We’re all familiar with traditional not for profit marketing: cue sad children with flies on their eyes. To reach its audacious fundraising goal of $1.3 billion in five years, Toronto’s SickKids Foundation and Cossette decided to do things differently. A lot differently. Find out how taking a cue from performance brands like Nike and Under Armour, leveraging data and unleashing the power of creativity allowed the foundation to connect with new donors, boost donations and build a new Hospital for Sick Children.