Charities often contemplate if their current name is an accurate description or impression of their current mission and activity. Frequently they accept their current name as having historical significance and an important legacy. But does your current charity name appeal to the client and donor list you want? Come to the April 17th WFRE event to learn from two individuals who have been part of the rebranding of their charity and also from a brand architect that can provide even more insight to all of these considerations !

Location Waterloo Region Museum

10 Huron Road Kitchener

11:30 am      Registration

11:50 am      Lunch Buffet

12:15            Presentation by 

Lyndsey ButcherLyndsey Butcher is an outspoken advocate for women’s rights and reproductive justice. She serves as the Executive Director of the Sexual Health Options, Resources & Education – SHORE Centre, a Kitchener-based charity promoting choice through sexual health education and pregnancy options support. In 2015, Lyndsey spearheaded the re-branding of Planned Parenthood Waterloo Region to SHORE Centre, doubling the agency’s size and impact. She has earned a BSW’06 from St. Thomas University, an MSW’13 from Wilfrid Laurier University and recently earned a diploma on Management and Leadership in the Not for Profit Sector from Conestoga College. Lyndsey was born and raised in New Brunswick and now lives in Waterloo with her husband and young son.





Marlow GingerichMarlow Gingerich

Marlow is passionate about charitable giving, estate planning, philanthropic education and public speaking. He serves as a Gift Planning Consultant with Abundance Canada, which is a faith based, donor advised public foundation that has a 45 year history in the Kitchener Waterloo region. In October of 2016, Abundance Canada was the result of rebranding Mennonite Foundation of Canada. In advance of this decision, much contemplation and time was spent understanding how clients and non-clients perceived our name. Marlow lives in Tavistock with his wife Janice and they have two sons in local universities.


William WallaceWilliam Wallace Owner, The Brand Architect

In addition to working with Fortune 500 companies, not for profits and small businesses to improve their brand, William is the founder of 100 Men Who Give a Damn Waterloo Region. 100 Men is a crowd funding charitable donation conduit.

By working with small businesses, charities and larger companies, William has helped position them to appeal to the client list they want – as opposed to the one they happen to have. In one campaign with an NGO he had an 80% response rate, resulting in a marked increase in donations for that quarter. He is enthusiastic about helping entities, especially those that help others.