Presented by Karen Luttrell and Kim Lear at the Editing Goes Global 2015 conference for writers and editors at the Metro Toronto Convention Centre on June 14, 2015. Covered opportunities for working with nonprofits and charities in Canada and tips for doing so successfully.

1. Opportunities Working
With Nonprofits
Editing Goes Global Conference, June 14, 2015
Kim Lear and Karen Luttrell

2. Kim Lear Karen Luttrell
• Specializes in digital content,
strategy and project management.
• Former Manager of
Communications and Marketing,
MacKenzie Art Gallery
• Former Development and
Campaigns Coordinator for Art
Starts in Schools.
• VP Professional Development,
PWAC Toronto Chapter.
• kimlearwriter@gmail.com
• Freelance fundraising writer,
nonprofit marketer, part-time
communications professor, proud
word nerd.
• Led marketing and
communications for local, national,
and international nonprofits for
more than a decade before
launching her business in 2010.
• Volunteers for PWAC Toronto
Chapter and organizations focused
on literacy and education.
• karen@luttrellcommunications.com

3. This hour you’ll get…
Why working with the nonprofit sector is exciting
(Why we love it)
An overview of the nonprofit sector
Our top tips:
How to research (and vet) potential clients
Strategies to work profitably
What you need to know about the culture
Questions and Answers

4. Why this sector is exciting:
You work with inspired and inspiring people
You tell stories with heart
Your work contributes to a greater good
You put your own challenges in perspective
You can work on a wide variety of projects
The sector is much larger than you probably realize. It
has a huge impact on our economy.

5. The sector in Canada:
• There are more than 170,00 charitable and nonprofit
organizations in Canada.
• Approximately half are registered charities.
• The sector contributes an average of 8.1% of the total
Canadian GDP. That’s more than the retail trade industry.
• Two million Canadians are employed in the sector.
Source: sectorsource.ca/research-and-impact/sector-impact

6. Registered charities in Canada:
86, 173 registered charities
33, 011 religion
19, 078 welfare
14, 270 benefits to the community and other (eg cat
rescue, victim services, childcare association)
14,001 education
5,813 health
Source: CRA Charity Listings search, June 11, 2015.

7. CRA charity listings: Researching prospects

8. CRA charity listings:
Researching prospects
You can search Canadian registered charities by:
• City and province
• Registration status (registered/revoked)
• Designation (charitable organization/private
foundation/public foundation)
• Charity type (benefits to the
community/education/health/welfare
The link:
www.cra-arc.gc.ca/ebci/haip/srch/advancedsearch-eng.action

9. Search example: Public foundations in BC

10. Search example: Private foundations in Ontario

11. Sample listing

12. A closer look at the CRA charity listings
Programs and activities
Past filings with CRA
Breakdown of revenue
Breakdown of expenses, including fundraising costs,
management and administration, and charitable program
budgets
Number of employees, with breakdown by salary range
Amount spent on professional and consulting fees

13. Useful research and PD
resource

14. Work profitably
Specialize in project-types that involve repeat work, such as email
newsletters. Or find ways to demonstrate the value of repeat business
e.g. your first grant application will take 5 times longer to write than
your fifth.
Work with mid-sized to large organizations, including national and
international organizations that have solid funding and defined
budgets.
Work with organizations that have a publishing arm or serve as an
information clearinghouse and knowledge centre.
Research and qualify potential clients. Develop processes and stick to
them.
Know your boundaries around volunteering and discounts. It’s not OK
to take a commission off fundraising or grant applications. Fire clients if
you have to.

15. Good options for
writer and editors
Community Foundations:
They need reports and case studies. They tend to look
for subject matter experts, is that what you are?
Clearing Houses, Art Galleries, Museums,
Educational Organizations, Think Tanks, Advocacy
Organizations:
They publish! They also may need coms, campaign
and fundraising support.
Agencies and Designers who specialize in the sector:
They often need writers.

16. Understand the culture
Non-profit clients aren’t easier than corporate or
government clients, they’re just different.
Take a minute to think about the day in the life of the
person who might hire you…

17. Karen’s day in the life . . .
As a communications director at a small national charity,
a fairly typical day often included:
• 300 to 400 incoming emails
• Four to six hours of meetings
• A dozen voice messages
• staff supervision
• writing, editing
• co-ordinating with suppliers for major projects …

18. Kim’s day in the life
Brand management – we rebranded, then changed gears and “refreshed” our brand
We built a new website and app
Coms plans, material execution and ad buys for all exhibitions, fundraising events, education initiatives, outreach
Coordinated with Development on campaigns and produced all campaign materials
Oversaw staff, contractors and vendors
Advised Executive Director on issues management, provided all speaking notes and briefing notes
Led all media relations
Designed, edited and published a quarterly magazine
Designed and wrote the annual report
And oh so much more…..

19. Understand the culture
Be pleasant and persistent. People are often overworked.
Don’t assume people aren’t professionals.
Be patient but firm with committee culture.
Don’t over promise. They don’t have money for you to learn
as you go. Know how to do what you say you can do.
Be respectful of their needs. Non-profits aren’t portfolio
playgrounds.
Don’t assume they know you want to be paid. Be clear
about payment expectations and talk budget upfront. Offer
discounts.
Be generous with your passion but a guardian of yourself!

20. Wrap up: Work strategically
Get to know the types of organizations in the sector.
Research the organizations you want to work with. Can
they afford you? Do they need you?
Get professional development if you want to offer
specialized services: fundraising materials, direct mail, etc.
Set a professional rate. Decide how much of your slate
should be non-profit work. Stick to the plan.
Get to know the people you want to work with.
Understand where they are coming from and get out there
and meet them!

21. Take away
If you are keen to pursue opportunities in the
nonprofit sector, we challenge you to:
1. Identify one area of the nonprofit world that interests you.
2. Use CRA and Charity Village websites to vet 5 prospective
clients. (Maybe include an agency or designer who
services the sector.)
3. Get the names of the people you need to talk to.
4. Find an approach that’s good for you and connect!
5. (And then repeat.)

22. Q&A