William Joseph Communications

Making an Impact - How to be Strategic with Charitable Giving

Every year, Canadian organizations donate to non-profits as a way of contributing to the well-being of communities locally, nationally and internationally. Successful businesses see charitable giving as a central piece of their business model, and begin setting aside budget and planning charitable giving strategies at the very beginning of the year. While the holiday season is over, and your team is likely settling back in to regular business operations, it’s never too early to start planning.

Here are just a few tips on how to create your 2018 charitable giving strategy:


Look at your company’s vision, mission, values and overarching goals. It makes sense to support a cause that aligns with your corporate mandate, so look broadly and find a cause (or multiple causes) that are important and relate to your business. A great way to choose a cause is to, together with your internal team, think about the change you want to make, the impact you want to make where and to whom, and the results you want to accomplish. Then, choose a cause and support an organization who is doing exactly that.


You should conduct a full audit of any initiatives, campaigns or organizations your business has previously supported, and decide whether you’re committed to continuing to support them or not. If you’ve supported previous charities that have effectively stewarded your giving contributions, you don’t have to stop supporting them or their cause. You can also always donate to multiple charities that align with the impact your company is trying to make.

As mentioned above, prior to choosing a non-profit you would like to support, you should also conduct an audit on them as well. The Government of Canada provides a list of charities which can help you determine whether a non-profit if registered, revoked, etc. to help you make better giving decisions. Other than asking around to other businesses who have directly supported the charities you’re interested in helping, you can also do a preliminary web search to ensure there aren’t any additional concerns about misuse of funds or fraud. Ensure you support a non-profit who will put your dollars to work, and not put them towards their own overhead.

Keep in mind, you don’t have to pick just one non-profit. Bolder Giving, a US-based non-profit, recommends using the 50/30/20 rule. This means focusing 50% of your giving on one or two select charities, keeping 30% for community gifts, and keeping the remaining 20% for “impulse gifts,” such as unplanned donations to support disaster relief.


Strategy is the necessary foundation for any successful initiative, whether that be a marketing plan, business plan, communications plan, or charitable giving plan. While clearly communicating a company’s goals and objectives, a detailed strategy can also help demonstrate to internal stakeholders that all donated dollars are being put to good use.

Now that you’ve done your due diligence in choosing a cause (or several causes) to support, you should develop a yearly giving plan based around the strategic insight you gained from your audit. Treat any charitable donation as an investment decision, no matter how big or small the amount is. Planning all of your charitable giving, while leaving a little wiggle room for impulse gifts, will help guarantee your donations aren’t just seasonal, but are a year-round effort to support a cause your business is passionate about. It will also give you a great jumping off point for next year’s charitable giving audit, and will help you adapt your strategy to be even more impactful in the years that follow.

Here are some informative charitable giving fast facts, according to Stats Canada (2011):

While many relate more money with making more of an impact when it comes to charitable giving, this isn’t necessarily the case. To make an impact, it’s not about the amount of money you give, but how well you strategize your donations.

Like many of our clients and other businesses, we at William Joseph are committed to strengthening the communities where we live and work. This means we are dedicated to supporting likeminded non-profits who spread hope and make a positive impact, locally and beyond. Organizations such as STARS Air Ambulance, Kids Cancer Care Foundation and Alberta’s Promise, just to name a few, are on the top of our list. Find what you’re passionate about, make it stick, and make a difference.

While you have probably just got back to the office after the holidays and don’t have creating a giving strategy at the top of your priority list, plan before the busyness of the year takes over. It’s a New Year. Be a “New You” with a calculated giving strategy that aligns charitable giving with your business goals.

It's only fair to share...
Share on FacebookTweet about this on TwitterShare on LinkedInEmail this to someone
> Back to Blog



William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph Communications was live.Sunday, January 21st, 2018 at 12:10am
Over 1.1 million raised this year for the 2018 Stars and Spurs Gala!
William Joseph Communications
William Joseph Communications
William Joseph Communications was live.Saturday, January 20th, 2018 at 11:25pm
William Joseph is very proud of our partnership with PSAC and STARS. For the last 4 years our agency has worked with both organizations on developing the Stars and Spurs Gala brand and event marketing. Tonight our work takes centre stage along side entertainer Brett Kissel. We wanted to give you all an inside peak of the event!
William Joseph Communications
William Joseph Communications
William Joseph CommunicationsFriday, January 19th, 2018 at 12:22pm
CLIENT SPOTLIGHT: FlexxCore Technology Solutions was established in 2015 as a technology solutions and software company that delivers customized information (IT) solutions and consulting services. Its solutions – FlexxLegal, FlexxAsset and FlexxBoard – are comprised of features unique to different industries, and solve process improvement challenges by reducing cost, improving accuracy and optimizing operations. Currently serving clients in Alberta, British Columbia, Japan and Australia, FlexxCore has ambitions to be the leading IT and software solutions provider in Canada and the world, and partnered with us to help achieve this goal. To date, we have created a strategic marketing plan, new brand, and website for Flexxcore and look forward to continuing to work with them in the future. Check them out: Flexxcore Technology Solutions

William Joseph Communications
William Joseph CommunicationsThursday, January 18th, 2018 at 9:45am
Won't be long now! We are THIS CLOSE to debuting the next issue of WJ Magazine!! Thanks Style Craft Printing Ltd!!
William Joseph Communications
William Joseph Communications
William Joseph CommunicationsWednesday, January 17th, 2018 at 6:43pm
William Joseph is very fortunate to have been able to work with all four Saskatoon Hospital Foundations over the years. From marketing plans and rebrands to campaigns, social media strategies and event design, our work has helped the Foundations make a difference in patient care for our community.

Tonight we got to learn key insights from these industry leaders on research and innovation. William Joseph’s Senior Strategist, Erin Ryan-Walsh, poses with Brynn Boback-Lane, Steve Shannon, Arla Gustafson and Bruce Acton after their informative session.


Monday, January 15th, 2018 at 12:54pm
  • 87
  • 5
Tuesday, January 9th, 2018 at 5:13pm
  • 55
  • 6
Friday, December 22nd, 2017 at 10:38am
  • 74
  • 3
Thursday, December 7th, 2017 at 10:37am
  • 72
  • 4
Friday, November 10th, 2017 at 12:12pm
  • 32
  • 3