Windy Willow Foundation

What Windy Willow Foundation does

Windy Willow Foundation is a Michigan-based 501(c)(3) nonprofit organization established in 2021 to advance access, advocacy, and action for youth mental health. It operates 'The Collective,' a portfolio of programs comprising the Aid Program (direct financial assistance for mental health services, paying processors directly to address insurance gaps), the Portfolio Project (community program funding in Grand Rapids and Greater Detroit), the Resource Guide (curated mental health navigation resources), and two planned offerings (Fit Futures and a Telehealth service). The foundation originated as a spin-out of Windy Willow Co., a custom apparel brand founded in 2016 whose merchandise proceeds support foundation programs; the company sells T-shirts, hoodies, hats, beanies, and accessories priced from $22 to $55 via windywillowco.com.

The foundation's go-to-market is community- and event-driven rather than technology-driven. Fundraising is concentrated in two signature annual events, the Windy Willow Classic golf outing (6th annual in 2025 at Thornapple Pointe Golf Club) and the Luminate the Day CrossFit-style fitness festival (held at Luminary Fitness, with ~120 athletes and 25+ sponsors in 2024), supplemented by a third stream: point-of-sale round-up programs at partner businesses, grants, charitable gifts, in-memory-of fundraisers, and merchandise sales. The donor and partner ecosystem is concentrated in Grand Rapids and Metro Detroit, with named institutional partners including the American Foundation for Suicide Prevention (Circle of Hope campaign), Pine Rest Patient Assistance Fund, The Phoenix, IPV Consulting, and a roster of local corporate sponsors.

There is no proprietary technology platform. The foundation runs on NeonCRM for donations and email subscription, uses Squarespace for web presence, and operates a 1-10 person team led by President & Founder David Halvorson. Reported programmatic impact since inception includes 597 clinical visits funded, $26,000 in community program partnering, $15,000 in direct aid for families, 300 workbooks distributed, 2 holiday toy drives, and 23 cumulative fundraising events. The business model is donations- and event-funded, with revenue scale best estimated at well under $1M annually.

Name

Windy Willow Foundation

Legal name

Windy Willow Foundation

Website

https://windywillowfoundation.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Windy Willow Foundation is a Michigan-based 501(c)(3) nonprofit that funds youth mental health through direct financial aid, community program grants, and resource navigation via The Collective, supported by merchandise sales, annual golf and fitness events, and local corporate partnerships in Grand Rapids and Metro Detroit.

Ownership category

akta.pro rank

Product category

Youth Mental Health Nonprofit Services

NAICS

Voluntary Health Organizations (813212), Grantmaking Foundations (813211), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300)

akta.pro primary industry

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

akta.pro secondary industries

Private Foundations (BPAGAKAA), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Youth mental health
• Nonprofit foundation
• Mental health aid
• Community fundraising
• Financial assistance programs

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Merchandise Sales (Windy Willow Co.): Online store selling apparel including T-shirts, hoodies, hats, beanies, and accessories. All proceeds support foundation programs. No profits taken from collection.
2. Donations and Fundraising: Direct donations, grants, charitable gifts, in-memory-of fundraisers, and event-based fundraising through golf outings, fitness events, and tournaments.
3. Round-Up Programs: Point-of-sale round-up program where businesses can offer customers the option to round up purchases, with proceeds donated to the foundation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Windy Willow Foundation is a 501(c)(3) nonprofit foundation that advances youth mental health through The Collective, a portfolio of programs providing direct financial aid for mental health services, community program funding, and curated mental health resources. The foundation is supported by an affiliated merchandise brand (Windy Willow Co.) and two signature annual fundraising events, with all proceeds directed toward foundation programs and direct aid to families and individuals.

Product overview

Windy Willow Foundation is a nonprofit organization (501(c)(3)) that operates as a platform-plus-programs model centered on youth mental health initiatives. The core offering is The Collective—a portfolio of targeted programs including The Aid Program (direct financial assistance for mental health services), Portfolio Project (community program funding), The Resource Guide (resource navigation), and two planned programs (Fit Futures and Telehealth). Allied to the foundation is Windy Willow Co., an affiliate merchandise brand (t-shirts, hoodies, hats, beanies, accessories) that generates proceeds supporting the foundation's programs. The organization also hosts two signature annual events: Luminate the Day (a nonprofit CrossFit fitness festival) and the Windy Willow Classic (annual golf outing).

