Catherine Tardif – Generosity and balance

The importance of giving back has always been a part of Catherine’s nature. It was a core value in her family, and Catherine was always eager to make a difference by getting involved in one school committee after another as a youngster. At the time, she even contemplated a career in teaching, particularly working with special-needs children.

Wanting to make a difference

After a long and life-changing trip in her early twenties, Catherine turned her educational path towards business administration. In 2005, she became a senior sponsorship advisor for Loto-Québec, a position she held for over 10 years.

Back in Quebec City, where she grew up, she joined the iA family in 2016 as Strategic Communications Advisor for Group Savings and Retirement.

“After my third child, I was looking for a job where I would feel more fulfilled on a personal level. I had this need to work in a field where I could make a small difference for others and for the community. iA was one of the employers with a human touch that I had put at the top of my list.”

When values align with a role

When a philanthropy position opened up in 2018, Catherine felt it dovetailed perfectly with her interests and skills. The position had become a crucial role for iA Financial Group given the thousands of requests for help that pour in every year.

“Making choices is not always easy, but with our four clearly defined areas—health, education, environment and social/community—that’s where we direct our efforts.”

Sometimes, even if an organization’s request doesn’t fit with the donation program, Catherine will look for other ways to assist. For instance, some organizations need computer equipment, so our old tech hardware certainly comes in handy!

To unwind, Catherine enjoys travel and outdoor activities with her partner and their three children. A lifelong tennis player, she also loves taking her kids to the skating rink or the ski slopes. “It’s such a joy to watch them have fun, stay active and grow as people.”

Meaningful action

She is also glad that iA Financial Group shares this philosophy. “Beyond donations, we also strive to make our actions meaningful. For example, along with our financial support, extra food from the Quebec City cafeteria is donated to Maison Revivre every Friday.” The Day of Caring and our donation program for employees involved in their communities are other compelling examples.

“I’m always very touched when I read the reports about the impact our donations have had and see that we’re making a difference on the ground. But we also have several hundred employees who volunteer in communities across Canada, and that makes me very proud.”

Catherine is also assisted by a number of groups within the company, including a Donations Committee made up of employees from Toronto and Vancouver who are very aware of the daily realities in their local communities.

Balance is essential

Some of organizations have very challenging missions.

“You have to stay professional, even though some days are challenging on an emotional level. But I try to keep a balance between head and heart.”

Of course the need for philanthropy is not going away anytime soon. And it’s hard to know what causes we’ll support in the future. Catherine notes that economic conditions have a major influence on our choices. “Depending on the year, some needs become more pressing. For example, mental health became an even more urgent issue during the pandemic. Recently, with inflation soaring, food assistance has become critical.”

Catherine helps iA Financial Group stay flexible in its approach. Along with supporting our flagship causes, she also responds to urgent situations that affect specific groups of people. In essence, she helps maintain balance in the company’s philanthropic decisions from one year to the next.

The fact that philanthropy is part of the company’s culture and DNA is important to Catherine.

“Our president sees philanthropy as an investment, not an expense. I feel privileged to know that management firmly believes in this powerful tool to help improve our communities in a sustainable way, one action at a time.”

These words no doubt prompt a flood of images in her mind, images of the sincere smiles, outstretched hands, and open arms of the people she has met across the country and cherishes in her heart.