Annual Impact Report 2021

Going the Distance for Kids


In 2021, The Brick extended its record as a deeply committed partner of children’s hospital foundations across Canada. Rebounding from disruptions with new energy, this year Brick stores adopted successful new fundraising strategies – from an e-commerce giving tool to a popular cause marketing initiative focused on a Jeep grand prize.

At the same time, stores across Canada continued to grow established practices including Brickley bear sales and the sponsorship of Champion children. In all these ways, The Brick has continued to go the distance for kids across Canada.

Thank you.

Highlights of 2021

Highlight 1

The Brick achieved an impressive national fundraising total of more than $1.5 million in 2021, an improvement of more than $100,000 relative to last year as business began to recover from pandemic disruptions.

Highlight 2

The Brick’s all-time giving total broke the $10 million dollar mark. The partnership has delivered more than $10.6 million dollars in cumulative support to children’s hospitals across Canada since 2014.

Highlight 3

A new signature campaign – Buy More, Save More, Give More – had a strong beginning. Tiered savings and donation opportunities attracted customers and got vendors involved in The Brick’s work for children’s health. What’s more, every sale of a small remote-controlled Jeep meant a donation for Children’s Miracle Network (CMN) and a chance for customers to win a real Jeep.

Highlight 4

The Brick generously resumed sponsorship of Champion children in 2021, giving meaningful support to these ambassador patients – and driving engagement with children’s health in Brick stores across Canada.

Highlight 5

The Brick doesn’t stand still in its work on behalf of children’s hospitals: it continues to innovate and optimize its fundraising approaches to enhance its performance over time. This year, leaders launched a new employee ambassador program and began to explore new training and engagement opportunities.

Financial summary

$1,571,526 raised in 2021

7% increase over 2020

$10,639,191 total giving since 1994

Totals by Fundraising Activity

Result Summary

Total Contributions (2014 to 2021)

2021 2020 2019 2018 2017 2016 2015 2014
Total Giving
(include underwriting and in-kind)
$1,571,526 $1,465,801 $2,788,924 $1,401,729 $1,260,744 $1,119,510 $805,388 $473,961
Percent Change 7% -47% 99% 11% 13% 39% 70% N/A

Recognition and engagement

CMN is proud to help spread the word about The Brick’s generous investments in children’s health. Together, we let associates and customers know about the important work underway in their communities – and remind them that they can be part of it.


Estimated reach of television & radio broadcast:

Estimated reach of television & radio broadcast:


Estimated reach of local & national public advertisements:

Estimated reach of local & national public advertisements:


Total circulation of print recognition (including annual reports):

Total circulation of print recognition (including annual reports):


Total # of engagements* per post:

Total # of engagements* per post:

*includes engagements from CMN Canada and 12 member foundations social media


Total # of impressions/reach*:

Total # of impressions/reach*:

*includes impressions/reach from CMN Canada and 12 member foundations social media

Your Impact Across Canada

Through your partnership with CMN,

The Brick achieves impact across Canada, raising money store by store and building stronger communities Brick by Brick.

Every dollar customers contribute locally stays local, inspiring neighbours and associates, and supporting patients and families nearby.

This local impact – often benefiting Brick customers’ and associates’ own kids or other loved ones – is part of what keeps teams energized year after year.

Four children’s hospitals operate under the OES umbrella including two of our very own: CHU Sainte-Justine in Montreal and Montreal Children’s Hospital of the McGill University Health Centre.

Thank you,
The Brick.

Children’s hospitals across Canada are deeply grateful for your partnership – this year and every year.

Download a PDF of this year’s impact report.

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