Upside Foundation Hires Jennifer Couldrey (Eldridge) as its First Employee - Upside Foundation of Canada

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Upside Foundation Hires Jennifer Couldrey (Eldridge) as its First Employee
May 25, 2016

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The Upside Foundation of Canada, a registered Canadian charity that works with Canadian start-ups to “Share the Upside” and give back to their communities, announced that we have hired our first full-time employee.  Please welcome our new Foundation Manager, Jennifer Couldrey (Eldridge).

The Upside Foundation has achieved significant momentum in the last few years, with a national Board of Directors representing experts in the startup and venture capital world, an industry event that demonstrated widespread enthusiasm for the concept, becoming the official Canadian partner of Pledge 1%, and most importantly, 50 donor companies who have signed on to donate 1% of equity to the Upside Foundation.

We have hired Jennifer to realize our plans to grow the Upside Foundation’s footprint across Canada.

Jennifer joins us from the consulting world, where she has spent the last six years working for Deloitte Consulting in their Human Capital, Managerial Design practice as well as at SiMPACT Strategy Group focused on Corporate Social Responsibility consulting.  Jen brings to us a wealth of knowledge in relationship management, communications, business development, management processes and event planning.  Jennifer attended the Richard Ivey School of Business at Western University.  She is very active in the community, volunteering in leadership roles with Toronto+Acumen as well as Future Possibilities for Kids.

In the role of Foundation Manager, Jen is responsible for the day-to-day management of the Upside Foundation, working closely with the Board and Founders.  Specifically, Jen will lead our efforts in:

  • Building the Foundation’s brand and footprint nationally, through partnerships, events and marketing
  • Working with the Board, Founders, Advisors, Ambassadors and Partners to attract and manage donor companies and individual donations
  • Managing all operational aspects of the Foundation
  • Driving the Foundation’s fundraising efforts and progress towards self-sustainability

We look forward to all that Jen will achieve in enabling Canadian entrepreneurs to share their upside.

The Upside Foundation is a new platform that facilitates early-stage, high-growth companies to support local charitable efforts by donating stock options or warrants, not cash.  When a liquidity event occurs, the Upside Foundation sells its options or warrants and donates the proceeds to relevant and leading edge Canadian charities focused on education, poverty, and technology.

Once start-ups are part of the Upside Foundation, Founders are able to reach out to like-minded entrepreneurs for feedback and support.  In addition, since the team behind the Upside Foundation includes VCs, seasoned entrepreneurs, as well as an Advisory Board, donors have opportunities for informal discussions with experts in their ecosystem. For more information about, or to contact The Upside Foundation, please visit

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