gallant has a special af-finity for The Hospital for SickChildren (SickKids) in Toronto,because he had eye surgerythere as a child. When SickKidsFoundation asked for his adviceon the Innovators Program, “itimmediately clicked with me,”he says. “The program enablesdonors to be involved with thehospital at a very deep andmeaningful level.”

SickKids Innovators is an exclu-sive group of young professionalswho each invest $5,000 as partof the program and collaborate torecommend which priorityarea of the hospital to directtheir funds toward in a Dragons’Den-style event. In the process,they network with other businessleaders and are invited to signa-ture events, meet with world-renowned researchers and doctorsand receive behind-the-scenesaccess to hospital facilities to seethe impact of their contributions.

Over the past year, Mr. Gallantand other young professionalsin the program have met with“clinicians who are transform-ing the future of child health,” heexplains. “It’s an active form ofphilanthropy.”

It’s also a successful example ofhow charities are evolving to meetthe challenges of a rapidly shiftingenvironment, where demandsupon organizations and donorsare greater than ever.

“That’s exactly what we’recelebrating on National Philan-thropy Day,” says Andrew Watt,president and CEO of the Associa-tion of Fundraising Professionals,which helps lead the internationalcelebration. “Yes, it is the day wethank everyone who is helpingto change the world. But it’s alsoa time to renew philanthropy –adapt to changes in the world,look at new ideas and innovations,and reinvigorate ourselves to takeon new challenges.”

This year, Canadians can alsoparticipate in Giving Tuesday(www.givingtuesday.ca) to con-tinue the celebration of philan-thropy. The December 3rd eventencourages Canadians to giveback in the midst of the holidayshopping season. “National Phi-lanthropy Day and Giving Tuesdayare both great ways to get involvedand are perfect complements toeach other,” says Mr. Watt.

An increasing reliance onfundraising to meet gaps in social,health, environmental and inter-national development sectors, atthe same time that governmentfunding shrinks, is forcing orga-nizations to adapt quickly, saysDarrell Gregersen, president andCEO of the CAMH Foundation.

The information age has alsohad an impact. Not long ago, fun-draisers would research potentialdonors before presenting their ap-peals. Today, she explains, “whenwe meet, they have done theirresearch, too.” As a result, donorsare more self-directed in seekingout organizations to help themachieve a particular impact.

That shift is important fororganizations to recognize whenplanning resources and staffing,Ms. Gregersen stresses. “We mustensure communication skillsin our development offices areextremely strong. Our donorsneed to hear us speak with respectand reverence, but they also needauthentic, straight talk that willhelp them have the impact theywant to have.”

While this evolution presentschallenges for mission-focusedcharitable organizations taskedwith keeping costs low, power-ful partnerships can result, saysMs. Gregersen. “These donors

Special

National Philanthropy Day

T H U R S DAY, N OV E M B E R 14 , 2 01 3 SECTION AFP

AN INFORMATION FEATURE FOR THE ASSOCIATION OF FUNDRAISING PROFESSIONALS

Celebrating the impact of partnerships, innovation and the inspiration of a new generation

Engaging diverse donorsPage AFP 2

Acclaimed philanthropistsPage AFP 4

Focus on impact fuels ROIPage AFP 6

INSIDE

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.

nnovations from partner-ships to online messagingare bringing new ap-

proaches to today’s philanthropicefforts.

PARTNERS IN SPORT ANDLEARNINGWhen Western Universityalumnus Jack Cowin learned ofWestern’s goal to offer interna-tional learning opportunities andbecome more globally recog-nized, he was eager to help. TheCanadian-Australian business-man is working with universitypresident and vice-chancellorAmit Chakma to establish aninternational advisory board,which he chairs.

The first in his family tograduate from university, Mr.Cowin studied psychology andwas a successful student-athleteat Western, competing on theMustang football and wrestlingteams. His wife Sharon was on thevarsity swim team. The Cowinsare supporting the university’s ef-forts to attract and retain the bestcoaches for its teams, through adonation of $1 million.

Mr. Cowin credits his time atWestern with providing lessonsin leadership and perseverance,as well as “opening my eyes tothe big, exciting world.” He’sfacilitated the development of aninternational student exchangebetween Western and BondUniversity in Australia, donating$3 million to create the Jack andSharon Cowin Scholars Awardprogram.

