What Rising Hearts does

Rising Hearts is an Indigenous-led non-profit organization founded in January 2017 by Jordan Whetstone, a fourth-generation Lakota runner from the Lower Brule Indian Reservation, and headquartered in Harrisonburg, USA. The organization operates as a community organizing, movement-advocacy, and storytelling platform focused on advancing Indigenous representation, land acknowledgements, and social justice within the running and outdoor industries. Its programmatic surface includes the Running on Native Lands Initiative (structured land acknowledgements at race events), the Running With Purpose Athlete Advocates Collective (38+ advocates), the RH Charity Runners program, the Know To Run documentary and workshop series, the Kinship Building Panel offering, the No More Stolen Relatives advocacy program for Missing and Murdered Indigenous Relatives (MMIR), and the Mitakuye Oyasin COVID-19 Relief effort. The organization does not operate proprietary technology; it relies on Squarespace for its website, GiveLively for fundraising, Bonfire for merchandise fulfillment, and YouTube and social channels for content distribution, with fiscal sponsorship provided by LiKEN Knowledge.

Revenue mechanics are entirely donation-driven and event-mediated. Core streams include (1) charity bib and peer-to-peer fundraising through The Wander Project and EliteFeats (215 athletes raised over $400,000 through Wander Project in 2023; over $265,000 raised via 16 EliteFeats virtual runs since June 2020; $77,723.86 raised in the 2021 Running for Justice event; 37 dedicated-race runners raised $36,181 in 2025); (2) merchandise sales ($15-$25 apparel/accessories on Bonfire); (3) paid workshops and panels ($150 virtual screening, $1,000 virtual Kinship Building, $2,500+ in-person panel); and (4) direct donations via GiveLively with tiered incentive levels. Brand and institutional partners include On Running (Right to Run), GU Energy Labs (GU Gives Back, ending December 2024), Trail Runner Magazine, The Wander Project, EliteFeats, the Western States Endurance Run (becoming an official partner for 2025-2026), and the Every Woman's Marathon, alongside advocacy partnerships with the National Indigenous Women's Resource Center, Sovereign Bodies Institute, and Native Women's Society of the Great Plains.

The customer base is structurally distributed across four segments: Indigenous communities and athletes (primary persona), the Missing and Murdered Indigenous Relatives community, running/outdoor brands and race directors (DEI consulting clients), and allied supporters (donors and charity runners). Pricing is sliding-scale and donation-based rather than contractual, and the organization has no disclosed enterprise contract base; instead it depends on episodic brand partnerships and an annual cadence of virtual and live events that function as both fundraising and distribution mechanisms.

Name

Rising Hearts

Legal name

Rising Hearts

Website

https://risinghearts.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Rising Hearts is an Indigenous-led non-profit founded in 2017 that uses running, storytelling, and community organizing to advance Indigenous representation, land acknowledgements, and Missing and Murdered Indigenous Relatives advocacy across the running and outdoor industries.

Ownership category

akta.pro rank

Product category

Indigenous-Led Advocacy and Community Organizing Services

NAICS

Human Rights Organizations (813311), Social Advocacy Organizations (81331), Civic and Social Organizations (813410)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Human Rights & Anti-Discrimination Organizations (BPAGAFAB)

akta.pro secondary industries

Indigenous, Ethnic & Folk Arts/Heritage Organizations (BPAGAHAI), International & Local Implementing NGOs (HLAJAKAD)

Keywords

• Indigenous advocacy
• Community organizing
• Movement advocacy
• Documentary filmmaking
• DEI consulting

