|
|
|||||
|
|||||
| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Christine Lasky and the Princess Margaret Hospital Foundation
By Andy Levy-Ajzenkopf
November 20, 2008
With the recent implosion of the stock markets and subsequent jitters experienced by investors, businesses, and governments in North America and worldwide, many charitable sector organizations are nervous about how fundraising will be affected.
On the eve of its annual Gift of Stock campaign, CharityVillage spoke with Christine Lasky, VP of strategic initiatives with the Princess Margaret Hospital Foundation (PMHF), the fundraising arm of the world renowned, Toronto-based, cancer research and treatment facility. She spoke about challenges to her job this year and about why she does what she does.
Crazy financial climate
In a recent statement to announce the PMHF’s 2008 campaign, Lasky said: “I remember sitting in a meeting discussing our upcoming Gift of Stock campaign as the stock market plummeted. We looked at each other and said, ‘Are we crazy to be charging ahead with such a major fundraising effort during this financial climate?’”
CharityVillage: Can you briefly describe your role and what a VP of Strategic Initiatives does?
Christine Lasky: The vice president of strategic initiatives at the Princess Margaret Hospital Foundation oversees the major mass marketing programs, among which are the Ride to Conquer Cancer, the Weekend to End Cancer, and the lotteries. The role involves branding, marketing, communications and online presence for the PMHF.CV: Why and when did you decide that you wanted to work with the PMHF?
CL: I had a personal connection to the cause. My mother was treated for cancer at the Princess Margaret Hospital for some 25 years. I was passionate about being involved in the fight to conquer cancer in our lifetime, and joined the PMHF three years ago.CV: Cancer is such an enormous medical challenge and so ubiquitous in society now that many charities exist to raise money for the "cause". How do you decide on how best to wage a campaign to get PMHF "top-of-mind"?
CL: We take a multi-faceted marketing approach, targeting different segments of society [so that] we can engage them to become part of the 'PMHF family'.CV: What’s the most challenging part of your job?
CL: The most challenging aspect of my position is continuing to raise money in a challenging economy.CV: With the economic meltdown happening, what major decisions did you have to make before launching the 2008 Gift of Stock Campaign? Do you think the current climate will adversely affect your organization's fundraising abilities?
CL: Our cause is not going away. In fact, as the baby boomers age, the need for healthcare, including cancer treatment, is only going to increase. Cancer research can't be turned on and off, so volatile economy or not, we have to soldier on. It is important to have an 'ask' out there, and to keep the brand top of mind. Now, as far as the Gift of Stock specifically, clearly there has been some downward pressure. However, we believe our cause is so personal to most people that we hope for continued support from the community.CV: Do you get a sense from current public opinion that charitable giving is still a priority consideration to the average Canadian?
CL: Yes, we believe that people still want to give back and make a difference. They want to support causes that are close to them.CV: Can you tell us a little more about this year's Gift of Stock Campaign? What essentials should people know about it?
CL: The campaign began the week of November 10, and we were joined by two terrific sponsors, The Globe and Mail and the Business News Network (BNN), who gave us added value. The week of December 1-5, BNN will be airing mini-documentaries about the extraordinary work being done at The Princess Margaret, and will be interviewing a number of the doctors.Because of the instability of the marketplace, we altered our message to reflect the current volatility. For example, the headline in one of our spots on BNN is 'Don't Know Whether to Buy or Sell? Why not Give!'
CV: How are donations filtered through the foundation to fund cancer research at the PMH?
CL: The PMHF stewards the donations, but decisions on how money will be allocated are made by research and medical heads according to what the hospital deems are areas of priority.CV: What advice do you have for people who may want to follow in your career footsteps?
CL: Good luck! (hahaha) No, in all seriousness, get a good education, work hard, develop a strategy and hope for a bit of luck along the way. I have been privileged to be utilizing the marketing skills I've developed over the past 25 years in my position at the Princess Margaret Hospital Foundation, helping to conquer cancer in our lifetime at The Princess Margaret.The PMHF’s “Gift of Stock” campaign “encourages donors to take advantage of tax legislation introduced in 2006. Donors offset their taxable income by receiving a tax receipt and further benefit because charitable donations of publicly traded securities are exempt from capital gains taxation,” according to the PMHF.
Andy Levy-Ajzenkopf is president of WordLaunch professional writing services in Toronto. He can be reached at andy@wordlaunch.com.
|
|||
