Campaigns remain an incredibly popular and effective way to raise money. The strategies and methodologies that drive a campaign, however, continue to evolve dramatically. With new ways of engaging volunteers, crafting the case for support, and framing campaigns as multi-layered initiatives, a true transformation is afoot. In this session, KCI Partners Susan Storey and Celeste Bannon Waterman will unveil the findings of a 2018 national survey of charities’ views on the current reality of campaign fundraising. Combining this data with ‘on the ground’ examples from a wide range of organizations, this session will arm you with the insights you need on what’s changing, what’s staying the same, and what are the trends that will shape this method of fundraising over the years to come.

Learning Outcomes:

1. Understand the key trends in campaign fundraising, informed by insights from organizations across all sizes, sectors and geographies.
2. Assess your organization’s readiness to launch a major campaign initiative.
3. Consider the campaign strategies that will be uniquely right for your organization

Celeste Bannon Waterman

Vice-President, Research & Analytics

KCI (Ketchum Canada, Inc.)

Celeste Bannon Waterman is SVP & Partner, Lead, Research & Analytics for KCI (Ketchum Canada). A passionate believer in the importance of donor-centric research and fundraising, Celeste specializes in using analytics to help clients better understand and respond to their donors. A frequent presenter, Celeste has shared insights on research and analytics topics and case studies at previous APRA Canada conferences, AFP Congress, CCAE and CAISAP conferences.

Susan Storey, CFRE


KCI (Ketchum Canada Inc.)

Susan Storey is a highly respected development professional with 25 years’ experience directing fundraising programs at some of Canada’s most notable charitable organizations. Her current work on behalf of KCI includes strategic counsel for studies and campaigns ranging from start-up to $500 million. In addition, Susan is involved in the creation of multi-year revenue generation plans that comprehensively evaluate potential across all fundraising channels including mass philanthropy, major and planned gifts, corporate giving and sponsorship, special events and social enterprise. Susan has been KCI’s lead consultant for projects in all sectors including arts and culture, education, health, environment, sports, multi-level national and international charities and community-based social service organizations.