In May 2016, the communities in and around Fort McMurray, Alberta were forced to evacuate as wildfires threatened to destroy the area. This seminar will focus on the fundraising campaign that was launched from that moment of uncertainty and fear that became a massive, viral appeal across the country. This seminar will show you how to deploy the fundraising team in an appeal and how innovation brought fundraising closer to the organization’s mission than ever before. From digital operations to text-to-donate to corporate partnerships to data management, there are lessons learned that are ready to be shared with the fundraising community.

You will benefit from this session if you are a fundraising leader, are interested in digital and mobile innovation, or work in the field of emergency fundraising.

Learning Outcomes:
1. How to take advantage of a viral campaign and use it to magnify your fundraising
2. A checklist of learnings from a large-scale, Canadian text donation campaign

Ronan Ryan

Chief Development Officer

Canadian Red Cross

Ronan Ryan is Chief Development Officer of the Canadian Red Cross. Ronan is a fundraising and marketing professional with 17 years in the not-for-profit sector and has served as a C-level executive in a number of organizations. From 2010 to 2015, Ronan was Head of Communications and Fundraising at the Irish Red Cross. In fundraising, he was responsible for all aspects of Philanthropy, including individual giving, major gifts, community fundraising and retail. His communication portfolio included brand management, press relations, digital and commercial marketing. As a senior leader of the Irish Red Cross, Ronan was part of the management team that drove the organization’s five-year strategy. Ronan was named National Fundraiser of the Year in 2012 at the Fundraising Ireland Awards. He also served the wider Red Cross Movement as the Chair of the International Federation of the Red Cross Corporate Fundraising Group. A graduate of University College Dublin, Ronan has a Bachelor’s degree in Commerce as well as a Master’s degree in German. A passionate fundraiser and supporter of international humanitarian organizations, Ronan has served in several Board of Director capacities. These include terms on the ICTR – a national representative body of Irish charities as well as a term supporting War Child Ireland. In 2015, Ronan, his wife and three children made the move to Canada as he settled into his new role at the Canadian Red Cross. With a responsibility to lead fundraising efforts within the organization, Ronan has developed a new Philanthropy structure to align staff into various centers of fundraising excellence.