From its inception 25 years ago, the AFP Greater Toronto Chapter's Fundraising Day has offered delegates a top return on investment. Fundraising Day provides a one-day opportunity to network with the sectors most sought-after professionals and to learn from Canada's top educators about the unique challenges and opportunities within the realm of fundraising and development. Though the fundraising profession has evolved considerably over the years, so many principles of fundraising remain the same. In 2019, on the conference's 25th anniversary, the Chapter celebrated "The Fabric of Fundraising" - a day of best practices, old ideas that have become new again, and the simplest approaches that drive the best donor experiences – and the best results. Hosted by 2019 Fundraising Day Chair, Maeve Strathy, these special episodes were recorded live at Fundraising Day. In this episode, Farrah Rooney and Chris Carter of Candela Strategies join us for Ignite Their Passion! The Resurgence of Values-Based Marketing. Picture it: a divisive election resulting in starkly drawn cultural and political lines, during which a cola behemoth makes a commercial showing us how they can make it all better. Sounds familiar? It happened in the 70s with Coke's wildly successful The Hilltop campaign, and last year with another cola company's not-so-successful ad. In 2018 we saw the viral breakthrough of the Colin Kaepernick Nike ad, which struck through our cultural clutter like a lightning bolt. We remember them, don't we? Brands are clamouring to take advantage of values-based marketing that triggers strong emotions. In this session, Farrah and Chris demonstrate how non-profits can use a similar campaign strategy to be memorable, engage new supporters and build a relationship with their donor base for years to come.