Deanna Carruthers and Amanda Race met in 2010, when they both worked for the Canadian Cancer Society in Edmonton. Amanda from small town Newfoundland, and Deanna from Edmonton immediately hit it off and became fast friends (after a trip to Candy Cane Lane over Christmas)! Fast forward 13 years, vast experience in many different fundraising platforms, national and local not for profits in Alberta, management of employees, moves to New Brunswick (just Amanda) and now business partners, Demarca Consulting was first started by Deanna in August of 2021, and the partnership was then cultivated in Deanna’s car on the way to the Edmonton Symphony in May, and finally came to fruition in July of 2023.
With over 30 years of combined not for profit experience, Demarca Consulting brings professional, knowledgeable, and results-driven Fundraising Consultations to your small not for profit.
As Fractional Fundraisers, you get two highly experienced consultants for a fraction of the cost of a full-time coordinator. Bonus that minimal assistance is needed – we are as independent as you want us to be, and require minimal support. We develop the fundraising plan for you, and then help to implement it!
If you think this sounds great, let’s book a meeting and see how Demarca Consulting can work for you!
Deanna Carruthers CFRE
Deanna Carruthers, CFRE, is an Edmonton-based fundraising professional with almost 20 years of experience supporting both small community organizations and large national nonprofits. Before becoming a consultant in 2021, she worked with the Canadian Cancer Society, the Centre for Autism Services Alberta, and the YMCA, building strong partnerships and sustainable fundraising programs along the way.
Today, Deanna works with values-aligned nonprofits across Canada and the U.S., helping organizations strengthen fundraising through practical strategy, collaborative planning, and hands-on implementation.
She is known for bringing thoughtful ideas, positive energy, and a strong team-first approach to her work and for supporting organizations not only in setting direction but also in moving plans forward with confidence. She works closely with her trusted partners Amanda, a creative and highly successful fundraiser, and Lena, whose behind-the-scenes organization keeps everything running smoothly. Together, they balance big ideas with careful follow-through, which is exactly how good fundraising gets done.
Deanna believes the best fundraising happens when strong relationships, clear strategy, and follow-through come together to create meaningful and lasting impact.
Amanda Race
Amanda Race is a fundraising professional originally from Grand Falls–Windsor, Newfoundland and Labrador, who brings more than 15 years of experience supporting both local and national nonprofit organizations. She holds a Bachelor of Business Administration from Memorial University and, prior to becoming a consultant in 2023, worked with the Canadian Cancer Society, Make-A-Wish Northern Alberta, Muscular Dystrophy Canada, the Edmonton Military Family Resource Centre (MFRC), and the New Brunswick Federation of Home and School Associations Inc. (NBFHSAI).
During this time, she also spent six years owning and operating a lodge in New Brunswick, further strengthening her expertise in relationship-building, business operations, and community engagement.
Today, Amanda works with values-aligned nonprofits across Canada, contributing creativity, strong fundraising insight, and a thoughtful approach to donor engagement and strategy development. Known for her ability to turn ideas into practical opportunities for growth, she brings both energy and a strong track record of results to the organizations she supports. Working closely with Deanna and Lena, Amanda helps balance creative thinking with structured implementation, contributing to a collaborative approach that keeps projects both ambitious and achievable.
Lena MacIntosh (On Leave)
Lena MacIntosh brings a detail-oriented, solutions-focused approach to her role as Administrative and Communications Manager. Originally from Barrhead, Alberta, she has 7 years of experience in the advertising industry, where she built a strong background in administration, sales, and client service. She holds a diploma in Library and Information Technology and previously worked at the St. Albert Public Library in both the Children’s Services and Adult Services departments, where she supported day-to-day services and helped facilitate children’s programming and events.
Since transitioning into the nonprofit sector in 2025, Lena has focused on strengthening internal processes and ensuring communications are clear and consistent for Demarca Consulting and our clients. She pairs this all with a sharp eye for quality and organization.
Lena keeps Demarca Consulting running seamlessly behind the scenes, bringing thoughtful attention to every administrative detail. By keeping our team organized and supported, Deanna and Amanda are able to stay focused on what matters most, delivering meaningful work for the organizations and communities we work with.