Sanderson Sports & Storytelling

Two communities I work closely with are getting a little extra incentive to join me this Thursday.

My Intro to Strategic Communications for Non-Profit & Sports Organizations webinar is happening Thursday, August 13 at 12:15 p.m. Atlantic.

If your organization is a PEI non-profit, use code PEINP20 for 20% off.

If you’re part of a lacrosse organization anywhere in Canada, use code LAXORG20 for 20% off.

We’ll look at how organizations can move beyond reactive communications and build a clearer approach to messaging, social media, storytelling, and planning.

Registration: $49.99 before discount

Learn more and register:
https://www.sandersonss.com/blog/webinar-aug-13

And if the timing doesn’t work, particularly for lacrosse organizations in the middle of nationals and championship season, feel free to reach out. I’m always happy to talk communications once the season settles down.

Sound familiar?

Many non-profit and sport organizations are doing important work without dedicated communications staff, a clear plan, or enough time to tell their stories consistently.

On Thursday, August 13, I’m hosting a webinar to help organizations move from reactive communications toward a more strategic approach.

We’ll cover common communications challenges, what a strategic plan can include, and practical ways to strengthen your messaging, storytelling, and audience engagement.

Registration: $49.99

Learn more and register:
https://www.sandersonss.com/blog/webinar-aug-13

Congratulations to the Saint John Rapids LC on their first Garnett Knight Trophy as ECJLL Champions!

View full album here: https://sandersonsportshots.zenfoliosite.com/rapids-vs-wolves---ecjll-finals-2026

Are you communicating by plan—or by pressure?

Many non-profit and sport organizations are doing meaningful work, but struggle to communicate that work clearly and consistently.

On Thursday, August 13 at 12:15 p.m. AST, I’m hosting my first webinar:

Intro to Strategic Communications for Non-Profit & Sports Organizations

We’ll explore:

• What a strategic communications plan actually includes
• How strategic communications differs from marketing
• Why reactive communication creates confusion and missed opportunities
• How mission, vision, and values shape stronger messaging
• When your organization may need a communications reset
• Practical first steps for building a more consistent approach
• Information about potential partial funding for communications services

This session is designed for staff, board members, volunteers, and leaders who want their organization’s social media, website, emails, and public messaging to work together more effectively.

Registration: $49.99

Register and pay here:
https://buy.stripe.com/9B67sL7xcdogcKcbmp24000

Ever considered a career in sports media? Here is a great opportunity to explore your passion and learn what it's like to be behind-the-scenes with our Founders Cup media team!

Email us at [email protected]

We’re looking for volunteers to help capture and share the excitement of the Founders Cup! 🤩

If you enjoy sports, social media, photography, or content creation, we’d love to hear from you.

📲 Social Media Manager
Help keep our Instagram and Facebook channels active throughout the tournament by posting live score updates, game results, highlights, player features, announcements, and behind-the-scenes content. You’ll receive photos and videos from our media team and publish them using Canva templates we’ve already created or simple photo and video posts.

No advanced technical skills are required. We can train you on Canva and Meta Business Suite. The biggest priority is being reliable, responsive, and available to post content as the action happens. You’ll need your own laptop and phone.

📸 Photographer
Capture the moments that make the tournament memorable. We’re looking for photographers to shoot game action, celebrations, fan experiences, ceremonies, and behind-the-scenes content that will be used across our social media, website, and future promotions.

You’ll need your own camera equipment and a passion for capturing great moments. Sports photography experience is an asset but isn’t required.

💻 Communications Assistant
Help tell the story of the Founders Cup beyond the floor. You’ll support our Media Relations Manager with media requests, sharing tournament information, helping coordinate interviews, and keeping communications organized throughout the event.

Strong writing, communication, and organizational skills are an asset, along with a friendly, reliable approach and a passion for sport.

We’re also exploring having multiple people fill each role in different shifts, so even if you aren’t available for the entire tournament, we’d still love to hear from you.

➡️ Interested? Send us a message and we’ll connect you with our Media Relations Manager, Mitch, who can provide more details and discuss your availability.

It's always rewarding to receive feedback that helps you grow—especially when it also reinforces what's working.

I'm grateful to have received this feedback summary from recent NCCP Multi-Sport workshops delivered through the Coaching Association of Canada.

Seeing comments like "experienced at all levels of sport," "deep understanding of the topic," and "very thoughtful, knowledgeable, and insightful" means a great deal because creating meaningful learning experiences for coaches is something I care deeply about.

Thank you to Sport PEI for taking the time to summarize the report and pass it along. I appreciate the continued opportunity to work with coaches across Prince Edward Island and beyond.

A big thank you to everyone who attended my Lunch and Learn on Strategic Communications for Sports & Nonprofit Organizations last week.

The session focused on what a strategic communications plan is, why it matters, when organizations may need to reset their approach, and where to start when time, capacity, and resources are limited.

For many sport and nonprofit organizations, communications can become reactive out of necessity. My goal with this session was to show how a clearer strategy can help organizations better tell their stories, align their messaging, engage their communities, and make their impact more visible.

I was grateful to receive this feedback:

“Mitch was an energizing speaker who spoke from his expertise and relevant experience. His delivery was thoughtful and the content was applicable to the work that we do.”

Thank you to Sport PEI for hosting the session and to staff from Community Sector Network of PEI for sharing information on their Shared Services Program.

Organizations interested in building or resetting their communications strategy are welcome to reach out at [email protected] or visit www.sandersonss.com

I am honored to be joining the 2026 Founders Cup host committee as Director of Media Relations for next month's National Jr. B Lacrosse Championships in Saint John, NB.

You can contact me for all media inquiries at [email protected] or follow the link to apply for media credentials: https://forms.gle/SrU9YYtdhUKczcZW9

REMINDER: Free Lunch and Learn for PEI sports and nonprofit organizations is this Thursday at the Royalty Centre in Charlottetown.

Deadline to register is Wednesday at 1:00 pm.

Feeling like your organization is always posting, emailing, promoting, responding, updating, and communicating — but without a clear plan behind it?

You are not alone.

Sanderson Sports & Storytelling will be leading a Lunch & Learn on Communications Strategy for Sports & Non-Profit Organizations hosted by Sport PEI .

I will cover:
- What a strategic communications plan actually is
- Why it matters for sport and non-profit organizations
- When it might be time to reset your approach
- How to get started without making it overwhelming

There will also be information shared about partial funding that may be available through the CSNPEI Shared Services Program for eligible non-profits interested in communications support.

Thursday, July 9
12:00–1:00 PM
Royalty Centre, 40 Enman Crescent, Charlottetown
Room 125

Open to all PEI sport and non-profit organizations.

Save your spot: https://sportpei.pe.ca/event/lunch-and-learn-with-sanderson-sports-storytelling/