Green sessions - practical, how-to sessions geared to those with 0-4 years experience. 

There & Back Again: What we Learned in 365 Days of Lead Generation on Facebook 

Presented by Charlotte Field & Neha Trivedi, CFRE

For the past 4 years, Kids Help Phone and Good Works have worked together to build the foundations of a digital fundraising program, ready for growth. In 2019, that growth began – and we want to take you on the journey with us! In this session, we’ll pull back the curtain and show you the inner workings of Kids Help Phone’s first year of active lead generation. You’ll learn key indicators that the program was ready for investment, and what benchmarks we use to measure success. We’ll share different creative approaches we’ve tested – from quizzes, to petitions, to downloadables – and how they worked (or didn’t). We’ll talk about the success we’ve found converting online leads into donors through multiple channels. You’ll hear about tools we used and how we used them. Most importantly, we’ll explore some of the challenges we faced and the solutions we found, so you don’t have to!

Learning Outcomes:

  • Know the indicators your digital program is ready for an investment into digital acquisition

  • Understand different creative approaches to lead generation on Facebook

  • Learn about lead conversion through different channels and their respective successes



One Voice, Endless Possibilities: A Guide to Integrated Fundraising

Presented by Maeve Strathy, Ericka Tovey & Oliver Hibbs

Your organization has a story to tell – and many channels to tell it on – so how do you do it? How do you tell your story in an integrated way, across multiple channels, and in doing so amplify the message (without diluting it)? “Integration” continues to be a buzzword in our sector, but what does it really mean? Join Maeve Strathy, Fundraising Strategist at Blakely, Ericka Tovey, Senior Director of Philanthropy for St. Michael’s Foundation and Oliver Hibbs, Director of Digital Strategy and Innovation at Blakely. They will take you on a journey of St. Michael’s Foundation’s first ever year-end integrated fundraising campaign – the strategy, planning, how it was sold to internal stakeholders, the creative assets, and the staggering results. They will also the good, the bad, and the ugly of integrated fundraising. You’ll leave feeling informed and inspired to take this on at your organization!

Learning Outcomes:

  • Understand how to make your case internally for integrated fundraising

  • Learn where to start exploring an integrated fundraising campaign

  • Learn 10 easy steps to integration (even if you don’t have an agency partner) – with real examples!


It's Loud Out There: Cutting through the Noise (Literally) with Podcasting

Presented by Mo Waja

Podcasting isn’t new. There are over 700,000 podcasts out there, to a weekly listenership of over 100 million in the US alone. Yet podcasting as a tool for fundraisers is still very early in its adoption track, vastly underutilized, and has huge untapped potential. This is a gap. Through podcasting you can quickly and effectively get your message out to thousands (if not more) like-minded listeners, build brand awareness through related content (listeners tune in to 7 shows per week on average), and even steward donors. That said, launching a podcast can be daunting. There is a lot of noise out there, the question is: how can you cut through? Join Mo Waja, host of 15 Minute Fundraising, the Let’s Talk Show , and Toronto Story Archive podcasts to find out.

Learning Outcomes:

  • Learn how to build a podcast brand and value proposition that’s right for your organization

  • Learn what equipment and setup you need to get started

  • Learn how and where to find good content

Amplify your Ability to Close Major Gifts: Networking with Donor Advisors and Bringing Clarity to Complexity in Philanthropic Conversations

Presented by Alexis Gaiptman, CFRE, Paul Nazareth & Serena Hak

Canada is now older than it is younger. 90%+ of the wealth of Canadian donors are held in assets not cash. In order to stay competitive and yield maximum results, fundraisers need to grow their networks of donor advisors so they can better understand what assets will be used to create major gifts and recognize when blended giving will come into play. It can feel complicated and sometimes inaccessible to speak to donors about gifts of securities or registered products (like RRSP/RRIF). Join us and don't be nervous, we are three speakers from major gifts, planned giving and the financial services sector that will explain all of these concepts and more. Together we will explore these different perspectives so you leave with exciting new skills to expand your capacity wherever you're from in Canada (and no matter the size of your shop) in order to close more major gifts!

Learning Outcomes:

  • Build a strong internal and external network of allies in order to maximize donor giving. 

  • Understand the benefits and become more confident with using complex giving vehicles. 

  • Learn about the impact of blended giving and how to successfully talk about these gifts with donors.

  • Understand elder financial and estate plans.


