Why Not You Foundation

What Why Not You Foundation does

The Why Not You Foundation is a 501(c)(3) nonprofit foundation established in 2014 by NFL quarterback Russell Wilson and Grammy-winning artist Ciara, headquartered in Seattle, Washington. The foundation operates a multi-program charitable model focused on three pillars: education access (including the Why Not You Academy charter school near Seattle), children's health (pediatric hospital grants and therapeutic spaces), and poverty alleviation (food security and youth development). Its primary program is the Why Not You Centers initiative — physical youth empowerment spaces established in partnership with Boys & Girls Clubs — which currently operates in Pittsburgh, PA (2024), Atlanta, GA (2025), and Pasadena/LA, CA (2025), with additional sites planned for 2026 in Bridgeport, CT, New York City, and San Francisco.

The foundation does not develop proprietary technology products; its core "platform" consists of fundraising campaigns (Youth Athlete of the Year, Immuno Heroes, Dance Icon), branded media (the "Why Not You?" children's book published by Random House), and direct grantmaking to recipient nonprofits and hospitals. Revenue is generated exclusively through charitable donations — accepted via the foundation's website (etapestry donation portal), corporate sponsorships, and event-driven fundraising. The foundation does not disclose audited financials, and operational headcount is reported at 1-10 employees, with Executive Director Janelle Hahn overseeing day-to-day operations under a board that includes both founders.

The foundation's go-to-market is direct-to-donor: it leverages celebrity-driven media coverage, earned PR through outlets such as CBS, People, MSN, and PR Newswire, and high-profile event appearances by the founders to drive awareness and giving. Major donations over the past two years include a $3 million gift to Mount Sinai Kravis Children's Hospital (2025), $2 million to Los Cabos Children's Foundation in Mexico (2026), $500,000 to Atlanta Community Food Bank (2025), and $1 million supporting Kips Bay Boys & Girls Club (2026). The 2025 Youth Athlete of the Year competition alone raised $21.66 million jointly with the V Foundation for Cancer Research.

Name

Why Not You Foundation

Legal name

Why Not You Foundation

Website

https://whynotyoufdn.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

The Why Not You Foundation is a 501(c)(3) nonprofit founded in 2014 by Russell Wilson and Ciara that runs youth empowerment programs through Boys & Girls Club "Why Not You Centers," pediatric hospital grants, food security partnerships, and the Why Not You Academy charter school.

Ownership category

akta.pro rank

Product category

Youth Philanthropy Services

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Private Foundations (BPAGAKAA)

akta.pro secondary industries

Education Grantmaking Foundations (BPAGAKAK), After-School, Tutoring & Academic Enrichment Nonprofits (BPAGADAC), Environmental & Climate Grantmaking Foundations (BPAGAKAM)

Keywords

• Youth development programs
• Children's health initiatives
• Education equity funding
• Food security programs
• Charitable foundation services

Headquarters

HQ city

Seattle

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, Others

Revenue model

1. Charitable Donations: The foundation generates revenue through charitable donations from individuals, corporations, and partners. Donations are made through the organization's website and at partnership events. The foundation is a 501(c)(3) nonprofit organization.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Why Not You Foundation is a 501(c)(3) nonprofit foundation that solicits charitable donations from individuals, corporations, and partners, then redistributes those funds through grants to children's hospitals, food banks, youth development organizations, and charter schools. It operates Why Not You Centers in partnership with Boys & Girls Clubs across multiple U.S. cities, providing physical spaces for youth programming in mentorship, academics, creativity, sports, and community engagement.

