A Hurricane of Kittens: Turning Publicity into New Friends and Donations

Room: St Laurent 7

Lorie Chortyk, General Manager, Community Relations, BC SPCA
Shoni Field, Chief Development Officer, BC SPCA

You've got animal stories and you've got expertise, but are you maximizing your digital opportunities  with them? The BC SPCA will share case studies illustrating that, when Marketing/Communications and Revenue Development work together, they can grow web traffic, generate new subscribers, engage existing donors, drive new donor acquisition and bring in lots of money.

Whether it's a heartbreaking cruelty case or valuable pet-care tips, an opportunity to inform is also often an opportunity to help more animals by growing your supporter base.


  1. Learn how to get the maximum leverage out of your media stories.
  2. Recognize marketable content from your existing stories and materials and how to package it to generate new leads.
  3. Understand how to convert leads and media coverage into new donors.

Lorie Chortyk
is the General Manager, Community Relations, for the BC SPCA. She is an accredited public relations professional who has worked in non-profit communications for more than 35 years and with the BC SPCA for the past 18 years.  She oversees a wide range of communications activities, including media relations, strategic communications planning, crisis and issues management, marketing communications and social media.

Shoni Field is the Chief Development Officer at the British Columbia SPCA.  She runs a full spectrum fundraising program raising more than $30 million annually. Shoni has been fundraising for more than 21 years, and speaks on digital fundraising at national and international conferences. When not fundraising, Shoni advocates for electoral reform and citizen engagement.