Xlerate Day Toronto 2018: Full Schedule

8:30am

Continental breakfast

Light breakfast and coffee

Friday November 2, 2018 8:30am - 9:00am
Great Hall

Plenary sessions and meals

9:00am

Opening plenary session

Speakers

Mohamed Fakih

President & CEO, Paramount Fine Foods

In 2006, Dr. Mohamad Fakih, Entrepreneur and Philanthropist, purchased a nearly bankrupt restaurant and transformed it into, what is now known as the fastest growing Middle Eastern Halal restaurant chain in North America – Paramount Fine Foods. Mohamad’s determination... Read More →

Friday November 2, 2018 9:00am - 10:00am
Great Hall

Plenary sessions and meals

10:15am

Campaigning Session 1: Culture Shift: How One Organization Learned to Embrace Digital Advocacy and Integrated Campaigns ... and Have Fun At the Same Time

In 2016, Ecojustice launched a fledgling digital advocacy program. Before that, digital had always been pretty much synonymous with fundraising. But as Ecojustice learned, it was their donors who wanted more ways to engage. Learn about one organization's digital evolution, from the 'why' to the 'how' of ensuring the sum of the whole is greater than its parts.

Drawing up lessons learned from Ecojustice’s campaign to protect endangered orcas, Kimberly will share insights on:
* Changing the culture, or how to convince a bunch of a lawyers to give this digital advocacy thing a shot
* Tapping into your North Star, or why grounding engagement in your mission leads to powerful results
* A new way of thinking about integration, or why it’s not about channels, it’s about strategy
* Discipline and keeping your eye on the big picture, or how learning on the fly and responding to the news of the day can pull double duty as opportunities to build better systems

Speakers

Kim Shearon

Director of Strategic Communications, Ecojustice

Friday November 2, 2018 10:15am - 11:00am
TBA

Campaigning

10:15am

Data Session 1: Harnessing The Power Of Mobile. (No this isn't text to give)

We've crossed the mobile tipping point: the internet is now primarily accessed by mobile devices.
But more than that - mobile has emerged as the 7th mass medium, which means it is something very different than everything that has come before it. We need to start planning how to harness it, for communications, marketing and fundraising. It is no longer financially acceptable to lack a mobile strategy. Erik and a co-presenter will discuss what goes into a mobile strategy, and share a case study from an organization that shows how adopting mobile first best practices has helped more than one organization raise more money and deliver on their mission more effectively.
Participants will learn:
-that mobile is the 7th mass medium. The opportunity to reach and engage new audience is massive.
-that mobile requires it's own unique strategy.
-how one organization has leveraged mobile first strategies to raise more money and deliver on their mission.

Speakers

Charly Jarrett

Officer, Digital Giving, BC-SPCA

Charly Jarrett is the Officer, Digital Giving at the BC SPCA where she's responsible for exponential growth in social media driven revenue. She has worked in nonprofit in various capacities for more than a decade, and now specializes in online giving and ecommerce.

Erik Rubadeau

Founder and CEO / Lead Strategist, Yeeboo Digital

As the Founder, CEO and Lead Strategist at Yeeboo Digital, Erik develops innovative strategies and programs for our clients that generate revenue by leveraging technology. As an expert in integrated digital fundraising and technology Erik can frequently be found collaborating with... Read More →

Friday November 2, 2018 10:15am - 11:00am
TBA

Data

10:15am

Leadership Session 1: Digital's All Grown Up: What Does Digital Maturity Look Like, A Guidebook for Leadership

Digital transformation or maturity on an organizational level is no longer that curious thing that some outlier organizations do: it's becoming necessary to thrive in this environment of new competition, new opportunities and expectations and omnichannel, all the time.
Let's talk about what digital maturity actually looks like. Because it's both things to do and a way to be. Even if your organization isn't ready yet, you'll know when you will be, and how to get from here to there.

First we'll discuss the 'tactics vs. strategy' challenge facing most organizations, then why, when and how leadership buy-in comes in.

