Annual and Planned Giving Programs -

Homes for the Aged

The Community Services Committee recommends the adoption of the recommendation of the Advisory Committee on Homes for the Aged embodied in the following communication (September 17, 1999) from the City Clerk:

The Advisory Committee on Homes for the Aged on September 17, 1999, had before it a report (August 31, 1999) from the General Manager, Homes for the Aged, recommending that the Community Services Committee be requested to support in principle the Homes for the Aged Division's strategic direction to establish annual and planned giving programs to enhance fundraising activities.

Members of the Advisory Committee offered the following suggestions with respect to the proposed annual and planned giving programs:

-that the program be introduced through Family Committees in the Homes;

-that donors be recognized by way of a plaque or other means; and

-that the pamphlet include a box to provide for the option to donate to the Home or Volunteers.

The Advisory Committee:

(1)recommended to the Community Services Committee the adoption of the aforementioned report; and

(2)directed that the suggestions noted be forwarded to the General Manager, Homes for the Aged, for consideration.

(Report dated August 31, 1999, addressed to

Advisory Committee on Homes for the Aged from the

General Manager, Homes for the Aged)

Purpose:

To receive approval in principle to develop annual and planned giving programs.

Impact Statement:

The introduction of these programs will increase the potential level of giving to the various Homes for the Aged.

Recommendation:

It is recommended that this report be forwarded to the Community Services Committee for its support in principle of the Homes for the Aged Division's strategic direction to establish annual and planned giving programs to enhance fundraising activities.

Council Reference/Background/History:

Prior to the amalgamation of the City of Toronto, the former Metropolitan Council approved a Management Plan for the Homes for the Aged Division. This Plan outlined strategies that could be undertaken to improve the cost-efficiency and/or effectiveness of the Homes for the Aged, as well as four potential strategic directions. One of these directions focused on the feasibility of increasing the donor base and fundraising initiatives to support resident activities and upgrade resident amenity space. The Division is looking for additional sources of funds through new partnerships and further linkages to the community. This report outlines one initiative in this regard.

Comments:

For the past several years, the Homes for the Aged Division has realized some minor success in generating donations/gifts from residents, their families/friends, corporations and foundations. This has been accomplished through various initiatives, such as Home-sponsored events, In-Memoriam donations and the annual Nissan Toronto Challenge. An objective of the Division is to take a more organized and formal approach to fundraising through the possible development of annual and planned giving programs. A recent example of this approach was the successful "Night of Knights" event held on January 9, 1999, in support of Cummer Lodge. Another component of this approach is the intention of the Homes for the Aged Division to introduce a "Giving Opportunities" brochure in each of the 10 Homes for the Aged. The introduction of this brochure will increase the potential level of giving to the various Homes by increasing awareness with potential donors of the need for their support and the various opportunities and methods of making a gift.

Studies have shown that the greatest source of contributions come from individuals (over 75 percent), with the remainder supplied by corporations and foundations. The Division provides care and services to over 2,600 residents of the Homes and another 2,000 clients of the Division's community-based services (Adult Day Centres, Homemakers and Nurses Services and the Supportive Housing Program). The Division sends out a "Your Opinion Counts" survey to residents and their families on a regular basis. The results of this survey have consistently shown a very high degree of satisfaction for the care and services provided.

The purpose of the "Giving Opportunities" brochure is to increase the awareness level of residents, clients, their families/friends of:

(1)the need for their support;

(2)the many different reasons or occasions to give; and

(3)the various methods for giving.

The brochure provides a brief description for gifts of cash, securities and tangible property, bequests in wills and life insurance. A brochure would be scripted for each Home. The draft attached to the report has been developed for Albion Lodge. The brochures would be available in prominent locations in each Home and distributed on a periodic basis.

The content of the "Giving Opportunities" brochure has been developed in consultation with the City's Legal Services and Finance Department.

Conclusion:

An objective of the Homes for the Aged Division is to enhance fundraising activities through the development of annual and planned giving programs. One initiative to support this objective is the introduction of a "Giving Opportunities" brochure, which will increase the level of awareness with potential donors of the need for their support and the potential level of giving.

Contact Name:

John Garnett,

Manager, Fundraising and Volunteer Programs

Tel: 392-8489/Fax: 392-4180

E-mail: john_garnett@toronto.ca

(A copy of the draft brochure referred to in the foregoing report was forwarded to all Members of Council with the agenda of the Community Services Committee for its meeting on October 7, 1999, and a copy thereof is on file in the office of the City Clerk.)