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Deadline Extended!
Registration Closes November 9



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Deadline Extended!
Registration Closes November 9

A special thank you to the following for their support of the Symposium:

Corporate Sponsors:

Marsh logo

Marsh logo

Pacart logo

Vitreo logo

XL Catlin logo

Friends of the Symposium:

Donna Livingstone


Symposium Program


Sunday, November 18


5 – 7 p.m.


Symposium Ice Breaker

A special invitation to a behind-the scenes tour and reception at Calgary’s historic Ranchmen’s Club. Founded in 1891 by seven ranchers, a banker and a barrister, it remains a vibrant business and social club today. It also boasts a large art collection of over 100 works, featuring many of Western Canada’s best artists in a range of art movements, styles, and subjects from traditional to contemporary works.

Fee: $25. Includes reception and transportation to and from the Sheraton Cavalier.  Limited to 40 participants.

Ranchmen’s Club

Kindly supported by:

Pacart logo


Monday, November 19


8 – 8:45 a.m.


Registration and Networking


8:45 – 9 a.m.


Official Welcome and Overview of Symposium

Karen Bachmann, Director/Curator, Timmins Museum: NEC and President Canadian Museums Association

Facilitator:  Andrea McManus, Vitreo

Andrea McManus Headshot


9 – 10 a.m.


Opening Keynote

Making an Impact: The State of Giving in Canada

We are all innately generous, but donors are increasingly disengaged. Despite the fact that many Canadians say they give to charity, there is a long term decline in the number of people giving to, and volunteering for charities. John will discuss this decline, why it is happening, and the consequences for those marketing and fundraising in museums across Canada. John will be sharing his views on charity, in addition to the latest in charitable statistics, in order to provide a balanced overview of the sector. He will be giving an overview of complex assets, and how revolutions in the charity space can be leveraged in order to add value to giving strategies. As the opening keynote, John will be using nuances from Art History to bring his insights to life.

John Bromley is the CEO and Founder of CHIMP, and his work is driven by a mission to create cultures of giving. His unique background in charity entrepreneurship has led him to found multiple philanthropic ventures, advise on and architect hundreds of charitable projects, and help facilitate over $1 billion in charitable giving. John started his career working in corporate finance with RBC Capital Markets and PriceWaterhouseCoopers. He is also a two-time TEDx speaker, recovering road bike racer, former ‘90s hip-hop DJ, and proud father of two boys.

John Bromley  Head shot

Kindly supported by:

Marsh logo


10 – 10:25 am


Networking Break
Round Table Discussions


10:30 – 11:30 a.m.


Session #1 — Emerging Trends… A Glimpse into the Future

Moderator: Susan Burrows-Johnson, Galt Museum & Archives

Presenter: Guy Mallabone, Global Philanthropic Inc.

Guy doesn’t hold back when it comes to sharing the top ten lessons learned from 39 years in fund development. From the practical to the philosophical, from the urgent to the compelling. Hear one man’s opinion about the trends in fundraising and marketing campaigns. Times are changing, and campaigns continue to evolve. If you want to be successful, then your approach needs to adapt and innovate. The stakes are high. And if you stick to the same old, same old strategies and tactics, you will probably see declining revenue and shrinking donor numbers. As a senior leader and practitioner, and CEO of Canada’s second largest fundraising consultancy working nationally and internationally with museums and arts and culture clients around the world, Guy will share his perspective on the top 10 trends which are important to your upcoming campaigns.

Guy Mallabone was recognized by Alberta Venture Magazine as one of Alberta’s 50 most influential citizens, and by the Calgary Herald and one of that city’s 20 most compelling citizens. Guy is well positioned to speak on trends and changes as he serves as President/CEO of Global Philanthropic Inc., Canada’s second largest coast-to-coast fundraising consultancy; sits as a member of Carleton University’s advisory committee on their master degree in philanthropy and non-profit leadership; and has served on numerous national and international boards including, the Association of Fundraising Professional International, and the CFRE International. Guy currently serves as an adjunct professor for the master in fundraising program at the University of Bologna, Italy, and was recognized in 2017 as the highest-rated master-class speaker at the International Fundraising Conference in Amsterdam. Guy is the current vice-chair of the Government of Alberta Charitable Advisory Committee and was recognized as the Outstanding Fundraising Executive by both the AFP Edmonton Chapter (1999) and AFP Calgary Chapter (2011).


