For 5 days, top marketing and communications experts will come together in Toronto to help 5 charities maximize their impact.

The objective of this initiative, named The Give Agency, is to help charitable organizations by offering them ideas, strategies and tactics on various challenges they’re facing, from branding to events and strategic partnerships. From February 6 to 10, 150 of Toronto’s and Canada’s top advertising, PR, social media and strategy professionals will work with a different non-profit each day to help them brainstorm and develop creative solutions specific to their work.

This idea was first launched in Halifax in 2016 by creative director Brian Hickling, PR specialist Mike Maloney, and filmmaker and strategist Chaz Thorne. “The idea is to create the largest pop-up agency in Toronto that, for a few days, will be devoted to organizations that don’t ordinarily have the means necessary to establish solid communication plans,” said Mike Maloney. “By providing access to marketing and communications specialists, we can deliver up to 100 new ideas to each charitable organization that they can use to grow their revenues, boost engagement and enhance the sustainability of their activities, and all free of charge.”

Chaz Thorne, Mike Maloney et Brian Hickling, the founders of The Give Agency

A couple of the agencies participating include Maverick and Cossette. Five non-profits will be selected and each one will work with The Give Agency for one full day.

Among the ideas that came out of the first event last February in Halifax, there was one that helped the foodbank Feed Nova Scotia raise over $50,000. “The first event was so successful that we received requests to expand our concept across the country. Hackathons are very popular in the computer world, but they don’t really exist in the advertising industry. This is our way to make a social impact.”

The Toronto event is the result of an association with Sun Life Financial and the National Advertising Benevolent Society Canada (NABS). A second Halifax event will be taking place from March 6 to 10. “We’re hoping to expand the concept across the country for future events, and maybe even take it across the border,” concluded Mike Maloney.