In this episode, your host Amy Milne gets real with Sandra Chiovitti, Director of Public Relations at SickKids Foundation where she leads a large team that handles media relations, issue management, internal communications, content production, and the list goes on! Sandra kicks off the episode by introducing us to the Patient Ambassador Program and sharing why these families are the heart and soul of the Foundation. She dispels the myth that celebrities work for free and drives home the idea that you have to invest in paid media - including social media influencers - to grow revenue for your organization. Amy and Sandra agree that, no matter the size of your non-profit, you can build one-on-one relationships and they remind us that that it doesn't hurt to ask. Sandra even treats us to the origin story of how a Canadian celebrity (yes, you know him!) became involved in the amazing work that they do. There is no doubt that Sandra is one of the best in the biz, so get your pen and paper ready as she shares bite-sized pieces of advice that are worth gold.Want to pick Sandra's brain a bit more on all things public relations in the non-profit world? You can email her at sandra.chiovitti@sickkidsfoundation.com. Also, make sure you follow her on Twitter.“We need to think about our influencers as a part of our paid marketing mix.” – Sandra ChiovittiConnect with us:Beyond Fundraising Inc: https://www.startingbeyond.com/Join our Non-Profit Event Pro Community: https://www.thenonprofiteventcollective.com/LinkedIn: https://www.linkedin.com/in/amy-milne-8946791/Instagram: https://www.instagram.com/milneamyr/https://www.instagram.com/startbeyond/https://www.instagram.com/thenonprofiteventcollective/