PWRDF membership approves new name

On Oct. 15, the membership of the Primate’s World Relief and Development Fund approved a new name for the 65-year-old organization. As of March 1, PWRDF will be known as Alongside Hope and its French equivalent, Auprès de l’espoir.

The issue of changing PWRDF’s name to one that is easier to say and less confusing has been ever-present for many years. In 2022, the board approved a budget and the creation of a task team to identify a new name that would both honour the organization’s history as the Anglican Church of Canada’s agency for international development and humanitarian response and carry it into the future.

PWRDF traces its roots to the 1958 mining disaster in Springhill, N.S., which compelled Anglicans across the country to donate money to support the affected families. One year later, the Primate’s World Relief Fund was established at General Synod as an agency that would respond to emergencies on behalf of Anglicans in Canada. In 1969, the D was added for “development.”

In the last fiscal year, PWRDF worked with more than 70 partners in 32 countries, and it was recently named to the 2024 Charity Intelligence Top 100 Charities List. The voting membership comprises board members, diocesan representatives and PWRDF’s youth council.

The task team was made up of 12 key volunteers from across the country, including members of the board and youth council and PWRDF staff. Cyan Solutions, a marketing and creative agency in Ottawa, led conversations with the team, other volunteers and staff to inspire reflections and gain valuable insights.

In all of the discussions, one clear and hopeful theme emerged: partnership.

• PWRDF partners with local organizations who carry out the work of food security, gender equality, community health, climate action and human rights.
• We partner with membership organizations that allow us to be part of a larger network.
• We partner with our generous donors and funding agencies, including Global Affairs Canada.
• We partner with the Anglican Church of Canada, dioceses, spiritual ministries and ecclesiastical provinces, through their bishops and their PWRDF representatives.
• We partner with parish representatives, clergy and countless volunteers in the pews across the country who connect Canadians with the work of our partners, our neighbours.

This theme of partnership is woven throughout scripture. The task team was drawn to the story of the road to Emmaus. Days after Jesus died, the disciples were walking from Jerusalem to Emmaus, still grieving their loss. As Luke writes, the resurrected Jesus came alongside them, but they did not know it was him. Jesus travelled with them and accepted their hospitality to dine with them. In the breaking of bread, their eyes were opened and they recognized him.

When we walk alongside one another, Jesus accompanies us. We are strengthened and comforted and recognize Jesus when we share in his feast. As we walk alongside each of our partners, supporting, listening and sharing with one another, we embrace and embody the hope of a better world.

Thus was born Alongside Hope. With the guidance of the board and the task team, taglines were developed in English and French to reflect the legacy of PWRDF.

Alongside Hope conveys the concept of partnership in a compelling way, honouring Jesus’ words to love our neighbour, says Will Postma, executive director of PWRDF. “It conveys the listening and learning that takes place when walking side by side, together with partners from around the world, including in Canada, with our supporters and volunteers. Alongside Hope inspires us even further in working with partners towards our vision of a truly just, healthy and peaceful world.”

The name is changing, but the colourful globe icon will continue to identify the organization. This continuity will improve brand recognition as PWRDF transitions to its new name over the coming months and into 2025. More information is available at pwrdf.org/our-new-name.