We work with purpose-driven organizations to advance their mission through effective marketing, fundraising, and strategic positioning

Alex Abboud, Principal

For more than 15 years, Alex has been a leader in the fields of communications, fundraising, and strategy.

He spent his early career in municipal politics, working for a City Councillor in Edmonton on communications, strategic policy initiatives, and legislation. After realizing that he preferred politics as a hobby rather than a career, he switched into the non-profit sector, working for Homeward Trust Edmonton – a funder of homelessness and affordable housing programs – in progressive roles culminating in Director, Communications & Fund Development. In his time there, he grew the organization’s brand through key message development, social media and media engagement, and established new corporate partnerships to support this work.

He later consulted for public, corporate, and non-profit clients, and worked on contract for the Multicultural Family Resource Society building its fundraising program and doubling charitable donations in his time there. He then joined the Canadian Mental Health Association – Edmonton Region as the head of its fundraising and communications program, where he established and grew its annual campaign and started a transition from event-based fundraising to individual giving which saw the organization close its first five-figure gifts in recent years. He also brought in new private foundation grants that supported new programs and program expansion.

In addition to his professional experience, Alex has an academic background in these fields, holding a master’s degree with a specialization in marketing from the University of Glasgow, where his dissertation focused on cause marketing and corporate social responsibility’s impact on consumer behaviour amongst Millennials.

Alex is also an experience board member, having served as Chair of the Edmonton Heritage Council, Vice-President of the Canadian Parks and Wilderness Society, and on the boards of charities including Health Nexus and the Friends of Jasper National Park.