Asbury Foundation

What Asbury Foundation does

Asbury Foundation is a 501(c)(3) charitable organization headquartered in Frederick, Maryland, operating as the philanthropic arm of Asbury Communities, a not-for-profit senior living provider. The foundation secures philanthropic support to fund benevolent care and transformational programs for residents and associates across Asbury's nine senior living communities in the Mid-Atlantic United States. Its core programs include Benevolent Care (financial assistance for residents unable to fully pay), Nursing Scholarship Programs, Capital Campaigns funding named campus enhancements (e.g., the Rosborough Wellness and Brain Health Center for Excellence, the Dr. Robert and Marilyn Bernhard Aquatic Center), Planned Giving, Endowments, the Partnership Program, and the Associate Appreciation Fund.

The foundation's flagship initiative is the Everyday Exceptional Campaign, a $60M system-wide fundraising effort with $24M earmarked for benevolent care and $36M allocated to capital projects, scholarships and education, special programs, and innovation. As of 2024, the campaign is 95% complete (approximately $57M raised). Revenue is generated through individual donations, planned/legacy giving (facilitated through partnerships with Crescendo and Giving Docs), endowment income, and corporate partnerships. The foundation distributes its mission primarily through a website donation portal, recurring signature events (Catalyst Summit, Caring Classic, Foundation Speaker Series, Music for the Mission Concert Series), and email/newsletter communications. It holds the Candid Platinum Seal of Transparency, the highest transparency designation from Candid (formerly GuideStar), underscoring governance credibility. The organization employs 16 people and operates without a proprietary technology platform.

Name

Asbury Foundation

Legal name

Asbury Foundation

Website

https://theasburyfoundation.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Asbury Foundation is the 501(c)(3) philanthropic arm of Asbury Communities, raising charitable donations to fund benevolent care, capital projects, scholarships, and enrichment programs for residents and associates across nine Mid-Atlantic senior living communities.

Ownership category

akta.pro rank

Product category

Senior Living Charitable Foundation

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

Family Offices & Philanthropic Advisors (Grantmaking) (BPAGAKAD)

akta.pro secondary industries

Community Foundations (BPAGAKAB), Scholarship & Fellowship Foundations and Trusts (EDADAHAC)

Keywords

• Charitable fundraising
• Benevolent care funding
• Planned giving programs
• Endowment management
• Nonprofit philanthropy

Headquarters

HQ city

Frederick

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Individual Donations and Charitable Contributions: Direct charitable giving from donors who contribute to support benevolent care and transformational opportunities for residents of Asbury Communities. The foundation's Everyday Exceptional Campaign has a $60M system-wide goal with 95% progress toward completion.
2. Planned Giving Programs: Legacy giving programs including planned giving options that allow donors to include the foundation in their estate planning. Tools provided through Crescendo's interactive platforms for comparing giving strategies and calculating potential tax benefits.
3. Endowment Funds: Endowment programs that provide sustained funding support for Asbury's key focus areas including benevolent care, capital projects, scholarships, education, special programs, and innovation.
4. Partnership Program: Corporate and organizational partnerships that provide additional philanthropic support channels for the foundation's mission.

Distribution channels1 record

Marketing channels4 records

Core offering

Asbury Foundation is a 501(c)(3) charitable organization that secures philanthropic support to fund benevolent care and transformational opportunities for residents and associates of Asbury Communities senior living. It runs the Everyday Exceptional Campaign ($60M system-wide goal, 95% complete) with $24M dedicated to benevolent care and the remainder allocated to Capital Projects, Scholarships & Education, Special Programs, and Innovation. Core giving vehicles include Benevolent Care financial assistance, Nursing Scholarship Programs, Capital Campaigns, Planned Giving, Endowments, the Associate Appreciation Fund, and a corporate Partnership Program.

Product overview

Asbury Foundation operates as a unified non-profit charitable organization (501(c)(3)) that secures philanthropic support to fund benevolent care and transformational opportunities for residents and associates of Asbury Communities senior living communities. The foundation does not offer a technology product platform; rather, it provides a coordinated portfolio of giving programs including Benevolent Care (financial assistance), Nursing Scholarship Programs (education support), Capital Campaigns (facility enhancements), Planned Giving and Endowments (legacy giving), and the system-wide Everyday Exceptional Campaign ($60M goal). These programs work together to create peace of mind for seniors and align donor passion with transformational opportunity across Asbury's campuses.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 95% of $60M campaign goal reached
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• LeadingAge: National industry association and foundation supporting nonprofit aging services providers. Comparable mission alignment with senior living philanthropy, though operating as an advocacy/membership organization rather than a single-operator foundation.
• National Philanthropic Trust: One of the largest independent donor-advised fund sponsors in the U.S. Comparable focus on philanthropic giving vehicles, planned giving infrastructure, and donor stewardship best practices.

Emerging players

• FreeWill: Tech-enabled planned-giving platform serving nonprofits. Comparable to Asbury Foundation's planned-giving partnerships (Giving Docs, Crescendo) as an enabling tool for legacy gift conversion.
• Crescendo Interactive: Planned-giving marketing and donor-prospecting platform partner used by Asbury Foundation. A direct technology enabler for the foundation's planned-giving program that competing foundations also leverage.

Regional players

• Goodwill Industries of the Chesapeake: Regional nonprofit in the same Mid-Atlantic footprint with broadly comparable program structure (workforce training, community services) and donor-base dynamics, though serving a different beneficiary population.
• United Way of Frederick County: Local community fundraising organization in the same Maryland geography. Comparable donor stewardship model and Mid-Atlantic donor base, though mission scope extends well beyond senior services.
• Community Foundation of Frederick County: Local community foundation headquartered in the same region as Asbury Foundation. Comparable grantmaking mission and donor stewardship model, though focused on broad community causes rather than exclusively senior living.

Direct peers

• Presbyterian Senior Living Foundation: Nonprofit foundation supporting a multi-community senior living organization through charitable giving, scholarships, and capital campaigns. Comparable structure, regional focus, and mission to support older adults.
• Acts Heritage Foundation: The philanthropic arm of Acts Retirement-Life Communities, supporting similar benevolent care, scholarship, and capital campaign programs for seniors across multiple states. Directly comparable nonprofit foundation model and beneficiary base.
• Lutheran Senior Services Foundation: Faith-affiliated senior living foundation providing benevolent care and life-enrichment programs. Operates a similar fundraising model with planned giving, endowments, and signature community events supporting senior residents.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/asbury-foundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Asbury Foundation