Then we'll map out the defining characteristics of successful and impactful digital-first organizations: from leadership attributes to culture to hiring and retaining the right people.

This is the conversation about digital at a strategic level - really digital at a leadership level - you've been waiting to have. Oh, and you don't even need to be digitally sophisticated to participate. But you do need to be curious.

You'll learn:

If you're the VP / ED / leader, this is a condensed masterclass in digital and how to effectively lead digital maturation internally.
Why it's better to start where you are, rather than wait for a magical, perfect time.
The digital strategic continuum
Why curiosity and culture play such big roles.
How equity, diversity and inclusion can be easily prioritized within the new dynamic.
Why it's not about hiring 'digital people'.

Speakers

Ryann Miller

Director of Partnerships, Grassriots

Hi I'm Ryann Miller, Director of Partnership at Grassriots, a global strategic and creative agency based in Toronto, that serves the social profit sector.I help social profits use digital and integrated strategies for fundraising, marketing, advocacy and engagement. I've been doing... Read More →

Friday November 2, 2018 10:15am - 11:00am
TBA

Leadership

10:15am

Stepping Up Session 1: Colonial Roots of Fundraising: Unpacking bias and learning to ask the right questions

What questions are we asking our supporter base in the Fundraising industry? And more importantly, what conditioning (racism, xenophobia, classism, sexism, etc.) is informing the questions you’re asking? Join us for a discussion on the Fundraising industry’s “best practices” and unpack the bias behind the demands we all make of our supporter base. Learn how to ask the right questions in order to reach out ethically to communities of colour in your next fundraising campaign.

Speakers

Fai Hassan

Officer, Annual and Monthly Giving, War Child Canada

Fai Hassan is the Officer of Annual and Monthly Giving at War Child Canada. She's been a (mostly) Toronto-based fundraiser for over 11 years and has worked on thousands of campaigns for many different charities: humanitarian aid, post-secondary institutions, political parties, the... Read More →

Maya Menezes

Develop Manager, The Leap

Development and communications director specializing in donor engagement, digital advocacy and data management. Experience both in developing teams of face to face campaigners, as well as donor and constituent outreach and engagement.Experience in environmental justice, migrant... Read More →

Friday November 2, 2018 10:15am - 11:00am
TBA

Stepping Up

11:15am

Campaigning Session 2: Digital Campaigns Explained: Elevating a Canadian charity’s digital marketing returns

We get it. Digital Marketing today can be overwhelming.
That’s why we’re bringing you the very first Digital Campaigns Explained (DCX). Grassriots’ goal for DCX sessions is to elevate your efforts by taking you behind the scenes of successful digital marketing campaigns.
Join Sarah Ali and Joe Marilla – strategists and marketers at award-winning digital agency Grassriots – as they take you through each phase of ALS Canada’s recent digital campaign in excruciating 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.
KEY TAKEAWAYS:

Learn step by step how we went from research, to strategy, to ad buying, all the way to post-campaign reporting

Build a data-driven strategy to find and convert users at the lowest cost
Determine what metrics to track and report on for campaign success

Speakers

Sarah Ali

Digital Strategist, Grassriots

Sarah Ali is a digital strategist at Grassriots Inc. She is an expert at leveraging research, analytics and tech to meet client needs. Armed with these tools, she creates integrated fundraising, marketing, and advocacy solutions that engage and convert users on progressive issues.Prior... Read More →

Joe Marilla

Marketing Manager, Grassriots

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... Read More →

Friday November 2, 2018 11:15am - 12:00pm
TBA

Campaigning

11:15am

Data Session 2: Data-driven campaigning, list building and the evolving terrain of cell phones

Curious what “big data campaigning” and “microtargeting” mean? Looking for strategies to build and target your offline lists? Wondering what to do about the shrinking number of supporter and donor phone numbers you have as more and more go cell phone only?

This session will present answers to all these questions. Based on dozens of campaigns and initiatives this session will: dissect the strategic heart of “big data” campaigning; present a proven method for list building and targeting; share an experimental method of building cell phone lists by targeting likely cell phones with peer to peer texting, live calling and automated dialing.

