Easter Seals Canada - 2010/2011 Annual Report

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2010 - 2011 ANNUAL REPORT

2010-2011 Annual Report Table of Contents Page 2..........

Table of Contents

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Letter from CEO & Chair of the Board

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Access 2 Entertainment

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Bringing the Brand to Life

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The Easter Seals Drop Zone

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The Easter Seals Money Mart 24 Hour Relay

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Canada Safeway

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Paper Egg Campaign

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Friends of We Care

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Direct Mail Program National Environmental Policy

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Treasurer’s Report and Financial Statements

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Board of Directors


Dedicated to Excellence Canada Wide.

The past few years have been difficult for Canadian charities that rely on donors for support. However, when times get tough, donors continue to support organizations where needs are high and the organization provides excellent services. Easter Seals continues to benefit from a strong core of committed donors and corporate supporters. Donations have been up consistently in each of the last three years: notably Canada Safeway, Century 21 Canada and Friends of We Care have all increased their support for Easter Seals. Thanks to specialized provincial programs and services offered by our members, Easter Seals across Canada provides services to more than 146,000 Canadians and their families. Our organization continues to excel in the provision of services ranging from funding for assistive devices, employment training, life skills education, disability travel card, active living programming, community engagement and of course the 16 Easter Seals summer camps. Six years ago Easter Seals Canada and seven other disability organizations developed a plan with Cineplex theatres for an Access 2 Entertainment program – a program to enable persons with disabilities who require an attendant to become more active in the community by attending a movie or visiting a museum. This year we issued the 40,000th card! Clearly this program has been well received by Canadians with disabilities. The Easter Seals Drop Zone continues to engage the imagination of Canadians as brave participants challenge their own comfort zone and abilities by rappelling down the sides of skyscrappers across the country. The event continues to generate extraordinary publicity for Easter Seals and our work: in a few years, we expect it to be our largest fundraising event in Canada. This year Easter Seals USA announced that Avril Lavigne, the Canadian born international rock star, will support Easter Seals through her Avril Lavigne Foundation and various engagement activities. We anticipate that this support will help us reach out to younger Canadians and engage them in support of important social causes like Easter Seals. The strength of Easter Seals is that through our provincial members, we are able to provide services and support to persons with disabilities in all corners of Canada. Thank you to all provincial members for your continued dedication to excellence. Sincerely,

Michael Duffy Chair, Board of Directors

Max Beck Chief Executive Officer


Equal Access for All! Access 2 Entertainment

The Access 2 Entertainment program enjoyed an unprecedented period of growth in 2010/11 due to an increase in applicants and our efforts to renew our initial sequence of expired cards. Throughout the year the program experienced record growth particularly in the Maritime provinces. Much of this growth has been directly attributed to Empire Theatres adopting the Access 2 Entertainment Program as their sole customer service policy for visitors with disabilities who require the support of an attendant. Empire’s adoption of the program aided Easter Seals Canada in surpassing 40,000 cards issued across Canada. In addition, the program continues to expand its acceptance in venues and attractions across Canada beyond the silver screen. In 2010 the Access 2 Entertainment program added new museums, cultural attractions, and theatres to the program to satisfy the demand and to further attract new cardholders. Easter Seals Canada will continue to reach out to English and French entertainment and cultural venues across the country in our efforts to make Access 2 Entertainment the leading program of its kind for Canadians with disabilities.


Bringing the Easter Seals Brand to Life National Branding Committee

This year, the Easter Seals Branding Committee got to work in answering a simple yet fundamental question: how can we communicate the essence of the Easter Seals mission to the public? The committee considered the rich history of our organization, our diverse and essential programs provided by our provincial members across the country and what the support of our donors means to Easter Seals. The answer: A small gesture can make a big difference.

Working with OVE as well as Clean Sheet Communications & Design, two leading Canadian branding firms, the committee created the elements of a campaign that uses our iconic stamp to demonstrate how Easter Seals transforms the lives of Canadians with disabilities each day. The “small gesture” tagline and stamps were applied to three images that illustrate the three main Easter Seals programs: employment for people with disabilities, mobility services to ensure independence, and camp programs that are tailored to the needs of our clients.