OPENING STUDENTS’ EYESPhilanthropy has also made itpossible for Western students toadd experiential and community-service learning to their resumés.

The Alternative Spring Breakprogram, supported by donorssuch as RBC, enables as manyas 200 students a year to have“purposeful co- and extra-cur-ricular experiences” in Canada,the United States and around theworld, says John Doerksen, West-ern’s registrar and vice provost foracademic programs and students.

The donor-supported GlobalOpportunity Awards programoffers students the chance to goabroad on exchange programsand field trips. A popular optionhas been the Vindolanda FieldSchool, an archaeological dig at aRoman fort near Hadrian’s Wallin the U.K., where student LaurenFlynn discovered a 2,000-year-old boot worn by a soldier. “Iwas almost in tears to be able totouch something from the ancientworld,” she recalls.

BRINGING THE KETTLEONLINEThe Salvation Army has someadvice for charities wanting toengage online donors and en-hance their contributions: keepit simple.

“When we introduced theonline Fill the Kettle campaign,we were anxious to make peoplesee that there were a number ofways to give, but the multipleoptions made it far too confus-ing,” explains John McAlister, the

organization’s national directorof marketing and communica-tions. Also, when people loggedon, they were greeted with imag-ery of the kettle and volunteers,which distracted from the coremessage of “There are people inneed and you can make a differ-ence.”

Now when prospective donorsvisit the campaign website, inaddition to selected images ofthe 1.8 million Canadians in 400communities across Canada whobenefit from kettle donations,they are presented with just twooptions for giving. They caneither donate to a kettle in theirarea or “host” an online kettlefundraiser of their own, he says.“You set it up and share the linkwith family, friends and co-work-ers, who can track the progress ofthe campaign with a download-able smartphone app.”

At the same time, the funda-mental characteristics of TheSalvation Army’s campaignthat Canadians have long lovedremain unchanged. “The moneythat goes into the bubbles lo-cated on the street stays in thelocal community, and the onlineprogram is no different,” says Mr.McAlister. “Online donors cangive funds to kettles in areas oftheir choosing.”

With the new approach andrefined imagery, The SalvationArmy hopes to raise a total of$21 million this Christmas forCanadians in need, as much asfive per cent of that from onlinedonations.

PROGRESS

Passion and vision meet to createnew opportunities

On November 15, peoplearound the world will cel-ebrate National PhilanthropyDay (NPD). This year, it isbeing celebrated in over 100communities across NorthAmerica, including everymajor metropolitan area inCanada.

Connecting all of theseevents together is an interna-tional campaign and website,www.npdlove.com, whereyou can provide your ownstories of impact, includingphotos, and upload yourideas and tips about how togive effectively. The websitewill feature a different personevery day explaining howthey are making a difference.

You can also tweet yourstories and ideas to#npdlove, as well as partici-pate in a photo contest withunique visuals of the letters“N-P-D.”

So head to the NPD website– www.npdlove.com – andshare how you’re making adifference and sharing thelove on National PhilanthropyDay!

ABOUT

The SickKids Foundation Innovators program empowers donors to help kids like Hunter, diagnosed with leukemiain 2009. SUPPLIED

Engagement, Page AFP 5

“Charities are faced withthe need to connect withyounger generations, fromthe boomer down.”

Paula Attfieldis executive vice-president at StephenThomas Limited

ONLINE?

For more information, visitwww.globeandmail.com/nationalphilanthropyday.

“Keep cracking jokes evenwhen feeling sick from chemo.”- Nova, Antonio’s Mom.

Together we will help more real-life heroes.See Antonio’s story and more at sickkidsfoundation.com/together

t was a fundraising part-nership with a difference.In the summer of 2007,

the William Osler Health CentreFoundation and Brampton’s Sikhcommunity came together to holda 48-hour Sikh prayer ceremony atthe site of the new Brampton CivicHospital, set to open that fall.

The response was overwhelm-ing – 15,000 community mem-bers attended the Akhand Paathceremony over the weekend.

They also made donations total-ling $200,000, one componentof the Sikh community’s multi-million-dollar contribution to thebuilding of the hospital.

This fundraising success storywas highlighted earlier this yearat the Association of Fundrais-ing Professionals (AFP) SouthAsian Philanthropy Conferencein Toronto, as part of its “FromDiversity to Inclusion in Philan-thropy” initiative. This three-year

project was organized by the AFPFoundation for PhilanthropyCanada and the Greater Torontoand Ottawa chapters of the AFP,and received support fromOntario’s Ministry of Citizenshipand Immigration.