Product overview

The Why Not You Foundation is a nonprofit organization, not a commercial technology product company. Its primary offerings are charitable programs and initiatives, including Why Not You Centers (physical youth spaces in partnership with Boys & Girls Clubs), the Why Not You? children's book published by Random House, the Youth Athlete of the Year fundraising competition, and the Immuno Heroes Campaign supporting pediatric cancer research. These programs collectively advance the foundation's mission of education, children's health, and poverty relief through youth empowerment.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Reached approximately 18,000 children and adolescents annually through Los Cabos Children's Foundation healthcare programs
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Los Cabos Children's FoundationcoreStrategic or Co-development Partner · 23 February 2026$2 million donation to support children's healthcare in Baja California Sur, Mexico, addressing seven major health priorities including cancer care, congenital heart conditions, disabilities, and mental health support, aiming to reach approximately 18,000 children and adolescents annually.
• Wakeman Boys & Girls ClubflagshipStrategic or Co-development Partner · 1 January 2026Partnership to establish Why Not You Center in Bridgeport, CT. Center opening planned for 2026.
• Kips Bay Boys & Girls ClubflagshipStrategic or Co-development Partner · 1 January 2026Partnership to establish Why Not You Center in New York City. $1 million charitable donation from Why Not You Foundation supporting the same organization. Featured on NBC's 'George to the Rescue' show.
• Madison Square Boys & Girls ClubcoreStrategic or Co-development Partner · 1 January 2026Partnership to establish Why Not You Center in New York City (Madison Square location).
• Boys & Girls Clubs of San FranciscocoreStrategic or Co-development Partner · 1 January 2026Partnership to establish Why Not You Center in San Francisco, CA. Center planned.
• Atlanta Community Food BankcoreStrategic or Co-development Partner · 23 December 2025$500,000 donation to help address food insecurity in Atlanta, enabling delivery of over 1 million additional meals to families in need during the holiday season.
• Mount Sinai Kravis Children's HospitalcoreStrategic or Co-development Partner · 25 November 2025$3 million gift to create new therapeutic and recreational spaces for pediatric patients and their families, including the Child Life Zone Theater and the Play Space, to enhance child-centered care and healing environments.
• Boys & Girls Clubs of Metro AtlantacoreStrategic or Co-development Partner · 29 July 2025Partnership to establish Why Not You Centers. First Atlanta Why Not You Center opened at John H. Harland Boys & Girls Club in West End in July 2025.
• The Boys & Girls Club of PasadenacoreStrategic or Co-development Partner · 1 January 2025Partnership to establish Why Not You Center in Pasadena (Los Angeles area). Center is currently open.
• Boys & Girls Clubs of Western PennsylvaniacoreStrategic or Co-development Partner · 1 January 2024Partnership to establish Why Not You Centers. Pittsburgh center opened in 2024. Foundation provided $50,000 gift in June 2024.
• Safeway FoundationcoreGTM or Marketing Partner · 20 June 2022In-store fundraiser campaign across 125 Safeway and Albertsons stores in Colorado, South Dakota, Wyoming, western Nebraska, and northwest New Mexico. Customers could round up purchases or donate $1, $3, or $5 during checkout to benefit the foundation.
• Cascade Midway Academy (Why Not You Academy)flagshipStrategic or Co-development Partner · 28 October 2020Foundation contributed approximately $1.75 million to rebrand existing charter program Cascade Midway Academy into Why Not You Academy, a charter school near Seattle expected to open in fall 2021.
• Betz Family WineryminorGTM or Marketing Partner · 1 January 2020Partnership to release 'Let Russ Cook' aprons to fight hunger during holiday season, with proceeds supporting children and families in need due to COVID-19.
• Friends of the ChildrencoreStrategic or Co-development PartnerPartnership with Friends of the Children in both New York and Seattle locations for youth mentorship and support programs.
• Salvation Army Western PennsylvaniacoreStrategic or Co-development PartnerPartnership for youth programs and services in Western Pennsylvania.
• CommonSpirit HealthflagshipStrategic or Co-development PartnerAwarded $1 million in grants (10 organizations receiving $100,000 each) to help build healthier communities in Colorado and Utah. Joint initiative with Why Not You Foundation.
• Centura HealthflagshipStrategic or Co-development PartnerPartnership contributing $500,000 annually to local and regional non-profit organizations. Selects grant recipients among non-profits focused on health equity, education, food security, social justice, and support for children and youth.
• V Foundation for Cancer ResearchcoreStrategic or Co-development PartnerPartnership hosting Wilson Celebrity Pickleball Classic at V Foundation events. Youth Athlete of the Year competition raised $21.66 million for both organizations combined. Foundation Board Members Russell Wilson and Ciara co-host events.
• United Way WorldwidecoreStrategic or Co-development PartnerLaunched Live United Initiative to support communities' recovery from COVID-19 pandemic. Partnership to expand Ride United program for transportation access and last-mile food delivery.
• The Rockefeller FoundationcoreStrategic or Co-development PartnerPartnered with Why Not You Foundation, United Way Worldwide, Lyft, DoorDash, and Safeway Albertsons to enhance and expand Ride United across the country during COVID-19 pandemic response.
• LyftcoreStrategic or Co-development PartnerRide United partnership providing transportation access and last-mile home delivery of food and supplies to vulnerable populations during COVID-19 pandemic.
• DoorDashcoreStrategic or Co-development PartnerRide United partnership providing last-mile home delivery of food and supplies to vulnerable populations during COVID-19 pandemic.
• Four Seasons Resort Cabo San LucasminorStrategic or Co-development PartnerCharity event venue for $2 million donation announcement to Los Cabos Children's Foundation in Baja California Sur, Mexico.
• Kendra ScottminorGTM or Marketing PartnerPartnership with Ciara to promote children's literacy at PS 161 Pedro Albizu Campos School in Manhattan. Donated a 'Yellow Library' filled with diverse books and Ciara read from her children's book 'Why Not You'.
• PerigoldminorGTM or Marketing PartnerPartnership with NBC's 'George to the Rescue' and designer Corey Damen Jenkins for Kips Bay Boys & Girls Club redesign. Perigold is exclusive furniture and décor provider. Launching 'Shop the Look' capsule collection inspired by the redesign.
• Ryan Seacrest FoundationminorStrategic or Co-development PartnerCiara and Russell Wilson visited Seacrest Studios at children's hospitals, a broadcast media center donated by the Ryan Seacrest Foundation, to spend time with patients and spread holiday cheer.
• ColossalminorGTM or Marketing PartnerDance Icon competition raised over $2.5 million with Why Not You Foundation and Colossal partnership. Competition winner awarded $20K and role in upcoming music video.
• Cantor FitzgeraldminorGTM or Marketing PartnerCiara participated in Cantor Fitzgerald's annual 9/11 Charity Day to support families, first responders, and communities in need.
• Performance KitchenminorStrategic or Co-development PartnerCharitable partnership during COVID-19 crisis. Performance Kitchen Crafted stores conducted meal donation drives with Russell Wilson and Ciara as brand ambassadors. Each purchased meal was matched and donated to local nonprofits.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Chris Paul Family Foundation: Chris Paul Family Foundation operates a similar athlete-led model focused on education, youth empowerment, and community development. Comparable structure as a working professional athlete's personal foundation with education as the primary lever.
• Eat. Learn. Play. Foundation (Stephen Curry): Founded by Stephen and Ayesha Curry, this foundation directly mirrors the Why Not You model: athlete-celebrity couple, youth-focused mission spanning education, nutrition, and physical activity. It is one of the most comparable foundations in structure, scale, and cause portfolio.
• 15 and the Mahomies Foundation: Patrick Mahomes' 15 and the Mahomies Foundation is an active NFL quarterback-led foundation focused on children's health, education, and poverty—essentially the same mission triad as Why Not You. Direct peer given shared sport, age cohort, and cause focus.
• V Foundation for Cancer Research: The V Foundation is a direct fundraising and event partner of Why Not You (joint beneficiary of the $21.66M Youth Athlete of the Year competition). It is a peer in cause area (children's cancer research via Strong Against Cancer initiative) and in celebrity-athlete-driven grantmaking model.
• LeBron James Family Foundation: LeBron James Family Foundation is the gold-standard athlete-led youth foundation with the I PROMISE School and Akron-focused cradle-to-career model. Highly comparable in mission (education access, youth empowerment) and celebrity-driven funding mechanism, though at a significantly larger scale.
• Why Not? Foundation (Russell Westbrook): Russell Westbrook's Why Not? Foundation shares nearly identical branding, NBA/NFL-athlete-led model, and youth empowerment focus. Both are founded by Russell-surnamed superstar athletes (Russell Wilson vs. Russell Westbrook) with parallel 'Why Not You/Why Not?' messaging, making it the closest direct peer.