“With our wealth of programs and services across the country, it was a challenge to distil our mission down to a singular message,” said Mark Cator, Branding Committee Chair and volunteer member of the Easter Seals Canada board of directors. “I think we found the right balance in creating a campaign that clarifies our offering and differentiates us from the many other worthwhile charities vying for public support.” With powerful visuals and a clear message, Easter Seals Canada and our provincial members are now poised to launch the campaign with an integrated national campaign that includes PSAs, donated ad space, special events and other fundraising initiatives.


Going Off the Wall for a Great Cause Easter Seals Drop Zone

For Stephanie Cadieux a call to support a friend turned into something completely off the wall, so to speak. “A friend of mine works for Easter Seals and I knew they were holding the [Easter Seals Drop Zone],” says Cadieux. “I called her to see if she was involved and sort of had it in my mind that I’d make a donation. She said well great let’s sign you up.” The MLA from BC’s Surrey-Panorama riding ended up rappelling 20-storeys off the AXA Place building in Vancouver as part of the national Easter Seals Drop Zone. She raised $2,500 in support of Easter Seals Celebrating five years, the Easter Seals Drop programs in the province, making her one of the top Zone raised heads in 10 cities across the country 10 fundraisers at her event. and the highest fundraising dollars yet at $1.69 million. The vast majority of the revenue came Ms. Cadieux, who incurred a spinal chord injury from the particpants’ personal fundraising, and the following a car accident at the age of 18, rappelled media were once again out in full force, reaching in her wheelchair thanks to the exceptional support an audience of nine million. of the event’s ropes manager Remote Access Technology. The Easter Seals Drop Zone, supported nationally by founding sponsor CREIT and Amway, challenges participants to get out of their comfort zones to support transformational Easter Seals programs and services that inspire kids with disabilities to be the very best they can be. In an interview with CityTV, Cadieux did express some concern that she’d be nervous once rappelling.“It was absolutely exhilarating, totally fun,” she said after her rappel. “It wasn’t nearly as scary as I thought and it’s all for a good cause.”


24 Hours to Make a Huge Difference Easter Seals Money Mart 24 Hour Relay

Every spring Canadians who love having a good time for a good cause embark on a marathon initiative to raise thousands of dollars and partake in a truly unique event: one of Canada’s largest 24-hour relays that combines physical stamina and having fun. Leading up to the Money Mart Easter Seals 24 Hour Relay in June, Money Mart branches throughout the country also got into the act, asking their customers to round up their transactions to support Easter Seals. More than 425 branches collectively raised $143,715 for Easter Seals in 2010. Money Mart staff also donated their time to volunteer at the timing tents.


“We are incredibly proud of our on-going involvement with Easter Seals and can’t thank our staff and customers enough for their tremendous efforts year after year,” says Syd Franchuk, Chairman, National Money Mart. “The programs and services provided through Easter Seals helps thousands of kids with physical disabilities in so many ways and we’re absolutely thrilled to be a part of it.”

Thanks to an increase in participating teams, $2,509,419 was raised in all participating cities, up significantly from the previous year.


All Youth Can Reach Their Full Potential Canada Safeway

While it’s impressive to see a company donate to a worthy charity, it’s inspiring when it weaves a cause into the fabric of its business. Canada Safeway continues to inspire with their ongoing commitment to their “Helping All Kids Reach Their Full Potential” campaign; reaching new heights year after year in support of kids with disabilities. Throughout April 2010, the grocery retailer and thousands of its employees across western Canada raised funds and awareness for Easter Seals and Special Olympics Canada. The second annual campaign collected donations from customers and was supported by the Canada Safeway Foundation. In total, $1,154,715 was raised for Easter Seals camp programs—an increase of more than $400,000 over the inaugural year. “Canada Safeway supports causes that reflect our diverse workforce and societal issues that are important to our customers and employees,” said Chuck Mulvenna, President and Chief Operating Officer for Canada Safeway. “We’re very pleased to partner with Easter Seals as we make a difference in the lives of youth living with disabilities.”

Beyond fundraising, the campaign raised awareness by inviting the media and public to participate in special store events. The Easter Seals Celebrity Cookie Event in Calgary welcomed Easter Seals ambassadors and supporters such as singer Jann Arden to compete in decorating creative Easter egg-shaped cookies and talk about the difference made in the lives of kids with disabilities through Safeway’s generosity. Easter Seals Canada thanks Canada Safeway, its employees and its customers for their generous ongoing support of camp programs across western Canada.

