Mackenzie announces new children's book to help parents teach their kids
about the value of giving
TORONTO, Dec. 5 /CNW/ - Canadians are widely regarded as a giving nation.
And according to a new national survey sponsored by Mackenzie Investments, our
charitable values run deeper than we might think.
The survey found that 87 per cent of Canadians believe charitable giving
is an important value to instill in their children, and a further 86 per cent
say they talk to their children about charity or "giving back" to society.
"Canadians are grooming the next generation of philanthropists," said
Brad Offman, Vice President, Strategic Philanthropy for Mackenzie Investments.
Offman is also the author of The Charity Glove, a new children's book designed
to teach Canadian children about the value of charitable giving. "It's never
too early to learn how to give."
The research also found that nearly two-thirds (63 per cent) of those who
had a discussion about charitable giving with their children, had that talk
when the child was five years of age or younger. Seventy per cent of women
said the same, versus 55 per cent of men.
A recent Statistics Canada report on donations actually showed that
Canadians gave a record $8.5-billion to charity last year, but the number of
donors is declining. "The fact that so many parents are talking to their kids
about philanthropy is a promising sign," adds Offman. "We're entering a new
era of giving in Canada that will hopefully see more donors and dollars in the
The Charity Glove
The Charity Glove was created to give Canadians a tool to speak to their
young children about giving. One of the only children's books on charitable
giving in Canada, the target age is approximately four to eight years old.
The book centres on a fictional character, Kaitlyn, who plays baseball
with her father every Sunday afternoon and is saddened to learn that not every
family can afford a baseball glove for their children. Spending her own
allowance on a new glove, Kaitlyn donates the glove to her local Youth
Recreation Centre, where the boy who receives it goes on to become a
professional baseball player. Later in life, he is able to give back to the
same Centre that supported him.
"You don't have to be a millionaire to be charitable," said Offman. "The
positive thing about a book like this is that it instills the value of being
charitable at a young age, versus focusing on a dollar amount. Teaching the
behaviour today will create a more supporting and giving society for
generations to come."
Other findings from the survey:
- Atlantic Canadians (93 per cent) are most likely to believe
charitable giving is an important value to instill in children. The
value was least pervasive in BC, where 80 per cent agreed with the
- Canadians aged 45-49 (94 per cent) are most likely to think
charitable giving is an important value to instill in children.
- Canadians with more money and higher education level feel most
strongly about instilling charitable giving with their children,
i.e.: 96 per cent of Canadians making more than $100,000 per year and
97 per cent of those with a post-graduate education.
- Quebeckers are most likely to report they have talked to their kids
about giving back (94 per cent versus, the low of 78 per cent of
those in the prairie provinces)
- Twenty-two (22) per cent of Canadians said they talked to their
children about giving back between the ages of six and eight.
For a copy of the book:
The Charity Glove is available from Mackenzie for free, and can be
requested through your financial advisor.
Children and parents will also have access to the book in the spring of
2008 through Baseball Canada's Rally Cap program. Through the local grassroots
program in all 10 provinces, each of the approximately 20,000 participating
children will receive a copy.
More information on charitable giving and the Mackenzie Charitable Giving
Fund, which allows you to leave a legacy of giving, can be found at
The survey results are based on a Decima TeleVox national telephone
survey with a representative sample of 624 Canadians with children under the
age of 17 living in the household. The survey was conducted between
October 18th and 29th, 2007. A sample of this size will provide results that
can be considered accurate for the population overall to within plus or minus
3.9 per cent.
NOTE: Regional results available upon request.
Mackenzie Investments: Mackenzie Investments was founded in 1967, and is
a leading investment management firm providing investment advisory and related
services. With $63.2 billion in assets under management, Mackenzie Investments
distributes its services through a diversified network of third-party
financial advisors. Mackenzie Investments is a member of the IGM Financial
Inc. (TSX: IGM) group of companies. IGM Financial is one of Canada's premier
financial services companies with over $123 billion in total assets under
For further information:
For further information: Catharine Marion or Jessica Davidson,
Environics Communications, (416) 969-2768, (416) 969-2735,