Speakers

Angela Lee

Director of Research & Engagement (Eastern Region), Stratcom

Angela has extensive experience and expertise working with the non-profit, governmental, and union sectors. At Stratcom, Angela has worked with union and non-profit clients to engage their stakeholders through Telephone Town Halls, Focus Groups, Interactive Voice Response (IVRs... Read More →

Matt Smith

President, Stratcom

Matt was named President of Stratcom in May 2017. Prior to this change, Matt was the Senior Director of Stratcom’s Research & Engagement department, a role he served in for six years. In addition to the oversight of all of Stratcom’s work, required in his presidential capacity... Read More →

Friday November 2, 2018 11:15am - 12:00pm
TBA

Data

11:15am

Leadership Session 2: Why bother with truth and reconciliation in the non-profit sector?

Museums play a vital role in housing memories, and they must be responsible for ensuring the memories presented are not selective. Staff from the Learning Department at the Royal Ontario Museum will share their humble efforts to decolonize and indigenize educational programming, pedagogies, and systems. The department aims to assist visitors in fostering compassion and critical reflection about the social injustices still endured by Indigenous populations today who have been displaced in their own lands. Join us for a discussion how departmental strategic priorities and systemic changes must be addressed in tandem to authentically engage Indigenous communities in this era of reconciliation.

Speakers

Wendy Ng

Manager, Learning, Royal Ontario Museum

Wendy is an educator and advocate for diversity, equity, accessibility, and inclusion in the non-profit sector with education experience in classrooms, museums, and galleries. She is currently the Manager of the Learning Department at the Royal Ontario Museum. Since November 2013... Read More →

J'net AyAy Qwa Yak Sheelth

Indigenous Outreach & Learning Coordinator, Royal Ontario Museum

J'net AyAyQwaYakSheelth (One who gives away and still stands tall) is the Indigenous Outreachand Learning Coordinator at the Royal Ontario Museum. As part of the Learning Department,J'net leads the development and implementation of relevant Indigenous content andperspectives in School... Read More →

Friday November 2, 2018 11:15am - 12:00pm
TBA

Leadership

11:15am

Stepping Up Session 2: Unaccommodated: Fundraising and Ableism

Ableism isn’t just about trying to decide between saying differently abled or disabled people, it’s about not incorporating inclusion. While many charities deal with issues relating to ableism, fundraising hasn’t kept up. This session will look at the language we often use, the ways we exclude people from events and giving, and examples of digital campaigns that reinforce—even encourage—stigma and ableism.
What can be done to make sure that we aren’t doing more harm? What accommodations are needed in the way we communicate online and offline to ensure that we aren’t dismissing 24% of the Canadian population? In this session, we’ll also look at the underrepresentation of disabled people in the fundraising profession. Are we doing everything we can to include disabled people?

Speakers

Liz Chornenki

Liz Chornenki is a student in Fundraising Management at Humber College. She has been involved withcharity and fundraising her whole life, as a volunteer and a donations coordinator. She has a passion forinclusive fundraising, and hopes to see more diversity in the field as she continues... Read More →

Jim Martin

A fundraiser since the Clinton era, Jim has worked for a variety of cool community-based organizations and loves direct response. He is a parent of 3 disabled children and wants a world where no one is excluded and no one has to sit at back of the room because no one thought about... Read More →

Friday November 2, 2018 11:15am - 12:00pm
TBA

Stepping Up

12:00pm

Lunch

Friday November 2, 2018 12:00pm - 1:15pm
Great Hall

Plenary sessions and meals

1:15pm

Campaigning Session 3: Steal the best digital tactics from political campaigns—and use them for good!

With money, staff and a crystal clear mandate (to win!), political campaigns are often the most digitally savvy and risk-forward with it comes to testing new digital tools and tactics. There's a lot to learn from political campaigns—but non-profits, charities and issue-based campaigns don't always take advantage of these successful learnings. Until now.
This session will provide an overview of some of the best digital tactics from recent campaigns in Canada, the US, the UK, Australia and New Zealand. We'll look at email programs, Facebook ads, petition landing pages, and social media engagement tools to see what worked and what didn't to capture their supporters' attention. Together, we'll examine these tactics to learn how they can be best applied for non-political campaigns—and help bring new ideas and strategies to nonprofits and charities as they advanced their own advocacy and fundraising campaigns.

