TORONTO–Stephen Thomas Ltd (ST), the integrated full-service agency specializing in marketing and fundraising exclusively for the non-profit sector, has won the ALS Canada fundraising account, as well as new integrated digital and direct mail projects from Amnesty International, University of Toronto and the YMCA of Greater Toronto.
“The breadth and scope of new business we have been winning lately is testament to the hard work and creativity of our staff, of course including our multi-disciplinary integrated creative department, but with heavy assists from our digital, fundraising and data analytics departments,” says Donna Richardson, Director of Fundraising Solutions at ST. “In many cases, we’re up against stiff competition from bigger general agencies, but the passion and creativity our people bring exclusively to the non-profit sector, clearly sets us apart in our clients’ minds.”
For ALS Canada, ST will be developing a strategic direct marketing program to convert past supporters to regular monthly donors and to encourage sustained giving over time.
“ALS Canada hired Stephen Thomas Ltd to grow their fundraising program over the long term to provide the organization with sustainable ROI,” says Richardson. “ALS Canada is focused on supporting Canadians living with ALS and investing in research to make ALS a treatable not terminal disease.”
For Amnesty International Canada, ST has been awarded an assignment to develop an online symbolic gift catalogue, supported by a promotional campaign to drive traffic, interest and response.
ST is developing an e-commerce enabled website that lets visitors view and shop for a virtual product that focuses the purchaser on the need for Amnesty International’s work in Human Rights. Each purchase on the site, which will be accompanied with details about how their purchase will be used in Amnesty International’s work, will function as a donation to the charity, for which a tax receipt will be issued.
According to ST Vice-President and Chief Creative Officer Bryan Tenenhouse, the Amnesty International Canada online symbolic gift catalogue will be true to Amnesty’s brand in both design and content and will reflect the work that Amnesty International Canada does around the world.
“The gift catalogue and all the marketing components associated with it will appeal to those who are passionate about human rights, who want to ‘do good’ and give back,” he says.
“The challenge, creatively,” Tenenhouse continues, “is that the tools used to address human rights issues are not tangible. There’s no stethoscope or mosquito net to buy as you might for a hospital or an international development organization. We’re being creative and innovative with our approach to this catalogue and its products and we’re excited to see how the public engages with it when it launches.”
“The purpose of the symbolic gift catalogue,” explains ST Director of Digital Innovation Simren Deogun, “is to increase funding for Amnesty International’s human rights work by offering new donors choices in how they decide to give to the organization. It should also increase the overall awareness of Amnesty International Canada and provide another way for current donors to give.”
Amnesty International’s Rosemary Oliver, Fundraising Director, says she chose ST for several reasons.
“Amnesty International has worked with Stephen Thomas Ltd in the past, and in fact Steve and his team started and built our fundraising program more than 30 years ago and we really appreciate their commitment to quality and effectiveness,” Oliver says. “When we floated the idea of ST developing a virtual catalogue, we were completely impressed by their ingenuity, creativity and innovative thinking. We are extremely impressed with what they’ve come up with and we think our supporters will be, too.”
Other recent ST wins
University of Toronto: ST won the opportunity to continue its relationship with the institution this year after a competitive review and is currently developing a multi-faceted and integrated giving program to boost alumni donations to the university.
YMCA of Greater Toronto: ST won a direct mail project to promote the YMCA as a charity and to generate funds around Healthy Kids Day, the Y’s national initiative to improve the health and well-being of kids.
Cuso International: ST successfully completed the strategic redesign and relaunch of Ottawa-based Cuso International’s website.
ST is a full-service agency specializing in providing marketing and fundraising services to the non-profit sector. It was started over 34 years ago by founder Steve Thomas. Our vision is to continue growing and evolving to solve the ever-changing challenges of our clients – and connect supporters to the causes our clients represent. That’s why ST has attracted new talent and continues to work in all channels, with direct mail campaigns that get results, marketing and digital campaigns that motivate people to take action, and integrated campaigns that build brands, attract new audiences and create awareness.