The project includes 12 one-dayconferences that bring togethercommunity leaders and phi-lanthropists with non-profitorganizations and fundraisers.Each conference focuses on the

charitable giving traditions andinterests of a distinct community,including several ethno-culturaland immigrant groups.

“Every community believes ingiving and sharing, but differentgroups express that in uniqueways,” says Krishan Mehta,vice-president of inclusion andequity at AFP and co-chair ofthe conference series. “One clearmessage we are getting fromthese conferences is that donorsfrom diverse communities wantto give to charities that speak totheir interests and needs. We arelearning that fundraisers need tomake the time to understand thecultural cues that will eventuallylead to building stronger, inclu-sive relationships with differentgroups.”

Engaging donors from variousgroups is increasingly impor-tant as Canada becomes morediverse, says Mr. Mehta. “Theseconferences are showcasing all ofthe ways it’s done and ask us to re-think how to meaningfully engagepeople both on the ground and inleadership circles.”

Conferences to date havefocused on the South Asian, Chi-nese, African-Caribbean, Jewishand Aboriginal communities, as

well as women. Future confer-ences will include groups such asyouth, persons with disabilities,LGBTQ, Hispanic, Muslim andFrancophone communities.

REGULATORY CHANGES

According to IndustryCanada, only 12 per centof active non-profits havemade the transition to theCanada Not-for-Profit Act.It’s a process that requireschanging bylaws, amongother things, and those whofail to comply with the newregulations by October 17,2014, will be dissolved.

Kate Lazier, a partner atMiller Thomson LLP, saysthe transition process alsooffers non-profits the op-portunity to ensure theirgovernance practices are upto date. Read more aboutthe new legislation – and theexperience of the Institutefor Canadian Citizenshipwith its transition to the NFPAct – online atwww.globeandmail.com/nationalphilanthropyday.

DIVERSITY

AFP 2 • AN INFORMATION FEATURE FOR THE ASSOCIATION OF FUNDRAISING PROFESSIONALS t h e g lo b e a n d m a i l • t h u r s daY, n ov e m b e r 14 , 2 01 3

NATIONAL PHILANTHROPY DAY

To find out more about how your legacy gift will benefit us:Contact Jen Schaeffers, Executive Director 604.331.2782

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Help us ensure thefuture is bright for BC’s

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Project helps charities engage diverse donors

Donors from diverse communities want to give to charities that speak to their interests and needs, says expert. SUPPLIED

Cancer changes everything –unless we change cancer. TheCanadian Cancer Society startedout 75 years ago as a grassrootsorganization, raising aware-ness with daffodil teas andmobile information services.Today, thanks to their donors’support, the Society is chang-ing cancer by funding the bestcancer researchers, advocatingfor healthy policies and provid-ing support and information tomillions of Canadians.

Are we making progressagainst cancer? In the 1940s, aCanadian diagnosed with cancerhad an overall survival rate ofonly about 25 per cent. Today,those odds have increased tomore than 60 per cent. “That

progress has largely been madebecause of research, and that’sthe way we are going to beatthis disease,” says Dr. ChristineWilliams, the Society’s vice-president of research.

In 2012, the Society directed$132 million towards its mission;one-third of it went to researchand the balance to programsand advocacy. Currently, theSociety funds 310 researchprograms in 50 institutionsacross Canada. Among them areInnovation Grants – a fundingplatform designed to supportunique, creative research ideas.

One such project, headed bycardiologist Dr. Geoffrey Picker-ing of London, Ont., is turninga traditional area of cancer re-

search on its head by investigat-ing the idea of increasing bloodsupply to tumours to “overfeedthem,” rather than the usual ap-proach of starving them by cut-ting off their blood supply. Thisand other innovative projectshave huge potential.

Tammy Horvath knows first-hand how research benefitspatients. She was diagnosedwith stage four uterine cancer atthe age of 34 and given just twoweeks to live. “I wasn’t afraid todie, but I couldn’t accept leavingmy children,” says Ms. Horvath,whose sons were just one andfive years old at the time. Adecade later, she credits the ex-tensive surgery she had, as wellas an aggressive chemotherapy

and radiation regimen, withsaving her life. “My survivaldidn’t happen in a vacuum;it happened because of thecancer research that developedthese treatments – and becausethere was money to pay for thatresearch.”

