The Life Ring Foundation

What The Life Ring Foundation does

The Life Ring Foundation is a 501(c)(3) public charity headquartered in Roanoke, Virginia, founded in 2005 by Jessica and Kelly Woolwine. The organization's mission is to fund pediatric cancer and blood disorder resources in Southwest Virginia so that children can receive elite treatment close to home rather than traveling out of region. The foundation operates a portfolio of programs centered on its signature Fighting Kids Cancer campaign — a five-year initiative launched in January 2023 with a $20 million goal to expand pediatric hematology and oncology capacity at Carilion Children's, the regional Children's Miracle Network hospital. Programmatic outcomes to date include the funding of seven new clinical and support positions at Carilion Roanoke Memorial Hospital and a $4 million cumulative pledge to Carilion Children's as of December 2025.

The foundation's revenue model is diversified across seven streams: individual donations (including a $20/month T-Shirt Club subscription with annual commitment), a tiered corporate partnership program ranging from Believer (<$10K) to Legendary ($1M+), special events (anchored by the annual Charlotte's Play Yellow Celebrity Invitational at Ballyhack Golf Club), workplace giving programs (corporate matching, payroll deduction, Kroger Community Rewards, Walmart Spark Good, Venmo), legacy/planned gifts, direct stock transfers, and donor-advised funds via DAFpay. Distribution is primarily through the liferingfoundation.org website, direct corporate and community partner outreach, and the Children's Miracle Network Play Yellow network. The organization is led by co-founders Kelly Woolwine (President) and Jessica Woolwine (Executive Director), with Jordan Bousman as VP of Philanthropy, and operates without a disclosed product technology stack, mobile application, or proprietary software platform.

Name

The Life Ring Foundation

Legal name

Life Ring Foundation

Website

https://liferingfoundation.org

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

The Life Ring Foundation is a Roanoke, Virginia-based 501(c)(3) nonprofit that funds pediatric cancer and blood disorder care in Southwest Virginia through its Fighting Kids Cancer campaign, partnering primarily with Carilion Children's and Children's Miracle Network Hospitals.

Ownership category

akta.pro rank

Product category

Charitable Foundation Services

NAICS

Voluntary Health Organizations (813212), Child and Youth Services (624110)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

akta.pro secondary industries

Community Foundations (BPAGAKAB), Community Health, Prevention & Health Education (BPAGACAC)

Keywords

• Pediatric cancer fundraising
• Nonprofit foundation
• Charitable donations
• Corporate philanthropy
• Community fundraising

Headquarters

HQ city

Roanoke

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting the Fighting Kids Cancer campaign, including monthly T-Shirt Club subscriptions at $20/month and one-time gifts
2. Corporate Partnerships: Tiered corporate partnership program with Legendary ($1M+), Revolutionary ($75K+), Visionary ($50-75K), Hero ($25-50K), Motivator ($10-25K), and Believer (<$10K) levels
3. Special Events: Annual fundraising events including Charlotte's Play Yellow Celebrity Invitational golf tournament, concerts, celebrity appearances, and live/silent auctions
4. Workplace Giving Programs: Corporate matching gifts, payroll deduction programs, Kroger Community Rewards, Walmart Spark Good round-up program, and Venmo donations
5. Legacy Gifts: Planned giving through wills, trusts, and estates with EIN 27-0927269 for charitable bequests
6. Stock Donations: Direct stock transfers to the foundation
7. Donor Advised Funds: DAFpay integration allowing real-time grant requests from donor advised funds

Pricing tiers

Distribution channels4 records

Marketing channels8 records

Core offering

The Life Ring Foundation is a 501(c)(3) public charity that funds additional, lifesaving resources at the local level for children and families facing pediatric cancer and blood disorders in Southwest Virginia. Its core initiative, the Fighting Kids Cancer campaign, partners with Carilion Children's (a Children's Miracle Network hospital) to enable families to access elite pediatric hematology and oncology treatment close to home. The foundation raises funds through individual donations, a monthly T-Shirt Club, tiered corporate partnerships, signature events such as Charlotte's Play Yellow Celebrity Invitational, and workplace giving programs.

Product overview

The Life Ring Foundation is a nonprofit organization offering a portfolio of fundraising and community support programs centered on its core Fighting Kids Cancer campaign. The primary consumer-facing product is the Fighting Kids Cancer T-Shirt Club, a $20/month subscription that provides branded merchandise while funding local pediatric oncology resources. The signature fundraising event is Charlotte's Play Yellow Celebrity Invitational, an annual celebrity golf tournament. Additional offerings include corporate and community partnership programs, ambassador advocacy initiatives, and the Roanoke Baby literacy program. The organization partners with Carilion Children's and Children's Miracle Network Hospitals to deliver services.

Differentiator

Problem solved

Functional benefit

Brands

• Fighting Kids Cancer: The primary campaign/mission of the Life Ring Foundation focused on funding pediatric oncology and hematology resources for children in Southwest Virginia.
• Charlotte's Play Yellow Celebrity Invitational
• T-Shirt Club