11:30 a.m. – 12:30 p.m.


Session #2 — Identify and Market to your Highest Potential Visitor Types

Moderator: Vincent Varga, Whyte Museum of the Canadian Rockies

Presenter: P. Jane Osler, Destination Canada, Explorer Quotient Accredited Trainer (EQAT)

Tap into the wealth of information available to you through Destination Canada’s Explorer Quotient (EQ) segmentation model to better understand visitors to your museum and region. Instead of defining people according to age, income, gender, family status and education (all of which are valuable) EQ goes deeper and looks at people's personal beliefs, social and travel values. Learn about these values and the emotional triggers that will resonate with your target segments — knowledge that can be applied to developing marketing and fundraising materials as well as the visitor experience opportunities you provide.

If you want, determine your EQ type beforehand by completing this short survey


Jane Osler is one of Destination Canada’s original EQ Authorized Trainers, and has been working with tourism organizations and operators on the use and application of EQ since 2008. Examples of clients and projects she has worked on include: development of EQ-based tools for Destination Canada, EQ training workshops for provincial tourism organizations (BC, AB, MA, YK) and DMOs in almost every province and territory, as well as workshops and coaching for a wide range of small and medium size tourism operators. An Authentic Experiencer, Jane enjoys travelling like a local, visiting those little-known spots (including museums) often on a bicycle.

John Bromley  Head shot


12:30 – 1:45 p.m.


Round Table Discussions

Kindly supported by:

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1:45 – 3 p.m.

Session #3 — Three Heads are Better than One

Moderator: Robert Laidler, Museum Foundation of Canada

Panelists: Dean Brinton, The Rooms Corporation; Vanessa McBay, Idea Factory; Elinor Gill Ratcliffe, philanthropist

Since opening to the public in 2005, The Rooms Corporation, which encompasses the Provincial Archives, Art Gallery and Museum of Newfoundland as well as three regional museums, has raised $20 million in private funds for a variety of capital and other projects, including the two largest corporate and individual gifts ever given to a cultural organization in Atlantic Canada. Join The Rooms CEO Dean Brinton, leading donor Elinor Gill Ratcliffe, and former Director of Marketing Vanessa McBay, for an insiders' view on The Rooms' innovative approach to fundraising which has helped The Rooms garner over 20 provincial, national and international awards. Gather tips on building trust, speaking on behalf of an organization, and thinking outside the box when developing the marketing approach for fundraising. Learn how donors assess whether they will lend their good name to the organization. What do they want to know before writing the cheque? This session will allow time to ask questions of all three presenters. Participants will walk away thinking a little differently about their approach to fundraising.

Dean Brinton, has been CEO of The Rooms in St. John’s, Newfoundland, since 2005. He is also currently Vice-Chair of the board of trustees of the Canadian Museum of History/Canadian War Museum, and is on the board of directors of the Governor General’s Performing Arts Awards Foundation. Other highlights from his 30 year career in art and culture include six years on the board of the Canada Council, seven years on the board of the National Theatre School of Canada, and the Board of Governors of the Nova Scotia College of Art Design University (NSCAD U.) where he chaired the Development Committee. He is a recipient of the Meritorious Service Medal from the Governor General of Canada, and the Queen Elizabeth II Diamond Jubilee Medal.

Dean Brinton Headshot

Vanessa McBay joined The Rooms in 2014 as Director of Marketing and Development. With over 23 years’ experience in marketing communications, she was instrumental to The Rooms’ Where Once They Stood Capital Campaign. In 2015 Vanessa launched the Remember Them at The Rooms public awareness campaign, which has received eight awards to date, including two international Gold Quill awards. She volunteers as honourary consul for the UK, and is a board member of Stella’s Circle and Destination St. John’s. In 2016, Vanessa became President of Idea Factory, a marketing and communications firm, in St. John’s, Newfoundland, where she continues to work with The Rooms as their agency of record.

