Time Matters in Philanthropy

SickKids Foundation’s year-end giving campaign has generated a lot of attention for its gripping “Vs” spots. Skillfully edited, the ad borrows fight, hip-hop and adventure movie imagery to dramatize the plight of the hospital’s young patients. This campaign is highly effective and a great example of visceral, urgent annual fundraising. Raw emotion has a place in charitable giving, but it doesn’t serve large “exceptional” donations at tax year-end and in estates.