Grassriots
Grassriots is a Toronto-based, full-service digital marketing agency exclusively serving nonprofit, charitable, union, and social-sector organizations. It delivers four integrated service pillars—Strategy, Technology, Creative, and Media—covering digital strategy, CRM configuration, creative production, and performance media.
- Company typePrivate
- Founded2019
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Grassriots does
Grassriots is a Toronto-based, full-service digital marketing agency that exclusively serves nonprofit, charitable, union, and social-sector organizations. The company operates four integrated service pillars: Strategy (data-driven digital and campaign planning, audience analysis, donor journey mapping), Technology (web development, donation page optimization, and CRM configuration for platforms such as Engaging Networks, Luminate, and NationBuilder), Creative (design, video, animation, copywriting), and Media (performance marketing, analytics, and conversion optimization). Grassriots is a Certified B Corporation (since July 2019) and a unionized shop (CUPE, since 2021), embedding progressive values and collective employee representation into its operating model.
The company's client base includes prominent international and Canadian nonprofit organizations, notably Doctors Without Borders Canada, Amnesty International Canada, Oxfam International, CNIB, The Leap, Mercy Home for Boys & Girls, One Earth One Voice, Humane Society International, and Pathways to Education. Documented campaign outcomes include over $1.5 million raised for MSF Canada through the Warehouse symbolic giving program (with a 71% revenue increase in 2020), $100,000+ over goal for Amnesty International Canada with a 30% revenue increase, $130,000+ over goal for CNIB Guide Dogs, and 2,000+ leads in 7 weeks for The Leap's People's Bailout campaign. Leadership carries direct sector pedigree: Founder Ryan Baillargeon (ex-Leadnow, WalkFree), Managing Director Leah Henderson (former director of The Leap), and Director of Technology Alex Flint (ex-Oxfam Canada, Unifor, Amnesty International).
Grassriots generates revenue through project-based professional services with publicly indicated budget tiers ranging from $5,000–$10,000 to $100,000+, and multi-year contracts with select clients. New business is acquired through a direct sales motion (website contact form, dedicated phone line, email outreach), community referrals within the progressive nonprofit ecosystem, and case-study-driven inbound from the portfolio. The firm is headquartered in Toronto at 2967 Dundas St. W., serves clients globally despite a single Canadian office, and reports 11–50 employees. No external funding rounds, parent company, or institutional investors are disclosed.
Grassriots firmographics
Firmographics- Name
- Grassriots
- Legal name
- Grassriots Inc.
- Website
- https://grassriots.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Grassriots is a Toronto-based, full-service digital marketing agency exclusively serving nonprofit, charitable, union, and social-sector organizations. It delivers four integrated service pillars—Strategy, Technology, Creative, and Media—covering digital strategy, CRM configuration, creative production, and performance media.
- Ownership category
- akta.pro rank
Where Grassriots is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Grassriots business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Digital Agency Services: Project-based professional services including digital strategy, web development, creative campaigns, and media buying for nonprofit clients. Services are scoped per engagement with budget tiers from $5-10k to $100k+
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based pricing with budget tiers |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels8 records
Grassriots product offering
Product offeringCore offering
Grassriots is a Toronto-based full-service digital agency that delivers strategy, technology, creative, and media services exclusively to nonprofit, charitable, union, and progressive social-sector organizations. Offerings include data-driven campaign and donor journey strategy, web development and donation page builds, configuration of nonprofit CRM platforms such as Engaging Networks, Luminate, and NationBuilder, design and content production, and performance marketing and media execution aimed at driving fundraising, advocacy, and supporter engagement.
Product overview
Grassriots is a Canadian-based full-service digital marketing agency working exclusively with nonprofit, charitable, union, and social-sector organizations. The company offers four integrated service pillars: Strategy (data-driven campaign planning, audience analysis, donor insights), Technology (web development, donation pages, CRM configuration with platforms like Engaging Networks, Luminate, and NationBuilder), Creative (design, video, animation, copywriting), and Media (performance marketing, analytics, automation). These services are delivered as a unified agency offering rather than discrete software products, designed to help progressive organizations connect with supporters and drive fundraising, advocacy, and awareness campaigns.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy Services Data and research-driven digital and campaign strategy offering for nonprofit and social-sector clients, including audience analysis, donor insights, donor journey mapping, digital marketing strategy, discovery, research, stakeholder interviews, objective setting, advocacy, engagement funnels, acquisition plans, and lead generation.