“We fund the best research inthe country,” says the Society’sDr. Williams. “Our peer-reviewprocess for choosing whichprojects to fund is consideredthe gold standard.”

Donations and volunteerefforts drive everything the So-ciety does, says Dr. Williams. “Bydonating to research, our donorsare making a collective invest-ment. We really are the people’scharity.”

CANADIAN CANCER SOCIETY: EVERY DONATION CRITICAL TO FIGHT AGAINST CANCER

“My survival didn’thappen in a vacuum;it happened becauseof the cancer researchthat developed thesetreatments – andbecause there wasmoney to pay for thatresearch.”

TammyHorvath

Visit www.globeandmail.com/nationalphilanthropyday.

John and Cheryl AldredDavid A. BissettJim DavidsonJack and Joan DonaldN. Murray EdwardsRichard F. HaskayneWayne HenusetSam KoliasHal KvisleAlvin LibinRonald N. MannixDavid O’BrienTodd PolandClayton RiddellJR ShawGuy TurcotteMac Van WielingenAnonymous

Junior Achievement of Southern Albertais proud to recognize the Founding Membersof the Economic Futures Council.

EconomicFuturesCouncil

Members of the Economic Futures Council,through their participation and generous financialsupport, have recognized the need to invest intomorrow’s workforce. They are committed tohelping youth succeed in a global economy.

To join the Council at any level, please contactJunior Achievement of Southern Albertaat 403 781 2582.

Your donations fund the bestcancer research in Canada.

Learn more at cancer.ca

“Because of theCanadian CancerSociety, I am hereto be a mom tomy kids.”Tammy Horvath, survivor of stage four uterinesarcoma, with sons Hayden and Hunter

couple that defines gener-osity, a volunteer fund-raiser extraordinaire and

a newspaper that has raised mil-lions of dollars for its community.Last spring, these three Canadianphilanthropists were recognizedinternationally when the Associa-tion of Fundraising Professionalsannounced the recipients of itsinternational Awards for Philan-thropy.Leslie and Irene Dubé of Sas-

katoon, recipients of the Awardfor Outstanding Philanthropists,have inspired many through theirphilanthropy and communityservice. Over the past decade, thecouple has donated more than$30 million to a variety of causesin the areas of health care, educa-tion and religion.

This includes a $10-milliondonation to the University ofSaskatchewan Health SciencesProject and million-dollar gifts toother health-care facilities. Theyhave also funded bursaries andscholarships, a Community Ser-vice Learning Program and madesignificant donations to supportthe Roman Catholic Diocese ofSaskatoon.

The couple show their com-passion and generosity throughregular gifts to the SaskatoonFood Bank and by covering thecosts of Christmas, Easter andThanksgiving dinners at theSaskatoon Friendship Inn.Anita Law of Vancouver, recipi-

ent of the Outstanding VolunteerFundraiser Award, demonstratesthe power of an individual to

make a difference. Believing that“there is no greater gift than thegift of life,” Ms. Law is a passion-ate supporter of health-care orga-nizations in British Columbia.

For four years, she has beenthe vice-chair and co-chair of anannual gala for Vancouver’s Tap-estry Foundation for Health Care.The gala has raised more than$1 million to purchase majormedical equipment for thehospital.

Creative fundraising initia-tives for the St. Paul’s HospitalFoundation – including a Mah-Jong competition and a dim sumlunch with Vancouver’s chief ofpolice – have helped raise morethan $2 million.

Ms. Law has also shown herextraordinary generosity through

her own financial support ofthese and other causes.

Recognizing the power of thewritten word, the Calgary Herald– recipient of the OutstandingCorporation Award – has used itsinfluence to mobilize Calgariansto reach out to those less fortu-nate. Twenty-three years ago, agroup of reporters launched theCalgary Herald Christmas Fund,which has since raised over$20 million for hundreds of orga-nizations in the Calgary area.

The newspaper’s employeeshave contributed nearly 17,000volunteer hours to writing storiesand organizing events. In addi-tion, by dedicating millions of dol-lars in editorial space to non-prof-it organizations – and using socialmedia to highlight the work beingdone by these charities – thepaper has increased the profile ofCalgary’s charitable organizationsand broadened their supportwithin the community.

