TD’s CSR Business Programs Includes Successful Employee Giving Campaign with United Way

Many large corporations align with causes and their CSR business programs tend to include and benefit these same charities. Creating this link allows customers to have a better understanding of the brand’s corporate culture and the values of the company. The TD bank group is a prime example of getting this concept very right.

TD has a long history of supporting The United Way and their local communities through their various CSR programs. The 2011 TD United Way Employee Giving Campaign, which ran in both Canada and the United States, broke records. In January 2012 TD Bank Group announced that this CSR fundraising initiative brought in over $17.5 million dollars.

“Despite tough economic times, we continue to go that extra mile to help. We deeply care about making the communities where we work and live healthier, safer and more prosperous” said Ed Clark, Group President and CEO of TD Bank Group, and former Chairman for United Way Toronto’s 2010 Cabinet.

The success of the TD United Way Employee Giving Campaign was made possible by the generosity of current TD employees and the bank’s retirees. The Canadian staff was able to raise an impressive $10.3 million dollars during the drive, which ran from November 14th through December 2nd, 2011. The group of employees from the United States managed to bring in a respectable $2.2 million for the drive. In addition to the funds that employees raised TD cross-border corporate made a donation of $5 million to campaign.

The $17.5 million the initiative collected will support the United Way and other registered charities across North America. The money will be allocated to food banks, shelters, and other essential social services. TD is supporting charities that help to build stronger communities and provide a hand-up to those in need.

TD’s support of its local community goes beyond helping those in need and aims to strengthen the communities financially and otherwise. Examples of TD’s local programs in Canada include:

• TD Scholarships for Community Leadership is a prestigious award for exceptional students who have made a significant, positive impact on the world around them. Each scholarship recipient receives up to $70,000 to cover post-secondary tuition and living expenses, as well as summer employment with TD for four years;
• TD Summer Reading Club is Canada’s largest reading club run in partnership with the Toronto Public Library and Library and Archives Canada. Now in its 15th year, the program has encouraged millions of children to develop a passion for reading while helping maintain their literacy skills during the summer holidays;
• Investing in Youth initiative promotes the Duke of Edinburgh’s Award program in major Canadian cities and focuses on those at-risk: inner city youth and youth with disabilities. Young people aged 14-25 earn the award by achieving their goals in community service, skills development and physical activity.
• TD Friends of the Environment Foundation (TD FEF) teamed up with Tree Canada, a not-for-profit organization that has planted more than 76 million trees across the country since 1992. TD FEF is now the title sponsor of Tree Canada’s flagship Green Streets program, which gives grants of up to $15,000 to help green Canadian municipalities and First Nations communities;

By strengthening the communities in which they operate TD is not only building on its CSR business values but they are also endearing the brand to the community which will translate into new clients. The image and reputation of banks has taken a bit of a beating as of late and these initiatives help restore customer trust and confidence.

The goal of most CSR business initiatives is to improve local or global communities. If you can combine that with an increase in new business and improved branding, then the program is definitely a success.

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Miratel Solutions is a Toronto call centre, eBusiness, and letter shop mail house specializing in professional professional fundraising including telephone fundraising, online fundraising, lottery services, donation caging, donation processing and other donor management services. We are committed to our CSR business values in all contact centre services and mail house operations and advancing the missions of the nonprofits we proudly serve.