Welcome to the Amplify Good Podcast, brought to you by Anthem Creative. We’ve spent the last decade helping hundreds of nonprofits build stronger brands, launch engaging campaigns that raise millions, and navigate how to tell their story in a rapidly changing digital world.
In this podcast we share what we’ve learned along the way and feature conversations with expert guests on the leading edge of nonprofit marketing tackling topics like leadership, storytelling, exponential technology, strategy, fundraising, and how to navigate change to amplify impact and become more human.
Giving Tuesday, Social Media & Building Community Online with Julia Campbell
Julia Campbell is the author of two books on the topic and named a top nonprofit thought leader by Forbes and LinkedIn, she joins Graeme for a deeply practical conversation on how social media has evolved from a simple promotional billboard into a vital engine for community building and digital stewardship.
They dig into why social media platforms are rented land, why traditional link-sharing no longer works in modern algorithms, how nonprofits can build authentic human connections in an era dominated by AI noise, and what Julia looks for during a full social media audit. Plus, they break down her signature four pillars of social media management and how to approach Giving Tuesday as a year-round stewardship launchpad rather than a one-off gamble.
If your team is struggling to see real momentum on social media or feeling overwhelmed by managing too many channels, this one will give you a clear, grounded strategy to move forward.
Julia's LinkedIn
(https://www.linkedin.com/in/juliacampbell/?isSelfProfile=false)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
J Campbell Social Marketing
(https://jcsocialmarketing.com/)Julia's Podcast - Nonprofit Nation (https://nonprofitnation.buzzsprout.com/)
Anthem Creative (https://www.anthemcreative.ca/)
6 Oct 2026
Rolling Budgets and Brave Boards: Leading When You Can't See Around the Bend
Carissa Youssef is one of the most forward-thinking leaders in the Canadian nonprofit sector. Fresh off three years as executive director of One Day's Wages and now stepping into the executive director role at Mennonite Central Committee, she joins Graeme for a wide-ranging conversation on what it actually takes to lead a large, complex nonprofit through an era of relentless change.
They dig into revenue diversification and social enterprise as a pathway to engaging the next generation, the difference between risk and courage in nonprofit leadership, why rolling budget approvals may be the future of nonprofit governance, and what Carissa's first 90 days at MCC look like.
A candid, energizing conversation for any leader who's stubbornly optimistic about the future of the sector.
Carissa's LinkedIn
(https://www.linkedin.com/in/carissa-youssef-mba-60105641/?isSelfProfile=false)Graeme's LinkedIn
(https://www.linkedin.com/in/wattgraeme/)Mennonite Central Committee British Columbia (https://mcc.org/what-we-do/where-we-work/canada/bc)
Anthem Creative (https://www.anthemcreative.ca/)
23 Sept 2026
The Fierce Urgency of Now: Decision Velocity, Vocational Calling & Leading with Courage
Jamie McIntosh has spent 2 decades at the helm of some of the world's most influential NGOs — founding Executive Director of IJM Canada, senior leader at World Vision, Compassion, World Renew, and Mercy Ships, and now founder of The Leader's Guide.
In this wide-ranging conversation, he and Graeme tackle the questions that keep nonprofit leaders up at night. They explore vocational calling as a series of assignments rather than a career ladder, how to know when your season at an organization is done, the frameworks Jamie has built to help leaders make faster and better decisions, and why the status quo doesn't just slow you down — it actively betrays the people your mission exists to serve.
A rich, honest, and at times deeply convicting conversation about what it means to lead with courage in a world that desperately needs it.
Jamie's LinkedIn
(https://www.linkedin.com/in/jamiemcintosh1/)Graeme's LinkedIn
(https://www.linkedin.com/in/wattgraeme/)The Leaders Guide (https://theleadersguide.ca/)
Anthem Creative (https://www.anthemcreative.ca/)
8 Sept 2026
Going All In: What a Real Nonprofit Digital Transformation Actually Looks Like
Musu Kanu Taylor-Lewis is President and CEO of Food for the Hungry Canada — and she’s done the difficult but transformative kind of digital transformation, not the slide-deck kind.
Graeme and Musu talk about what it actually looks like when a mid-sized NGO goes all in: systems that change how the work gets done, not just a prettier donation page; the culture fights that show up when tech stops being a side project; and how to leverage technology without forgetting the people the mission exists for.
If your board keeps asking for a “digital strategy” and you’re not sure whether they mean a website, a CRM, or a whole operating model, this one will clarify the fight.
