Fostering Community and Planned Giving: Insights from a Conversation with Kendra Clarke
Olivia Hairfield
Published: 08/08/2024
Recently, I had the opportunity to chat with Kendra Clarke, CFRE, director of philanthropy at North Bay Regional Health Centre Foundation (NBRHC), to discuss planned giving initiatives and the importance of collective efforts in the charitable sector. In 2022, planned giving opportunities on the national scale in Canada were top of mind for donors, but Kendra saw the importance of educating her community on ways they could give to support their local initiatives. She then brought together NBRHC Foundation with three other community organizations for a project that would elevate awareness about local philanthropy opportunities in the North Bay region and show community members how they could make a difference in the lives of their neighbors. With collaboration as the secret to success, the project launched to rave reviews. Kendra’s insights on the experience provide a roadmap for others looking to engage their local community in giving.
Localizing Big Ideas
Inspired by the success of the Will Power Initiative on a national scale in Canada, Kendra and her team at the NBRHC Foundation envisioned a localized initiative that would support philanthropy education in the North Bay community. The goal was to further philanthropy education by bringing together speakers and community members to discuss the potential of planned giving at a local level. This dream materialized into a series of breakfast, lunch, and evening sessions, each tailored to different stakeholders—advisors, agencies, donors, and boards—where they could learn and ask questions about planned giving. By educating these groups, Kendra and the team hoped to see donors favoring their local charities in addition to their gifts to national campaigns.
Making it Happen
Collaboration formed the keystone of this innovative project. Kendra’s team came together with North Bay and Area Community Foundation, Nipissing University, and Canadore College Foundation with a shared vision. By collaborating as partners, the organizations presented a united front where the value of philanthropy and giving back to the community took priority over the individual goals of each organization. By investing in the collective good for the short term, all nonprofits in the North Bay area would see benefit in the long term.
Coming together for the partnership also meant expanding the pool of potential participants. By taking advantage of each other’s contacts, they were able to spread the word more widely and give more people access to this education.
The four organizations each put in financial resources, while Nipissing University supplied space for the talks. They then brought in Paul Nazareth, vice president, education & development at the Canadian Association of Gift Planners, to present to the attendees on the power of planned giving.
Creating Groups for Specialized Conversation
Each session had a specific audience of community members in the region.
- Advisors: All financial advisors, accountants, and lawyers.
- Agency: All charitable/nonprofit organizations.
- Donors: Their donor networks.
- Boards: The boards of all charitable/nonprofit organizations.
By breaking it down into these groups, the conversations were tailored to their unique needs. It made the experience more personalized.
Feedback After the Sessions
After the events, the positive feedback was overwhelming. Kendra said many community members unable to attend reached out to request more sessions. Her team received numerous compliments from community groups and service clubs, all appreciating the collaborative efforts. There was palpable excitement about hosting additional sessions.
Success Takes Time
Measuring success in the charitable sector is a gradual process, and the results from these talks will take time to flourish. Kendra acknowledged that the benefits of planned giving are often not immediately visible. It requires a long-term investment and a commitment to fostering a supportive environment where charities can thrive. North Bay exemplifies this spirit of collaboration, with charities naturally supporting one another and forming partnerships that benefit the entire community.
In the words of the presenter Paul Nazareth, "North Bay has figured out what Toronto and other urban networks haven’t, that we need to overcome our egos and not take our brands too seriously as to hurt and hinder social-good.”
Practical Advice for Those Seeking Similar Partnerships
Kendra shared valuable advice for organizations looking to replicate their success and find similar collaboration opportunities:
- Start with Your Inner Circle: Begin conversations with people who are already friends of your organization. Share your dreams and ideas openly.
- Keep Committees Small: A committee of no more than four people ensures efficiency and effective decision-making.
- Timing Matters: Plan events during times of the year that avoid conflicts, such as tax season, to maximize attendance and engagement.
Most importantly, Kendra’s experience shows that fostering a supportive environment and focusing on the collective good can make a significant impact for the overall good of the community.