What The Woody Williams Foundation does

The Woody Williams Foundation is a 501(c)(3) nonprofit organization headquartered at 12123 Shelbyville Road, Suite 100, Louisville, Kentucky, established to honor Gold Star Families — relatives of U.S. armed service members who died in the line of duty. Founded in the name of Medal of Honor recipient Hershel "Woody" Williams (1923–2022), who distinguished himself at the Battle of Iwo Jima and received the Medal of Honor from President Truman on October 5, 1945, the foundation operates under the mission "to honor, recognize, and serve Gold Star Families and the legacy of their Loved Ones who have paid the ultimate sacrifice." It functions as a charitable organization; it does not sell products or services.

The foundation's primary offering is the Gold Star Families Memorial Monument, a two-sided black granite tribute with panels representing the Homeland, Family, Patriot, and Sacrifice pillars. As of the latest reporting, 158 monuments have been installed across all 50 states and one U.S. territory, with 45 additional monuments in progress and 221 total points of service encompassing 100+ active communities and 18 outreach locations. Supporting programs include a Traveling Gold Star Families Memorial Monument replica for communities without permanent installations, Operation Caretaker (monument maintenance), Gold Star Family Day at the Ball Park, Operation H.R.S. (equestrian events), the After the Knock podcast produced with Wreaths Across America Radio, a digital Wall of Remembrance, the Caretaker Society donor-recognition program, and an annual Legacy of Service Celebration gala scheduled for September 27, 2025 at Louisville Slugger Field.

The foundation is funded entirely through public donations from individuals, corporations, and other foundations, processed via the Kindful donation platform (hwwmohf.kindful.com). Per annual independent audits, an average of 94% of funds are directed to program services and the foundation holds GuideStar's Platinum Seal of Transparency. Operations are run by a lean team of approximately six staff members plus board leadership: President and CEO Tim Schumacher, Vice-Chairman Dale Egan, Treasurer Tiffany Tatum, Acting Secretary Dr. Mark Harris, Director of Development Stephen Whitehead, Director of Outreach and Education Programs Amy Dozier, Director of Memorial Monuments Katie Howard, Outreach and Education Programs Specialist Kelland L. Garland, and Office Coordinator Edward Corum. Strategic partnerships span American Airlines, Gary Sinise Foundation, Pritzker Military Museum & Library, Wreaths Across America, the Congressional Medal of Honor Foundation, the National WWII Museum, Folds of Honor, Gold Star Spouses/Wives of America, Travis Manion Foundation, the Louisville Bats, Sailing Angels, Carry the Load, Stop Soldier Suicide, and the family-founded Valor Coins and Pins.

Name

The Woody Williams Foundation

Legal name

The Woody Williams Foundation

Website

https://woodywilliams.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

The Woody Williams Foundation is a 501(c)(3) nonprofit headquartered in Louisville, KY that honors Gold Star Families through 158 installed memorial monuments and outreach programs across all 50 states and one U.S. territory.

Ownership category

akta.pro rank

Product category

Veteran and Military Family Nonprofit Services

NAICS

Historical Sites (712120), Historical Sites (71212), Grantmaking and Giving Services (8132)

akta.pro primary industry

Cultural Heritage Institutions (Archives, Historic Houses, Monuments Foundations) (THAJADAI)

akta.pro secondary industries

Monuments, Statues & Memorials (THAJACAB), Historic Preservation & Landmarks Conservation (BPAGAHAE), Cultural Centers & Community Cultural Organizations (BPAGAHAD)

Keywords

• Gold Star Family support
• Memorial monument programs
• Veteran family services
• Military family outreach
• Nonprofit memorial services

Headquarters

HQ city

Louisville

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, Supply Chain, Others

Revenue model

1. Public Donations: The Foundation relies on public donations from individuals, corporations, and foundations to fund programming. Donations are accepted through their website via Kindful platform and other channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Woody Williams Foundation establishes Gold Star Families Memorial Monuments in communities across the United States and operates outreach programs that serve Gold Star Families - relatives of service members who died in the armed forces. The foundation installs permanent black granite monuments, operates a traveling monument replica, and hosts community events including 5K runs, motorcycle rides, ballpark events, and educational presentations to honor Gold Star Families and promote recognition of their sacrifice.

