Building a Cult (Hospital) Brand

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.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Lori Davison
Lori Davison

SickKids Foundation

photo of Daniel Shearer
Primary Access
Platinum Badge
Interactive Badge
Secondary Access
Music Badge
Film Badge