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Practising philanthropy alongside High Net Worth clients

March 15, 2022 | Last updated on August 30, 2023
2 min read

Jocelyn Willoughby is passionate about giving back to her local community. The Senior Investment Advisor, TD Wealth Private Investment Advice, served as co-chair of Ladies in Philanthropy for Southlake for four years, contributing to the Southlake Regional Health Centre. She does it because it’s the right thing to do, but there are benefits to her practice as well. 

How has active charitable work helped you personally and professionally? 

I was lucky to have had support through my family that allowed me to pursue whatever direction I wanted, but I know not everybody has had the resources to be able to do that. There’s so much need out there. If I can give back and pay it forward, that’s important to me.

One of the ways I hope I am making a difference in my local community is through my charitable work with Ladies in Philanthropy for Southlake. We’re a group of women who each donate $1,000 per year to the foundation and then vote to support a specific project at our local hospital. I’ve met some amazing people and made some very close friends through this group.

“There’s so much need out there. If I can give back and pay it forward, that’s important to me.”

Jocelyn Willoughby, Senior Investment Advisor, TD Wealth Private Investment Advice

Is philanthropic planning an area where women can set themselves apart? 

Yes, it is. From my experience, many women have an interest in philanthropic giving and are deeply committed to it. That may have to do with wealth personality traits often attributed to women, including conscientiousness. And I believe you attract clients who have something in common with you, or with whom you feel a connection. Because I share a desire to give back with many of my clients, and because I have experience in this area, I believe I am better equipped to advise them on how to make donations strategically.

I ask new clients as part of our regular introductory discussions whether they have philanthropic goals and how they support the charities that are important to them. Then, through proper planning, I can help them maximize their financial impact. Many clients are also interested in both leaving a legacy to charity and instilling a commitment to giving in their kids, and that’s where structures such as the TD Private Giving Foundation can help. The key for me is to help my clients understand different methods available to accomplish their goals and then help them choose the one that is most rewarding for everyone.

TD Wealth Private Investment Advice, a division of TD Waterhouse Canada Inc. which is a subsidiary of The Toronto-Dominion Bank.
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