In 2009 Manulife in Canada selected Big Brothers Big Sisters of Canada as the company’s charity of choice, to help address the shortage of youth mentors across the country. To address the challenge, Standard Life dedicated substantial financial support to develop and launch a fundraising and recruitment campaign. Beyond financial support, the company mobilized its employee and stakeholder networks to advance the cause of youth mentoring, by encouraging them to become a mentor volunteer or a donor, or to help raise funds for the campaign. The campaign provides Big Brothers Big Sisters with a way to build the public’s awareness of the need for volunteers and the many benefits that make mentoring youth personally rewarding. In 2013, Manulife renewed their commitment to Big Brothers Big Sisters of Canada by announcing a contribution of over 1 million dollars over the next five years to promote the need for volunteer mentors. To date, Manulife has donated over 1 million dollars resulting in the recruitment of more than 2500 new mentors across Canada.
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