How to Use Video to Build Powerful Relationships with your Top Donors

Presented by Emma Lewzey, CFRE

Video is the single most underused channel in fundraising - and you don’t need a professional crew or expensive equipment to leverage the relationship building power of video. Small shop or large, you can use video to connect with your donors to build trust, communicate impact, and stand out in their crowded inbox. In this session we’ll be delving deep into the how-to of video, and you’ll learn practical tools, tips and tactics you can implement immediately, even if you have little to no budget.

Learning Outcomes:

  • Learn what makes video so effective at building powerful relationships with donors

  • Learn the big mistakes most fundraisers are making with video, and what to do instead

  • Learn how to structure your videos for greatest impact

  • Know the top trends in video that you can use to connect with your donor audiences


Engaging all Donors (Yes, Even Major Donors!) through DIY Fundraising

Presented by Tara Irwin, CFRE & Josh Lai, CFRE

From small shops to large organizations, charities can benefit from offering a DIY fundraising platform to their donors, volunteers and community – at all levels of giving – who want to get involved. But it’s not all about the newest technology and big budgets, it’s about planning a formalized program, collaborating internally and using a digital platform to help raise funds both online and off. This session will explore DIY fundraising from a program perspective, share tips and tools on how to set your organization up for success and how internal collaboration can open doors beyond annual fundraising and even help reluctant major gift volunteers build confidence to make the ask.

Learning Outcomes:

  • Learn tips on planning and marketing your DIY fundraising program

  • Discover tangible examples of how internal collaboration between teams can benefit both fundraisers and your organization

  • Learn how you can support your fundraisers to leverage digital tools to help them meet their goals

  • Learn ways to support major gift donors and volunteers who are seeking to engage their networks through digital platforms


Digital Fundraising Campaigns: Honouring Diversity in Storytelling

Presented by Soofia Mahmood & Stacy Kelly

Details coming soon!


Are Digital Prospects Really Worth It?

Presented by Whitney Brown & Kevin Brezina

As fundraisers, we think digital prospects are absolutely worth investing in. To make our case, this session will guide you step-by-step through the acquisition, cultivation, conversion and stewardship phases of CAMH’s national digital advocacy campaign. We’ll give you a behind-the-scenes look at the design, tests — yes, even the mistakes — and optimizations we made to build an ROI-friendly digital campaign geared specifically for monthly donors. We’ll also share our secret sauce: a robust digital donor journey that onboards new prospects, deepens their commitment to your organization, offers them meaningful opportunities for feedback — and then keeps the conversation going long after a donation is secured. At the end of this session, you’ll walk away with tips, tricks, recommendations templates for your own digital donor campaign — including how to spot new opportunities to engage digital donor prospects and how to design channel-specific digital communications that keep new donors engaged.

Learning Outcomes:

  • Understand how to maximize the short and long-term value of a digital prospect — and how you can factor it into your next fundraising campaign’s ROI calculations

  • Familiarize yourself with the various multi-channel approaches you can leverage to acquire, engage and convert a digital prospect into a monthly donor

  • Learn about key tests and optimizations you should include in your own digital donor campaigns to increase the likelihood that digital prospects will become donors

  • Explore how you can leverage other organizational activities — including your communications budget and new brand campaigns — to acquire digital donors


Building Your Digital Legacy Factory: Using Online Tools to Cultivate Legacy Prospects 

Presented by Holly Wagg, MA, CFRE & Charlotte Field

The legacy journey from prospect to donor is like Willy Wonka’s Wonkavator: It doesn’t just go up and down, it goes sideways, and slantways, and longways, and backways… you get the picture. At Good Works, we call this the Legacy Factory. And we’ll help you build your own, based on 20+ years of experience and guided by real-life examples. Ready to create donor journeys that cross channels and melt hearts? Grounded in an autobiographical approach, we’ll explore the next generation of legacy marketing tools: website, email, lead generation, and video. We’ll share what makes a great legacy video, how to map a digital donor journey, and the findings from our ground-breaking legacy web research (including the three key things your legacy webpage is probably missing). You’ll gain a deep understanding of why multi-channel legacy strategy generates more prospects and more revenue – and how to implement this approach at your organization.

Learning Outcomes:

  • Learn the workings of your ‘legacy factory’ and how you can influence the journey from prospect to donor

  • Know the tools available to you, with a strong emphasis on digital (website, email, video, lead generation), and how to use these tools to meet the actual needs of online legacy prospects and donors

  • Understand how to integrate digital tools effectively to create a seamless donor experience

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