Reno Rodeo Foundation

What Reno Rodeo Foundation does

The Reno Rodeo Foundation is a Nevada-based 501(c)(3) public charity established in 1986 to direct proceeds from the Reno Rodeo toward Northern Nevada children and families. The Foundation operates across 14 Northern Nevada counties through four core programs: Denim Drive (providing brand-new clothing, shoes, hygiene products, and essential items to children entering foster care), Reading Rooms (creating safe courthouse spaces with age-appropriate books and stuffed animals for children in family court), Rodeo Wish (delivering personalized experiences and quality-of-life support to children facing medical, mental, or developmental challenges), and Scholarships (funding higher education, trade certifications, and career training for Northern Nevada students). As of July 2025, the Foundation reports $8.86 million in cumulative community investment since inception, including 4,258 foster children served, 367 scholarships totaling $1.1 million, and 5,759 books provided in family court settings.

The Foundation operates on a donation-based revenue model with an annual budget of nearly $1 million. Funding sources include individual donors (464 donors in 2024, the highest in a decade), the Reno Rodeo Association as founding organization and largest donor contributing 25-30% of annual budget, the State of Nevada through proceeds from the Reno Rodeo specialty license plate program (10-12% of budget), corporate sponsorships, signature fundraising events (Rhythm & Rawhide, Bingo Brunch, Biggest Little Shootout, Texas Hold 'Em), and grants. Programs are delivered through direct caseworker and court staff relationships, supported by 20+ physical drop-off locations for in-kind donations across Northern Nevada.

The Foundation employs 5 staff and is supported by approximately 1,000 Reno Rodeo volunteers through Team 355, indicating a capital-light, volunteer-driven operating model. Technology infrastructure consists of standard SaaS tools—Qgiv for donation and event processing, AwardSpring for scholarship application management, and Calendly for executive scheduling—rather than proprietary platforms. The Foundation does not develop software; its core competency is community-rooted program delivery, fundraising event execution, and caseworker/agency coordination. The organization is led by Executive Director Cheree Boteler (appointed 2024), Board Chair Craig Downie, and a Board of Trustees that includes Ex-Officio representation from the Reno Rodeo Association.

Name

Reno Rodeo Foundation

Legal name

Reno Rodeo Foundation

Website

https://renorodeofoundation.org

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

The Reno Rodeo Foundation is a Nevada-based 501(c)(3) nonprofit that supports vulnerable children across 14 Northern Nevada counties through Denim Drive (clothing for foster children), Reading Rooms (courthouse books), Rodeo Wish (experiences for medically challenged children), and Scholarships (education funding).

Ownership category

akta.pro rank

Product category

Children's Charitable Services

NAICS

Voluntary Health Organizations (813212), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Children's charitable programs
• Foster care support services
• Educational scholarship programs
• Community fundraising events
• Nonprofit child welfare

Headquarters

HQ city

Reno

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Individual Donations & Contributions: Individual donors provide contributions to support the Foundation's programs. In 2024, the Foundation engaged 464 donors—the highest in a decade—and secured the most new donors in 10 years.
2. Reno Rodeo Association Support: The Reno Rodeo Association, as founding organization and largest donor, contributes approximately 25-30% of the Foundation's budget annually.
3. State of Nevada License Plate Program: The State of Nevada provides 10-12% of the budget through proceeds from the Reno Rodeo specialty license plate program, supporting the scholarship program.
4. Signature Fundraising Events: Revenue from signature events including Rhythm & Rawhide, Bingo Brunch, Biggest Little Shootout, and Texas Hold 'Em tournaments that raise funds for Foundation programs.
5. Corporate Sponsorships: Corporate sponsors provide financial support and in-kind donations, particularly for the Denim Drive program. Sponsors include Nevada State Bank Foundation, Manpower, Good Giant, and others.
6. Grants: Foundation receives grant funding from various sources to support programs and operations.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

The Reno Rodeo Foundation is a 501(c)(3) public charity that delivers four direct-service programs to Northern Nevada children: Denim Drive (new clothing, shoes, and essentials for children entering foster care), Reading Rooms (books and comfort items in family court courthouses), Rodeo Wish (personalized experiences for children with serious medical, mental, or developmental challenges), and Scholarships (support for higher education, trade certifications, and career training). Programs are funded through individual donations, corporate sponsorships, grants, a State of Nevada specialty license plate program, and signature fundraising events, with services delivered free of charge to eligible beneficiaries.