Musu's LinkedIn
(https://www.linkedin.com/in/musutaylor-lewis/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
Food for the Hungry Canada (https://www.fhcanada.org/)
(https://bitcoinwell.com/)Anthem Creative (https://www.anthemcreative.ca/)
25 Aug 2026
Status Quo is a Death Sentence: 40 Years of Fundraising Wisdom with Tom Berekoff
With over 40 years in the nonprofit sector as a fundraising strategist and 7 years as the CFRE International Board Chair, Tom Berekoff has seen what separates organizations that thrive from those that slowly disappear. In this conversation, Graeme sits down with his longtime mentor and former board chair to unpack the frameworks that have shaped his thinking on fundraising, leadership, and organizational health.T
hey dig into Tom's core philosophy — from Impact, Outcomes & Change (IOC) as the true measure of nonprofit success, to why status quo is a death sentence, to what it really means for an organization to be "fit for speed" in 2026.
If you're an executive director, board member, or development leader, this one is full of hard-won wisdom that will challenge the way you think about strategy, fundraising, and what it means to fulfill your mission.
Tom's LinkedIn
(https://www.linkedin.com/in/tom-berekoff-00a454a/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
tpb strategic counsel (https://www.whytpb.com/)
(https://bitcoinwell.com/)Anthem Creative (https://www.anthemcreative.ca/)
11 Aug 2026
Do It With Conviction or Don't Do It at All: Brand, Storytelling & Lessons from The Chosen
In part two of his conversation with brother and Anthem founder Mark Watt, Graeme pulls back the curtain on a defining season in Anthem's story — when Mark spent two years as a fractional VP of Marketing embedded with Angel Studios and The Chosen, the most successful crowdfunded TV show of all time.
Mark shares what he learned inside one of the most explosive brand phenomena of the last decade: what it actually means to build a world around a brand, why authenticity and vulnerability will beat polished production every time, and how conviction — not budget, not strategy — is the ultimate foundation of brand. This one gets practical, honest, and a little spicy.
This is part two of a two-part conversation.
Mark's LinkedIn
(https://www.linkedin.com/in/wattmark/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
(https://bitcoinwell.com/)Anthem Creative (https://www.anthemcreative.ca/)
28 Jul 2026
Conviction is Everything: The Story Behind Anthem Creative and the Fight for Nonprofit Excellence
This one's a little different. Graeme sits down with his brother Mark Watt — the founder of Anthem Creative — to pull back the curtain on where Anthem came from, why they chose to serve the nonprofit sector, and what they've learned after more than a decade in the trenches.
They trace the origins of Anthem from a basement startup to a conviction-driven agency, share the story of a $1,500 ad campaign that generated 4.7x a nonprofit's best-ever year-end results, and get fired up about the thing they believe is quietly killing nonprofit impact: the absence of conviction. If you lead a nonprofit, this episode will challenge you to examine whether you truly believe what's possible — and whether that shows.
This is part one of a two-part conversation.
Mark's LinkedIn
(https://www.linkedin.com/in/wattmark/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
(https://bitcoinwell.com/)Anthem Creative (https://www.anthemcreative.ca/)
14 Jul 2026
Bitcoin for Nonprofits: Why ignoring Bitcoin is bad stewardship
What does Bitcoin have to do with your nonprofit? More than you might think.
In this episode, Graeme sits down with Adam O'Brien — CEO and founder of Bitcoin Well, the world's first publicly traded non-custodial Bitcoin company — for a conversation that challenges nonprofit leaders to rethink their relationship with money. From the broken global monetary system to the largest wealth transfer in human history, Adam makes the case for why ignoring Bitcoin may be one of the riskiest things your organization can do.
They explore why inflation is silently eroding your donor base's purchasing power, how the millennial wealth transfer is reshaping the future of charitable giving, what a Bitcoin treasury strategy could look like for a nonprofit, and how organizations can start exploring Bitcoin in a practical, low-risk way — one quarter at a time.
This episode is equal parts philosophical and practical. Whether you're Bitcoin-curious or a total skeptic, this conversation will challenge you to ask: in five years, when the world asks why you didn't take Bitcoin seriously — what will your answer be?
Adam's LinkedIn
(https://www.linkedin.com/in/obrienadam/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
Bitcoin Well
(https://bitcoinwell.com/)Anthem Creative (https://www.anthemcreative.ca/)
30 Jun 2026
Brand is the New Funnel: Innovation, Growth Strategy, and the Future of Nonprofit Marketing
Brady Josephson has seen the nonprofit sector from just about every angle — VP of Innovation and Optimization at NextAfter, Head of Innovation and VP Marketing at Charity Water, and now stepping into the CMO role at World Vision Canada. In this conversation, Brady and Graeme go deep on what it actually takes to build innovative, future-ready nonprofit organizations.
They unpack what Charity Water really got right (and why copying them misses the point), how to build a healthy experimentation culture, why brand is the last defensible moat in the age of AI, and Brady's BRAVE framework for thinking about growth. Plus — what does Brady's first 90 days as CMO of one of the world's largest nonprofits actually look like?