Emerging players

• SeriousFun Children's Network: Founded by Paul Newman, SeriousFun is a network of camps and programs for children with serious illnesses—closely adjacent to Why Not You's Mount Sinai therapeutic play spaces and pediatric cancer funding. Comparable as a children's-health program funder but with a more specialized programmatic model.

Broad incumbents

• St. Jude Children's Research Hospital: St. Jude is the dominant incumbent in pediatric cancer and children's hospital funding—directly adjacent to Why Not You's cancer-research and pediatric hospital programs. While far larger and operating its own research hospital, it competes for the same donor mindshare in children's health.
• Ronald McDonald House Charities: RMHC is a much larger, established incumbent in the children's-health-and-family-support space, including therapeutic spaces in pediatric hospitals (similar to Why Not You's Mount Sinai Kravis gift). Comparable cause focus but with a permanent facility infrastructure and corporate (McDonald's) backing rather than celebrity foundation model.

Others

• Boys & Girls Clubs of America: Boys & Girls Clubs of America is the operational host for nearly all Why Not You Centers (Pittsburgh, Atlanta, Pasadena, NYC). It is an ecosystem partner and delivery vehicle rather than a competitor—listed as OTHERS given the operator/funder relationship rather than direct programmatic overlap.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks2 records

Key highlights6 records

Customer concentration

• Xx.com/WhyNotYouFdn

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments1 record

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

Frequently asked questions about Why Not You Foundation