PURPOSE-MISSION-VISION-STRATEGY

WHO WE ARE AND WHAT WE DO

WHO WE ARE

Founded in 2003, the Canadian Rugby Foundation is a public foundation and registered charity that creates and manages endowed and capital project funds to promote and support amateur rugby activities in all parts of Canada. Over $19 million are now (March 2023) invested in 74 funds sponsored by local rugby clubs and other organizations and individuals including the Foundation’s Unrestricted Fund.

Introduction Video

 

WHAT WE DO: OUR PURPOSE, MISSION, VISION AND STRATEGY

The following framework describes our Purpose, Mission, Vision and Strategy, and how each is interrelated to the other. Our Purpose is our raison d’être – the reason we exist – and our Mission is how we bring this purpose to life.  Our Vision is what we aspire to achieve in support of the Mission, and our Strategy sets out how we will achieve the Vision each year.

PURPOSE

The Foundation creates and manages endowed funds or awards funds to grow, develop, promote and support amateur rugby activities by making grants through qualified donees to fund sponsors and for Rugby Canada teams and programs.

Among its purposes are the following:

  • to foster, encourage and promote the game of rugby among all genders within Canada through grants to qualified donees (as defined by the Canada Customs and Revenue Agency (the “CRA”)) including Rugby Canada and through its own initiatives or sponsorship of rugby initiatives in Canada;
  • to educate and train individuals in all aspects of the game of rugby including, without limiting the generality of the foregoing, playing, coaching, officiating, and administering through grants to qualified donees (as defined by the CRA) including Rugby Canada; and
  • to advance the public’s awareness, appreciation, and understanding of the sport of rugby by such means as from time to time seem expedient to the directors including support of tournaments, conferences, educational seminars, workshops, lectures, and lessons and the printed or online dissemination of content as the Board or the Members in general meetings may think desirable for the promotion of the objects and purposes of the Corporation through grants to qualified donees (as defined by the CRA) including Rugby Canada.

 

MISSION

The mission of the Canadian Rugby Foundation is to contribute to the growth and development of rugby in Canada by “Investing in the Future of Canadian Rugby”. While many organizations and individuals contribute to rugby’s growth and development, the Foundation’s unique contribution is made in three ways:

1. Working with grassroots rugby clubs across Canada to: establish endowment funds that generate annual investment returns to support their activities; fund awards for rugby players, coaches, officials, and volunteers pursuing postsecondary education; and raise funds for rugby-related capital projects;

2. Through its Unrestricted Fund, initiating, supporting, and sponsoring important rugby initiatives, many of national scope, such as the Thunder Indigenous Rugby Fund, the University Men’s Rugby Championship, and the BC Grassroots Rugby Foundation; and

3. Working with Rugby Canada to provide financial support to Canada’s national rugby union men’s and women’s senior and age-grade teams and programs.

 

VISION

Our vision is to be viewed as a leading and respected contributor to rugby in Canada as directly measured by:

  • The number of funds established within the Foundation;
  • The number of donors and annual donations to Foundation Funds;
  • The investment returns on Foundation assets under management;
  • The overall growth in Foundation assets and resulting disbursements to Fund sponsors; and
  • The growth and success of the Foundation’s initiatives.

Each of these metrics is designed to deepen and broaden the rugby talent pool in Canada, and ultimately improve the performance and calibre of Canada’s teams on the world stage by improvements at the grassroots level. These improvements will be achieved if:

  • Clubs increase in numbers in every part of Canada, and in the number (new and continuing members) of their players of any gender available for playing rugby at all ages, abilities and levels;
  • Players improve their skill level through better instruction, competition, coaching, officiating, and resource materials;
  • Coaches improve their skill level through better instruction, competition, officiating, resource materials and greater demands from more skilled and knowledgeable players, and coach networking;
  • Officials improve their skill level through better instruction, assessment, competition, and resource materials;
  • Administrators improve their skill level through more competitions and resource materials, networking across Canada, and where applicable, partnering in the management of their Funds.
  • The Community sees an elevated awareness of the sport of rugby in Canada and the role which our national teams play on the world stage, and higher levels of interest, viewership and attendance, and support of rugby at all levels.

