TD Bank Financial Group and Children's Miracle Network reveal keys to
    charitable giving in tough times

    TORONTO, Dec. 2 /CNW/ - Tough economic times often result in charities'
needs being greater than usual. While Canadians remain full of good intentions
about charitable giving, a new survey by TD Bank Financial Group for
Children's Miracle Network has uncovered several keys to inspiring people to
follow through with a donation.
    "We wanted to pinpoint the triggers that move Canadians from good
intentions to good deeds during turbulent times," said Tim Hockey, President
and Chief Executive Officer, TD Canada Trust. "As TD launches its annual
fundraising campaign for Children's Miracle Network, we also wanted to ensure
our strategy is aligned with Canadians' current attitudes about charitable
giving."

    The survey unveiled four key factors that would encourage Canadians to
give more:

    Tax credits matter

    Generous tax credits earned the number one spot, with 45 per cent of
respondents indicating that they would give more if they got more back. While
this is something charities cannot control, it highlights the importance of
reminding donors of the connection between giving and getting - particularly
as the end of the tax year approaches.

    Communicate the need

    Canadians are also motivated by a sense that charities and
not-for-profits need more resources given the state of the economy. One in
three Canadians (32 per cent) say a sense of financial urgency for charities
would be enough to lead them to donate more.

    If someone I trust asked me to give - I would

    For 28 per cent of respondents, the odds of a donation are greater if the
ask comes from someone they trust. While this could be a friend, family
member, celebrity or established institution, charities should look at using a
respected and reliable source to help make Canadians feel more comfortable
donating.

    Youth need convenience

    While only seven per cent of Canadians say convenience is a big factor -
for example, contributing through automated monthly donations - that number
almost doubles among those aged 18-34 (13 per cent), a significant finding for
charities trying to cultivate younger donors for longer-term giving. A 13 per
cent increase in charitable giving from any demographic can make a big
difference, particularly during challenging times.

    "This survey provides insight on what motivates Canadians to open their
heart and wallets - to us, and to every charity," said John Hartman, Chief
International Officer of Children's Miracle Network. "For Children's Miracle
Network, these results reinforce the approach we take with TD Bank Financial
Group: make it personal, make it easy and communicate both the benefit and the
need. All of the funds raised help our 14 children's hospitals in Canada and
with TD making it so easy to contribute, convenience and efficiency also play
a role in delivery impact," he said.

    Raising more than $27 million to date

    TD Bank Financial Group is one of the largest corporate contributors to
the Children's Miracle Network, raising more than $27 million dollars since
the partnership began in 1994. One hundred per cent of customer and employee
donations go directly to the local Children's Miracle Network member hospital
in the community where the donation was made.
    As part of this annual fundraising campaign, TD Bank Financial Group
matches all customer donations up to $1 million per year.

    About the survey

    From November 10 to November 11, 2008, Angus Reid Strategies conducted an
online survey among a randomly selected, representative sample of 1,002 adult
Canadians. The margin of error for the total sample is +/- 3.1%, 19 times out
of 20. The results have been statistically weighted according to Statistics
Canada's most current education, age, gender and region Census data to ensure
a representative sample of the entire adult population of Canada.
Discrepancies in or between totals are due to rounding.

    TD Community Giving: Making a Difference Together

    Children's health, literacy and education, and the environment are the
three main areas of focus for TD's community giving. Flagship programs within
these areas include: TD Children's Hospital Fund; TD Friends of the
Environment Foundation; TD Great Canadian Shoreline Cleanup; TD Canadian
Children's Book Week; TD Canada Trust Scholarships for Community Leadership;
and the TD Summer Reading Club. With support from customers and employees, TD
is involved with a host of national, regional and local causes benefiting
diversity, arts and culture and other community programs. In 2007, TD donated
$33 million to more than 2,000 organizations across Canada.

    About Children's Miracle Network

    Children's Miracle Network is an international non-profit organization
dedicated to saving and improving the lives of children by raising funds for
children's hospitals across North America. Each year more than 170 Children's
Miracle Network hospitals provide the finest medical care, life-saving
research and preventative education to help millions of kids overcome diseases
and injuries of every kind. In Canada, Children's Miracle Network helps
support 14 children's hospitals across the country. Each year these hospitals
treat more than 2.6 million children. For more information, visit
www.childrensmiraclenetwork.ca.

For further information: Gregory Harrison, TD Bank Financial Group,
(416) 308-8597, gregory.harrison@td.com; Jason Graham, Argyle Communications,
(416) 968-7311 Ext. 229, jgraham@argylecommunications.com