Sometimes it’s considered indulgent, wasteful, or fiscally irresponsible for a charity to rebrand. But in this marketplace, rebranding can be a way to cut through the noise, shake off old perceptions of your organization, and inspire existing – and new – donors to give. That’s exactly what Heart & Stroke did in November 2016. They launched a new brand, and their marketing and fundraising teams came together with a united goal of Inspiring Canadians to join the organization by reappraising the brand, and donating to the cause. Join Brady Hambleton and Stephanie Cox of Heart & Stroke and Maeve Strathy of Blakely Inc. to hear about the journey of taking Heart & Stroke’s new brand to market and inspiring donors to join the movement. Hear their ups and downs, what they wish they’d known at the beginning, and the five essentials of monetizing your brand.

Learning Objectives:

  1. How to break down silos and get your team on the same page before launching into a bigger-scale marketing effort, including a full rebrand
  2. What steps you need to take to ensure your donor is top of mind as you rebrand
  3. The five essentials of leveraging your new brand to raise money – whether you’re a small, medium, or big shop

Speakers
Stephanie Cox

Director, Marketing Strategy and Digital

Heart and Stroke Foundation

Stephanie is an award winning marketer with 20+ years Marketing (14) and Advertising Agency (6) experience working in both the profit and the not for profit sector.  Her exposure to multiple sides of the business has given her an opportunity to sharpen the skills required to identify compelling insights, construct well-considered messages and create impactful campaigns while driving incremental business, brand, and revenue success.  Stephanie is known for her expertise in developing compelling go-to- market strategies that have led to multiple internal and external awards culminating in three GOLD CASSIES, Grand Prix, 2 SILVER CASSIES and an EFFIE for sustained success. She is currently leading the marketing strategy, digital and creative services team at Heart and Stroke and was the architect behind the re-launch of the new Heart & Stroke brand.  She is a passionate brand champion and is bringing that passion to help the fight to eradicate heart and stroke disease.

Brady Hambleton

Director, Direct Marketing, Canada

Heart & Stroke

In the 14 years of experience that he has gained working with some of Canada’s largest not-for-profit organizations, Brady Hambleton has been exposed to nearly every facet of fundraising, including donor services, stewardship, annual giving, major gifts, digital and multi-channel. In his current role as Director, Direct Marketing at Hear & Stroke, Brady oversees one of Canada’s largest, national multi-channel fundraising programs, raises over $21 million annually through digital, direct mail, tele-marketing, monthly and mid-level donors, with a staff compliment of 12.  His experience at HSF also spans beyond his core program, where he serves as a business unit lead on two significant enterprise-level projects: CRM implementation; and the National Organizational Email Marketing Strategy.

Maeve Strathy

Fundraising Strategist

Blakely Inc.

Maeve Strathy is a passionate fundraising professional, focused on inspiring donors to make an impact on the causes they love through philanthropy. Maeve works as a Fundraising Strategist with Blakely Inc., providing strategy for charities on integrated direct response campaigns. Previously, she developed the mid-level giving program at Wilfrid Laurier University in Canada, and built a young donor program at Trinity College School. Maeve also supports the fundraising efforts of independent arts and culture organizations, namely MYOpera. In her spare time, Maeve likes read, cook, and write for her fundraising and philanthropy-focused blog, www.whatgivesphilanthropy.com