Hillcrest Foundation

What Hillcrest Foundation does

Hillcrest Foundation for Enhancing Lives is a 501(c)(3) nonprofit organization founded in July 2011 and headquartered at 1902 Harlan Drive, Bellevue, Nebraska. The organization fulfills personalized gifts and meaningful experiences for vulnerable older adults in the Omaha and Lincoln metro areas. Its programs include the Meaningful Gifts Program (items such as iPads with accessibility apps, magnifying lights, modular ramps, mobility braces, and lift chairs), the Life Experiences Program (weddings for hospice patients, birthday and anniversary celebrations, holiday gatherings, and trips to meaningful locations), Essential Items Assistance (beds, lift chairs, toilet risers, and urgent-needs support), and a Gift Recipient Nomination Program through which caregivers, family members, or seniors themselves submit requests that are reviewed case-by-case by the executive director. The foundation was co-founded by Jolene Roberts (who previously founded Hillcrest Health Services in 1988) and Lisa Benak following a 2011 Mount Rushmore wish fulfillment trip.

The business model is donation-driven: the foundation funds its gift programs through tax-deductible individual and corporate contributions processed via credit card, e-check, or mailed check, supplemented by annual fundraising events including a flagship golf tournament and a Tuscan-themed wine tasting. Go-to-market is community-led, relying on word-of-mouth nominations, organic social media storytelling on Facebook and LinkedIn, and event-driven donor engagement. The foundation is governed by a Board of Directors (Kevin Mulhearn as Treasurer, Dr. Anna Fisher as Secretary, plus board members Todd Aerni, Jill Goldstein, and Natalie Simmonds) and is operationally led by Executive Director Sandy Lemke. There is no proprietary technology platform; the technical stack consists of a WordPress-based website and standard donation and social-media tooling, with no disclosed AI, data, or software product roadmap.

Name

Hillcrest Foundation

Legal name

Hillcrest Foundation for Enhancing Lives

Website

https://hillcrestfoundation.org

Company type

Private

Founded year

2011

Operating status

Operating

Short description

Hillcrest Foundation is a Bellevue, Nebraska-based 501(c)(3) nonprofit that provides personalized gifts and meaningful experiences to vulnerable older adults in the Omaha and Lincoln metro areas, funded by donations and annual fundraising events.

Ownership category

akta.pro rank

Product category

Senior Social Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Nonprofit charitable foundation
• Senior enrichment programs
• Older adult support services
• Life-enhancing gifts program
• Community fundraising events

Headquarters

HQ city

Bellevue

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Individual and Corporate Donations: The foundation relies on tax-deductible donations from individuals and corporations to fund its gift programs for older adults. Donations can be made as one-time or recurring gifts via credit card or e-check, or by mailing a check to the foundation's treasurer.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Hillcrest Foundation is a 501(c)(3) nonprofit that provides meaningful gifts and experiences to older adults in need in the Omaha and Lincoln metro areas. Core offerings include essential life-enhancing items (mobility aids, lift chairs, iPads with accessibility apps, modular ramps, magnifying lights), meaningful experiences (weddings, birthday and anniversary celebrations, holiday gatherings), and urgent-needs assistance (moving help, power restoration, extermination services). Seniors are nominated via the foundation's website by caregivers, family members, or the individuals themselves, and each request is reviewed case-by-case by the executive director.

Product overview

Hillcrest Foundation for Enhancing Lives is a 501(c)(3) nonprofit organization that operates as a charitable gift and experience program rather than a traditional product company. The foundation provides a unified set of programs focused on enhancing the lives of older adults through meaningful gifts and experiences. The core offerings include the Meaningful Gifts Program (providing life-enhancing items such as iPads with accessibility apps, magnifying lights, modular ramps, mobility braces, lift chairs, and recreational equipment), the Life Experiences Program (creating memorable moments such as weddings, anniversary celebrations, birthday parties, and holiday gatherings), Essential Items Assistance (furnishing beds, lift chairs, and toilet risers, plus urgent needs support), and a Gift Recipient Nomination Program that allows caregivers and family members to nominate seniors in the Omaha and Lincoln metro areas for assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Meaningful Gifts Program

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered flagship.

• Core LTC PharmacyflagshipGTM or Marketing Partner · 20 August 2026Core LTC Pharmacy serves as the Presenting Sponsor for the Hillcrest Foundation 6th Annual Golf Tournament scheduled for August 20, 2026 at Eagle Hills Golf Course in Papillion, NE. This GTM partnership helps raise funds and awareness for the foundation's mission to provide meaningful gifts and experiences for older adults in need.
• Natalie Simmonds FoundationflagshipGTM or Marketing Partner · 21 March 2026Natalie Simmonds Foundation is the Presenting Sponsor for the Tuscan Twilight Tasting event, an elegant evening of Tuscan wine and gourmet food. This marketing partnership supports the foundation's fundraising efforts while building community awareness for senior enrichment programs.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AARP Foundation: The charitable affiliate of AARP, focused on low-income seniors and one of the largest senior-welfare grantmakers in the U.S. It is a competitor for restricted senior-services donations and a sponsor of Wish of a Lifetime.
• Meals on Wheels America: A national umbrella organization supporting a network of local senior nutrition and wellness programs. It competes with Hillcrest Foundation for senior-services donor dollars and community mindshare at a much larger scale.

Direct peers

• Twilight Wish Foundation: A nonprofit dedicated to granting wishes to seniors aged 65 and older, providing life-enriching gifts and experiences. Its core mission closely matches Hillcrest Foundation's elder wish-fulfillment model.
• Dream Foundation: The only national adult wish-granting organization, serving terminally ill adults and seniors with end-of-life wishes. Comparable to Hillcrest Foundation through its case-by-case, individualized gift and experience fulfillment process.
• Wish of a Lifetime Foundation: Affiliated with AARP, this nonprofit grants wishes and meaningful experiences to older adults in the U.S. It directly mirrors Hillcrest Foundation's mission of providing tailored gifts and experiences to seniors in need.
• Foundation for Senior Care: A California-based nonprofit providing supportive services and resources to seniors, including care navigation and quality-of-life assistance. Comparable to Hillcrest Foundation in mission and small-scale community-led operating model.

Others

• Area Agencies on Aging: A national network of public/private agencies that coordinate services for older adults at the local level. They represent potential referral partners and a broader ecosystem of senior-service delivery that intersects with Hillcrest Foundation's mission.

Emerging players

• Honor Flight Network: Transports aging U.S. veterans to visit memorials in Washington, D.C. While focused on a specific veteran cohort, it operates a comparable donor-funded, experience-based model serving primarily elderly beneficiaries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/hillcrestfoundation
• LinkedInlinkedin.com/company/hillcrestfoundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Hillcrest Foundation