Speakers

Whitney Brown

Digital Director, Public Outreach

Whitney is an experienced digital strategist with a background in political and issue-based digital campaigning. Before joining Public Outreach, Whitney co-founded Victory Collective, a digital strategy consulting firm that helps progressives—nonprofits, charities, unions, and values-based... Read More →

Friday November 2, 2018 1:15pm - 2:00pm
TBA

Campaigning

1:15pm

Data Session 3: Data for the Greater Good - Understanding the Digital Donor

In this session, fundraisers and marketers will learn how they can use data and analytics to leverage their database of supporters to improve the way they engage their digital donors. Organizations of all sizes will learn how linking demographic, behavioural and psychographic data with existing supporter information will enable them to see what motivates their donors to give and reveal the best ways to connect with others like them. These insights will enhance the digital donor journey and deliver better results.

Speakers

Allen Davidov

Director, Business Consulting, Environics Analytics

Allen Davidov is Director of Business Consulting at Environics Analytics in the not-for-profit practice. With nearly twenty years of experience, he is responsible for helping charities and foundations apply EA’s products and services to attract and retain donors, corporate partners... Read More →

Jennifer Robins

Account Manager, Environics Analytics

Jennifer Robins is an Account Manager who works with clients in both the public and non-profit sectors as well as with the healthcare and energy industries. In this role she helps clients solve their business challenges using the Environics Analytics’ suite of data products and... Read More →

Friday November 2, 2018 1:15pm - 2:00pm
TBA

Data

1:15pm

Leadership Session 3: Stop Worrying and Collaborate Already!

Join Emma Lewzey (Blue Sky Philanthropy), Alex Tom (UNHCR), Corinne Berman and Suzanne Karajaberlian (Environmental Defence), as they share some leadership-level real-talk with you about breaking down silos for a better donor experience, greater effectiveness, more fundraising dollars in the door and better user engagement overall.

Suzanne and Corinne, from Environmental Defence, will share their experience of how they collaborated on their development, digital engagement and advocacy initiatives while prioritizing the donor/supporter journey. Emma and Alex will talk about their experience at a major hospital foundation and how they built a two-way bridge between annual and major giving for more dollars in the door and a better donor experience.

Different type of and sized organizations. Different silos to bust. Different goals in mind. But the same key characteristics: a fundamental lack of ego, a willingness to challenge convention and embrace risk, a focus on the donor or constituent first, and an emphasis on data as a key tool to help make or justify new decisions.

All of them are seasoned team leaders. All of them will share advice that you can take back to your desk. All of them are ready for your questions so join them for what's sure to be an enlightening talk.

Speakers

Corinne Berman

Director of Development, Environmental Defence

Suzanne Karajaberlian

Managing Director, Engagement and Operations, Environmental Defence

Emma Lewzey

Principal, Blue Sky Philanthropy

Emma Lewzey is an award-winning fundraiser who has been helping great causes build and grow successful fundraising programs for over 20 years. A Certified Fund Raising Executive (CFRE) since 2009, she specializes in major and leadership giving, and has extensive experience in direct... Read More →

Alex Tom

Head of the Canadian Fundraising Unit: PSP Officer, UNHCR, the UN Refugee Agency

Alex Tom is a seasoned marketing professional with over 17 years of experience within various industries. He started his career in the Corporate sector with Staples and CIBC. However, his love for building relationships and championing the underdogs coupled with his passion for philanthropy... Read More →

Friday November 2, 2018 1:15pm - 2:00pm
TBA

Leadership

1:15pm

Stepping Up Session 3: Building On #metoo: Bringing an intersectional and feminist lens to the nonprofit sector

The #metoo movement, founded by Tarana Burke, has galvanized women to come forward with their experiences of sexual violence. Patriarchy, violence, stereotypes and problematic behavior that can
lead to harassment and discrimination are pervasive. But how can the nonprofit sector step up and respond at this moment of heightened awareness? What do we do next? Our panel will begin to address these important questions.

