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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Canada Trust: thinking globally, acting locallyAug 15, 1995; Canadian FundRaiser
One of the biggest challenges facing corporations today is how to meet their business objectives while becoming highly relevant to their customers. Canada Trust, with the help of substantial research, ongoing analysis and team creativity, has met this challenge with a great deal of success. Their Friends of the Environment Foundation created in 1990 is a charitable organization devoted to the preservation and the protection of the environment at the local level. Canada Trust proceeded to integrate this single focus into every aspect of their business and marketing program. The move was precipitated by their customer's preference for active involvement in the environment.
A key element in the success of the program is attributed to their choice of Spokesperson, Dr. Roberta Bondar. Bondar represents, as Foundation Chair, a real sense of 'fit' for the cause and the organization. She brings a bounty of recognition, scientific knowledge and experience to the platform. Dr. Bondar spends thirty days each year traveling across the country talking to Canadians in schools, at business and in government; demonstrating what it is like to think globally and act locally. If you add to her efforts the more than 1,500 volunteers lending their program support in over 150 community locations, it's easy to see why the message gets out.
Customers at branches coast to coast are asked to 'green their accounts' by making automatic monthly contributions in support of local environmental causes. Canada Trust not only pays the entire cost and overhead of the Foundation (about $2 million), it also matches every customer donation dollar for dollar to a maximum of $1 million each year. Thus far over $6.3 million has been generated and over 3,300 local environmental projects have been funded.
Gary McDonald, Vice-President, Marketing Services and Executive Director, Friends of the Environment Foundation had this to say at the recent Beyond Sponsorship conference about partnerships that really pay off, and sharing lessons on strategic giving. "Canada Trust is now strongly linked to the environment. As a corporate entity we are enjoying a clear differentiation from the competition, excellent public relations and innovation that has greatly enhanced our reputation." Certainly the company's single focus has made both the company and the community work together. Yet in spite of significant dollars raised to remain in the community, McDonald added, "We don't get nearly enough quality funding requests!"
If you are an environmentally concerned organization or are looking to fund environmental improvement in your own community, call Gary McDonald at (519) 667-6925 for information about the program.
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