We've all heard the saying "It's like herding cats." As challenging as that might be, it's not much more difficult than building consensus with a global committee: everyone has a different view, and often a territorial approach to meetings. In fact, while herding cats is tough, creating a brand change in corporations may be even tougher.

Charities are a big business and this business is becoming more competitive and costly each year. There are over 85,000 organizations on the Canada Revenue Agency's Charities Directorate. They employ a lot of people to chase more than $8.3 billion dollars in donations as reported by Statistics Canada. When you make a donation with your hard earned money, you want it to go to the cause. It is understood that some of the donation will be used for administrative costs and fundraising but one hopes that a large percentage will reach the people you intend to help. Unfortunately, that is not always the case.