How I Helped Défi Canderel Raise $3M for Cancer Research
Défi Canderel is a Montreal-based corporate fundraiser for curiosity-driven cancer research. In over 30 years, they donated over 25 million, divided equally between the Institut de Cancer de Montreal and the McGill Rosalind & Morris Goodman Cancer Institute. To date, their success largely relied on the high regard for its founder, Jon Wener and his family, and the authenticity firsthand connection they had to the cause. Each year corporations would create teams, raise funds year-round, participate in a fun event and fun-run.
The Goal
Make their 35th anniversary bigger and better than ever. Working with their event partner, Atmosphere Event Communications, we brought together stakeholders from both Défi Canderel and its beneficiaries, along with industry experts, to align on a collective vision for the future of the organization. One thing was clear: we were aiming high, setting the highest fundraising goal ever: $3 million. No pressure.
The Strategy
All good fundraising comes from good storytelling: How do we get people to care?
Défi had everything you’d want in a powerful story, a strong mission, real impact, a legacy of generosity, but it all existed in bits and pieces, scattered between the founder’s memories, patient stories, and stakeholder input.
My goal was to collect all the pieces and put them together into a cohesive story that was emotional, empowering, and moving. Doing this meant hosting ideation sessions with stakeholders, speaking with researchers, and digging deep into the core of what the organization was really about.
Through that process, one thing became clear: this wasn’t just about research or recovery, it was about community. Cancer affects everyone in some way. That realization led to their new slogan: A Community Combatting Cancer.
Another huge component of the messaging was centered around impact. Donors always ask: Where does my money go? Does it even make a difference?
So I gathered every piece of available information from their beneficiaries, scholarships awarded, equipment purchased, internships and fellowships funded, and compiled it into a clear, easy-to-read webpage.
One key differentiator I made central to the brand narrative: Défi’s “no strings attached” donations. Unlike traditional organizations, they allow the research teams to decide where funds go, helping support more innovative, visionary work. This helped position Défi as a champion of bold, visionary research, not just another fundraising event.
The Outcome
The title may have given it away, but the campaign was a success. The 3 million dollar fundraising goal was surpassed, making it the most successful year in Défi Canderel’s history.
I delivered a full website that told Défi’s story with clarity and purpose, introduced their new brand identity, and clearly communicated the impact of every donation.
The messaging I created shaped every part of the campaign: digital, physical, and experiential. I also supported the transformation of the Défi run into a Health & Wellness Festival, contributing messaging, signage, and content aligned with the refreshed tone.
I also supported this transformation, contributing to messaging promoting the event, taking content at the event, helping with signage and marketing materials that reflected the new tone and direction.
The Impact
The campaign sparked a new era for the organization.
For the first time ever, Défi Canderel went national. The new messaging, brand voice, and narrative became the foundation of a movement that extended far beyond Montreal, but to six additional Canadian cities.
The new brand voice and messaging framework continue to guide how Défi shows up across digital platforms, donor outreach, and future campaigns.
We didn’t just raise money. We raised the bar for what Défi Canderel could be, and built the foundation for the next 35 years.