Roundtable: Top 6 Innovations in NFP Marketing


The world of marketing is rapidly changing, and not-for-profit marketing is no exception. At this session, leaders, marketers and development professionals at nonprofit and charitable organizations can explore innovative strategies for increasing revenue generation, donor loyalty and engaged experiences. The format of the session facilitates knowledge-based learning and networking over lunch to share real-life experiences, both here in Canada and abroad. This session will be fast-paced and interactive as we explore innovations in not-for-profit marketing in:

  • Donor and stakeholder acquisition
  • Cultivation and retention strategies
  • Stakeholder experience

This session is essential for Leaders, Executives, Communication and Marketing professionals in the charitable and not-for-profit space.

Join us for an interactive panel discussion, followed by a networking lunch.

This roundtable is being offered as a specially priced session at the CMAconnections conference.

You Will Learn

This session will:

  • Share a trend analysis on conversion of prospects acquired at events, focusing on successful and innovative tactics to invite prospects to donate
  • Understand the transition from participant to donor to advocate
  • Explore ways donors have a truly unique experience when they engage with a NFP

And much more...

This roundtable is being offered as a specially priced session at the CMAconnections conference.

Who Should Attend

Executives and Managers responsible for:

  • Insights, data management, donor analysis
  • Direct Response Marketing (print, media-based, face-to-face and digital)
  • Acquiring and cultivating new donors

This roundtable is being offered as a specially priced session at the CMAconnections conference.


Gayle Goossen
President, Barefoot Creative

Gayle GoossenGayle Goossen is the principal and creative director at Barefoot Creative. She leads the team in vision, goal setting and development. With a graduate degree in Canadian literature and post-modern critical theory and more than 20 years experience in marketing, she inspires creative, making Barefoot Creative a refreshing and unique choice for all its clients' communication needs. Today she helps non-profit organizations maximize their impact through creative communication, marketing and fundraising strategies - and by telling good stories about their mission and work. For Gayle, storytelling is the single most powerful communication tool a non-profit group possesses.

Sandra Hawken
Director, Engagement and Partnerships, Interval House

Sandra HawkenSandra Hawken is the Director, Engagement and Partnerships at Interval House, the first centre for abused women and children in Canada. She was previously Vice President of Marketing & Communications at the Canadian Women’s Foundation, Canada's national foundation for women and girls. She led the Canadian Women's Foundation to rebrand and build Marketing & Communication capacity with record-setting results and she is a regular spokesperson in the national media. Sandra is the former Executive Director and President of the Royal LePage Shelter Foundation, Canada's largest corporate foundation dedicated exclusively to ending violence against women. In that capacity, she helped to raise millions of dollars and travelled across the country to educate Canadians about family violence.

Sandra has also held senior marketing positions at the Assaulted Women’s Helpline, BOS Advertising and Leo Burnett, where she won national and international awards for innovation in media and outreach. Sandra is a graduate of Queen’s University’s School of Business.

Caroline Riseboro
Senior Vice President, Marketing and Development, CAMH

Caroline RiseboroCaroline Riseboro is the Senior Vice-President, Marketing, Communications & Community Engagement at the Centre for Addiction and Mental Health (CAMH) Foundation in Toronto. At CAMH, she is responsible for engaging everyday Canadians in the fight against mental illness at the stigma associated with it. Prior to CAMH, Caroline spent 13 years at World Vision where she held a number of executive roles, the last as Senior Vice-President, Marketing & Engagement and was responsible for raising over $280 million in revenue annually from over 700,000 Canadian donors. Before joining the non-profit sector, Caroline began her career in advertising and strategic communications, working on major telecom accounts on the agency side.

In addition to her role at CAMH, Caroline is an advocate for the nonprofit sector, sitting on the Canadian Marketing Association's Not-for-Profit Council, co-chairing the government relations committee for the Toronto chapter of the Association of Fundraising Professionals and sitting on various task forces with Imagine Canada. Caroline holds a Bachelor of Arts, Honours degree from McGill University and is currently pursuing a Master of Philanthropy and NonProfit leadership at Carleton University.

This roundtable is being offered as a specially priced session at the CMAconnections conference.

Key Dates/Pricing

Monday, October 5, 2015

11:20 a.m. – 1:00 p.m.

Arcadian Loft
401 Bay Street, 8th floor
Held as a special session at CMAconnections.


CMA Members

Roundtable and lunch   $40
Conference session pass and lunch*   $219
Full conference   $349



Roundtable and lunch   $85
Conference session pass and lunch*   $319
Full conference   $699


* Session pass includes 1 keynote, NFP session and one additional session of your choice.


Tags: Best Practices, Direct Marketing, Experiential, Innovation, Not-for-Profit, Strategy