Vanessa McBay  Head shot

Elinor Gill Ratcliffe is a proud descendant of generations of Newfoundlanders. A visionary and philanthropist, she shared a passion for helping the disadvantaged and supporting the arts with her late husband, Edward Ratcliffe. Together they funded projects in Ontario, Newfoundland and Labrador, and other parts of the world. Since the establishment of the Gill Ratcliffe Foundation in 2006, Elinor been a major supporter of public art, heritage preservation and promotion. Elinor is a member of the Order of Canada and the Order of Newfoundland and Labrador. She has received an honourary doctorate from Memorial University of Newfoundland and has been granted Freedom of the City of St. John’s.

Elinor Gill Ratcliffe   Head shot


3 – 3:30 p.m.


Networking Break
Round Table Discussions


3:30 – 4:45 p.m.


Session #4 — Building a Case for Support

Moderator: Susan Burrows-Johnson, Galt Museum & Archives

Presenters: Rosalie Courage, RBR Development Associates Ltd.; David Marskell, THEMUSEUM

Every successful fundraising campaign starts with a dynamic, persuasive, donor-centric Case for Support which lays out the campaign objectives, in line with the organization’s values, which aims to help donors see their goals reflected in the project. Find out what goes into a successful Case for Support and help you consider the case for your organization. Learn to use the Case effectively throughout the organization and the campaign. Find out how gain traction, share the vision and collaborate with the community.


4:45 – 5 p.m.


Day 1 Wrap-Up and Overview of Day 2

Facilitator: Andrea McManus, Vitreo


6 p.m. onward


Glenbow Museum

Glenbow logo


Tuesday, November 20


8 – 8:30 a.m.


Networking Break
Round Table Discussions
Morning Coffee


8:30 – 9:15 a.m.


Session #5 — Ignite — Innovative Partnerships

Moderator: Shaun Mansergh, Profitek

Ignite is a high-energy experience. Participants will have five minutes to speak about innovative partnerships accompanied by 20 slides. Each slide is displayed for 15 seconds, and slides are automatically advanced. Ignite — Innovative Partnerships is a force for raising the collective IQ and building connections in the museum sector.

To participate please contact: Shaun Mansergh —


9:15 – 9:45 a.m.


Networking Break
Round Table Discussions


9:45 – 11:00 a.m.


Session #6 — Learning from our Mistakes

Moderator: John Swettenham, Canadian Museum of Nature

Experts and novices from museums large and small will share stories of innovative campaigns that not only met or exceeded their objectives, but also some that misfired, and how they have emerged the wiser. In the second half of the session, participants will share their own stories in small groups, and choose ones to be shared with the wider room. Regardless of the type or size of museum in which you work, participants will leave the session with valuable lessons learned.


11 a.m. – 12 p.m.


Presentation by Round Table Discussion Groups


12 – 12:30 p.m.


Symposium Wrap Up  & Closing  

Facilitator: Andrea McManus, Vitreo

Closing: Karen Bachmann, President, Canadian Museums Association


12:45 p.m.


Optional Off-Site Study Tour
Heritage Park

Heritage Park Logo

Come and learn the marketing and engagement secrets behind Calgary’s wildly successful Heritage Park. It first opened the gates on July 1, 1964, and has become one of Calgary’s premier tourist attractions, and one of North America’s largest and most successful living history museums. Heritage Park’s exhibits span the early 1860s fur trade to the petroleum and automobile-dominated 1950s. It is the Park’s mission to preserve the history of the early West and to educate and entertain guests of all ages for many generations to come.

Fee: $75. Includes lunch at the Park and transportation to and from the Sheraton Cavalier. Limited to 40 attendees.

Heritage Park


Unless otherwise indicated, the views expressed by any participant at any activity organized by the Canadian Museums Association (CMA) reflect the opinion of the specific participant, and do not necessarily represent the views or policies of the CMA. Participants are expected to be constructive, respectful and professional in their engagement at CMA events.