Differentiator

Problem solved

Functional benefit

Products and services

• The Aid Program

Quantifiable outcome

• 597 clinical visits funded for children in services
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Luminary FitnesscoreStrategic or Co-development PartnerFitness facility owned by Tyler Cole that hosts the annual Luminate the Day fitness festival benefiting Windy Willow Foundation. Tyler Cole serves as Luminate the Day Lead on the foundation board, planning and executing the event annually.
• IPV ConsultingminorStrategic or Co-development PartnerPartnered to bring 'The Machine Inside Me' mental health education workbook to Grand Rapids community, distributing 300 workbooks to children.
• American Foundation for Suicide Prevention (AFSP)coreStrategic or Co-development PartnerOriginal kickback program from 2016 Windy Willow Co. launch; Circle of Hope annual giving campaign raised $16,500 (matched to $30,000) for AFSP.
• Pine Rest Patient Assistance FundminorStrategic or Co-development PartnerPartnership to provide patient assistance funding for mental health services at Pine Rest.
• The PhoenixminorStrategic or Co-development PartnerSober empowerment initiative partnered through Luminate the Day event. $9,508 raised for The Phoenix through the fitness festival.
• Thornapple Pointe Golf ClubcoreChannel Partner/ Reseller/ DistributorGolf venue hosting the annual Windy Willow Classic signature golf event in Grand Rapids, MI.
• Harvest Health FoodsminorChannel Partner/ Reseller/ DistributorTitle Sponsor for Windy Willow Classic golf event.
• Pita Way Mediterranean EatsminorChannel Partner/ Reseller/ DistributorLunch Sponsor for Windy Willow Classic golf event.
• Human Medicine (MSU)minorChannel Partner/ Reseller/ DistributorSponsor for Luminate the Day fitness festival.
• Clean EatzminorChannel Partner/ Reseller/ DistributorMeal prep sponsor for Luminate the Day fitness festival.
• Edward Jones (David Halvorson)minorChannel Partner/ Reseller/ DistributorFinancial advisor and sponsor for Luminate the Day event.
• Windy Willow Co.coreStrategic or Co-development PartnerAffiliate clothing brand founded in 2016, originally supporting AFSP. Now all proceeds support Windy Willow Foundation programs. No profits taken from merchandise sales.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Regional players

• Pine Rest Christian Mental Health Services Foundation: Michigan-based behavioral health system and affiliated foundation. Most directly relevant Michigan mental health peer; Windy Willow Foundation partners with Pine Rest's Patient Assistance Fund, indicating operational overlap in the Grand Rapids market.

Direct peers

• NAMI (National Alliance on Mental Illness): Nationwide grassroots mental health advocacy organization. Comparable as a mental health nonprofit providing resources, education, and direct aid pathways, though operating at substantially larger scale.
• Active Minds: Youth- and young-adult-led nonprofit promoting mental health awareness and education. Comparable mission addressing youth mental health stigma and resource gaps, with a similar event- and community-driven fundraising model.
• Born This Way Foundation: Charity co-founded by Lady Gaga supporting youth mental health and kindness. Comparable in mission focus on youth mental wellbeing, donor-driven funding model, and emphasis on community programming.
• Child Mind Institute: Independent nonprofit focused on children's mental health, including access to care and family education. Comparable in mission targeting youth mental health and reducing barriers to treatment — directly parallel to Windy Willow's Aid Program.
• JED Foundation: Nonprofit protecting emotional health and preventing suicide for teens and young adults. Comparable youth mental health mission with a focus on systemic gaps in mental health coverage — closely parallel to Windy Willow's Aid Program.
• American Foundation for Suicide Prevention (AFSP): National nonprofit focused on suicide prevention and mental health. Most directly comparable to Windy Willow Foundation — Windy Willow's Circle of Hope campaign specifically raises funds for AFSP, and both operate as 501(c)(3)s serving youth and young adult mental health.
• The Trevor Project: Leading nonprofit focused on crisis intervention and mental health for LGBTQ+ youth. Comparable mission scope (youth mental health, crisis prevention, direct service) and 501(c)(3) funding model, though at significantly larger scale.

Emerging players

• The HEADstrong Foundation: Smaller nonprofit focused on supporting families affected by cancer through financial aid and resources. Comparable in the hybrid model of combining direct financial assistance with awareness events and grassroots fundraising, though in a different disease area.
• Hope for the Day: Nonprofit using music, arts, and community programming to promote mental health awareness and suicide prevention. Comparable in event-driven awareness programming and youth-focused mental health mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/windywillowcousa
• Instagraminstagram.com/windywillowcousa
• LinkedInlinkedin.com/company/windywillowapparel

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Windy Willow Foundation