Products and services

• Fighting Kids Cancer T-Shirt Club Monthly donation subscription program at $20/month that provides donors with branded T-shirts while directly funding pediatric cancer and blood disorder resources for children in Southwest Virginia. Includes name listing on website, recognition in the Annual Impact Report, and VIP access to events.
• Fighting Kids Cancer Campaign Primary campaign initiative focused on funding critical pediatric hematology and oncology resources in partnership with Carilion Clinic to ensure children can receive treatment close to home in Southwest Virginia.
• Charlotte's Play Yellow Celebrity Invitational Annual celebrity golf tournament held at Ballyhack Golf Club that raises funds for the Fighting Kids Cancer campaign, featuring celebrity guests, live and silent auctions, and paddle raises, with 100% of funds staying local to Southwest Virginia.
• Selling Homes Saving Kids Industry professional fundraising campaign that enables real estate and other professionals to raise funds for pediatric cancer by integrating fundraising into their business activities.
• Corporate Partners Program Tiered corporate partnership program (Legendary, Revolutionary, Visionary, Hero, Motivator, Believer) that aligns businesses with the Fighting Kids Cancer mission through financial contributions and workplace giving programs.
• Community Partners Program Program that enables individuals and organizations to support pediatric cancer families through various activities, from simple lemonade stands to complex team fundraising initiatives.
• Life Ring Ambassador Program Advocacy program featuring families and individuals who share their personal pediatric cancer journeys to raise awareness and inspire support for the Fighting Kids Cancer mission.
• Roanoke Baby Program Program that sponsors the Roanoke Baby book, distributed complimentary to every baby born at Carilion Roanoke Memorial Hospital, supporting literacy education in partnership with Roanoke Public Libraries, with over 23,282 copies distributed since 2014.

Quantifiable outcome

• Nearly $4 million raised in 30 months for local pediatric cancer resources
• +2 more outcomes

Named customers2 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

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

• Carilion Children's (Carilion Clinic)coreStrategic or Co-development PartnerPrimary program partner for pediatric hematology and oncology care. The Life Ring Foundation supports the growth of Carilion Children's cancer care program, funding seven new clinical positions and supporting development of the pediatric oncology unit at Carilion Roanoke Memorial Hospital and future Carilion Taubman Cancer Center (opening 2028). The partnership aims to increase capacity so all children in the region have access to best cancer care close to home.
• Children's Miracle Network HospitalscoreStrategic or Co-development PartnerNational partner through Play Yellow initiative. Charlotte's Play Yellow Celebrity Invitational has achieved Play Yellow Experience status and is one of the top Play Yellow tournaments in the country. Carilion Children's is the local CMN hospital receiving foundation support. Partnership focuses on helping children receive care at the local level through Play Yellow fundraising platform.
• Ballyhack Golf Club (Dormie Network)coreGTM or Marketing PartnerVenue host for Charlotte's Play Yellow Celebrity Invitational. The Dormie Network's Ballyhack Golf Club in Roanoke, Virginia serves as the exclusive venue for the annual celebrity golf tournament supporting Fighting Kids Cancer.
• Frugal MacDoogalminorGTM or Marketing PartnerWine and spirits retailer partnered with Fink's Jewelers for luxury tasting event in Charlotte, NC supporting Fighting Kids Cancer mission.
• David YurmanminorGTM or Marketing PartnerLuxury jewelry designer partnered with Fink's Jewelers for private event at Roanoke location benefiting Fighting Kids Cancer.
• Jack and Barbara NicklausflagshipGTM or Marketing PartnerFounders of Play Yellow platform. Lifelong commitment to children's healthcare has shaped the Play Yellow movement. Support the Life Ring Foundation's Play Yellow Celebrity Invitational through CMN partnership and provide access to celebrity ambassadors.

Scale indicators17 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• St. Baldrick's Foundation: Volunteer-driven 501(c)(3) raising funds for childhood cancer research through signature head-shaving events. Closely mirrors Life Ring's event-centric pediatric cancer fundraising model.
• CureSearch for Children's Cancer: National nonprofit accelerating childhood cancer research and supporting affected families. Direct peer in disease-specific focus and pediatric cancer advocacy.
• Rally Foundation for Childhood Cancer Research: 501(c)(3) funding childhood cancer research through community-driven fundraising events. Comparable grassroots, event-based model serving the same donor and beneficiary populations.
• National Pediatric Cancer Foundation: Nonprofit focused specifically on pediatric cancer research funding and family support. Direct peer in mission and donor base, with comparable corporate partnership programs.
• Pediatric Cancer Research Foundation: Nonprofit funding pediatric cancer research with corporate and individual donor programs. Direct peer in disease-specific mission and tiered partnership structure.
• Alex's Lemonade Stand Foundation: National 501(c)(3) dedicated to funding pediatric cancer research and family support. Directly comparable as a childhood-cancer-focused public charity reliant on grassroots fundraising, corporate partnerships, and signature events.

Broad incumbents

• Children's Miracle Network Hospitals: National umbrella organization that raises funds for 170+ member children's hospitals, including Carilion Children's (Life Ring's primary partner). Functions as both a peer and an upstream platform for Life Ring's Play Yellow participation.
• Hyundai Hope on Wheels: Corporate-affiliated 501(c)(3) funding pediatric cancer research at children's hospitals nationwide. Comparable in its hospital-partner delivery model and corporate fundraising mechanics, though anchored to a single corporate sponsor.

Emerging players

• Pablove Foundation: Pediatric cancer nonprofit funding research and supporting kids through arts programs. Comparable smaller-scale operation with similar grassroots event fundraising and corporate partnership tiering.
• Bear Necessities Pediatric Cancer Foundation: Mid-sized nonprofit funding pediatric cancer research and family support. Comparable regional-to-mid-market scale and similar event-driven fundraising mix.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/LifeRingSWVA
• YouTubeyoutube.com/@TheLifeRingFoundation
• Facebookfacebook.com/LifeRing-Foundation-202750799787147
• LinkedInlinkedin.com/company/the-life-ring-foundation
• Instagraminstagram.com/life_ring_foundation
• TikToktiktok.com/@liferingfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 The Life Ring Foundation