Ottawa, Ontario – January 2026 – The Canadian Association of Management Consultants (CMC – Canada) is pleased to announce the successful completion of a pro bono strategic advisory and leadership development engagement for Shea‑Lynn’s Butterfly Effect, a Canadian charity dedicated to raising awareness about the life‑saving importance of wearing seat belts and making safer choices on the road.
Founded by Brenda McGaw in honour of her daughter, Shea‑Lynn, the organization works to inspire change, promote responsible decision‑making, and help prevent other families from experiencing the tragedy of fatal or serious road‑related injuries. Through community outreach, education, and advocacy, Shea‑Lynn’s Butterfly Effect aims to create safer roads for all Canadians.
Under the CMC Pro Bono Program, Rodney Evely volunteered his expertise to help the organization refresh and reprioritize its three‑year strategic growth plan. Rodney also provided executive coaching to strengthen leadership capacity as the organization expands its reach and impact.
“We are deeply grateful for Rodney’s support, compassion, and professionalism,” said Brenda McGaw, Founder of Shea‑Lynn’s Butterfly Effect. “This engagement has given us renewed clarity and direction. The updated strategic plan ensures we can focus our efforts where they matter most—saving lives through awareness and education. The executive coaching has also empowered our leadership team to grow with confidence and purpose.”
The refreshed strategic plan provides a focused, actionable roadmap to guide the organization’s next phase of development and its key priorities. The engagement also emphasized leadership development, equipping the organization’s leaders with tools to guide growth, manage change, and steward the mission with resilience.
“Working with Brenda and the Shea‑Lynn’s Butterfly Effect team has been both meaningful and inspiring,” said Rodney Evely, FCMC. “Their commitment to preventing road‑related tragedies through education and awareness is powerful. My goal was to help strengthen their strategic focus and leadership capacity so they can continue expanding their impact and honouring Shea‑Lynn’s legacy in a sustainable, measurable way.”
About Shea‑Lynn’s Butterfly Effect
Shea‑Lynn’s Butterfly Effect is a Canadian charity, founded by Ms. Brenda McGaw to honour the memory of her daughter, Shea‑Lynn. The organization is dedicated to raising awareness about the critical importance of always wearing a seat belt and making safe choices on the road. Through education, advocacy, and community outreach, Shea‑Lynn’s Butterfly Effect strives to inspire safer behaviours and prevent other families from experiencing similar tragedies.
About Rodney Evely, FCMC
Rodney C. Evely, FCMC, is an Oxford-trained Executive Advisor, Fellow of the ICMCO, and author dedicated to empowering mission-driven organizations through expert governance, digital innovation, and ethical leadership. With a distinguished career spanning over 25 years, he is recognized as a global leader in enterprise technology and corporate strategy, guiding organizations through complex transformations.
Rodney translates this elite strategic expertise into tangible social impact as the co-founder and driving force behind the CMC Canada Pro Bono Program. What began as a proof-of-concept in Ontario in 2020 has grown into a national initiative that has provided strategic consulting to nearly 25 charities, strengthening the backbone of Canada's social sector.
As a thought leader, he has authored the acclaimed book "The Charitable Consultant: Transformative Strategies for Nonprofits" (2025), a practical guide praised for its actionable frameworks on governance, ethical AI, and crisis-proofing missions. He has also announced a forthcoming book, "Canada's Economic Reinvention and Global Leadership," scheduled for release in Spring 2026.
About CMC-Canada Pro Bono Program
The CMC-Canada Pro Bono Consulting Program connects skilled volunteer consultants with non-profits and charities to provide strategic planning and operational support at no cost. For more information about the program or to apply for assistance, please visit https://www.cmc-canada.ca/Pro-Bono-Consulting-Program or contact pro-bono@cmc-canada.ca.
About CMC-Canada
The Canadian Association of Management Consultants (CMC-Canada) fosters excellence and integrity in the management consulting profession. CMC-Canada administers, and its provincial Institutes confer, the Certified Management Consultant (CMC) designation in Canada. The Association and its 2500+ members advocate for the CMC designation and are dedicated to advancing the profession and delivering the benefits of these efforts to the client community. CMC-Canada is a founding member of the International Council of Management Consulting Institutes (ICMCI), now CMC-Global, a global network of management consultants of 49 member countries.
CMC is dedicated to strengthening Canadian communities by providing pro bono consulting services to non-profits and charities that serve diverse populations and address critical social needs. For more information about CMC Canada, contact: membership@cmc-canada.ca.