Product overview

The Reno Rodeo Foundation is a nonprofit organization offering four core charitable programs: Denim Drive, Reading Rooms, Rodeo Wish, and Scholarships. These programs serve children and families across 14 Northern Nevada counties, providing essential items, meaningful experiences, and educational opportunities. The Foundation also organizes signature fundraising events (Rhythm & Rawhide, Bingo Brunch, Biggest Little Shootout, Texas Hold 'Em) that support these programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Denim Drive Year-round program that provides brand-new clothing, shoes, hygiene products, and essential items to children entering foster care across Northern Nevada, with personalized shopping experiences facilitated through approved caseworkers.
• Reading Rooms Creates safe, welcoming spaces within family court courthouses where children can read, find comfort, and take a book home; provides age-appropriate books and ranch-themed stuffed animals during difficult legal proceedings.
• Rodeo Wish Provides personalized support and meaningful wish-style experiences to children facing serious medical, mental, or developmental challenges across Northern Nevada; children are nominated by medical providers, social workers, and other trusted advocates.
• Scholarships Supports Northern Nevada students pursuing higher education, trade certifications, and career training programs, with focus on foster youth and nontraditional pathways; funded by individual donors and the State of Nevada's Reno Rodeo specialty license plate proceeds.

Quantifiable outcome

• 4,258 children received new clothing and essentials; $1.28M in support to foster children
• +3 more outcomes

Named customers4 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

Integration3 records

Partnerships

13 partnerships are on record, tiered minor and core.

• On The Rocks BarminorGTM or Marketing Partner2026 Denim Drive sponsor providing event support and corporate sponsorship for the Foundation's foster children clothing program.
• Good GiantminorGTM or Marketing Partner2026 Denim Drive sponsor providing corporate sponsorship support for the Foundation's foster children clothing program.
• Reno Mattress Co.minorGTM or Marketing Partner2026 Denim Drive sponsor providing corporate sponsorship for the Foundation's foster children clothing program.
• ManpowerminorGTM or Marketing Partner2026 Denim Drive sponsor providing corporate sponsorship and workplace giving campaign support.
• Habitat for HumanityminorGTM or Marketing PartnerCommunity and nonprofit partner supporting the Denim Drive program through collaborative community engagement.
• Katie Grace FoundationminorGTM or Marketing PartnerNonprofit community partner collaborating with the Foundation on programs supporting children in Northern Nevada.
• Big RcoreChannel Partner/ Reseller/ Distributor2026 Spring Denim Drive drop-off partner with retail locations accepting clothing, shoes, and hygiene donations across Northern Nevada.
• City of SparksminorGTM or Marketing Partner2026 Spring Denim Drive drop-off partner providing community support for clothing donation collection.
• Dolan Auto GroupminorGTM or Marketing Partner2026 Spring Denim Drive drop-off partner and community supporter of foster children programs.
• KOLO 8 News NowminorGTM or Marketing PartnerMedia partner providing news coverage and community awareness for Denim Drive and Foundation programs.
• Reno Rodeo AssociationcoreStrategic or Co-development PartnerFounding organization of the Foundation and largest donor, contributing 25-30% of annual budget. Shared history since 1986 foundation. Team 355 volunteers support Foundation year-round. The Association produces the Reno Rodeo event annually.
• Spread the Word NevadacoreStrategic or Co-development PartnerLocal nonprofit partner collaborating to strengthen collective impact and ensure donated funds reach children and families across Northern Nevada.
• Parkway Athletic ClubminorChannel Partner/ Reseller/ DistributorCustom timeframe Denim Drive drop-off partner with locations in Reno and Sparks accepting clothing donations.

Scale indicators13 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/RenoRodeoFnd
• YouTubeyoutube.com/channel/UCQwfN-ctHg9vPW0FPosQH7A
• Facebookfacebook.com/RenoRodeoFoundation
• LinkedInlinkedin.com/company/reno-rodeo-foundation
• Instagraminstagram.com/renorodeofnd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Reno Rodeo Foundation