Product overview

The Woody Williams Foundation offers a portfolio of memorial and outreach products centered on honoring Gold Star Families. The core offerings include Gold Star Families Memorial Monuments (permanent two-sided black granite tributes with Homeland, Family, Patriot, and Sacrifice panels) and a Traveling Gold Star Families Memorial Monument replica for communities without permanent monuments. Supporting programs include Gold Star Family Outreach Events (5K runs, motorcycle rides, riverboat gatherings, ballpark events), Operation Caretaker (monument maintenance), Operation H.R.S. (equine events), the After the Knock Podcast, and the annual Legacy of Service Celebration. The organization also maintains a Wall of Remembrance and Caretaker Society membership program.

Differentiator

Problem solved

Functional benefit

Brands

• Gold Star Families Memorial Monument: Two-sided tribute made of black granite honoring Gold Star Families and their loved ones who paid the ultimate sacrifice
• Traveling Gold Star Families Memorial Monument
• Operation Caretaker
• Operation HRS
• Gold Star Family Day at the Ball Park
• After the Knock Podcast
• Caretaker Society

Products and services

• Gold Star Families Memorial Monuments Two-sided black granite monuments honoring Gold Star Families and their fallen Loved Ones, featuring panels representing Homeland, Family, Patriot, and Sacrifice pillars, with a silhouette of a saluting service member at the center.
• Traveling Gold Star Families Memorial Monument (TGSFMM) A 1:1 scale replica of the standard monument that brings the Gold Star Families tribute to communities without permanent monuments, accompanied by a digital kiosk for honoring fallen service members.
• Gold Star Family Outreach Programs Structured programs including 5K runs, motorcycle runs, riverboat gatherings, school speeches, and Gold Star Family Day at the Ball Park events that keep local Gold Star Family communities engaged.
• Operation Caretaker A community engagement program that beautifies and maintains installed Gold Star Families Memorial Monuments through local partnerships and volunteer efforts.
• Gold Star Family Day at the Ball Park A baseball event hosted with the Louisville Bats that welcomes over 200 Gold Star Family members for community, food, and recognition activities.
• Operation H.R.S. (Horse) An annual equine event partnered with the North Carolina State Championship Horse Show that provides VIP access for Gold Star Families to honor their fallen Loved Ones.
• After the Knock Podcast A dedicated media platform featuring personal stories told by loved ones of those who served and died, produced in collaboration with Wreaths Across America Radio.
• Legacy of Service Celebration Annual gala event honoring the life and mission of Hershel Woody Williams, bringing together Gold Star Family members, Medal of Honor recipients, and supporters.
• Wall of Remembrance A digital wall where Gold Star Families can remember and honor their Loved Ones who paid the ultimate sacrifice.
• Caretaker Society A donor recognition society inspired by Woody Williams' motto that the Medal of Honor belongs to those who did not return home, inviting supporters to join as caretakers of the legacy.