Etana will share some of the preliminary findings from the Ontario Nonprofit Network’s Decent Work for Women project, of which she is co-chair of the Advisory Committee. She will also zero in on the use
of storytelling in the sector to raise money and generate awareness about systemic issues, including gender-based violence. She will explore how nonprofits can adopt practices that promote ethical
storytelling.

Drawing from her legal and artistic background, as well as her experience dealing with issues of harassment and violence, Julie will explore how nonprofits can lead by example by engaging in
critical self-examination and adopting promising practices that encourage respectful behavior both online and in person. In short, how can nonprofit sector workers embody respectful norms?

Speakers

Etana Cain

Manager of Advocacy and Communications, YWCA Toronto

Julie Lassonde

Lawyer and mediator

Julie Lassonde is a bilingual lawyer and accredited mediator, member of the Law Society of Upper Canada and the Barreau du Québec. She completed her undergraduate and law degrees at McGill University. In 2007, she received an Innovative Electronic Theses & Dissertations Award for... Read More →

Friday November 2, 2018 1:15pm - 2:00pm
TBA

Stepping Up

2:15pm

Campaigning Session 4: Principled and Personalized Digital Work in an Increasingly Crowded Online Space

We’ll walk through how to develop principles for your digital communications that align with the same strong values you hold when building and maintaining offline relationships. We’ll discuss the downsides of blasting out one-way emails or texts to big lists and the upsides to thinking through creative ways to have personal conversations with a bunch of supporters at the same time. Lastly, we’ll run through how to build a team that reflects the digital principles you’re developed. Bonus materials: Using data and digital tools in a way that ensures that you’re having the right conversation with the right person at the right time while expanding your reach and relationships.

Speakers

Vanessa Tsimoyianis-Butterworth

Rising Tide North America and Greenpeace USA

I do digital, communication and direct action strategy consulting and contracting with grassroots groups and ENGOs across the US and Canada. At the moment, my focus is developing working digital principles to help teams across the movement build robust digital strategy and departmental... Read More →

Friday November 2, 2018 2:15pm - 3:00pm
TBA

Campaigning

2:15pm

Data Session 4: Future-proof your organization: 5 ways you can prepare for success and protect against failure

Would you like to see into the future with more certainty? Your organization likely has a plan for next month, next quarter and perhaps even into the next few years, but have you built in strategies to predict both success and failure to ensure your fundraising program is both prepared and protected?
This session will lead you through 5 ways you can build innovative strategies for your organization to install predictability and minimize risk, allowing you to future-proof your program and drive growth. Get your data in order so you can wring out every insight and structure and align your team, your board, your budget and every tool at your disposal so you can not only drive your organization forward, but inspire donors and lead with innovation.
Learning outcomes:
--steps to determine KPIs and highlight trends for your organization
--strategies to ensure consistent and achievable development
--how to get your data in order to help predict growth
--how to use data 'test smart' for constant innovation and deploy at scale for success
--how to align all the foundations of your fundraising program to maximize data-driven opportunities for success and minimize failure

Speakers

Chris Carter

President, Candela Strategies

Chris Carter has a strong track record of success in direct marketing. Chris has rapidly grown a flat direct marketing program at the Nature Conservancy of Canada, and boosted the number of donors by 50% at Mount Sinai Hospital. Chris is a fundraising innovator having launched Canada’s... Read More →

Charly Jarrett

Officer, Digital Giving, BC-SPCA

Farrah Rooney

Account Director, Candela Strategies

Farrah brings over a decade worth of experience to her role as strategist and Account Director at Candela Strategies — providing turn-key, full-service fundraising and marketing solutions for non-profits.Her passion for technology and storytelling developed during her time in training... Read More →

Friday November 2, 2018 2:15pm - 3:00pm
TBA

Data

2:15pm

Leadership Session 4: The 10% rule is gone. Now what?

