We get it. Digital marketing today can be overwhelming.

The goal for this session is to elevate your efforts by taking you behind the scenes of successful digital marketing campaigns.

This session will walk you through each phase of ALS Canada’s recent digital campaign in loving detail, answering the nitty gritty questions that come up throughout the multifaceted and often messy process of planning and running an effective digital campaign from start to finish.

This is a must-attend for anyone trying to turn small budgets into big results.


  1. Learn step by step how we went from research, to strategy, to ad buying, all the way to post-campaign reporting
  2. Build a data-driven strategy to find and convert users at the lowest cost
  3. Determine what metrics to track and report on for campaign success

Sarah Ali

Digital Organising Lead


Sarah Ali is the Digital Organising Lead at MobilisationLab a hub for innovation in digital transformation for social change. She is a digital strategist with almost a decade of experience organizing and campaigning for social change. She is a Diversity and Inclusion Fellow with the Association of Fundraising Professionals and is a bottom-liner with Blueprints for Change. She acts as a trusted consultant for nonprofits and grassroots community organizations looking to embark on digital transformation. She has a proven track record of translating stakeholder needs into integrated multichannel fundraising, marketing, and advocacy solutions for bigger and better progressive wins. She has organized extensively in the grassroots progressive space, having formed women’s collectives, built anti-Islamophobia campaigns, and played a key role in University divestment movements.

Joe Marilla

Marketing Manager


As the Marketing Manager at award-winning agency, Grassriots, Joe combines research, user-centric strategy, and lots and lots of data to help progressive organizations reach people, build long-lasting relationships with them, and inspire them to take action.

Some awesome clients he's had the honour of serving are: ALS Canada, American Heart Association, Amnesty International, Campaign for Tobacco Free Kids, CAMH Foundation, Doctors Without Borders, Humane Society International, University of Toronto, World Animal Protection, and more.