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Special Olympics Canada hires Stephen Thomas

Special Olympics Canada has retained Stephen Thomas of Toronto to develop a new fundraising program. The national charitable works to provide opportunities to engage in sports to Canadians with intellectual disabilities. The new program is intended to expand the organization's revenue base beyond its existing grassroots and corporate sponsorship activities. It is being implemented in advance of the 2018 Special Olympics Canada Summer Games, which will take place in Antigonish, NS from July 31 to Aug. 4. The first element, an online campaign, will take place this month on Facebook. It will be followed by a direct mail campaign in March.

"The strategy we've developed and are in the process of bringing to market will be unique for direct response fundraising in that it's heavily led by digital tactics and channels," said Liz Attfield, a senior account director at Stephen Thomas. "In particular, storytelling will be a significant part of the effort, as the stories around the courageous people at the heart of the Special Olympics movement very naturally deliver tremendous emotional impact. We believe digital is the best approach to give Special Olympics Canada the wide reach it needs to build its brand and meet its fundraising goals, but we'll watch how the market responds and evolve the strategy where and when it makes sense."

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