As some of you may have already noticed, we\u2019ve recently launched an ad campaign to celebrate our 25th anniversary with the slogan You donate, we make money<\/em>. In this newsletter, I\u2019m going to take you behind the scenes of this campaign designed to boost FGM\u2019s visibility and strengthen the general public\u2019s awareness of what we do.<\/p>\n Our campaign was developed in partnership with Republik<\/a>, a creative agency we chose for their commitment to creating social capital\u2014and the perfect ally to increase the Foundation\u2019s presence in Greater Montreal\u2019s philanthropic environment. If we are to fulfil our role as a community foundation and serve the diverse causes and communities of Greater Montreal, we must ensure that as many people as possible know about us and our work.<\/p>\n One of our core missions is to democratize philanthropy. Our services are open to everyone in Greater Montreal, but you\u2019ll have a hard time accessing them if you don\u2019t know they exist! We deliberately chose a surprising, even startling, slogan to grab the public\u2019s attention and make an impression that will carry over to the Foundation\u2019s brand image.<\/p>\n But there\u2019s more to it than that. You donate, we make money<\/em> also explains our philanthropic model, which increases the impact of every dollar donated, as well as what makes it uniquely advantageous for donors. The operations of foundations like FGM combine two seemingly distant worlds\u2014finance and philanthropy\u2014so that compound returns increase the value of donations. It\u2019s important to demystify this complex model.<\/p>\n That\u2019s why this campaign\u2019s seemingly simple slogan doesn\u2019t just explain how a donation to FGM generates a greater financial return over time: above all, it explains how we increase the social, environmental, and community impact of each donation. In other words, You donate, we make money<\/em> highlights an alternative way of doing philanthropy and acts as a reminder that the Foundation of Greater Montr\u00e9al is here for everyone in the region and dedicated to serving them.<\/p>\n I encourage you to explore the content of the campaign and share it with your networks. You can find it on our website<\/a>. And if our approach has resonated with you and you\u2019d like to entrust our team with helping achieve a philanthropic project you care about, please don\u2019t hesitate to get in touch!<\/p>\n Until next time,<\/p>\nDonating to FGM is different<\/h5>\n
Karel Mayrand
\nPresident and CEO<\/h5>\n