Headquarters

HQ city

Harrisonburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Charity Bib and Fundraising Programs: Rising Hearts raises funds through charity bib runners who commit to fundraising goals ($600-$5,000 depending on event and runner type) in exchange for race entries. In 2023, 215 athletes raised over $400,000 through The Wander Project partnership. For 2025, 37 runners dedicated races to Rising Hearts, raising $36,181. The organization also organizes its own virtual run events that generate donations.
2. Merchandise Sales: Rising Hearts sells branded merchandise including athletic shirts ($25), hats ($15), stickers, and tote bags through its Bonfire store and website storefront. Prices range from $15-$25 for apparel items, with stickers sold in bundles. Revenue supports organizational programming and advocacy efforts.
3. Workshop and Panel Donations: The organization offers paid workshops and panels including: Virtual Know To Run screening ($150), Virtual screening with discussion ($250-$500 speaker fees), In-person Kinship Building Panel + Workshop ($2,500 minimum), and Virtual Kinship Building Panel ($1,000). Sliding scale donations are also accepted. Revenue supports speaker fees and organizational operations.
4. Direct Donations: Rising Hearts accepts direct donations through its website via GiveLively platform, including year-end fundraisers (e.g., Every Woman's Marathon fundraiser goal of $10,000). The organization also mobilizes direct financial support for advocacy initiatives such as Missing and Murdered Indigenous Relatives (MMIR) virtual runs that have collectively donated tens of thousands to beneficiary organizations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Rising Hearts is an Indigenous-led nonprofit organization that delivers movement-based advocacy, community organizing, and storytelling (documentary filmmaking) programs aimed at amplifying Indigenous voices, advancing land acknowledgements at races, raising awareness for Missing and Murdered Indigenous Relatives (MMIR), and facilitating DEI engagement between brands and the running/outdoor community. Its core deliverables are organized programs (Running on Native Lands Initiative, Running With Purpose Athlete Advocates, RH Charity Runners, No More Stolen Relatives, Mitakuye Oyasin COVID Relief, Rising Hearts Stories filmmaking), workshops/panels (Know To Run, Kinship Building), DEI consulting for brands, and branded merchandise sold through Bonfire.

Product overview

Rising Hearts is an Indigenous-led advocacy organization operating as a platform of interconnected programs focused on movement, storytelling, and community building. The core offerings include the Running on Native Lands Initiative (land acknowledgements at races), Running With Purpose Athlete Advocates Collective (social justice through running), and RH Charity Runners Program. Supporting programs include Know To Run Film + Workshop (filmmaking and education), Kinship Building Panel + Workshop (DEI consulting), No More Stolen Relatives advocacy, Mitakuye Oyasin COVID-19 Relief, Rising Hearts Stories (filmmaking), Consulting Services, and RH Shop merchandise. The programs work together to amplify Indigenous and marginalized voices through running, create inclusive outdoor spaces, and raise awareness for social justice causes.

Differentiator

Problem solved

Functional benefit

Brands

• Running With Purpose: An inclusive collective that promotes social justice through running and movement, fostering a diverse, welcoming space for all.
• Running on Native Lands Initiative
• Mitakuye Oyasin COVID-19 Relief Program
• No More Stolen Relatives

Products and services

• Running on Native Lands Initiative Program facilitating land acknowledgements and land blessings at trail and road race events, connecting race directors with local Indigenous communities to increase representation and create more inclusive, accessible running spaces. Targeted at race directors, brands, and event organizers in the running and outdoor industry.
• Running With Purpose Athlete Advocates Collective Inclusive collective of athlete advocates promoting social justice through running, focused on closing the visibility gap and creating access points for Indigenous, Black, Asian, Muslim, Two Spirit, LGBTQIA, and people with disabilities in running communities. Members receive support, stipends, and a platform to amplify their stories.
• RH Charity Runners Program Program enabling runners to dedicate races to Rising Hearts, with options to fundraise through the GiveLively platform or partner with The Wander Project for charity bib opportunities. Charity bib fundraising minimums range from $600 (RH Athletes/Community) to $800 (non-RH Athletes) and up to $5,000 for ultra events.
• Know To Run Film + Workshop Short film screening (Know To Run: Yatika) featuring Indigenous runner Yatika Starr Fields at the Western States Endurance Run, followed by presentations on land acknowledgements. Available as virtual screening ($150) or virtual screening with film discussion and speakers ($250-$500). Has screened at multiple international film festivals.
• Kinship Building Panel + Workshop Panel and workshop exploring how to create inclusive spaces between community and brands, featuring Rising Hearts athlete advocates and community partners to discuss meaningful engagement opportunities. Available in-person (minimum $2,500 donation) or virtual ($1,000 donation). Sliding scale pricing available.
• No More Stolen Relatives Program Advocacy initiative raising awareness for Missing and Murdered Indigenous Women, Girls, Two Spirits and Relatives (MMIWG) through virtual runs, fundraising, and educational resources. Funds raised are donated to beneficiary organizations including NIWRC, Sovereign Bodies Institute, and Native Women's Society of the Great Plains.
• Mitakuye Oyasin COVID-19 Relief Program COVID-19 relief initiative that procured and distributed over 8,300 masks, 2,500+ face shields, hand sanitizer and wipes to over 40 Native organizations, families, and individuals in need, including Lower Brule Sioux Tribe, Rosebud Sioux Tribe, Oglala Sioux Tribe, and Pyramid Lake Paiute Tribe.
• Rising Hearts Stories (Filmmaking) Filmmaking initiative creating short documentaries to elevate community voices, including films featuring Indigenous runners at major race events such as Western States Endurance Run. 4 films produced in total.
• DEI Consulting Services Diversity, equity, and inclusion consulting services facilitating connections between brands, companies, and communities to create safe, inclusive spaces. Delivered via workshops, panels, and structured partnership engagements with race directors and brand partners.
• RH Shop Branded Merchandise Online merchandise store featuring apparel (athletic shirts $25), hats ($15), stickers (5-pack $15), and tote bags ($25) supporting various causes including MMIR awareness, Running on Native Lands, and Every Child Matters. Operated on Bonfire platform; orders fulfilled and shipped by Jordan Whetstone on Mondays.
• Every Woman's Marathon Team Program Partnership program with Every Woman's Marathon to field teams of Indigenous and community runners, with fundraising campaigns to support Rising Hearts operations. Includes gifted race entries from Rabbit and sponsorship support from Women's Sports Foundation.

