July/August 2025 Issue

By Paul St. Onge  Giving is an emotional decision. People support a cause because it speaks to their hearts, interests, and values. The start of a donor relationship begins by sparking those emotions. For example, the nonprofit Coast Guard Foundation set up an interactive campaign for their K-9 veterans (a …

By Gil Katz  Marketing is currently going through monumental changes as AI enables enhancing, optimizing and automating many steps in the process. Following is a summary of the types of marketing activities that AI tools can help with. Each one has many providers with subtle feature variations. Looking for the …

Frans Riemersma is the Founder of the marketing technology consultancy Martech Tribe, author of “A Small Book on Customer Technology”, and the co-producer of the “State of Martech Report”. The story of marketing automation over the past three decades or so has largely been one of rapid adaptation to technological …

By Vivian Tam The hiring landscape is complex and continues to evolve in ways that present new and unexpected challenges for businesses, including those in the marketing and creative field. Despite larger ongoing economic uncertainty, businesses continue to have important functions that require skilled talent, and projects and objectives that …

By Richard Schenker Too often, loyalty professionals with deep experience in B2C make the mistake of assuming that the design principles that apply to consumer programs will easily translate to B2B environments. While there are surface-level similarities between the two, such as the desire to influence behaviour, build emotional connection, …

By Richard Schenker As a lifelong Toronto Blue Jays fan, I’ve experienced all the highs and lows this team has delivered over the decades. But beyond the box scores and batting averages, what keeps us connected to our team runs far deeper than just wins and losses. It’s the moments, …