Quantifiable outcome

• 221 Total Points of Service
• +3 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• American AirlinescoreGTM or Marketing PartnerAmerican Airlines partners with the foundation through philanthropic efforts, contributing to communities they serve. They have been acknowledged as a sponsor for the Legacy of Service Celebration event.
• Gary Sinise FoundationcoreStrategic or Co-development PartnerThe Gary Sinise Foundation serves nation by honoring defenders, veterans, first responders, their families, and those in need through unique programs. Both foundations share missions of supporting veterans and military families.
• Pritzker Military Museum & Library FoundationcoreStrategic or Co-development PartnerThe Pritzker Military Museum & Library displays Hershel 'Woody' Williams' original Medal of Honor and Citation from Iwo Jima. They sponsor the Traveling Gold Star Families Memorial Monument program and the Legacy of Service Celebration.
• Wreaths Across AmericacoreStrategic or Co-development PartnerWreaths Across America partners with like-minded organizations to build awareness for the service and sacrifice of military personnel and their families. They collaborate on the 'After the Knock' podcast and share content through Wreaths Across America Radio.
• Congressional Medal of Honor FoundationcoreStrategic or Co-development PartnerThe Congressional Medal of Honor Foundation was founded by the Congressional Medal of Honor Society consisting of living Medal of Honor recipients. Both organizations work to promote awareness of what the Medal of Honor represents.
• Folds of HonorminorGTM or Marketing PartnerFolds of Honor provides educational scholarships to military families. Both organizations serve Gold Star Families through complementary programs.
• Gold Star Spouses of AmericaminorGTM or Marketing PartnerGold Star Spouses of America serves as a united voice for men and women who have lost a spouse as a result of military service. Partnership supports shared mission of serving Gold Star Families.
• Gold Star Wives of AmericaminorGTM or Marketing PartnerGold Star Wives of America works to preserve and enhance benefits to surviving United States military spouses. Partnership aligns with serving Gold Star Families.
• Travis Manion FoundationminorGTM or Marketing PartnerTravis Manion Foundation unites and strengthens communities by training, developing, and highlighting role models. Co-hosts events like the Travis Manion 9/11 Heroes 5K Run.
• Louisville BatsminorGTM or Marketing PartnerThe Louisville Bats Minor League Baseball team partners with the foundation to host Gold Star Family Day at the Ball Park events at Louisville Slugger Field.
• Sailing AngelsminorGTM or Marketing PartnerSailing Angels introduces the joy of sailing to military personnel, first responders, and those who are at-risk. Co-host HERO's Boat Parade events.
• Carry the LoadminorGTM or Marketing PartnerA national movement honoring the service and sacrifice of military, first responders, and their families through community-driven action.
• WWII The National WWII MuseumminorStrategic or Co-development PartnerThe National WWII Museum features exhibits and collections honoring the generation that sacrificed so much. Houses Gold Star Families Memorial Monuments and collaborates on events.
• Stop Soldier SuicideminorGTM or Marketing PartnerStop Soldier Suicide focuses on getting veterans the help they need to reduce military and veteran suicide. Partnership supports shared commitment to veteran welfare.
• Valor Coins and PinsminorGTM or Marketing PartnerVeteran-owned business established by two grandsons of Hershel 'Woody' Williams to benefit and further the mission of the foundation.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• National WWII Museum: Major federally-designated museum in New Orleans preserving the WWII story and honoring those who served. Broader institution with shared WWII/Woody Williams heritage connection and a listed partner that houses Gold Star monuments.
• American Battle Monuments Commission: U.S. federal agency that maintains overseas U.S. military cemeteries, monuments, and memorials. A much larger, government-established incumbent operating in the same memorial/monument space for fallen service members.

Direct peers

• Gary Sinise Foundation: Major nonprofit founded by actor Gary Sinise honoring veterans, first responders, and their families through programs, retreats, and outreach. Directly comparable mission of serving military families and Gold Star Families, and listed as a core strategic partner of the Woody Williams Foundation.
• Travis Manion Foundation: Veteran-led nonprofit honoring fallen service members and developing character in communities. Comparable donor base, co-hosts events like the Travis Manion 9/11 Heroes 5K Run with Woody Williams Foundation.
• Tunnel to Towers Foundation: Major nonprofit honoring 9/11 first responders and military service members through mortgage payments, smart homes, and fallen-hero programs. Comparable large-scale veteran/fallen-hero nonprofit with similar donation-driven revenue model and Gold Star Family beneficiary support.
• Folds of Honor: Nonprofit providing educational scholarships to spouses and children of fallen and disabled service members. Closely comparable beneficiary base (Gold Star Families), similar donation-driven nonprofit model, and listed as a partner.
• Carry the Load: National nonprofit movement honoring military, first responders, and their families through community walks and rallies. Highly comparable mission of honoring fallen service members, similar community-event-driven GTM model, and listed partner.
• Wreaths Across America: National nonprofit coordinating wreath-laying at military cemeteries to honor fallen service members. Highly comparable mission of nationwide veteran remembrance, established national footprint, and ongoing content/program partnership with Woody Williams Foundation (e.g., 'After the Knock' podcast).
• Congressional Medal of Honor Foundation: Foundation established by the Medal of Honor Society to promote awareness of the Medal of Honor and its recipients. Direct peer given Woody Williams' Medal of Honor status; listed core partner promoting shared Medal of Honor mission.

Emerging players

• Stop Soldier Suicide: Veteran-focused nonprofit addressing military and veteran suicide through direct intervention. Adjacent peer serving veterans and families with similar donation model and listed partner status.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/WWFoundation
• LinkedInlinkedin.com/company/hershel-woody-williams-medal-of-honor-foundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about The Woody Williams Foundation