Tuesday, June 19th, 2007
In case you missed the Financial Post on June 15th, there was a full-page article on FP3 entitled “Doing the Right Thing” that talked about Molson’s community investment strategy. In it, our strategy, and the process it took to develop it, is discussed at length.
“Traditionally, you have someone in charge of philanthropy and they make decisions about donating money,” explained Scott Ewart, Chief Legal and Public Affairs Officer, Molson Canada. “We wanted our customers and employees to feel that we were doing the right thing and surprisingly, the results that came back were uniquely aligned.”
Other companies mentioned in the article include Sears Canada, Becel (Ride for Heart Campaign) and Canadian Tire – all companies that have realized the branding power gained by engaging in meaningful CSR or charitable giving programs.
Molson’s is particularly robust, as stated in the article, because it has added an in-house volunteer program and a targeted donation strategy – aspects that make the program more three-dimensional (and in our minds, more engaging and effective).
“You can’t link sales and profit to this activity,” explains Ewart. However, increasingly, market regulators and shareholders expect this kind of activity.
The results of our particular shift continue to unfold – yet so far, polling from 2006 revealed that 78 per cent of Molson employees said they were “extremely satisfied” with Molson as a place of work versus 62 per cent from the year before. This change, and whether or not it is attributable to our new investment strategy, remains to be seen. That there is a significant correlation, however, is more than likely.
Posted by Ferg Devins in Uncategorized
Monday, June 4th, 2007
On Friday afternoon, we were fortunate to have a one-on-one interview the great hockey legand, Yvan Cournoyer. We reached him at his home in Blainville, Quebec. Here is a transcript of our interview:
Molson: How did you become involved with the Boulot Vers woodworking program?
Yvan: Molson’s Monique Depatie (Molson’s community donations and corporate giving officer) knew of my interest in woodworking, so she asked if I would be interested in helping to promote the program. I enjoyed meeting the young adults who are in the program, asking them about their interests and so on. It’s a great program. Molson has donated $20,000 to support the woodworking and cabinetry courses for these individuals.
Molson: What are the goals of the Boulot vers program?
Yvan: It’s designed to help young adults who’ve dropped out of school or encountered some difficulties, but who have an interest in learning something new. They can gain valuable new skills, and they get some support and some encouragement along the way as they gain some work experience.
Molson: How does the program work?
Yvan: It’s a six-month program where young adults—and I was pleasantly surprised to see that young women are interested in woodworking as well—learn many aspects of cabinet making and woodworking. There’s a follow-up segment afterwards well, when participants get help landing an apprenticeship or preparing a resume.
Molson: I understand that woodworking is one of your favourite pastimes? You’ve built an armoire and carved doors for your home, among other pieces?
Yvan: It’s become one of my favourite activities. I took woodworking and cabinetry courses three or four years ago now, and I am really enjoying it. I told the young people at Boulot vers that it’s a great thing to be able to build something with your hands. I joked with them that when they need furniture they don’t have to go a store—they can simply make what they like.
Molson: Why do you think the Boulot vers program continues to be a success?
Yvan: The value of this type of program is that it helps those who have dropped out of school or lost their footing to move forward again, to get a fresh start, learn some new skills. The program has been around for nearly 25 years, and it has helped a lot of young people during that time.
Molson: What are your plans for the summer?
Yvan: I have my annual golf tournament in August for the Montreal Canadiens Children’s Foundation and some activities as Ambassador for the Canadiens. (Cournoyer is one of five team Ambassadors for the Canadiens, following the former team captain’s 10 Stanley cup wins and his all-star role in the 1972 Summit Series.)
Molson: Do you think a program like this can make a real difference?
Yvan: The first question I asked the Boulot vers participants was, “Do you like doing what you’re doing?” And they said yes. That’s very important. It’s not just an opportunity for a fresh start, but a chance to do something they enjoy, something they value and that can open some doors.
For more information: Les Boulot vers
Posted by Ferg Devins in Uncategorized
Wednesday, May 30th, 2007
After a year of research (amongst other things), Molson’s new research driven community investment program got off the ground this morning with events across the country.
In Toronto, we donated 20K to the YMCA’s Foodservices Training Program. This initiative gives people the culinary skills to work in the food service industry, and makes meals for something like 140,000 individuals every year. Not a bad gig.
In Montreal, the same donation went to Le Boulot vers, an organization that helps young adults gain some general carpentry skills so they can enter the skilled labour force. That event’s getting a little lift from former Habs great Yvan Cournoyer, a long time supporter of the charity.
All in all, we donated $100,000 today; all to charitable initiatives that work directly at improving the lives of young adults aged 19-29. This is only the start as we are committed to giving a total of $4.5 million over the next three years to communities across Canada. This amount is over and above the $2.9 million what we have already committed to giving.
Posted by Ferg Devins in Uncategorized