Singer Jann Arden with Easter Seals Alberta CEO Susan Law. Photo courtesy Joelene Mills, jmills.ca


Egg’cellent Support for Easter Seals Easter Seals Paper Egg Campaign Doug MacKenzie has set the bar high for making a difference in his community. For 10 years, the manager of the tb!s the bargain shop in Woodstock, NB has ensured that his store raised the most funds during the Easter Seals Paper Egg campaign, first as a SAAN store and now tb!s. In 2010, tb!s Woodstock raised $5,458 thanks to paper egg sales and contributions from local businesses. To mark 10 years of outstanding support to the disability community, the Lieutenant-Governor of New Brunswick presented Mr. MacKenzie with an Award of Merit in March 2011. “The recognition belongs to all of us showing a nation what a community can do,� says Mr. MacKenzie referring to his customers, business associates and local service groups. tb!s the bargain shop continues to be top national sponsor of the Easter Seals Paper Egg, raising $213,034 during the 2010 campaign. Together, campaign partners including Money Mart, Lawtons Drugs, London Drugs, Price Chopper and Sobeys Ontario raised $766,352 for Easter Seals in 2010. Easter Seals was thrilled to announce that Booster Juice will join the campaign as our newest National Partner in 2011. During this annual campaign, customers at participating retailers are encouraged to purchase a colourful paper egg to be posted on store walls in support of Easter Seals programs and services. The culmination of paper eggs demonstrates that a small gesture truly makes a big difference.


Caring for the Cause Friends of We Care

Every year Canada’s foodservice and hospitality industries join forces to raise money for Easter Seals summer camp programs. This activity is made possible by Friends of We Care, a foundation that arranges the galas and golf, hockey and bowling tournaments that raise significant dollars for the cause. In 2010, Friends of We Care presented Easter Seals Canada with a $725,000 cheque, resulting in over 5,000 days at camp for children in need. Since its inception, Friends of We Care have generated more than $15 million, sending over 35,000 children with physical disabilities to special summer camps across Canada. “For over 27 years, Friends of We Care have worked very hard in raising funds to assist and ensure that every child with a disability gets the opportunity to attend a special camp set up entirely for their needs,” says Kevin Collins, Executive Director of Friends of We Care. “It is the dedication and effort of individuals throughout the foodservice and hospitality industry that continues to make Friends of We Care one of the largest corporate contributors to Easter Seals and their summer camping programs.”

Small gestures make a big difference. To support Easter Seals please visit EasterSeals.ca or call toll free (877) 376-6362.


The Local Experts

CENTURY 21 KIDS TO CAMP 2010 will be remembered as a banner year for CENTURY 21 and its relationship with Easter Seals in Canada. With a record setting $410,000 raised by 26 franchises across the country, the KIDS TO CAMP program was once again led by CENTURY 21 Conexus Realty whose dedicated team raised nearly $129,000 for Easter Seals in Saskatchewan. 2010 also marked the MILLION dollar fundraising mark for Conexus Realty’s ongoing support of Easter Seals. The national support through involvement in events like the Easter Seal Drop Zone and 24 Hour Relay as well the creation of local golf tournaments, bake sales, draws, barbeques, bonspiels, parade floats and more made KIDS TO CAMP responsible for sending 195 children to summer camp in 2010.

“People are attracted to our company because of our corporate culture of social responsibility. Our commitment to Easter Seals™ Saskatchewan is deeply-rooted and we are very proud of that.” - Jason Vogt, Manager CENTURY 21 CONEXUS REALTY

EASTER SEALS CANADA THANKS: CENTURY 21 Conexus Realty Ltd. CENTURY 21 B.J. Roth Realty CENTURY 21 Seller’s Choice Inc. CENTURY 21 Executives Realty CENTURY 21 Percy Fulton Ltd. CENTURY 21 A.L.L. Stars Realty Ltd. CENTURY 21 Heritage Group Ltd. CENTURY 21 Castlewood Agencies CENTURY 21 United Realty Inc. CENTURY 21 In Town Realty CENTURY 21 Don Campbell Real Estate Ltd CENTURY 21 Classic Realty Ltd. CENTURY 21 Bachman & Associates CENTURY 21 Colonial Realty CENTURY 21 Neville Realty Ltd.