 

STRATEGY

How we achieve our Vision is a function of numerous parties, including the Foundation’s Board of Directors and Executive Committee, committee members, staff, Fund Sponsors, rugby club leaders, and Rugby Canada, all of whom have a role in the five goals of our strategy:

1. Increase the number of Funds in the Foundation

2. Increase donors and donations to the Foundation and individual Funds.

3. Increase the returns on the Foundation’s assets

4. Grow the Foundation’s overall assets

  5. Ensure and promote the success of the Foundation’s initiatives

 

1. Increase the number of Funds in the Foundation by:

  • Increasing the awareness of the Foundation within the rugby community, especially with grassroots rugby clubs, but also university rugby programs, senior alumni of local clubs, public and private foundations, and charities and government agencies that provide grants to various sports endeavours including rugby;
  • Providing information on the benefits of Foundation endowment funds, the value proposition of the Foundation for potential Fund Sponsors, and the security of assets contributed to the Foundation’s Funds;
  • Reaching agreements with Fund Sponsors to create new Funds;
  • Developing new types of Fnds to sync with the needs of different segments of the rugby community (e.g., the Hybrid University Rugby Fund introduced in 2023 )and
  • Starting up new Funds on a timely and hassle-free basis.

2. Increase donors and donations to the Foundation and individual Funds through:

  • Fund sponsors’ (e.g., grassroots rugby clubs, award funds sponsors) success in generating increased donations from current and new donors, especially senior-age members and club alumni;
  • Fund Sponsors including club executives and members fund-raising campaigns that add to annual Fund contributions, allowing faster growth in Fund assets;
  • Building the Foundation’s credibility and reputation as good stewards of the Foundation’s and each Fund’s assets;
  • Building awareness among potential donors, sponsors, and grantors of the individual Funds and their Sponsors, and the Foundation’s value proposition that includes tax receipts on donations;
  • Fund Representatives identifying and influencing potential major gifts and wills and trust bequests from high-wealth/high-income members and alumni; and
  • Foundation fund-raising and sponsorship solicitation towards its own initiatives.

3. Increase the returns on the foundation’s assets

  • Managing the performance of our Investment Managers (Leith Wheeler Investment Counsel), through the Investment Policy set by and the oversight provided by the Investment Committee and Board of Directors.

4. Grow the Foundation’s overall assets which is the simple equation of:

  • Increasing donations, fundraising proceeds, and other contributions to the Foundation and Funds, net of annual disbursements;
  • Managing the risk and returns from the Foundation’s investment portfolio; and
  • Controlling the expenses of the Foundation, especially the General and Administrative costs, and Fundraising expenses.

5. Ensure the success of the Foundation’s initiatives, which requires:

  • Prioritising and selecting strategic initiatives that have the potential to make the biggest impact on the growth and development of rugby in Canada, meaning at various age groups, education levels, geographic areas, and across other demographic groups;
  • Ensuring the initiatives are led and supported by the right talent and mix of complementary skills and capabilities;
  • Providing oversight and guidance on the planning, budgeting, and operational implementation of the initiatives;
  • Requiring shared financial support for new initiatives so the Foundation isn’t responsible for 100% funding;
  • Promoting the initiatives and their successes across the rugby community, and broader sports-related community.

2024 STRATEGIC PRIORITIES (finalized February 23, 2024)

1.  Grow Grassroots Rugby to support the foundation of rugby in Canada

  • Continue pledge to BC Grassroots Rugby Foundation
  • Continue pledge to the Thunder Indigenous Rugby Fund
  • Continue pledge to the Fletcher’s Fields Patrons Fund
  • Support the 2024 Fletcher’s Fields Summer Celebration of Rugby (SCOR) as the lead partner

2.  Grow University Rugby to support the Canadian senior team pathway

  • Continue pledge to the Canadian University Men’s Rugby (15s) Championship (funded by the University Rugby Supporters Fund.
  • Continue contribution to the Canadian University Women’s 7’s Championship
  • Support the 2024 University Coaching Awards with the participation of 11 university men’s and women’s head and assistant coaches at the Crusaders International Academy in Christchurch, NZ (funded by the University Rugby Supporters Fund, the Gerald McGavin Coaching Awards Fund, and the For the Love of the Game Fund)
  • Support Rugby Canada’s application to U SPORTS for official recognition of Men’s 15s

3. Support Senior Men’s and Women’s Rugby

  • Initiate Senior Women’s Competition (details in development by new Sr. Women’s Committee)
  • Initiate Senior Men’s Competition (details in development by new Sr. Men’s Committee)
  • Support the 2024 Coast-to-Coast Cup in Halifax
  • Grow the Captain’s Fund, the U20 Fund, the Pacific Pride Legacy Fund, and the Women’s Age-grade Rugby Fund to support senior (below the senior national teams) rugby

4. Collaborate with Rugby Canada on Fund-raising

  • Establishing Fund to support Men’s Senior team (analog to the Monty Heald Fund)
  • Establish or expand existing funds for Men’s Age-grade Rugby Fund (analog to Women’s Age-grade Rugby Fund)
  • Provide support to new Rugby Canada Fund-raising Manager

5. Support Other Strategic Priorities, e.g., 

  • New High School Programs in conjunction with local clubs – details to be developed