That's a really great question.
The way I think of it is that right now the charity and non-profit sector system is broken. There's an increasing number of charities each year competing for pretty much the same pool of dollars. As a matter of fact, Statistics Canada says that the pool of charitable donation dollars is declining.
We can predict, based on the deficit that governments are taking on right now, that we're going to see cutbacks in government spending, and at the end of the line of all those cutbacks, even though it won't be intentional, will be non-profits. Canada has the highest proportion of government funding for non-profits probably in the OECD. So the system is hitting a wall and non-profits have to figure out new ways to capitalize the things they want to do.
What I'm suggesting is not that people cannibalize the existing charitable donations. What I'm proposing is that people would be making an investment on which they would be able to get a financial return. They would do this to complement their existing support to charities through charitable donations. I wouldn't want this in any way to be construed as a way of undermining the existing passion and interest of Canadians to be supporting their charities.