Supply Chain Scanner - Week of April 14, 2025
Weekly blog by Emily Atkins
No matter the scope, charitable giving is part of the fabric of our industry
Opportunities for charitable giving are everywhere. Requests for donations are frequent in our day-to-day lives, making it sometimes difficult to choose which cause you want to support. It’s the same for businesses that are asked to sponsor events and causes.
And while in your personal life, the reward for giving is feeling good that you’ve contributed, and maybe a small tax advantage, the stakes for a company can be much greater. Charitable activities have potentially big benefits for business.
Not only can you boost your company’s image and brand equity by showing your support for a cause, you can also reap the reward of greater employee engagement and improved recruitment and retention. Local giving builds strong relationships with the community your company serves and offers networking opportunities that can lead to new opportunities. A strong philanthropic drive can help attract investors, and finally, there can be tax advantages.
The size and scope of charitable activities depend on the size and breadth of your company’s activities and capabilities. From the largest enterprises with dedicated charitable foundations right down to family-run businesses that sponsor sports teams or organize local fundraisers, it’s all good work.
We need some good news stories in the midst of our contemporary chaos, so it’s time to share some highlights from the world of logistics and companies that are partnered with CITT. This is by no means an exhaustive run-down, so if you’re not mentioned here please stick your hand up and let us know what your company is doing to help others.
First up is Purolator, which just announced that its inaugural Breakfast for Kids campaign raised more than $91,000 in support of Breakfast Club of Canada, providing the equivalent of approximately 45,500 nutritious breakfasts for Canadian children. Throughout March, which is National Nutrition Month, Purolator’s employees came together to help children at risk of going to school hungry. Purolator teams organized fundraising initiatives including bake sales, raffles, a hockey game and even a pie-in-the-face fundraiser, to support the cause. Purolator matched all contributions to increase its impact.
CH Robinson, which has a global scope, donated more than US$4 million in 2024 through the company itself and through its foundation. Its employees contributed over US $1 million to 1,125 non-profit organizations and volunteered more than 10,000 hours of their time. CH Robinson matches donations and time volunteered up to US $10,000 per employee. The company also awarded 50 scholarships of US $5,000 to employees, carriers, and their dependents.
At Plantagenet, Ontario-based PiiComm, CEO Rick Robillard led by example, strapping on his ski boots with Team Zebra BlueStar Canada for his fourth year participating in the 24h Tremblant event – a fundraiser for children’s causes in Quebec and Ontario. Robillard and his teammates went above and beyond this year in the downhill ski marathon, raising $28,266, and surpassing their initial goal of $22,000. Beneficiaries include the Fondation Charles-Bruneau, CHU Sainte-Justine Foundation, The Montreal Children’s Hospital Foundation, CHEO Foundation, and Fondation Tremblant – all organizations dedicated to helping children.
Bison Transport has a Charitable Giving Program that supports requests focused on Visual and Performing Arts, Youth Initiatives, Education and Environmental Issues. The company’s Charitable Giving Committee assess requests for support three times per year. Bison Drivers and employees also volunteer their time and efforts with various community events including the Truck Ride for Special Olympics; Challenge for Life; FMG Manitoba Dragon Boat Teams; and, school reading programs.
Over the years the company has supported a long list of organizations: ALS Canada; Alzheimer Society of Canada; Canadian Cancer Society; Canadian Diabetes Association; Crohn's & Colitis Foundation; Heart & Stroke Foundation; Humane Society of Canada; Kidney Foundation of Canada; KidSport Alberta; Manitoba CancerCare; Missing Children Society of Canada; MS Society of Canada; Robb Nash Project; Salvation Army; Teen Challenge Alberta; United Way of Canada; and, The Winnipeg Foundation.
The Liquor Control Board of Ontario (LCBO) reports that it donated $7.9 million between October and December 2024. That included $6.2 million for Share the Joy, Give with Purpose Campaign for children’s charities; $1.6 million for the United Way Support Local Campaign; and, $100,000 for March of Dimes Canada. Over the past 30 years, LCBO has raised $65 million for Ontario Children’s charities.
Penner International supports numerous local organizations from its home base in Steinbach, Manitoba. These include Today House; Edenn Health Care Services; Bethesda Foundation; Soup’s on Steinbach; Agape House; Youth for Christ; Mennonite Central Community; Special Olympics Manitoba; The Steinbach Pistons; ROC Eastman; and Health Partners International.
Walmart Canada’s most recent contribution was its Spark a Miracle Campaign which raised $5.7 million for children’s hospital foundations across the country. The campaign invited customers to donate from November 14 to December 24, 2024, with a special focus on Giving Tuesday – December 3, 2024. On this day, Walmart Canada contributed $1 from every toy sold, reaching a maximum donation of $200,000.
All of the funds raised went directly to 12 Canadian children's hospital foundations. These donations enable groundbreaking research, specialized equipment, and enhanced healing environments to ensure the best possible outcomes for children and their families. Since 1994, Walmart Canada has partnered with Children's Miracle Network, raising over $230 million to date.
Among other giving activities, Wellington Group of Companies buys dozens of poinsettia plants from a minor hockey team in Guelph, Ontario, near its HQ in Puslinch, and distributes them to seniors in a retirement home. This past Christmas the Wellington team handed the festive plants out to 70 seniors.
Whether big or small, these acts of charity improve our communities and our country, and in this time when Canadian pride is so important, it’s important to recognize the champions in all these organizations for their dedication and hard work.
As mentioned above, if your organization would like to share what you’ve been doing, post it on LinkedIn with this blog or drop me a note and I’ll update this story in a couple of months!
Join the conversation on Canada’s Logistics Community forum!
Emily Atkins
President
Emily Atkins Group
Emily Atkins is president of Emily Atkins Group and was editor of Inside Logistics from 2002 to 2024. She has lived and worked around the world as a journalist and writer for hire, with experience in several sectors besides supply chain, including automotive, insurance and waste management. Based in Southern Ontario, when she’s not researching or writing a story she can be found on her bike, in a kayak, singing in the band or at the wheel of her race car. LinkedIn: https://www.linkedin.com/in/emilyatkinsgroup/