Liza Jerome (Canada)

VP, Marketing, Communications and Community Giving, Toronto General and Western Hospital Foundation

Liza has over 20 years of experience in developing and leading fundraising programmes at well-respected health care organisations in Toronto. Over her career, Liza has been involved in implementing innovative fundraising strategies that have significantly grown revenues. She has led public awareness campaigns that have helped change people’s views on mental health, developed integrated direct marketing programs to improve donor loyalty, and established data mining techniques to identify revenue opportunities. Her previous roles at the Centre for Addiction and Mental Health Foundation, Holland Bloorview Children’s Rehabilitation Foundation and SickKids Foundation provided her the environment to innovate and take risks to drive revenue growth. Liza is a board director at Willow Breast and Hereditary Cancer Support, has served on the AFP Board, and chaired the Not-for-Profit Council of the Canadian Marketing Association. Liza is highly regarded in the fundraising profession as a valued speaker and educator and has been praised for her ability to improve fundraising programs through her analytical skills, teamwork and innovation.