If you lead a nonprofit or run its marketing, this is required listening.
https://braveworkshop.lovable.app/ (https://braveworkshop.lovable.app/)
Brady's LinkedIn
(https://www.linkedin.com/in/bradyjosephson/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
World Vision Canada (https://www.worldvision.ca/en)
Anthem Creative (https://www.anthemcreative.ca/)
16 Jun 2026
The urgent case for better storytelling: Reclaiming the global aid narrative
Andy Harrington has 35 years of experience in international relief and development, and currently serves as Executive Director of the Canadian Foodgrains Bank. Andy gives Graeme a ground-level view of a world in crisis — 728 million people facing hunger, 63 active conflicts, devastating aid cuts from USAID and Canada, and a disinformation campaign undermining public trust in international development. But Andy doesn't stop at the problem. He issues a clear call to action for the entire charitable sector: we have not told our stories well enough, and the cost of that silence is lives.
Share this episode with a colleague or donor who needs to understand what's really happening in global aid — and what's at stake if the sector doesn't communicate better.
Andy's LinkedIn (https://www.linkedin.com/in/andy-harrington-bba58424/)
Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
Canadian Foodgrains Bank (https://foodgrainsbank.ca/)
Anthem Creative (https://www.anthemcreative.ca/)
2 Jun 2026
Fixing the bridge between Charities and Philanthropists: The WellFunded story
Jeff Golby spent a decade as Executive Director of Acts for Water running clean water initiatives in Uganda — and far too many late nights on grant applications. That frustration sparked Well-Funded, a platform removing the friction between charities and the philanthropists, family offices, foundations, and donor-advised funds that want to support them. Jeff and Graeme trace his journey from early-stage employee at Charitable Impact to accidental founder — sticky note and all. They explore what major donors actually need to say yes, why 74% of grant applications ask the same questions, the importance of branding in philanthropy, and how technology can finally create a better match between mission and money.
Visit wellfunded.ca to see how your organization could simplify its philanthropic relationships and spend less time on grant applications.
Jeff's LinkedIn
(https://www.linkedin.com/in/jeffrey-golby-b138452a/)Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
WellFunded (https://www.wellfunded.io/)
Anthem Creative (https://www.anthemcreative.ca/)
19 May 2026
The AI Fundraising Revolution: Rethinking Fundraising in the Age of Intelligent Tools
Salvatore (Sal) Salpietro was employee number one at Fundraise Up and watched it grow from a startup to over 3,500 employees. Now, as Chief Growth Officer at Dataro, he's got a front row seat to the collision of AI and fundraising. Sal and Graeme unpack the K-shaped economy and what declining donor counts (but rising gift sizes) really mean for nonprofit strategy. They explore the 10-80-10 rule for keeping humans in the loop, how predictive AI is helping major gift officers work smarter instead of harder, and why adopting an 'AI-first' approach could be the difference between thriving or struggling.
Identify one manual process in your fundraising workflow — like building a mid-level prospect list — and explore one AI tool that could help you do it faster and smarter.
Sal's LinkedIn (https://www.linkedin.com/in/salvatoresalpietro/)
Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
https://dataro.io/
https://www.anthemcreative.ca/
12 May 2026
Souls Before Roles: A deep dive on Leadership, Intentionality, and the Future of Nonprofits
Lon Wong is a tech founder turned nonprofit leader turned consultant who has been banging the drum of 'more human' for two decades. Lon joins Graeme to explore what it looks like for organizations to become more intentional and more connected in a season of rapid change. They discuss the epidemic of staff disengagement, the loss of institutional trust, why leaders are stuck in reactive triage mode, and the counterintuitive power of pausing when everything feels urgent. Lon's framework — 'souls before roles' — is one you'll carry with you long after the episode ends.
Block off one hour this week for uninterrupted strategic reflection — no agenda, no deliverables — just space to think about where your organization is really headed.
Lon's LinkedIn (https://www.linkedin.com/in/lonwong/)
Graeme's LinkedIn (https://www.linkedin.com/in/wattgraeme/)
References & Resources
Anthem Creative (https://www.anthemcreative.ca/)
Chisel Consulting (https://chiselconsulting.com/)
Get Lon's Book (https://www.amazon.ca/Dear-Stellar-Letters-being-human/dp/1777814111)
Gallup State of the Global Workplace: 2026 Report (https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx)
8 May 2026
The Future Belongs to the Most Human Organizations
In this inaugural episode, Anthem Creative co-founder, Graeme Watt, introduces The Amplify Good Podcast and its driving thesis: in an era of rapid exponential change, the nonprofits that will thrive are the ones that adapt and learn to become more human. Drawing on a decade of working with hundreds of nonprofits, Graeme unpacks why now — at the collision point of multiple exponential trends and technologies — this conversation can't wait any longer. No playbooks. No perfect answers. Just honest, raw dialogue about what it means to navigate a world none of us have experienced before and a rallying cry to use technology to become more human.
Thank you for listening to Amplify Good. Please subscribe and leave a review to help us reach more people, and share the show with someone who would find these conversations valuable.
https://www.anthemcreative.ca/
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