TOP 100 MAGAZINE

Jacob Gorenkoff​

​

Jacob Gorenkoff, founder and CEO of Homeward Public Affairs is an up-and-coming voice shaping Canada’s public policy landscape. His career, shaped by a passion for social impact, began with a deep commitment to solving some of Canada’s most pressing issues, including housing affordability and sustainable economic growth. Now, as the leader of Homeward Public Affairs, he’s applying that expertise to support mission-driven organizations across Canada—and soon, globally.

​

Homeward Public Affairs, founded in 2024, is redefining how organizations engage with public policy. Built specifically to meet the needs of nonprofits, charities, and social enterprises, Homeward Public Affairs helps these groups navigate the complex intersections of government, media, and community. What sets them apart is their deep understanding of the unique challenges faced by mission-focused entities—something many other public affairs firms miss.

​

At Homeward, Jacob and his team provide tailored strategies that encompass public policy development, government relations, and grassroots campaigns to achieve transformative change. Whether it’s advocating for housing affordability, Indigenous reconciliation, or tackling the rising cost of living, Homeward Public Affairs brings a level of dedication and expertise that resonates with their clients and partners alike.

​

Jacob’s remarkable ability to turn passion into action inspired us to conduct a Q&A with him. In this insightful session, he shares his thoughts on driving transformative public policy change and how Homeward Public Affairs is playing a key role in this mission.

 

Jacob, what specific challenges did you observe in the nonprofit sector that motivated you to create Homeward Public Affairs?

​

In my previous role as the policy and advocacy lead at the Canadian Housing and Renewal Association, and now through Homeward, I've had the privilege of collaborating with incredibly passionate individuals dedicated to transforming their communities. That level of commitment resonates with me on a personal level. However, what stands out most is the profound challenge these mission-driven organizations face—often working with limited resources—yet still achieving extraordinary results. Their ability to create meaningful impact despite these constraints is nothing short of inspiring.

 

I founded Homeward because I recognized the need for a strategic partner who could help these organizations not only overcome these challenges but also turn them into opportunities for lasting social and economic change. At Homeward, we understand the complexities these groups navigate—whether it's advocating for effective policies, aligning their goals with government priorities, communicating their mission to a wider audience, or collaborating with key stakeholders. Homeward was built to provide the expertise and support they need to amplify their efforts and increase their impact. We help them channel their passion into focused strategies that not only resonate with policymakers but also deliver tangible results for their communities.

​

How does Homeward approach advocacy differently compared to other consulting firms?

​

In my experience, lobbying firms can be very transactional and impersonal. Their approach often boils down to, "We’re the experts, we have the relationships—pay us, and we’ll handle the rest." But after spending tens or even hundreds of thousands of dollars, you may not find yourself any closer to achieving your goals. At Homeward, we’ve recognized that mission-driven organizations need much more than expertise; they want a true partner who not only understands their values but is equally invested in their purpose. That’s where we stand apart.

​

As a former nonprofit executive, I share the same passion and deep connection to the causes our clients champion. I fully understand the challenges they face—from working with limited resources to balancing complex, multifaceted missions. At Homeward, we combine this insight with expert knowledge of public policy, government processes, and effective communication strategies to drive results. But we go beyond offering services—we’re committed to being true partners in their success. We don’t just align with their goals; we integrate ourselves into their mission, advocating as passionately as they do to help create lasting social and economic change.

​

What is the biggest obstacle mission-driven organizations face when working with the government, and how does Homeward help them bridge that gap?

​

One of the biggest challenges mission-driven organizations face is that they often don’t speak the same language as government. These organizations are so passionate about their mission that they assume their enthusiasm is shared by everyone—including government officials. But the reality is that governments operate differently, focusing on broader societal outcomes rather than the emotional or mission-based language nonprofits tend to use. This disconnect can hinder progress, and what these organizations need is a strategic translator.

​

That’s where Homeward steps in. We distill our clients’ mission, vision, and values into messaging that resonates with government officials. Beyond just translation, we help them navigate the political processes and frameworks necessary to achieve their objectives. Understanding the ideological perspectives of key decision-makers is another critical element. Right-leaning officials may focus more on economic impacts and cost savings, while left-leaning leaders are often driven by social outcomes. At Homeward, we tailor our clients' messages to align with these diverse viewpoints—whether they're engaging with government, media, or other stakeholders. This ensures their communication is not only effective but also strategically positioned to advance their goals.

​

Your dedication to helping others and creating positive change is remarkable. What fuels your passion, Jacob?

​

What drives me can be summed up by a quote from Ralph Waldo Emerson: “Our chief want in life is somebody who shall make us do what we can.” I believe that everyone has the potential to be their best self, and my passion lies in empowering people to unlock that potential. That’s exactly what we aim to do at Homeward—helping mission-driven organizations amplify their impact and realize their full potential.

​

Whether it’s creating affordable housing for seniors or low-income families, helping historically disadvantaged communities access well-paying jobs, or supporting Indigenous communities with their economic development projects, our mission is clear: to create lasting, positive change. We’re starting by making Canada a better place to live and do business, but our vision extends far beyond that. Our ultimate goal is to expand globally, helping communities everywhere unlock their potential and thrive.

​

It’s this idea—of helping people and organizations exceed their limits and make a real difference—that motivates me every day. At Homeward, we’re not just providing a service; we’re partners in creating meaningful, sustainable change.

​

​

Jacob Gorenkoff
Founder and CEO
Homeward Public Affairs

Website: https://www.homewardpa.ca/
LinkedIn: https://www.linkedin.com/in/jacobgorenkoff/