Quantifiable outcome

• 16 virtual runs organized, over $265,000 raised for community causes
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• GU Energy LabsflagshipStrategic or Co-development Partner · 1 January 2022Rising Hearts is a GU Gives Back recipient, partnering on the Running on Native Lands Initiative to get land acknowledgements at GU-organized races, donate comped entries to athlete advocates, and support Indigenous runners. Through this partnership, Yatika Starr Fields was the first Indigenous runner sponsored to the 2022 Western States 100 Miler. The partnership has co-produced films, created visibility opportunities for runners, and officially ends December 2024, but has led to multiple other partnerships. Rising Hearts is transitioning to becoming its own WS100 partner for 2025-2026.
• The Wander ProjectcoreGTM or Marketing PartnerThe Wander Project is a nonprofit empowering individuals to use running as a mechanism for raising awareness and funds for causes. Rising Hearts is one of their community project charity partners. The charity bib program enables individuals to run events for free in exchange for fundraising commitments, with a percentage going back to Rising Hearts. In 2023, 215 athletes raised over $400,000 through the program. The partnership began through the Running on Native Lands Initiative and has expanded to all Rising Hearts athletes.
• Trail Runner MagazinecoreGTM or Marketing PartnerFollowing an initial article controversy about Indigenous trail runners in 2021, Rising Hearts engaged with Trail Runner Magazine to create collaborative content. The partnership has resulted in 3 virtual panels uplifting Indigenous voices, amplified athlete advocate stories, and upcoming articles. The collaboration aims to make the running and outdoor media space more inclusive, accessible, safe, and representative of Indigenous peoples.
• EliteFeatscoreGTM or Marketing PartnerEliteFeats partnered with Rising Hearts in June 2020 to organize virtual runs and fundraising for COVID-19 relief PPE purchases. This evolved into 16 virtual runs raising over $265,000 for community causes. EliteFeats continues to host virtual runs that make running more accessible, bring community together, and donate back to community organizations supported by Rising Hearts.
• Seeding SovereigntyminorStrategic or Co-development PartnerSeeding Sovereignty was the first partner in the Mitakuye Oyasin COVID-19 Relief program. Together they organized the 'Running for the Health of All Nations' virtual 5K to fundraise for COVID relief efforts, followed by 4 more virtual runs. Seeding Sovereignty is an Indigenous-led collective focused on collective resistance and land defense.
• LiKEN Knowledge (Livelihoods Knowledge Exchange Network Inc.)coreOthersLiKEN Knowledge is Rising Hearts' fiscal sponsor, providing administrative, legal, and financial infrastructure. Rising Hearts raises funds which are processed through LiKEN Knowledge's nonprofit status, enabling tax-deductible donations.
• Western States Endurance Run (WSER)flagshipStrategic or Co-development PartnerWestern States Endurance Run is a prestigious 100-mile ultra-marathon. Through the GU Energy Labs partnership, Rising Hearts secured entries to sponsor Indigenous runners (Yatika Starr Fields 2022, Callie Vinson 2023, Alex Staten 2024). For 2025-2026, Rising Hearts is becoming an official partner of WSER with its own entry slot, marking a significant milestone in Indigenous representation at the race.
• Cocodona 250coreGTM or Marketing PartnerCocodona 250 is a 250-mile ultra-endurance event in Arizona. Rising Hearts has partnered with Cocodona to bring Indigenous runners to the event and implement land acknowledgements. The partnership supports Rising Hearts charity bib runners participating in this challenging ultra event.
• Run Wild MissoulaminorGTM or Marketing PartnerRun Wild Missoula is a nonprofit running and walking club in Missoula, Montana on Salish and Kalispell lands. The partnership focuses on learning about and supporting local Indigenous communities through education and partnership, fostering a more inclusive running community.
• Rabbit (Apparel Brand)minorGTM or Marketing PartnerRabbit gifted race entries to the Rising Hearts team at the Every Woman's Marathon in 2025, supporting Indigenous runners' participation in the event.
