Independent media agency to provide audience analysis and strategic media counsel in support of the Toronto Public Library Foundation’s fundraising campaigns.
Toronto Public Library Foundation (TPLF) has tapped Glassroom, an independent Canadian media agency in the Humanise Collective, to sharpen its audience insights and strategic media approach to support the Foundation’s fundraising campaigns and philanthropic support for Toronto Public Library (TPL).
“Glassroom was an immediate ‘yes’ for us. Their superpowers are undeniable: whip-smart strategy, creative problem-solving, and dogged determination to make every dollar work hard,” said Adrienne Clarke, Vice President, Brand, Marketing and Communications. “They understand that media isn’t just about being seen. It’s about reaching the right people, in the right places, and inspiring them to act. We’re excited to work together to turn more Torontonians’ love for the library into support that helps TPL innovate, accelerate, and amplify the difference it makes for individuals, families, and communities across the city.”
The partnership kicked off in August 2026. Glassroom is focused on digital infrastructure, audience segmentation, budget planning, and ongoing media strategy. The Garden, a creative agency within the Humanise Collective, is also on board, bringing complementary creative heft and brand-building expertise to support the Foundation’s communications and fundraising ambitions.
“As library lovers ourselves, we’re excited to partner with the Foundation to help the library do more,” said Sarah Thompson, Executive Managing Director, Glassroom. “TPL does far more than lend books — it holds the city together. For millions of residents, the library is a part of their everyday lives.
Glassroom has a track record of helping Canadian charities and non-profits get more from their media, helping organizations connect with the people most likely to support their mission, including Childhood Cancer Canada and Royal Victoria Regional Health Centre Foundation.
“In a crowded, competitive space for non-profits, getting media right takes real thoughtfulness and care,” said Thompson. “We scrutinize every penny to make sure it’s working toward growth — through differentiation, through creativity, through media done well. We won’t call it ‘data-driven.’ We call it knowing the communities and donation insights across Toronto, and letting that knowledge lead.”
About Glassroom
Founded in 2017, Glassroom has built its reputation by challenging the standard agency model. As Canada’s second-largest independent media agency, Glassroom focuses on driving growth, pushing for better outcomes, and keeping pace with how people and media actually move. www.glassroom.ca
About Toronto Public Library Foundation
Toronto Public Library Foundation connects the generosity of donors with the limitless potential of Toronto Public Library—the world’s biggest and busiest urban public library system. We transform Torontonians’ love of the library into vital support for programs, services, and spaces that help people learn, connect, and thrive. With our donors, we’re expanding literacy programs for kids, bridging the digital divide, strengthening civic engagement, and building inclusive, welcoming spaces in every neighbourhood in Toronto. www.tplfoundation.ca
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