2017 Program

Wednesday, October 10

9:00 am – Noon: Pre-Conference Workshop (Separate Fees Apply)

Event Sponsorship Decoded: From Galas to Community Events to Peer to Peer

In this half-day session, sponsorship expert Chris Baylis will empower you to turn more of your proposals into sales.  You’ll learn to leverage the latest sponsorship and corporate fundraising trends mean to drive greater success for your organization. Read full description here.

Thursday, October 11

8:00 am: Official Conference Kick-Off

Breakfast, Bonding and Beginnings

Expand your circle of corporate citizenship colleagues by breaking bread together and engaging in an enjoyable ice breaker. Then get the lay of the land for our day together from event chair David Hessekiel.

8:30 am

The Power of Purpose in a Transparent World

An internationally recognized pioneer and leader in purpose and CSR, Carol Cone kicks off our conference with her take on doing well by doing good in 2017 and beyond.

8:45 am

Digging Deeper: Purpose in the Canadian Context

Public CEO Philip Haid joins Carol in a conversation about the concepts she has shared in the Canadian context and then we’ll open the floor for your questions.

9:00 am

Anatomy of a Partnership: Aveda Canada & WaterAid

The 11-year collaboration between Aveda Canada and WaterAid continues to thrive because the company and cause have built open communications and been committed to change.  Aveda’s Darlene Paguandas and Water Aid’s Nefertiti Saleh trace the program’s history and offer valuable advice on building long-lasting alliances.

9:30 am

Canadian Research Premiere

Get the latest insights into Canadian consumer attitudes towards corporate citizenship and cross-sector partnerships from Ipsos Marketing Vice President Jessica Avery.

10:00 am                                 Break

10:30 am                                 Your Choice of Breakout Sessions:

Measuring Partnership Value (Corporate Track): Executives agree that measuring the value of a partnership is important, but how many of us are satisfied with how we do it? CIBC’s Monique Giroux will share a methodology that has served her company well in assessing charity alliances and in designing new programs that deliver improved return on investment.

chris_baylisDeveloping New Corporate Relationships (Nonprofit Track – Intro Level):
New or dissatisfied with your success in bringing on new corporate partners? Then don’t miss this master class on targeting, opening doors, developing dialogue and reaching win-win agreements with companies led by Chris Baylis, president of The Sponsorship Collective.

Embracing Employee Engagement (Nonprofit Track – Senior Level):
Companies are increasingly demanding employee engagement opportunities.How can organizations of different shapes and sizes create opportunities that really work for their missions and strengthen their corporate alliances? WE Chief Development Officer Erin Barton leads our highly interactive dive into this topic.

The Essential Qualities of Cause Campaigns (Joint Track): 
Before joining Canada’s Children’s Hospital Foundations as CEO, Mark Hierlihy identified the essential qualities of dozens of successful corporate social initiatives from around the world. Armed with case studies that demonstrate these qualities, Mark will show you how to apply them to your own work to strengthen future campaigns.

11:45 am                                 Pre-Lunch Networking Break

12:15 pm Lunch (Sponsored by CIBC)

Welcome from CIBC


Keynote Speaker: Paul Alofs, President & CEO, The Princess Margaret Cancer Foundation

After 20 years as a successful corporate leader with Disney, HMV and BMG Music, Paul Alofs has spent the past 14 years exponentially increasing revenue at The Princess Margaret Cancer Foundation. Under Paul’s leadership, the Foundation has raised $1.2 Billion in net fundraising revenue. He will offer you advice, insight and inspiration for building a more successful organization and satisfying career based on the concept of Passion Capital.

1:45 pm            Your Choice of Breakout Sessions:

Pointed Conversations Business and nonprofit leaders share crisp, concise presentations each focused on one critical insight in this exciting session. Presenters will include Seventh Generation Brand Manager Amanda D’Ortenzio and others to be announced soon.

Taking Corporate Alliances to the Next Level (Nonprofit Track – Senior Level) Too many of our corporate alliances end up being short-term affairs. How can we better structure our efforts to create longer-term relationships that generate greater business and social returns? Tania Little will share a process that has yielded dramatic results for Food Banks Canada and help you identify ways to improve your organization’s corporate strategy.

