Are you an Agent of Good too?

Hey! How are you? Thank you for coming to visit the Agents of Good. Welcome! We’re grateful you’re here and we’d love to hear from you about why you’re here today.

This is what we do. We start conversations. We want to talk about you. We are open-hearted, curious and passionate about how we can help you connect with your donors, and all the kind and caring people who care about your cause.

Our amazing, inspiring, and sometimes challenging clients already know this about us: we live and breathe donors. We live and breathe #donorlove. The heart in our logo represents your donors. Your donors are top of our minds every single time we sit down to tell your story. In your mailing, in your gratitude report, in your legacy program, your newsletter, your website.

And the heart in our logo also represents you. Fundraisers like you inspire us with your dedication and passion. And you move us to tears with your stories, and by allowing us to help curate the stories of your organization. It’s a beautiful privilege to help your donors put their values into action by giving to you.

If you believe every gift is precious, you’re an Agent of Good. If you believe your donors are heroes, you’re an Agent of Good. If you believe in sharing stories that resonate with values and emotions, you’re an Agent of Good. If you believe that the heart and soul of fundraising is connecting donors to want to help with charities who can express what they need in thoughtful, specific and emotional terms, you’re an Agent of Good. If you want to rage, cry, laugh, wave your arms and be passionate about our craft and always, always know that we can and must do better and love our donors more, you’re an Agent of Good.

We are Agents of Good. And so are you. Welcome, Special Agent. Let’s get started. Still not ready to contact us right now, that’s OK too! You can also see some of our work in our portfolio, and you can also check out what’s happening on our blog.

No matter what you do right now, thanks for visiting. Come back anytime. Our doors—and hearts—are open!

From Our Blog
  • 10 F*cking Years!

    Readers, there is A LOT I can say about the last 10 years here at the Agents of Good. But most importantly, I want to thank you for being part of this gongshow. Our readers, clients, colleagues, family and friends are the reason we love what we do and nothing we do would be possible…

  • TOP 10 list of design mistakes I see in direct response over and over again

    I’m proud to point out that I’ve been a student of direct response and direct marketing for more than 20 years. That’s a lot of ideas, testing, concepts, tactics, tricks, tips, nerd knowledge and history packed into this tiny brain of mine. As a designer and communicator, I understand my job is to make sure…

  • It’s only a check box!

    If you’ve seen me speak, you’ve heard me talk about “Ask for one thing”. I learned a lifetime ago that, in testing, the more you ask for, or the more check boxes you have on your reply form, the less likely you’ll get a positive result. Analysis paralysis. The choice paradox. It’s an actual thing.…

Our Recent Work
  • Waterloo Region Food Bank Summer Appeal

    In this appeal, we brought one of our #donorlove principles to life by literally making the donor the hero. We asked the donor to be a Summer Hero by supporting their Food Bank, and shared stories to illustrate exactly how they could solve the problem of hunger during the summer with their gift. “Faster than…

  • Camp Ooch Summer Camp Appeal

    Camp Ooch, as it’s affectionately known, provides a camp experience for kids affected by cancer, not only at their camp in Muskoka, but also in pediatric oncology hospitals throughout Ontario. We were honoured to share Thalia’s incredible story (told by her dad, Theo) of how the “Magic of Ooch” has helped her: from her first…

  • Calgary Zoo Lemur Appeal

    The lemurs are coming! The lemurs are coming! This fun and friendly appeal invited donors and members to make a gift to help welcome Lemurs and their new Land of Lemurs habitat to the Calgary Zoo. We highlighted the matching gift to show the donor’s impact right on the outer envelope and the reply coupon.…

People Say the Nicest Things
  • Working with the Agents has been a wonderful experience. Their fresh perspective brought new life to our direct mail program and helped open the door to new conversations with donors and with our team. Agents of Good helped us achieve our goals.

    Marnie Helmy, CFRE Manager of Advancement, Hillfield Strathallan College
  • I had the pleasure of working with John and the team at Agents of Good on our annual year-end appeal. The guidance and advice we received was invaluable and will improve all our future donor communications, not just this one appeal. John pushed us out of our comfort zone and challenged us to bring not just our appeal but also our relationship with our donors to the next level. He was patient, informative, and enthusiastic to see us succeed. If even half of the care and kindheartedness John showed to us and our appeal makes it to our donors, they are going to be overwhelmed with feelings of affection.

    Joanna Pelizzoni, Fundraising Manager, Histiocytosis Association
  • John and Jen dig deep to understand an organizations DNA; take no prisoners in pushing the lines of traditional direct-mail; don’t get wrapped up in internal politics in order to challenge leaders and organizations to be truly donor-centred. AOG is a true partner in our development program helping Food Banks Canada connect more meaningfully with their donors and helping our donors understand the impact of their giving.

    Tania Little, CFRE Director, Development and Partnerships, Food Banks Canada
  • What is the perfect formula for an annual/gratitude report? Is it numbers + pictures = report done? No, and Agents of Good helped us see that. We were very lucky to have part of the formula already: a wonderful family who were willing to share their very personal story of living on the dementia journey. What we were missing was how to tell the story both in words and graphically. John immediately had a brilliant and wonderful design idea and Jen was able to tell the families story with such vivid and expressive language that together our gratitude report was like flipping through a photo album, while feeling like we were being told the family story.

    For me, as the Director of Philanthropy who each year has to work with our internal staff about using a report to convey our message and gratitude, the proof is in the printing. We have gone through three times the amount of reports we usually go through! Staff have loved sharing it with clients, stakeholders and donors.

    It goes to show that the perfect formula is: story + design = Agents of Good.

    Sarah Lyon, CFRE, Director, Philanthropy, Alzheimer Society of Nova Scotia
  • Agents of Good are really the “Agents of Awesome”. They’re straight shooting and quickly lock on to the right way to connect with donors. They genuinely care about your donors as much as you do. There’s no fluff here, just pure talent — that gets results. All this, and they’re a pleasure to work with.

  • Agents of Good indeed! John and the team certainly brought good things to Quest Nature Tours. We needed a ‘refreshing’ of our look and feel to appeal to an established market and Agents of Good succeeded in spades. The greatest compliment is that no-one told us “why is your brochure different this year?”, they just told us “your brochure looks fantastic and I want to book a tour!”. I would like to thank the team for their great attention to detail and their inventive approach to communications. In a world full of messages, Agents of Good made ours come through clearly, effectively and beautifully.