I’ve been chatting with some incredible nonprofit leaders for my 7 Questions for a Changemaker series. Third up is Denise Praill, CEO of Canuck Place Children’s Hospice. Denise shares her journey, what drives her, and some insights every fundraiser should hear.
- Who are you, and what do you actually do? I’m Denise Praill. I’m a daughter, wife, and most importantly, a mom to two daughters. I am the Chief Executive Officer at Canuck Place Children’s Hospice. I can list my responsibilities as noted in the job description of CEO... but I prefer to think of myself as the number one champion for Canuck Place. Hopefully I’m one of our lead storytellers, relationship-builders and voice for our team and the children and families we serve. I aim to inspire confidence and belief in the mission – from our staff and volunteer teams, donors, health system partners and the public.
- What pulled you into the nonprofit world? I was working at Terasen Gas and our CEO was the Chair of the United Way Campaign Cabinet one year. I was working in Corporate Communications at the time and was seconded to United Way for 12 weeks. I really enjoyed the experience – helping fundraise in workplaces across the Lower Mainland (3AM barbeque at CN Railyard, anyone?) It occurred to me that I could use my skills to make our community a better place, to help people and that started my journey in the non-profit sector. I was too young to know at the time that I was moving towards a career that highly aligned with my values.
- Tell me about a moment that made you think, “Yes. This is why I do this.” That’s a tough one – there are so many examples over the years. As I reflect on my career, I think of the accomplishments – yes, the dollars raised, it is empirical evidence of where I’ve been. But it’s the impact that work has made over the years. I do keep special memories – of opening the door to Canuck Place for a family’s first visit. How difficult was it for them to cross our threshold knowing what may be ahead? The privilege of sharing a small moment like that and witnessing unconditional love… and kindness. The very best of humanity. I’ll work hard every day to preserve that.
- What’s something about working in nonprofits most people don’t understand? Nonprofit professionals are managing budgets (in the millions or stretching pennies); managing complex relationships from all sides (with donors, boards, staff, volunteers, government, populations/communities served); doing marketing, data analysis, HR, compliance, etc., often while wearing multiple hats. And we have revenue goals just like businesses, but with more constraints and scrutiny! We’re held accountable for financial performance AND social impact, which is often harder to measure and prove. Bonus truth: The emotional labour is real. Working in nonprofits often means being close to injustice, inequality, trauma, or crisis. Balancing mission with sustainability can be emotionally and ethically exhausting.
- What’s one thing you wish more fundraisers or hiring managers knew? Great fundraising is relationship work disguised as revenue work. I believe the best fundraisers are those who prioritize the person and the relationships, not just the gift. For hiring managers – I love the current movement in valuing emotional intelligence and storytelling ability, creative donor stewardship, etc. And can’t forget the value of collaboration – inside the organization and out.
- What’s a small, underrated habit that’s helped your career? A small but underrated habit that consistently helps me succeed is prompt, personalized follow-up—especially after small interactions. Fundraising is all about relationships, and gestures of attentiveness build trust and connection over time. I’ve written poems for donors, I’ve “purchased land in Scotland” that enabled a volunteer to receive the title of “Lord”, I’ve delivered cookies and sent photos along to donors when I noticed something meaningful… it might sound crazy, but I believe each of these unique interactions was an extra layer to our relationships. These interactions don't produce immediate, trackable results but compound over time.
- Finish this sentence: “The future of fundraising is…” I think it’s been said by experts before, but I believe it’s true – “The future of fundraising is high tech and high touch.” It’s about using tools and data to help build REAL relationships, earn that deep trust… and when it’s all brought together, making a lasting impact.