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Vancouver Foundation – Canada's Largest

BY PETER SLACK
pslack@shaw.ca

For the past two years, Faye Wightman has been the President and CEO of Canada’s largest philanthropic organization: Vancouver Foundation.  Established in 1943, it holds over 950 endowments worth over $700 million. It is a non-governmental community foundation which operates primarily as a permanent collection of endowed funds.  Income derived from the investment of the pooled capital of Vancouver Foundation's endowments is donated to support the activities of charitable and not for profit organizations across British Columbia.  Last year, more than $40 million was distributed.

If you have never heard about the Vancouver Foundation, you’re not alone.  A recent Ipsos Reid survey discovered that 2% of those surveyed had unaided awareness and 27% aided awareness about Canada’s #1 foundation.

The Vancouver Foundation is successful but Faye Wightman is not comfortable relying on the status quo to guarantee future prosperity.  The other 9000 registered charities in BC and the 25,000 not for profit organizations may well be advised to listen to what Ms. Wightman has to say.

Not for profits, big and small, are also looking for answers that will allow them to continue to deliver services and ensure future growth.  As issues in society increase, so do the number of charities; more competition for dollars and volunteers. 

Faye Wightman explains, “Core operating funds usually provided by governments are decreasing with funds more on a project to project basis. This means many charities’ abilities to pay for things they take for granted are compromised. So now they have to compete against each other for available funds.”

The Vancouver Foundation has never funded core projects; they fund small and large endeavors.  When the foundation looks at applications, they look for a demonstrated need.  The applicant has to have a track record for being successful in addressing those needs.  They rarely fund 100% of anything because they believe it’s important to have more than one source to fund.  It indicates local community support and a vested interest in the projects success.

On a recent fact finding tour of 18 cities in the province, Wightman talked with people in the not for profit sector, as well as government and business people.   Fifty to sixty percent of organizations rely on volunteers in order to exist.   Faye states, “They can’t deliver their services without volunteers, and even more difficult, is finding volunteers to serve on their Boards.  Issues about Board liabilities deter many people who then choose to only serve a couple of hours as a volunteer.”

One solution Wightman suggests is to actively pursue ageing baby boomers.  Last month Statistics Canada released figures that back this up. B.C. is home to some of the most elderly communities in Canada, including several where more than a third of the population is aged 65 and over.  Meaningful jobs within charities have to be publicized in order to attract these active and talented people, as opposed to simply asking for volunteers. 

Faye has a personal bias about people who are willing to volunteer but are not willing to donate. 

“If people closest to the organization know what’s most needed by that organization and don’t feel the need to financially support that organization, it’s difficult to rationalize why somebody else should.”

“Recent publicity surrounding generous personal donations for projects in third world nations is admirable”, says Faye. “I would suggest they look in their own backyard or in addition to.  Many needs in our own city equal those in third world countries.  Sometimes donors are just not aware of what the local needs are; or where they can put their funds.  This is where the Vancouver Foundation can play a bigger role.”

The Foundation appoints its board members, who then elect six members from the community at large.  They oversee an active roster of one hundred and eighty volunteers. 

To continue providing the Foundation’s service, they have to do a better job of communicating according to Wightman.  “We’ve never had a communications staff.  We review grants and do a good job of that.  It’s not surprising that people don’t know who we are.  Surprisingly sixty percent of our funds are distributed outside of Vancouver.”  Should you consider changing your name?  She’s not convinced changing a 64 year old name will make a difference.  “We have to do a better job communicating who we are and what we do, then maybe we should look at changing our name”.

Is it a branding issue or a communication issue?  Faye is convinced that not for profits have to look at who they are: “to brand themselves, to walk their talk.  Even if you have the same name or look, it’s important to identify who you are and what makes you different.  Distinguish yourself from the pack.”

The Vancouver Foundation’s annual report card “Vital Signs”, last year found the city deficient in the treatment of the poor, new immigrants and affordability of housing.  Wightman is aware that governments cannot solve a lot of the issues; there has to be a partnership with not for profit sector and private sector.  “It would be good for government to better understand the challenges and issues the not for profit sector is facing” says Wightman.  She is convinced the timing is right for the whole community to recognize its challenges.  It’s a collective problem and solving it is a long ways away; addressing it can be done now.

In order to survive and thrive, not for profits have to tell their unique stories. Communicate and promote successful projects that have enhanced your community, making it a better place to live.  People are more apt to emotionally invest in your organization if they are familiar with the good works being done.

Wightman says, “what a humbling experience it is to be able to give people a helping hand and that how little it takes to effect someone’s life in such a positive way.”  She says we often take that for granted.  “People want to help people; communicating your message is much more than asking for money and volunteers.  It’s about telling your story.”