Big Impact, Small Budget: Do More with Less

Panels & Conversations
Nov 14, 2019 9:00 AM
Hosted By Pinch Social
HQ | 110 Bond St

Learn how not-for-profit/charity organizations use organic strategies and best practices for social media marketing to raise awareness, generate engagement and drive change–on smaller budgets than many businesses. This panel discussion features guests from education, environmental, arts and health-focused organizations, with perspectives from small Toronto-based to national with operations across all provinces and territories in Canada.


David Basco | National Marketing and Communications Manager at Children’s Wish Foundation of Canada 

David has over 18 years of experience in the marketing field, with the last 12 years spent helping not-for-profits to connect diverse audiences to the cause through effective strategic planning, story-telling, digital fundraising campaigns and donor stewardship initiatives.

He has led the development and implementation of integrated and award-winning marketing campaigns that increased the organization’s brand awareness and revenue. He is currently the National Marketing and Communications Manager for Children’s Wish Foundation of Canada, where he leads his team in engaging the public to raise funds that support the foundation’s mission of granting memorable wishes to children with life-threatening illnesses.

In a milestone moment, Children’s Wish Foundation of Canada and Make-A-Wish® Canada have joined forces with the goal of granting the wish of every eligible child across the country. United as Make-A-Wish® Canada, we’ll be able to make an even greater difference to the communities we support.


Jennifer Whyte | Online Engagement and Content Manager at Oceana Canada

Jennifer leads Oceana Canada’s digital outreach, growing an engaged group of online supporters across email, web and social media and producing content that supports the organization’s mission to save the oceans and feed the world.

Jennifer’s digital campaigns have helped end the shark fin trade in Canada and have inspired thousands of Canadians to take action to successfully amend the Fisheries Act to make rebuilding depleted fish populations the law, protect vital marine habitats and improve the way fisheries are managed in Canada.

She has also created immersive digital expedition experiences that take people along with her virtually as she and teams of scientists research marine habitats off all three of Canada’s coasts.

In addition to her work at Oceana Canada, Jennifer’s background includes producing children’s content and managing digital channels for an environmental education organization and working as a consultant for an education and technology non-profit.


Jonsaba Jabbi | Social Media Manager at SKETCH Working Arts

Jonsaba Jabbi is an emerging writer and storyteller from Toronto and currently the Communications and Content Specialist at SKETCH Working Arts, a community arts initiative engaging diverse young people, ages 16-29, from across Canada, who live homeless or on the margins and navigate poverty to experience the transformative power of the arts. In her work with SKETCH, Jonsaba creates and supports digital content that amplifies the voices of youth navigating barriers for digital and traditional communications, specializing in telling compelling stories of resilience and transformation as well as inclusive, relational online + in-person engagement among vulnerable communities in Toronto.




Jason Shim, Director | Digital Strategy at Pathways to Education Canada

With experience spanning the nonprofit and academic sectors both as an employee and a consultant, Jason has consistently helped organizations stay ahead of the technology curve. Jason oversees digital strategy at Pathways to Education and led the organization in implementing social media as an outreach tool to engage with high school students. He has also led Pathways to become the first charity in the world to issue tax receipts for Bitcoin donations, opening access and awareness to a brand new tech-savvy audience. Jason has taught Digital Marketing at George Brown College. He finds it rewarding and inspiring to help students understand the power and potential of digital media and gain the confidence they need to succeed. Jason frequently writes and speaks about digital marketing strategy, digital fundraising, online youth engagement, website analytics, and digital currency. Jason also serves as Board Chair for NTEN, which creates a better world by supporting nonprofits in using technology to effectively meet their missions. In addition, he is also an editor for Ledger, a peer-reviewed scholarly journal that publishes full-length original research articles on the subjects of cryptocurrency and blockchain technology. Some other projects he’s been involved with include The Fastest Donation Form in the World Project, where he initiated and led the development of a proof of concept to explore the question, “What would the fastest donation form in the world look like?”. The answer? 2 clicks and 15 seconds. And Roo, a mobile-optimized system that provides a streamlined and cost-effective way to record telephone interviews for content producers and journalists.


Blair Smith | Professor of Marketing and Digital Media at George Brown College

Blair Smith is a Professor of Marketing and Digital Media and the Head of the Digital Media Marketing postgraduate program in the School of Marketing at George Brown College.

He also consults as a Learning Experience Designer and Facilitator to the Canadian Marketing Association. Blair’s areas of specialization are marketing strategy and analytics, content marketing and social media marketing.

In 2005, he got his first role agency-side in client service. After completing an MBA in 2007, Blair moved client-side in brand marketing for organizations from global publicly traded to national not-for-profit; including General Mills, Evergreen Canada, Evergreen Brick Works, Intrepid Group and Merit Travel Group.

Then in 2015, he started teaching marketing and has since helped over 1,000 people improve their marketing literacy to act as more confident marketers.