Purpose by W

About me

The W behind the purpose

I’m Wendy Mitchell. I started Purpose by W in 2017 as an independent practice, so the experience you hire is mine.

Wendy Mitchell

I’m a builder by nature and a relationship builder by habit. I like starting with a clear goal, gathering the right people around it and working out a plan everyone can get behind.

I started my career in business, as one of the first employees when MBNA, a US bank, came to Canada. Over eight years there I led teams in sales, customer loyalty and marketing before building the company’s community investment and employee engagement program from scratch.

From there I moved between sectors, which turned out to be the best training I could have had. I led corporate citizenship and fund development at Volunteer Canada, ran corporate responsibility and sustainability research at The Conference Board of Canada, and founded or launched organizations including the Ottawa Community Housing Foundation, Dress for Success Ottawa and the Ottawa chapter of Shelter Movers.

I’ve been executive director of three organizations, including the CPA Ontario Foundation, where I designed and launched a grant program for Black and Indigenous CPA candidates. Through Purpose by W, I’ve advised companies including Enbridge, Intact Financial and CPA Canada.

Today I live on Vancouver Island and work with businesses, nonprofits and foundations across Canada, in English and French.

Where I’ve worked

  1. 1998
    MBNA CanadaEarly employee; later Community Relations Manager
  2. 2006
    Volunteer CanadaDirector, Corporate Citizenship & Fund Development
  3. 2012
    Ottawa Community Housing FoundationFounder and Executive Director
  4. 2015
    The Conference Board of CanadaDirector, Corporate Responsibility, Sustainability & Stakeholder Relations
  5. 2017
    Purpose by WFounder and principal consultant
  6. 2018
    Shelter Movers OttawaFounding Chapter Director
  7. 2022
    CPA Ontario FoundationExecutive Director

Years show when each role began.

How I work

A few things I believe, learned the practical way.

Purpose before strategy. Strategy before structure.

Know why you exist and where you’re going before you redraw the org chart. Structure should follow the plan, not the other way around.

Build the right relationships.

Most stuck organizations aren’t short on ideas. They’re short on the right people in the room, and on agreement between them. I’m deliberate about who needs to be at the table, and good at finding common ground once they’re there.

Say it plainly.

You’ll get honest observations and clear recommendations, written so people outside the boardroom can understand them.

Build it to last without me.

Every engagement ends with tools and know-how your team owns. Success is when you no longer need to call me about the same problem.

Credentials and community

Education
Graduate Certificate, Corporate Citizenship, Boston College, Carroll School of Management
Education
Graduate Certificate, Corporate Responsibility and Sustainability, University of Toronto, St. Michael’s College
Recognition
United Way Community Builder Award
Teaching
Faculty advisor and mentor, St. Michael’s College Corporate Responsibility & Sustainability graduate program
Boards and committees
Board Chair, LiveWorkPlay; Grant Review Committee Chair, United Way/Centraide Ottawa; Governance & People Committee, Nanaimo Community Foundation
Languages
English and French

Let’s talk

Something changing in your organization? Let’s figure out what comes next.

Send me a note and we’ll set up a time to talk.

Get in Touch