In July 2018, an Ontario Superior Court decided in Canada Without Poverty that limiting a charity's ability to only spend 10% of its revenue on political activity was an infringement on free speech. Many charities cheered. But is the celebration premature? Will the court decision open the floodgates of political money into charities? To further complicate the issue, in October, the CRA issued potentially more restrictive guidelines for charities who want to undertake political activity. Do the new regulations, without the "safe harbour" of the 10% rule, make it even harder for charities to engage in political activity or does the court case open the floor to anyone?
Join Jennifer Henry, Executive Director of KAIROS, who was involved in the Canada Without Poverty case, and Gail Picco, a charity strategist and author who has written about the implications of the case, on a panel moderated by Ryann Miller.

Speakers

Jennifer Henry

Executive Director, KAIROS Canada

Early commitment to women's rights struggles, and ending violence against women and children.Worked for almost 25 years as a ecumenical social justice advocate for the Canadian churches on issues from economic justice, social policy and Indigenous rights in Canada to ecological... Read More →

Gail Picco

Charity Strategist, The Charity Impact Group

Gail is an award-winning charity specialist, recognized as one of the country’s foremost experts on how to carve a path through the increasingly complex dynamics of the charity sector. Civil Sector Press recently published her latest book, Cap in Hand: How Charities are Failing... Read More →

Friday November 2, 2018 2:15pm - 3:00pm
TBA

Leadership

2:15pm

Stepping Up Session 4: From Egerton Ryerson to the TRC: A Journey Towards Decolonizing A Major University

Ryerson University has been working towards decolonizing its curriculum, faculty and programs long before the TRC began to raise Canada's consciousness about its history of colonization. This presentation will share Ryerson's journey from its first Indigenous faculty hire in 2001, the creation of an Aboriginal Education Council, creative ways of hiring Indigenous Peoples, and implementing infusion models within various Schools and departments. In particular, the School of Social Work will be highlighted as an internationally recognized model of Indigenous content infusion within curriculum.

Learn about how a large institution came to confront its problematic history, recognize it wanted to work towards real respect, inclusion and equity of Indigenous Peoples, and some of their lessons learned along the way.

Speakers

Cyndy Baskin

Associate Professor, School of Social Work at Ryerson University

Cyndy Baskin is an associate professor in the School of Social Work at Ryerson University. Of Mi’kmaq and Celtic Nations, she is of the Fish Clan and is known as the Woman Who Passes on the Teachings.She is the academic coordinator of Ryerson University’s Chang School of Continuing... Read More →

Friday November 2, 2018 2:15pm - 3:00pm
TBA

Stepping Up

3:15pm

Closing Plenary: Breaking the mold: moving digital communications from the individual to the infinite

If there's one constant truth in the world of digital organizing, it's that organizations struggle to meaningfully connect with their supporters. Many of the industry's most creative ideas are on display at this conference, but there's a limit to digital organizing. To get past that limit, we need to blow open our imaginations and find new ways to build real community as part of our work.

In this keynote panel, Sandy and Nora will explore what it means to break through isolated organization. They will share with delegates their favourite campaigns and tactics, and they'll imagine the best of the oldest and newest ways of organizing.

Speakers

Sandy Hudson

Political Strategist and Organizer

Sandy Hudson is a political strategist, organizer and communications expert who believes in winning as a framework for justice. An audacious educator, Sandy is unafraid to have and host the conversations needed to bring real change to the forefront. Hope, and a commitment to possibility... Read More →

Nora Loreto

Writer, Musician and Activist

Nora Loreto is a writer, musician and activist based in Québec City. She’s a community organizer who thinks that hard, strategic work will bring about the revolution.Nora is the author of From Demonized to Organized, Building the New Union Movement (2013) and is the editor of... Read More →

Friday November 2, 2018 3:15pm - 4:00pm
Great Hall

Plenary sessions and meals

4:15pm

Afterparty

Friday November 2, 2018 4:15pm - 6:00pm
Music Room

Plenary sessions and meals