Pitch Perfect (Nonprofit Track – Intro Level) 
In this high-energy session led by Catalist’s Brittany Hill and Maureen Carlson, you’ll learn best practices for succinctly and effectively communicating what makes your organization attractive to corporate partners. Then you’ll watch three pre-selected nonprofits pitch a panel of experts which will critique their efforts.

2:45 pm                                 Break

3:00 pm

CEO Perspective: Getting Buy-in at the Top

In 2016 French’s suddenly became a household name when it committed to use only Canadian ingredients and to exclusively produce ketchup in Canada. The result was remarkable goodwill and a significant increase in sales. Elliott Penner says this success depended on demonstrating good corporate citizenship and being opportunistic but also because as CEO he was committed. Elliott will share insights from the top to help improve your success in cause marketing.

3:25 pm           

Turning Corporate Engagement on its Head
After living a tough life as a teenager, Michael Prosserman leveraged his challenges to start Unity Charity to help improve the mental health of youth. He’ll inspire, entertain and educate us on how combining his passion for hip hop with simple and authentic engagement philosophies is helping empower over 150,000 youth across the country and creating opportunities for companies to do well by doing good.

3:50 pm           

Closing Panel: A look ahead

Business and nonprofit experts join conference chair David Hessekiel in a look at what lies ahead for companies & causes at the intersection of purpose and profit in Canada.

4:15 pm      Closing Remarks                       

4:30 pm – 5:30 pm                             

Post-Conference Reception (Sponsored by PUBLIC, Inc.)

Debrief after a content-packed day with a beverage at this post-conference reception. Quite possibly the best time to compare notes and continue your networking experience!

Nature Valley simplifies the great outdoors

As part of Nature Valley’s “Rediscover Nature” campaign that began in 2015 and was intended to move away from product-focused messaging, the brand’s summer campaign encourages Canadians to get outdoors with some practical tips.

The “100 #NatureMoments for 100 Days of Summer” campaign is giving Canadians a list of things they can do every day for the remainder of the summer to reconnect with the parts of nature they find all around them. They tend to be simple activities such as star gazing, climbing a tree and flying a kite.

A different activity will be spotlighted every day, or the full list can be downloaded from the Nature Valley website.

Read full article on Strategy Online

Harley Davidson Celebrates 100 Years in Canada with Diversity Campaign

Harley Davidson is celebrating its 100th anniversary in Canada with a celebration of diversity using a series of documentaries sharing the wide range of what it means to be a Canadian.

In Canada specifically, we need to be more relevant to the demographic segments we aren’t reaching yet. The people that are bringing growth to the country, especially immigrants, know the brand, but it isn’t relevant to them. We are going to focus our activities in growing our relevance, especially with younger, urban immigrant demographics.

It reflects the reality of who a Harley rider is, but that reality is not very well known. When you go and see the different events around the world, not just in Canada, you see those connections between different people happening. The Canadian ambassadors we chose are really part of a riding community here. It wasn’t difficult to find the right people to embody this idea.

Read Full Article in Strategy Online

To Engage Employees, Connect Emotionally

manifest-employee-engagement-final-copyWe all know that corporate volunteering is good for communities, good for companies and good for employees.

But how can we better engage employees?

To get to some answers, our friends at Manifest hosted a focus group of some of Canada’s leading corporate citizens to explore current volunteer models – from team walks/runs/bikes to group clean up days. The goal was to better understand what’s working, what needs improvement and what an ideal program should look like.

Manifest thought they knew what the outcome of their gathering was going to be: that there was a growing shift away from the softer stuff (like community clean ups) toward more concrete initiatives (like skills-based volunteering).

Their sense was that corporations were increasingly looking for more professionalized opportunities that would better lever their functional areas of expertise.

But it turns out it’s not a matter of what you do that matters.

Rather, the single most defining feature of a successful employee engagement program is the emotional connection to the cause.

All volunteering efforts can be successful –  from sorting food to cleaning up parks to volunteering on a board to overhauling a revenue generation plan – as long as there is an opportunity for employees to feel something.

