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Terms of Reference
Work Plan
Meeting Minutes
Table Consultations

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Awareness Joint Table Work Plan


Co-Chairs Suzanne Lawson and Jérôme Moisan

Resource Person

Kyle Cyr Tel: (819) 953-1512
25 Eddy Street Fax: (819) 997-5102
Room 12G5 Email:
Hull, Québec
K1A 0M5


The mandate of the Joint Awareness Table is to help foster recognition of the vital role of the voluntary sector in Canadian society. It will do this by developing and implementing an action plan designed to influence the attitudes, opinions and perceptions of Canadians by:

  • informing a variety of audiences (community leaders, the private sector, media, governments, Canadians, youth and the voluntary sector itself) of the important work of voluntary sector organizations;

  • positioning the voluntary sector as a contributor to Canada’s social, economic and cultural well-being; and

  • encouraging Canadians to participate and become engaged in the work of the voluntary sector.
  • The voluntary sector will see itself as a significant contributor to the health of Canadian civil society, and will be so recognized by the public and private sectors.

  • Governments and the private sector will see the value of partnership with the voluntary sector in setting public policy priorities and in developing policies and programs that deal with public policy issues.

  • Canadians, including youth, who currently are not engaged in the voluntary sector will be drawn to contribute time, skills and financial resources for the betterment of the world they live in.

  • 5-year horizon, based on current budget allocations. Additional resources may be required at some point for specific initiatives.

  • Current workplan focuses on deliverables by Fall 2002.

  • Several other Joint Tables will make contributions to building awareness/recognition of the Voluntary Sector. Therefore, collaborative approaches with other Joint Tables are a must for the sake of a coherent and consistent messaging.

  • A flexible, learning and iterative approach will be adopted in order to deal with unexpected challenges and to take advantage of opportunities.

  • The mandate is centered on recognition of the contribution of the Voluntary Sector; the lead for promoting the Voluntary Sector Initiative lies with the two secretariats for the initiative (VSTF and VSIS) .


  1. Research and analysis
    Winter 2001

  2. Development of strategy options and priorities
    Spring/Summer 2001

  3. Development of an action plan
    Fall 2001/Winter 2002

  4. Pilot testing of specific awareness strategies within the action plan
    Spring 2002

  5. Evaluation of pilots
    Summer 2002

  6. Refinement of action plan
    Fall 2002

  7. Full implementation

  8. Evaluation

From now until Fall 2002, we will be concentration on phase I-VI. Consultations will be an integral part of every phase.

I. Research and Analysis


An initial analysis of the perceptions and attitudes towards the voluntary sector in Canadian society at large, and amongst key audiences.


  • Broad-based discussion on the current challenges and ways of increasing recognition of the impact of the Voluntary Sector in Canada through participation in the Canadian Centre for Philanthropy’s 7th Annual Symposium in Spring 2001.

  • Scan of existing Research on Public Attitudes Towards the Voluntary Sector.

  • Discussion paper in order to provide a context for discussion at the Canadian Centre for Philanthropy 7th Annual Symposium in Spring 2001.

  • Report from the Canadian Centre for Philanthropy 7th Annual Symposium.

  • Information session on marketing and communications approaches for all Joint Table members.

  • Future public opinion research activities as required.
II. Development of strategy options and priorities


The definition of target audiences, the selection of priority audiences and the development of awareness strategy options.


  • Early consultation with key stakeholders (sector, federal departments,other Joint Tables) on our selection of priority audiences and on options for reaching them.

  • Development and implementation of a consultation plan.

  • Analysis of consultation and engagement exercise.

  • Definition and segmentation of target audiences.

  • Proposal on awareness strategy options for each audience.
III. Development of an action plan


Concrete action plan (including priority audiences, key messages, awareness strategies, expected results and timelines).


  • Thorough discussions with the Joint Coordinating Committee.

  • Design and development of specific tools and communications initiatives.

  • Identification of possible candidates for pilot testing.

  • Evaluation framework for pilot testing.

  • Key messages.
IV. Pilot Testing.


Implementation of specific awareness strategies and tools on a pilot basis.


  • Close connection between assigned members and pilot sites throughout implementation of awareness strategies and tools.
V. Evaluation


Comprehensive analysis of the effectiveness of pilot awareness strategies and tools.


  • Sharing of lessons learned with the Joint Coordinating Committee and others Tables.

  • Research (mini-surveys and polling).

  • Analysis of the results from the pilot testing (including lessons learned).

  • Recommendations for further adjustments to individual strategies or for the overall action plan itself.
VI. Refinement of strategies and tactics


Revised action plan and recommendations for implementation (timelines, resource requirements, tools, evaluation mechanisms).


  • Focussed consultations with selected partners, individuals, and organisations on the content of the action plan.
Other activities throughout the process until Fall 2002

  • Draft and monitor workplan

  • Finalize terms of reference

  • Briefing documents and presentation components to allow members of the Joint Tables to speak to Ministers, voluntary sector organizations, community leaders etc., about the Joint Awareness Table’s work

  • Key messages and questions at the end of each meeting (report to Joint Coordinating Committee, various audiences, web site)

  • Assignment of lead to committee members for specific tasks

  • Identification and exploitation of existing conferences, think tanks etc., throughout the process for communicating, promoting and consulting on the work of the Table as appropriate

  • Local consultations with target groups through our regular meeting times and locations.

  • Participating in and taking advantage of Speakers Bureau to further the work of the Table.

Human resources

1. Full Time Employee

  • Responsible for coordinating all aspects of the Joint Awareness Table Secretariat
The Joint Awareness Table retains full flexibility with regard to human resources. In the future, the Table will be hiring more staff and will rely on service contracts for specific tasks when appropriate (eg survey design, evaluation framework).

The Table will also mobilize others within the sector and government (on an unpaid basis). It will however formally recognize their contribution to the work of the Table.

Financial resources

At this stage, service contracts and direct expenditures have been used.

Grants and Contributions may be used to implement the different components of the workplan.

JAT Budget by Fiscal Year
March, 2001
Fiscal Year Gs&Cs O&M Total
2000 - 2001 - - - 475K 475K
2001 - 2002 - - - 2,025K 2,025K
2002 - 2003 - - - 1,000K 1,000K
2003 - 2004 - - - 500K 500K
2004 - 2005 - - - 1,000K 1,000K
Total - - - 5,000K 5,000K


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Last Updated: 2019-08-21