The brain. The wallet. The heart.

Many corporations, businesses, and brands have successfully figured out how to appeal to the first two, but appealing to the heart and encouraging a long-lasting meaningful relationship with a customer or employee is harder to do.

One of the ways to generate this type of committed allegiance to your company and brand is to make a charitable donation to Christian Children's Fund of Canada.

Your customers will thank you for it. In fact, the benefits of the publicity that comes with a corporate gift far outweigh what that money could otherwise afford to buy in advertising.

CCFC has more than 45,000 Canadian sponsors. Their average length of commitment is almost five years but a number have been with us for 10 or 20 years.

Gifts of cash or property offer significant tax breaks for many companies. A donation to CCFC isn't just a generous gift - it's a strategic purchase that will create goodwill toward your brand and provide hope for children in need.

It sends a message of social responsibility to customers, shareholders, employees and competitors.

There are many flexible and convenient ways in which companies can increase brand equity. One way is through CCFC, a credible and accountable organization.