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The Perfect Occasion to Shine the Spotlight on Corporate Social Profitability

Holidays are the time to brighten the lives of those less fortunate

We’re deep in the holiday season. Along with holiday sales and promotions, inboxes and mailboxes are filled with friendly reminders and heartfelt pleas to help boost Social Profitability for those less fortunate and to personally give, give, give.

But it takes more than one individual’s efforts to raise the kind of money that makes a real impact.

We commend all companies and corporations that are doing their part to improve social awareness by making cause marketing a priority. We applaud their getting behind some very important charitable organizations to promote, educate and increase fundraising dollars for the greater good.

One company that continues to prove their leadership and set an example in the world of Social Profitability is Brookfield Properties. For the past 19 years, the Brookfield Place community in Toronto has demonstrated their commitment to the Starlight Children’s Foundation, showing their support through their Campaign for Wishes & Dreams culminating in Brookfield Place’s Annual Tenant Appreciation & Holiday Lighting Ceremony, celebrated by tenants and the general public alike.

As a Platinum Star corporate sponsor, Brookfield Place has been able to shine the light on this worthwhile organization. In fact, tens of thousands of lights are lit during the annual event that both launches the holiday season and recognizes the efforts of some very important contributors. The evening kicks off with the generous support of CTV news broadcaster, Anwar Knight who acts as Master of Ceremonies.

Helping grant wishes has been a priority for the tenants, vendors and suppliers of Brookfield Place. Over the years, they’ve come together as a giving community. Not only do they continue to increase their corporate donations, but each one does their part to make the campaign a huge success.

Brookfield Place food service tenants’ share their delicious fare and help generate more donations from the wonderful event attendees. The silent auction draws crowds, adds to the event’s excitement and contributes to even greater totals.

Each year, as part of this campaign, Starlight partners with another charitable corporate sponsor, Toys”R”US/Babies”R”Us, who produce a tribute Teddy Bear designed by and honouring a Starlight child. This bear is introduced and sold at the Holiday Lighting Ceremony.

Everyone steps up to do their part. In addition to making a financial contribution, The Collective, Brookfield Place’s advertising agency, joins the effort in providing creative services at reduced fees to support the marketing and communications of the event.

All these endeavors have made a tremendous impact, generating more and more donations to raise nearly $3 million, and are responsible for close to 1,000 Wishes & Dreams to date.

These efforts don’t go unnoticed. During the evening’s show, these generous companies are recognized and presented with commemorative plaques.

As the year wraps up, it’s not too early for you to start planning for next year and finding the right way to connect with the true and genuine spirit of holiday giving. For companies and causes alike, it will be – So Worth It!

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