Mission-Oriented Storytelling for Fundraising
$2M+
in fundraising value
50%
growth in donor pipeline
160x
in subscriber growth
The Challenge
When the Jesuit provinces of English and French Canada merged, there was a need for a unified bilingual communications strategy that would not only bring together more diverse and wider audiences but also drive meaningful engagement and financial support. Traditionally, the province's marketing and communications approach had been brand-centric, broadcasting messages that engaged a limited segment of constituents.
To effectively support advancement efforts, we needed to shift to a constituent-centric model—one that met people where they were and led them towards a deeper understanding of the unique value the Jesuits provide and ultimately support. We were able to drive $2M+ in fundraising value and achieve 160X database growth, from 50 to 8,000+.
The Strategy
We adopted a Challenger Sales/Marketing methodology, which focused on:
Teaching prospects something new.
Tailoring insights to their needs.
Challenging existing assumptions to help them appreciate the deeper value of the Jesuits' mission.
To build a lasting impact, we didn’t just create campaigns—we laid the foundation for long-term growth. As the first and only marketer, I took a hands-on approach to everything from writing and storytelling to video editing, graphic design, and campaign execution. I leveraged tools like Adobe Firefly, Canva, and various video editing platforms to craft engaging, high-quality content that resonated with our audience.
We developed a compelling brand narrative tailored to the unique Canadian Jesuit context, ensuring that our messaging resonated deeply with our audience. We set up scalable systems, established processes, and recruited a small yet dedicated team to sustain and grow engagement. Our content strategy was structured around the constituent journey—from awareness to decision to loyalty and advocacy—leveraging various channels such as online events, podcasts, print publications, and major donor communications.
During my six-year tenure in the communications/marketing role, our mandate was clear: to expand the Jesuits’ network of friends—donors, candidates, volunteers, and partners—while ensuring that our efforts supported advancement in two key ways:
Growing our audience and crafting content that nurtured engagement and built lasting loyalty.
Equipping advancement with high-touch tools and storytelling-driven content that strengthened relationships with key supporters (committed donors, major donors, legacy donors).
Sample Stories
Each of the following examples illustrates a specific storytelling initiative designed to support advancement objectives.
1. Jesuits of Canada Magazine: Brand Awareness & Constituent Nurturing
Objective:
Deepen engagement with donors and supporters by showcasing the impact of the Jesuits’ mission in an in-depth, thoughtful format.
Rationale & Approach:
This bi-yearly publication provided an opportunity to tell richer, mission-driven stories. While its direct fundraising impact was harder to quantify, survey responses consistently showed that readers found the content meaningful and inspiring, strengthening their connection to the mission.
Results:
Dozens of reader responses per issue praising the depth and quality of content, expressing that it strongly increased their interest in the organization.
Increased engagement and trust from key supporters.
Created a tangible, high-quality touchpoint for major and legacy donors.
📌 See latest issue
📌 Articles I personally wrote:
2. Ignatian Spirituality Conference: Demand Generation through Online Engagement
Objective:
Increase awareness and grow our audience while strengthening relationships with existing supporters.
Rationale & Approach:
We identified key themes—resiliency and discernment, LGBTQ+ accompaniment, Indigenous reconciliation, and praying through art—that aligned with our mission but were also highly relevant to potential audiences. By framing these topics through the Jesuits’ unique perspective, we ensured our message was both compelling and strategically positioned.
We co-marketed the event with partners (primarily Jesuit apostolates), leveraging shared audiences to maximize reach.
Results:
2,500+ new subscribers
4.8/5 satisfaction rating
10X+ growth in top-funnel database
Increased engagement with existing donors
Established online events as a primary driver of audience growth
3. Haiti Endowment Fund: Targeted Advancement Campaign
Objective:
To establish an endowment for the Jesuits in Haiti through a combination of grassroots and major donor engagement.
Rationale & Approach:
It showcases the value of wider marketing/fundraising alignment. We crafted a case for support that highlighted the urgency and impact of Jesuit-led initiatives in Haiti, connecting potential donors to tangible needs and long-term goals. This was supported by a mix of touchpoints, including:
Magazine articles featuring personal testimonies and success stories.
Donor communications emphasizing the sustainability and necessity of the fund.
A live event in Montreal to bring high-value donors together with Jesuit and other project leadership.
Results:
$140K+ raised
Combination of grassroots and major donor gifts
Exemplified the power of storytelling in advancing fundraising efforts
4. Journeying Together Podcast: Engagement through Ongoing Content
Objective:
Similar to our magazine, to drive awareness, grow our audience, and deepen engagement with constituents by offering regular, relatable stories and insights through a podcast format.
Rationale & Approach:
Building on the success of our online events, we launched a six-episode pilot podcast series to provide ongoing, accessible content that nurtures engagement. Each episode featured a compelling story framed around relevant themes that led listeners deeper into Ignatian spirituality.
Results:
Tripled audience growth per episode
500+ signups and new database members per episode
Established a scalable, repeatable format for ongoing engagement
📌 See the promo page for the recording of our most recent episode
📌 See the final edit (soon to be released!)
5. Vocations & Apostolic Mission Video: Highlighting the Impact of Donations
Objective:
Promote vocations and apostolic mission while illustrating how donations support Jesuit formation.
Rationale & Approach:
This recently released video features Fr. Paul Robson, SJ, who serves the First Nations communities of Wiikwemkoong on Manitoulin Island in Ontario. His mission is one of accompaniment, demonstrating the transformative power of Jesuit service. I led the vision, structure, and content development, collaborating closely on video editing and ensuring the final piece captured the mission’s essence.
As the video was recently launched, it is too early to assess its impact, but we anticipate it will play a crucial role in engaging new donors and raising awareness for Jesuit vocations and formation.
📌 Watch the video:
Wider Results
Audience growth from 50 to 8,000+ subscribers in just two years.
400% increase in overall engagement across digital channels.
50%+ growth in the donor pipeline, directly impacting fundraising.
$2M+ in additional fundraising value through strategic partnerships.
Modernized digital and IT infrastructure, positioning the Jesuits for long-term sustainability.
Key Takeaways
Constituent-centric storytelling drives engagement: By meeting audiences where they are, we built meaningful connections that naturally supported advancement.
Strategic positioning matters: Every story was framed in a way that led back to the Jesuits’ unique value, reinforcing long-term loyalty.
Content fuels the donor journey: From awareness to action, each piece of content played a role in moving constituents closer to deeper engagement and support.
Conclusion
Through a strategic shift in storytelling—rooted in engagement, relevance, and mission—we began transforming how the Jesuits of Canada communicate their impact. These efforts didn’t just amplify the brand; they directly contributed to expanding the donor base, increasing major gifts, and strengthening community ties.
This approach can serve as a model for any mission-driven organization looking to leverage storytelling as a powerful tool for advancement.
