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HOW WE OPERATE RESPONSIBLE BANKING WORKPLACE ENVIRONMENT COMMUNITY GOVERNANCE


FS-16


Financial Education for Customers (continued)


Educational tools and resources TD has several websites that provide customers with videos, articles, checklists and tips on managing day-to-day finances, including improving cash flow, how to be a better saver and finding your spending hot spots. Sites include:


• Advice on Everyday Finances • Spending Smart at School • Financial Planning for the Modern Family


In 2015, we launched a number of new tools, including an enhanced Financial Education Resource Centre, Money Quiz for Parents, Smart Money Toolkit for Parents and more.


Awareness and outreach In Canada, for the Financial Literacy Month in November, we ran a #FinanciallyFit campaign throughout our branches to promote financial literacy and draw attention to TD’s financial education resources. Branches were provided with FinanciallyFit Starter Kits to use with customers, and we gave away 60,000 savings calculators and 110,000 Money Fun Activity books. We also used highly targeted, engaging traditional and social media to extend our reach.


TD offers hundreds of free seminars each year on topics such as buying a home and making investments. For example, in 2015 we delivered 690 financial education seminars in the U.S. for both personal and small business customers.


Employee initiatives In 2015, we increased employee awareness of, and engagement in, TD’s financial education programs. We launched a financial education site specifically for employees, as well as a financial education social community on our intranet. Now employees can access a range of webinars, videos and articles they can use to support their clients in asking better questions and making sound decisions.


Go Deeper TD Financial Education Website TD Bank Fiscal Fitness


Page 20 SPOTLIGHT Leading TD’s efforts to strengthen financial education


Linda MacKay is Chair of TD’s Financial Education Council and SVP, Greater Toronto Region. We asked Linda for her perspective on TD’s role in financial education.


Q: What’s the key to making an impact on financial literacy? Financial illiteracy is a complex issue that requires a multi-pronged approach. Schools have a role to play in creating financially informed young people. Parents can talk about money matters at home to make financial skills relevant to real life. And organizations across


sectors have a role to play if we are to make meaningful progress across society.


Q: How is TD addressing the problem? Our goal is to be a driving force behind financial literacy for our customers, communities and employees. In recent years, we have amplified our efforts because people of all ages continue to struggle with personal finance as studies show. Since 2010, TD has invested over $15 million to support financial education programs across North America and the U.K., and over 3,000 TD employees volunteer each year to teach free financial seminars. We have also expanded our online financial education resources for customers and employees.


Q: What lies ahead? We’re harnessing innovative technologies to help people experience and understand personal finance – like our new Family Allowance App that teaches kids about saving. We’re also putting into practice the findings of the State of Financial Education in Canada report, conducted in 2015 by Canadian Foundation for Economic Education on behalf of TD. It’s a call to action to support parents and teachers, who are critical influencers on children’s financial education. We’re focused on equipping them with resources they can use to help kids build financial skills. It’s important to reach young people because behaviours are developed at an early age and are much more difficult to modify later in life.


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