These feelings can range from feeling grateful to inspired to proud and from strong to energized to alive.

The bottom line? Emotional engagement wins the day for employees.

To learn about the seven features of the ideal corporate volunteering model, click here for Manifest’s comprehensive recap.

Holiday Jumble Game Created to Raise Money for SickKids

RL Solutions, a Toronto-based healthcare software company has developed Holiday Jumble—a digital game created in support of The Hospital for Sick Children (SickKids). Designed with a Christmas spin on the saga everyone loves, players are tasked with helping Santa organize his workshop in time for the big day–and an even better cause. Santa and RL are asking you to play and spread the word in support of reaching the company’s $20,000 donation goal.

Source: Holiday Jumble Game Created to Raise Money for SickKids

9 Best Practice Secrets of Long-Term Company/Cause Partnerships


What makes for a long and successful corporate/nonprofit partnership? We asked experts from around the globe to share their partnership secrets and we discovered nine secrets they all had in common.

Want to know more? Of course you do!

Take a look at the full white paper here and download the infographic here.


Canada’s Best Brands 2017: The Top 25

This year’s Top 25 Brands include several social good giants including WestJet and Tim Hortons.

Each year, Canadian Business conducts a national survey to ask Canadian consumers for their opinion on which brands are winning their hearts, minds and—most importantly—wallets. This list shows not just which companies have name recognition, but which ones are truly resonating in the marketplace.

How we create this ranking: The list of the 25 Best Brands in Canada is the result of a survey of a nationally representative sample of 1,503 Canadians by Rogers Consumer Insights Team. Performed online in July 2016, the poll sought opinions on five key aspects of a company’s reputation (the quality of its products and/or services; its customer service; its commitment to innovation; community involvement; and the person’s overall view of the brand) from people who profess familiarity with the brands. The individual results are then compiled, based on a weighted ranking of the responses, into a single score for each brand. In order to be considered for the list, a brand must have originated in Canada, have a broad consumer profile and have a significant presence in two or more regions across the country.

Source: Canada’s Best Brands 2017: The Top 25

Tim Hortons Smile Cookie campaign raises $7.2 million for local charities

The results are in and they’re impressive! A whopping $7.2 million raised in Tim Hortons annual ‘Smile Cookie’ campaign. New this year were car decals and a Snapchat filter customers could use to share their selfies.

Tim Hortons is spreading brighter smiles with a total of $7.2 million raised in this year’s Smile Cookie campaign. During the week-long initiative, Guests who purchased a freshly baked chocolate chunk Smile Cookie for $1 had the full amount donated by the Tim Hortons Restaurant Owner to support more than 460 local charities, hospitals and community programs across the country.

Source: Tim Hortons Smile Cookie campaign raises $7.2 million for local charities

Always Celebrates International Day of the Girl

Always continues its long-standing support of girls’ empowerment with a new grant to the Canadian Women’s Foundation’s Girls’ Fund.

To mark UN Women International Day of the Girl, Always is committing its support to the Canadian Women’s Foundation’s Girls’ Fund to help one thousand girls, ages nine to 13 via 22 organizations in 44 communities across Canada. This grant supports programs that encourage girls to participate in sports and physical activity, explore science and technology, develop critical thinking skills and take on leadership in a supportive all-girl environment and engage their bodies, minds, and spirits to Keep Playing #LikeAGirl.

Source: Always® Celebrates International Day of the Girl with Confidence and Encourages Girls to Keep

CitiFinancial and Food Banks Canada: A Commitment that Shapes Our Company

CitiFinancial is pleased to be entering its sixth official year of partnership with Food Banks Canada. This relationship began at a grassroots level in 2006 with employees participating in volunteer events held at their local food banks, and developed into an official nationwide partnership in 2010. Since then, CitiFinancial’s support of Food Banks Canada has resulted in over 50,000 lbs. of food donations, more than 6,000 employee volunteer hours and almost $430,000 toward the fight against hunger in Canada.

Source: CitiFinancial and Food Banks Canada: A Commitment that Shapes Our Company