It’s a “brand” new day at the KW Community Foundation
By Paul Knowles
Since 1984, the Kitchener Waterloo Community Foundation has been collaborating with funders and partners to identify and meet the current and future needs of our community. In March, the organization announced “the launch of a refreshed brand that builds on the core values of our organization, yet better aligns with our willingness to engage in new and exciting ways with the community.”

A release from KWCF stated, “Our new logo has been designed to reflect the diversity of our community so everyone can see themselves connected to the KWCF. The arcs and shapes in the image represent the people and organizations that together create an abstracted thumbprint – symbolizing the ability for everyone to ‘make their mark’ in the community and leave a lasting impression.”

The community foundation also announced a new tagline: “Do More Good. Forever. Together.”
A statement from Elizabeth Heald (left), KWCF President and CEO, added, “It incorporates the key elements of the unique position we hold within the community. Our donors have the chance to assist individuals and organizations throughout our community while building a legacy – forever.”

The Foundation sought feedback from donors, organizations who received grants through the KWCF, and volunteers, in formulating what is termed “refined and strengthened” vision and mission statements. The new mission is: “Creating caring communities where everyone thrives.

The new vision statement is:

” Making it easy for people to do more good.”
“This is an exciting time for us,” added Heald. “While our commitment to building assets and providing leadership in the community we serve will not change, there is incredible potential to enable social capital and develop creative forward-thinking innovative solutions for place-based philanthropy. Our new branding positions us for those opportunities.

“We hope you like our fresh new look! Over the coming weeks and months you will notice more updates as we continue to evolve in our efforts to help individuals and organizations in our community do more good. We encourage you to visit our website at to learn more about how you can partner with the KWCF. Together we can invest with impact. “

Heald became President and CEO of the KWCF in August of 2017, succeeding Rosemary Smith, who stepped down in late 2016. Before taking up the Foundation’s reins, Heald worked in leadership roles at Scotiabank.

She co-founded Kawasaki Disease Canada in 2014, a national charity, after her young son Dylan died suddenly and without warning of any illness.

She has also volunteered for several not-for-profit organizations, including St. Mary’s General Hospital, Kitchener-Waterloo Art Gallery, and KidsAbility.

Part of the Exchange Magazine KPMG Feature Section in the May 2018 issue of Exchange Magazine

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ISSN 0824-45
Copyright, 2018.