- Technology Services
Quantifiable outcome
- Over $1.5 million raised for Doctors Without Borders Canada through The Warehouse program
- +4 more outcomes
Companies that use Grassriots
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
Grassriots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Grassriots partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights4 records
Grassriots competitors and assessment
Company assessmentDirect peers
- M+R: One of the largest digital agencies in North America focused exclusively on nonprofits, advocacy, and political campaigns. Closely comparable to Grassriots in service mix (strategy, creative, digital, media) and nonprofit-specialist positioning, but at materially larger scale.
- Firespring: Marketing and technology provider purpose-built for nonprofits, offering web development, fundraising tools, and marketing services. Comparable as a full-service nonprofit-focused agency serving mid-sized and enterprise charitable organizations.
- Heller Consulting: Consultancy specializing in nonprofit CRM implementation, digital strategy, and fundraising technology. Comparable in CRM-platform expertise (Salesforce, Engaging Networks) and nonprofit vertical focus, with overlap in the technology-services pillar Grassriots offers.
- Blue State: Digital agency focused on purpose-driven brands, nonprofits, and political causes offering strategy, creative, and technology services. Highly comparable in client mission alignment and full-service delivery model.
- Cornershop Creative: Boutique digital agency serving nonprofit and social impact organizations with strategy, creative, and digital marketing. Comparable as a smaller, values-driven nonprofit specialist competing in similar engagements and price points.
Emerging players
- Resource Media: Nonprofit communications firm focused on social justice, environmental, and public-interest campaigns. Comparable in progressive-cause client base and campaign execution, though less of a technology-services competitor.
- Power Stride Marketing: Digital marketing and consulting firm focused on nonprofit fundraising, advocacy, and CRM strategy. Comparable in donor acquisition and campaign execution focus within the same client vertical.
- Do Good Better Consulting: Nonprofit marketing and fundraising consultancy serving small and mid-sized charities with digital strategy and campaign execution. Comparable in nonprofit-specialist positioning at a smaller scale.
Others
- Nonprofit Hub: Resource and education platform providing marketing, fundraising, and operational content to nonprofit professionals. Adjacent rather than directly competing; serves as an ecosystem player that influences the same buyer community Grassriots targets.
Regional players
- The Good Agency: UK-based creative and digital agency exclusively serving charities and social enterprises. Comparable in nonprofit-only specialization and values-driven positioning, but operates primarily in the UK rather than North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Grassriots social profiles
Digital presenceGrassriots compliance and trust
Trust signalCompliance1 record
Grassriots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grassriots leadership team
Management profileNumber of profiles
Profiles4 records
Grassriots funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grassriots M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grassriots
What does Grassriots do?
Grassriots is a Toronto-based full-service digital agency that delivers strategy, technology, creative, and media services exclusively to nonprofit, charitable, union, and progressive social-sector organizations. Offerings include data-driven campaign and donor journey strategy, web development and donation page builds, configuration of nonprofit CRM platforms such as Engaging Networks, Luminate, and NationBuilder, design and content production, and performance marketing and media execution aimed at driving fundraising, advocacy, and supporter engagement.
Is Grassriots a public or private company?
Grassriots is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grassriots founded?
Grassriots was founded in 2019. It employs 11 to 50 people.
Where is Grassriots based?
Grassriots is headquartered in Toronto, Canada, in the North America region.
How does Grassriots make money?
One revenue line is on record: digital Agency Services.
Who are Grassriots's main competitors?
Direct peers on record are M+R, Firespring, Heller Consulting, Blue State and Cornershop Creative. Emerging players are Resource Media, Power Stride Marketing and Do Good Better Consulting. Nonprofit Hub is listed as an others. The Good Agency is listed as a regional player.
Does Grassriots have an API?
No public API is recorded for Grassriots.