An ambitious matching giftscampaign resulted in a record-setting $4.9 million being raisedin 2011 for charities supported bythe Fund.

AFP receives hundreds of nomi-nations from around the worldevery year for its internationalAwards for Philanthropy, honour-ing outstanding philanthropists,volunteers, corporations, foun-dations, fundraisers and youthinvolved in philanthropy. 2013 isthe first year ever that Canadiansaccounted for three of the awards.

“It’s a testament to the grow-ing importance and strength ofphilanthropy here in Canada,”says Andrea McManus, CFRE, aformer chair of AFP. “There areamazing stories of inspiration andgenerosity across our country,and these three extraordinaryhonourees represent the best ofthe best. We’re so grateful to beable to honour them publicly sothey can serve as role models forothers, and we thank them fortheir efforts.”

AFP will begin taking nominationsfor the 2014 Awards for Philanthropyon November 15, National Philan-thropy Day, through its website:www.afpnet.org.

GORD BAMFORD

Canadian country music super-star Gord Bamford is celebratinghis recent Canadian CountryMusic Association awards, thelaunch of his newest albumand his fall tour by donating$100,000 to children’s hospitalsacross Canada.

The Gord Bamford CharitableFoundation, started in 2008, has

raised nearly $1.5 million to sup-port underprivileged youth andsingle-parent families in Canadathrough education, health careand music programs.

Mr. Bamford recently deliv-ered gifts of $10,000 each fromthe foundation to 10 children’shospitals across Canada. “I’m sograteful to be in the position Iam today to be able to help thesehospitals,” he says.

PAIGE DILLABOUGH

Diagnosed with a malignant braintumour a decade ago at the ageof eight, today Paige Dillaboughis dedicated to raising funds andawareness to help families ofchildren with cancer. The Ottawateenager has been given the Out-standing Individual Youth Awardby the AFP Ottawa Chapter.

A sought-after keynotespeaker, Paige combines herwonderful sense of humour witha tell-it-like-it-is style. She’s anenthusiastic cheerleader anda favourite babysitter in herhometown of Renfew, Ont., andenjoys art, baking and playingthe piano.

Paige has received the UnitedWay Ottawa Community BuilderAward and the Child and YouthFriendly Ottawa Courage Award.She was recently named aCanadian Cancer Society Relayfor Life “Hero of Hope” – one ofonly four.

KRISTINA AND HEATHERDICLEMENTE

Their love for their sister hasinspired Kristina and Heather

DiClemente of Oakville, Ont., toraise funds for research to finda cure for blood cancer. The twohave been given the OutstandingYouth in Philanthropy Award bythe AFP Greater Toronto Chapter.

Three years ago, shortly aftershe was diagnosed with acutemyeloid leukemia, DeannaDiClemente created the Dee ForDynamite team for the Leuke-mia & Lymphoma Society ofCanada’s Light the Night Walk.

Just before Deanna died onNovember 12, 2010, Kristina andHeather promised their sisterthey would continue supportingthe annual walk. They’ve raisedmore than $156,000 and helpedcreate a more positive future forblood cancer patients.

AFP 4 • AN INFORMATION FEATURE FOR THE ASSOCIATION OF FUNDRAISING PROFESSIONALS t h e g lo b e a n d m a i l • t h u r s daY, n ov e m b e r 14 , 2 01 3

NATIONAL PHILANTHROPY DAYROLE MODELS

Philanthropists receive international acclaim

HEROS

Kristina and Heather DiClementeSUPPLIED

Award recipient Anita Law is apassionate supporter of health-careorganizations in British Columbia.SUPPLIED

The Gord Bamford Charitable Foundation has generated nearly$1.5 million since 2008. SUPPLIED

Visit www.globeandmail.com/nationalphilanthropyday.

On National Philanthropy Day, our students join us in sayingthank you to our generous donors who have contributed to theextraordinary Western Experience. Through your support, we aredeveloping the next generation of global-ready leaders preparedto tackle some of the world’s most challenging issues.

extraordinary.westernu.ca

odd Poland’s life changedforever when he joineda Junior Achievement

of Southern Alberta (JASA)company program team in highschool. He went on to volunteerfor JASA in the classroom andwas later asked to join its boardof directors.

