RICK HANSEN FOUNDATION

So you want to raise $250+ million, you say? First you need a solid plan. I was assigned by Kaldor to head up the creation of the Foundation’s fundraising case statement, or ‘bible’ as it’s often called. Its goal? To raise big bucks for the Foundation's many initiatives, of course. But it also needed to be the first step in establishing a brand for the Foundation that was both separate from yet tethered to the powerful persona of Rick Hansen the man.

That was tricky enough. Kaldor's job was also to give that story a twist for each of the fundraising initiatives, so the ‘ask’ resonated with the different audiences. So far, several tens of millions have been raised.