CENTURY 21 Westman.com Ltd. CENTURY 21 Hi-Point Realty Ltd. CENTURY 21 The Professionals Ltd. CENTURY 21 Macintyre Inc. CENTURY 21 Border Real Estate Service CENTURY 21 Advantage CENTURY 21 Charity Begins With Your Home Realty Inc. CENTURY 21 Watson Realty CENTURY 21 Offord Realty Ltd. CENTURY 21 Action Power Team Ltd. CENTURY 21 Carrie.com Advance Commissions Company of Canada (ACC)


Sealing Up Support for Easter Seals Direct Mail Campaign

A small gesture really does make a big difference. This statement epitomizes the Easter Seals Direct Mail campaign held each spring that features special seals or stamps for donors to place on their letters in a show of support for kids with disabilities. In 2010 the Easter ‘Seals’ campaign saw participation from most provinces and raised more than $1 million for the charity from our generous supporters.

Easter Seals was named after its Spring postage stamp fundraising campaign that began in Alberta in 1945. Business Decisions for a Better Planet Organization Environmental Policy

In September 2010, the Easter Seals National board approved and passed the Easter Seals Environment Policy, which commits Easter Seals to take action for the future of the organization and our clients and members. The National Environmental Policy can be viewed by visiting to easterseals.ca, clicking on ABOUT and then Environmental Policy. Please contact Easter Seals Canada directly for a copy of the most recent emissions audit, or for further information about current environmental initiatives.


From the Treasurer

Financial Statements 2010 Easter Seals has continued to see positive fundraising growth enabling increased disbursements to provincial members to support their valuable work. This year we were pleased to provide $2,778,521 from fundraising, plus $281,740 from bequests to our 10 provincial Easter Seals members. The consolidated financial statements of Easter Seals Canada are prepared by management in accordance with Canadian generally accepted accounting principles. Management, with the aid of proper accounting systems with internal checks and balances, maintains the integrity and objectivity of the financial statements and ensures that reliable financial reports are prepared on a regular basis. The Board of Directors, through its Executive Committee, monitors the functioning of accounting and control systems. The Audit Committee meets with management and external auditors to review the results of the audit examination. The external auditors have conducted an independent audit in accordance with generally accepted auditing standards. Their report outlines the scope of the audit and includes an assessment of the financial statements of Easter Seals Canada and its adherence to Canadian generally accepted accounting principles.

Easter Seals Canada Condensed Financial Statements Balance Sheet For the year ending March 31, 2011 Assets Current Assets Long-Term Investments Property and Equipment Total Liabilities and Net Asset Balances Current Liabilities Deferred Contributions Net Assets Total


$ $

2011 226,780 1,127,408 9,524 1,363,712

98,927 266,472 998,313 1,363,712

$ $


2010 462,301 1,063,443 7,631 1,533,375


93,148 560,905 879,322 1,533,375

2011 414,000 $ 4,180 3,344,793 226,997 105,093 305,255 4,400,318

2010 414,000 19,815 3,271,071 162,161 116,332 23,819 4,007,198

Statement of Revenue and Expenses For the year ending March 31, 2011 Revenue Provincial Member Fees Donations Easter Seals Fundraising Committee Program Funding and cost Recoveries Investment Income Bequests and Other Total


Expenses General National Programs Easter Seals Fundraising Committee Disbursements to Provincial Members Brand Building Initiative Bequests to Members Total Surplus (Deficiency)of revenue over expenses

Dale Briske, CA Secretary/Treasurer


450,594 186,444 576,805 2,778,521 7,223 281,740 4,281,327 $


490,129 138,315 651,055 2,726,155 53,093 4,058,747 $



Easter Seals Canada Board of Directors Michael Duffy


Bob Steeves

Past Chair

Mark Cator

Vice Chair, Director at Large

Dale Briske

Treasurer, Director at Large

Stephen Miller

British Columbia

Anne Ewen


Steven Bobiash


Garry Haggerty


Rob Berkovitz


Anne-Marie David


Rhonda Rubin

New Brunswick

Lorne Moase

Prince Edward Island

Sharon Duggan

Newfoundland & Labrador

Barry Saunders

Nova Scotia

Doug Surtees

Chair, Public Affairs Committee

Carol Lloyd

Chair CEOs Committee

Don Lawby

Director at Large

Easter Seals Canada 40 Holly Street Suite 401 Toronto Ontario M4S 3C3

Contact 877 376 6362 easterseals.ca @easterseals on twitter Easter Seals Canada adheres to the Imagine Canada Ethical Fundraising and Financial Accountability Code.

A small gesture can make a big difference.