When Mr. Poland had theability to make a large financialcontribution to JASA – at just 32years old – it was an easy deci-sion, he says. “The [organiza-tion’s] impact on students andour economy is so significant.”

He is the youngest foundingmember of the JASA EconomicFutures Council, which enablesand inspires the success ofJASA, youth and the Canadian

economy through its financialand moral support, notes ScottHillier, JASA’s CEO. With its con-tributions, he adds, the councilis “building the workforce oftomorrow.”

Mr. Poland’s gifts to theorganization to date exceed$150,000, and his many philan-thropic and volunteer contribu-tions were recognized last yearwith the Queen Elizabeth IIDiamond Jubilee Medal. His ini-tial gift was in support of JASA’sInvestment Strategies program,which was struggling at the time.With his support, the program,which teaches youth how toinvest in the stock market, hasgrown by 400 per cent in thepast four years.

Now that Mr. Poland is avice-president at CIBC WoodGundy, he says that the pro-gram is “near and dear” to hisheart. This is in part becausethe donor who initially helpedcreate it is a man whom Mr.Poland admires, prominentCanadian and fellow JASA Eco-nomic Futures Council founderDavid O’Brien, the chairman ofthe Royal Bank of Canada andEncana Corporation.

Mr. Hillier says the councilwas started “so our long-timephilanthropists and businessleaders could inspire the nextgeneration of givers – ordinaryfellows like Todd, who can doextraordinary things now andwell into the future.”

AN INFORMATION FEATURE FOR THE ASSOCIATION OF FUNDRAISING PROFESSIONALS • AFP 5the globe and ma il • thursdaY, november 14 , 201 3

hen the Segal Cancer Cen-tre at the Montreal JewishGeneral Hospital urgently

needed to buy two mammogrammachines designed to reduce theincidence of false-positive diag-noses, its fundraising foundationemployed an innovative philan-thropy experiment.

Working with PearTree Fi-nancial Services, it approacheddonors who had already givengenerously to their breast cancerservice, many of them formerpatients, to raise the additionalfunds. “Although they hadalready given, they’d also made itknown they wanted to do more,”says Marilyn Anthony, PearTree’s

vice-president of business devel-opment.

After a presentation aboutthe potential and cost of thenew machines by the centre’shead clinicians, donors metprivately with representativesof the hospital’s foundationand Peartree, who explainedhow their flow-through fundingmodel could turn a $1,000 giftinto a $2,500 gift, or a $100,000gift into a $250,000 gift, by usingtax credits.

“It lowers the cost of gift-givingafter tax significantly, with aCanada Revenue Agency (CRA)advanced tax ruling stamp ofapproval,” says Ms. Anthony.“Within six months, using thismodel, the money was raised.”

PearTree’s services allowdonors to buy typically riskyflow-through shares of juniormining resource companies,which are used to stimulate Ca-nadian resource exploration, Ms.Anthony explains. “The donorsare buying high and selling low,

which is why CRA is willing toapprove it.”

Once the shares are purchasedat the issue price, they aredonated to the charity and thedonor receives the tax credits,lowering the cost of giving. Thecharity gets the pledged amount,and PearTree then arranges tosell the shares.

In Canada, donors can general-ly count on tax credits that lowerthe cost of a $1 donation to about50 cents, she notes. But using thismodel, “you can give a dollar foras little as five cents in Quebec,the lowest in the country; inOntario, B.C. and Manitoba, youcan lower the cost of giving $1 toabout 15 cents to 20 cents.”

FINANCIAL PLANNING

Generous donors plus resource flow-throughshares equals improved cancer diagnosis accuracy

Contributions help organization build“the workforce of tomorrow”

are poised to move the needle inmuch more profound ways.”

Shifting demographics are alsoa factor, says Paula Attfield, ex-ecutive vice-president at StephenThomas Limited. “We’re losing thetraditional donor, people bornaround the time of the Depres-sion, who tend to give out of adeep sense of commitment totheir community. Charities arefaced with the need to connectwith younger generations, fromthe boomer down.”

In engaging these youngerdonors, she explains, charitiesface “increased competition forshare of mind and the multiplic-ity of messages” received. To meetthose challenges, organizationsare breaking down silos betweenmarketing and fundraising,sending out a cohesive messagethrough traditional media, directmail and social media channels.