• Women's Sports FoundationminorGTM or Marketing PartnerThe Women's Sports Foundation, founded by Billie Jean King, provided sponsorship support for Rising Hearts runners at the Every Woman's Marathon 2025, enabling athletes to participate in the event.
• National Indigenous Women\'s Resource Center (NIWRC)coreOthersNIWRC is a nonprofit organization dedicated to ending violence against Indigenous women and children. Rising Hearts has partnered with NIWRC for virtual runs benefiting MMIP advocacy, raising $12,000 in 2020, and ongoing donations in subsequent years ($20,000 in 2022, $18,000 in 2023). NIWRC provides resources and action items for the No More Stolen Relatives initiative.
• Sovereign Bodies InstitutecoreOthersSovereign Bodies Institute is an Indigenous-led organization that produces research and educational materials on gender-based violence against Indigenous women and Two Spirit people. Rising Hearts has donated to the organization through its virtual run fundraising efforts and includes their resources in its No More Stolen Relatives advocacy materials.
• Native Women\'s Society of the Great PlainscoreOthersNative Women's Society of the Great Plains provides resources and support for Indigenous women and families affected by violence. Rising Hearts has directed fundraising from its Running for Justice events to this organization as one of the beneficiary organizations.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sovereign Bodies Institute: Indigenous-led organization producing research and educational materials on gender-based violence against Indigenous women and Two Spirit people. Direct advocacy partner of Rising Hearts and a comparable Indigenous-led MMIR-focused nonprofit.
• Running Industry Diversity Coalition (RIDC): Coalition addressing racism and lack of representation in the running industry. Direct peer — Rising Hearts has participated in RIDC events and operates in the same DEI-in-running industry vertical.
• National Indigenous Women's Resource Center (NIWRC): Nonprofit ending violence against Indigenous women and children. Direct beneficiary partner of Rising Hearts' Running for Justice virtual runs (donations totaling $50,000+ across years) and a co-anchor of the MMIR advocacy space Rising Hearts operates in.
• Seeding Sovereignty: Indigenous-led collective focused on collective resistance and land defense. Direct peer — Rising Hearts' first COVID-relief partner and co-organizer of multiple virtual runs; operates a similar intersectional Indigenous advocacy model.
• IllumiNative: Native-led nonprofit amplifying Indigenous voices and visibility through narrative change, research, and advocacy. Closely comparable mission on Indigenous representation and narrative change in mainstream spaces.
• The Wander Project: Nonprofit empowering individuals to use running as a fundraising mechanism for community causes. Direct GTM partner of Rising Hearts and a structural peer in the charity bib fundraising model that generated $400,000+ in 2023.

Broad incumbents

• Native American Rights Fund: Largest nonprofit law firm focused on Indigenous rights in the U.S. Operates in the same Indigenous advocacy space as Rising Hearts but at a much larger scale and primarily through legal mechanisms.
• Women's Sports Foundation: Founded by Billie Jean King to advance women's participation in sports. Established funder that sponsored Rising Hearts runners at the 2025 Every Woman's Marathon; operates a much larger but thematically adjacent women-in-sports advocacy model.

Emerging players

• Athlete Ally: Nonprofit advocating for LGBTQIA+ inclusion in sports. Comparable cause-based movement organization operating in sports advocacy; relevant peer given Rising Hearts' #LetThemRun Pride 5K and 2SLGBTQIA+ programming.
• Every Mother Counts: Nonprofit using running as a fundraising platform for maternal health. Comparable cause-based running model where race participation drives donations; structurally similar charity bib and athlete ambassador model to Rising Hearts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/_RisingHearts
• Instagraminstagram.com/rising_hearts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rising Hearts