About us
What inspires our work?
Throughout human history, stories have been central to how we build shared understanding and make sense of the world.
Every organization possesses unique stories shaped by challenges faced, communities served, and impact created over time. These living systems ground us in meaning, connecting who we are, where we've been, and where we should go next.
Yet, today's ever-changing nonprofit environment is filled with uncertainty. And in the necessary scramble to overcome the chaos around us, it's easy to lose sight of where we’re going, slowly drifting away from what brought us to the present moment.
Roots of Purpose exists to help you navigate this complexity with greater confidence.
We believe that when organizations draw strength from their unique stories — connecting past wisdom with present knowledge — something powerful emerges: a clear sense of purpose and direction that can guide you forward.
Since 2022, we've developed our collaborative story-based approach by helping dozens of incredible nonprofits, foundations, and charities across Canada clarify their direction, communicate with confidence, and develop adaptive strategies that lead to lasting impact.
Inspired by our principles and guided by our values, we continue to learn and evolve our approach, while recognizing that every organization's story is different and that every challenge requires its own path forward.
The Values That Ground Us in Meaning
Learning as We Grow: Committed to a journey of learning and unlearning, growing through openness as we adapt to the evolving needs of the communities we serve.
Leading with the Why: Ensuring our actions are rooted in a clear understanding of the deeper purpose that drives meaningful change.
Confronting Oppression: Opposing systems that uphold injustice, and centring equity and inclusion in our work while creating space for all voices to be heard.
Courage: Grounding our work in courage and honesty, speaking truth, upholding integrity, and advocating for the well-being of others.
Empathy: listening deeply to the unique stories, experiences, and needs of our partners and the communities they serve.
Joy: Cherishing creativity and fun by approaching every new opportunity with curiosity and imagination.
The Principles That Guide Our Work
Story-Grounded: Stories are the living roots that ground organizations in meaning. They connect us to our past, explain our present, and shape future possibilities.
Purpose-Guided: Purpose is the compass that aligns organizations with their deeper ‘why,’ providing direction on the best way forward and guiding strategic decision-making rooted in their story.
Strengths-Based: Celebrating the strengths of what already works, encouraging growth by amplifying existing assets and capabilities rather than focusing on deficits.
Participatory: Broadening participation in our work, especially among voices most often excluded, ensures that we shape more representative and inclusive outcomes.
Relational: Relationships are at the core of meaningful change. When trust, mutual understanding and empathy flourish, collaborations are strengthened, and impact is long-lasting.
Adaptive: Adaptive means staying rooted in purpose while navigating the shifting landscapes and evolving realities of the nonprofit sector with flexibility, creativity and joy.
Our commitment to reconciliation
We acknowledge that our creative journey unfolds on the unceded and unsurrendered territory of the Algonquin Anishinaabe people.
The historical coexistence of Indigenous Peoples with this land bears witness to the profound connection between nature, culture, and storytelling. In this spirit, we commit to continuously immersing ourselves in learning about Indigenous perspectives, histories, and challenges, weaving this understanding into our work.