Many charities are embracingnew technologies and engagingyoung people in advocacy andactivism in order to build lastingrelationships that may ultimately

result in their financial commit-ment, says Ms. Attfield. “Manyyoung Canadians have more timeto give than money, so they canbe engaged as advocates beforethey are able to become donors.”

As well, she says, “there isa lot of creative thinking andenergy going into makingcharitable events more attractiveto a younger audience, such asOktoberFEAST for the CanadianCancer Society.”

Ms. Gregersen says the stakesof getting it right are immense.“Life-changing things happenwhen donors and organiza-tions work together. A womanwith bipolar disorder told methat she had been unsure abouthaving children, because of theprofound challenges she hasexperienced. But because CAMHhad set out to change that, shehad the confidence to have ababy. She now has a little girl,”she says.

“That drives me. When thatbaby is 15, I want her picture tobe different.”

Engagement: creating abetter future

FROM AFP 1

YOUTH

Dr. André Lisbona, Director of the Marlene & Joel King Breast Centre atthe Jewish General Hospital in Montreal, examines a patient with a newlyacquired digital mammography apparatus. SUPPLIED

“It lowers the cost of gift-giving after tax significantly,with a Canada RevenueAgency (CRA) advanced taxruling stamp of approval.”

Marilyn Anthonyis vice-president of businessdevelopment at PearTree FinancialServices

KRISTINA&HEATHERDiCLEMENTEOutstanding Youth in Philanthropy

DAVID LOVELifetime Achievement in Philanthropy

RUKHSAR JAFFEROutstanding Youth in Philanthropy

MARGARET & JIM FLECKOutstanding Philanthropists

CLAIRE & SAMDUBOCOutstanding Volunteers

AFP is an international association of more than 30,000

members working together to advance philanthropy and

ethical fundraising through education, advocacy and research.

www.afptoronto.org

The Association of Fundraising Professionals

(AFP) Greater Toronto Chapter congratulates

its 2013 Philanthropy Award recipients on

Wednesday, November 20, 2013.

FIRST BOOK CANADAThe Mo Davies Award for Excellencein Fundraising by a Small Organization

CATHERINE DONNELLY FOUNDATIONOutstanding Foundation

THE HOME DEPOTOutstanding Corporation

PHILANTHROPYAWARDS2013Celebrating Our Champions

n a remote village in theHimalayas, the eyesightof a young Nepali mother

was clouded by cataracts in botheyes. By the time her youngestchild was born, the woman wasblind and largely unable to carefor her family.

After hearing about an eyecamp held by Seva Canada, aVancouver charitable organi-zation that restores sight andprevents blindness in developingcountries, she walked for 10 daysover treacherous mountain trails,with her husband leading her by

the hand and carrying their littleboy.

Seva eye surgeon Dr. MartinSpencer restored the woman’ssight with two 15-minute cataractsurgeries, financed by Canadiandonations of just $50 each. Twodays later, Dr. Spencer saw the

woman holding her son, gaz-ing in rapture at his face. “Shewas seeing her child for the first

time,” he recalls.Based in Nanaimo, B.C., Dr.

Spencer has been an active boardmember of Seva Canada for 30years. Almost every year, at hisown expense, he has travelledoverseas to Seva projects in India,Nepal, Tibet, Malawi, Cambodia,China and Guatemala, perform-ing eye surgeries and traininglocal eye-care specialists.

Dr. Spencer’s many innova-tions include a manual, suture-less cataract surgery techniquethat he adapted for developingcountries. It makes surgery possi-ble in the most rural and remoteareas, and has become the globalstandard in such situations.

The recipient of many presti-gious awards, Dr. Spencer is anexample of the immense impactthat passionate and engaged Ca-nadians are having on the lives ofpeople in the developing world.

Donors in Canada want to sup-port the most effective charities inthe country, those that create thegreatest impact and do the mostgood. But how can donors identifycharities they want to support?Andrew Watt, Fundraising InstituteFellow and president and CEO ofthe Association of Fundraising Pro-fessionals, provides some advicefrom 25 years of experience in thephilanthropic field.

What do you tell donors whoask which causes they shouldsupport?I tell them two things. One,support a cause you personallybelieve in or feel close to. If it’ssomething that matters to you,

you’re more likely to continue giv-ing and engage personally, whichcounts for a great deal. Charitieswant engaged and enthusiasticsupporters.

Two, I tell them to look atimpact: what a charity actu-ally accomplishes. And that canvary dramatically from charityto charity, even if they’re work-ing in similar fields. One charitymight focus on finding a curefor a particular disease, whileanother emphasizes the care andprograms they provide to currentpatients. They’re both compel-ling goals. Again, it gets back topersonal choice – what mattersmost to you, and how do you feelyou’re contributing to making adifference?

What about fundraising, admin-istrative and overhead costs?I think any potential donorshould look at them, but I don’tthink they’re the driving factor

for most of us, especially if yourprimary focus is the effectivenessof an organization. In fact, we’refinding that these types of costsdon’t have a strong connection toimpact and effectiveness.

In the United States, threewell-respected charity watchdogshave come out and said just that– that they’ll no longer includefundraising-cost ratios in their as-sessments of charity because theyhave no link to effectiveness. Plus,there’s increasing research thatshows that charities that invest inadministration and infrastructure– better computers, experiencedstaff, etc. – are more effective asa direct consequence of thoseinvestments.

So, you’re saying these types ofcosts don’t matter?On the contrary, they do matter. Ifyou see an organization with veryhigh costs – for example, a charitythat spends 70, 80 or 90 per cent

of its budget on fundraising andadministration – you need to askquestions – absolutely! But lookat the big picture. Does this char-ity have a history of high costs, orwas there a one- or two-year vari-ance? The economy or up-frontinvestment in a campaign canhave a big impact on costs fromyear to year. Efficiency should be afactor in your giving decision, butnot THE factor.

How else can donors ensurethey’remaking the biggest im-pact with their giving?Plan your giving. You’ll make abigger impact if you contributemore to a few organizations thangive a little bit to a lot of charities.Not that you can’t be flexible – if adisaster or other situation occurs,of course donors should give. Butthe more we can think ahead oftime about our philanthropy andmake a plan, the more effectiveour philanthropy will be.

AFP 6 • AN INFORMATION FEATURE FOR THE ASSOCIATION OF FUNDRAISING PROFESSIONALS the globe and ma il • thursdaY, november 14 , 201 3

NATIONAL PHILANTHROPY DAYQ&A

For highest-impact giving, donors focus onreturn on investment

With support from its donorsand volunteers, OperationSmile bridges cultures, removesbarriers and leads nations to acommon ground to give a brightfuture to children who otherwisewould not have one.

To find out more, visitwww.operationsmile.ca.

A recreational trail that pro-motes active living, the TransCanada Trail (TCT) also reflectsour journey as a nation by high-lighting cultural and historicalmilestones across the country.

TCT is on a bold mission tocomplete the Trail and connectCanadians by 2017, Canada’s

150th birthday.“Our national Trail is a power-

ful reminder of what it meansto be Canadian,” says DeborahApps, president & CEO of TransCanada Trail.

Help complete the Trail. Donate atwww.tctrail.ca/donatenow.

OPERATION SMILE CANADA

THE TRANS CANADA TRAIL

By thenumbers

GenY(born 1981 – 1995)62% give;$639 averageannual gift

GenX(born 1965 – 1980)79% give;$831 averageannual gift

Boomers(born 1946 – 1964)78% give;$942 averageannual gift

Civics(born 1945 andearlier)87% give; $1,507average annualgift

Source:The Next Generation ofCanadian Giving,www.hjcnewmedia.com/nextgencanadiangiving2013

Dr. Martin Spencer (left) restored the sight of a young Nepali mother (centre) with funding from Canadian donors. Seva Canada surgical team, right. SUPPLIED

“Plan your giving. You’llmake a bigger impact if youcontribute more to a feworganizations than give alittle bit to a lot of charities.”

SEVA CANADA

Organization brings the gift of sight to developing world

Visit www.globeandmail.com/nationalphilanthropyday.

Leave a legacy of smiles for children suffering from cleft lip and cleft palate through planned giving.

Learn more about how your legacy gi� can change forever the lives of children. Please contact Dorothy Tam,

CFRE, Director, Major & Planned Gi� s at 905-470-6861 today or visit www.opera� onsmile.ca/legacy

This holiday season, give the power of sight.With a $50 donation, you will provide alife-changing cataract surgery to someonein need in the developing world. Donate atseva.ca or call 1-877-460-6622 toll-free.

a $50 donaTion is Goodfor one CatAract SurGery.

©Pe

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