What MidwayUSA Foundation, Inc. does

MidwayUSA Foundation, Inc. is a 501(c)(3) public charity headquartered in Columbia, Missouri, that operates an endowment and grant management platform for the U.S. youth shooting sports ecosystem. Founded in 2008, the Foundation supports approximately 2,600 youth shooting teams and 90 organizations through perpetual endowments that distribute 5% of the endowment balance annually as cash grants. It is backed by MidwayUSA founders Larry and Brenda Potterfield, who personally fund the Matching Program (currently 1:1 for 2026), and has accumulated $485 million in total endowed funds and $99.2 million in grants paid since inception as of 3/31/2026.

The product surface spans core endowment programs (Team Endowment, Agency Endowment, Donor-Designated Endowment, Donor-Advised Fund), grant programs (Team Grants, Range Development, Coach Training, Product Grants), and engagement mechanics (Peer-to-Peer Fundraising, Annual Rockstar Program, Spring Donation Drive, Hometown Challenge, Day of Clays, Blaser Experience, and monthly Online Auctions hosted on GunBroker.com). Technology infrastructure is built entirely on commercial off-the-shelf SaaS — Blackbaud for CRM, donation forms, and email; Survey Monkey Apply for grant processing; Unanet for product grant workflows; Upland Software for static digital documents — supplemented by managed IT, MFA, daily offsite backups, and endpoint detection tools.

The Foundation operates as a free, donation-funded charity with 100% of donations directed to designated endowments and no administrative fees charged to participating teams. Revenue is generated through direct individual donations, corporate sponsorships, monthly GunBroker.com auctions (including dedicated Ruger auctions), special event participation fees, and founder-funded matching. Distribution occurs primarily via the Foundation's website for direct donations and team endowment pages, with secondary distribution through GunBroker, sweepstakes events, peer-to-peer campaigns, and an extensive industry sponsor network that includes SK Guns, Ruger, Faxon Firearms, CZ-USA, Savage Arms, Vortex Optics, Sig Sauer, Federal Premium, and the Outdoor Channel. The organization runs on a lean staff of 17 full-time employees and is governed by an independent board drawn from the shooting sports, outdoor industry, and nonprofit sectors.

Name

MidwayUSA Foundation, Inc.

Legal name

MidwayUSA Foundation, Inc.

Website

https://midwayusafoundation.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

MidwayUSA Foundation is a 501(c)(3) public charity that provides endowment funding, grants, and fundraising programs for approximately 2,600 youth shooting sports teams and 90 organizations across the United States. It distributes 5% of team endowment balances annually in perpetuity and operates free programs supported by donations, matching funds, and industry sponsors.

Ownership category

akta.pro rank

Product category

Youth Shooting Sports Foundation

NAICS

Grantmaking and Giving Services (81321), Other Grantmaking and Giving Services (813219)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

akta.pro secondary industries

Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Sports Community Relations & Grassroots Program Management (MPAKAKAJ)

Keywords

• Youth shooting sports
• Endowment funding programs
• Nonprofit grant administration
• Sports fundraising events
• Cash grant distributions

Headquarters

HQ city

Columbia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tax-Deductible Donations: Individual and corporate donors contribute tax-deductible donations to youth shooting team endowments or organizational endowments. The Foundation operates with 100% of donations benefiting the designated endowment.
2. Fundraising Products: Free fundraising products (merchandise, gear) provided to teams to conduct community fundraisers. Proceeds donated to team endowments and eligible for matching.
3. Online Auctions: Monthly online auctions hosted via GunBroker.com featuring firearms, gear, and experiences. 100% of winning bids are donations to youth shooting programs. Auctions also include Ruger-hosted auctions with net proceeds supporting the Foundation's mission.
4. Event Fundraising: Special events including Hometown Challenge, Day of Clays, and other fundraising events where participation fees are donations to team endowments.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

MidwayUSA Foundation is a 501(c)(3) public charity that provides sustainable, long-term funding to youth shooting sports teams through endowment accounts and annual cash grants. The Foundation manages team endowments, organizational endowments, and special purpose endowments, distributes grants (team grants, range development, coach training, and product grants), runs a donation matching program, and conducts fundraising events including online auctions and incentive drives. All services are provided free of charge to youth shooting teams across the United States.

Product overview

MidwayUSA Foundation operates a unified fundraising and grant management platform for youth shooting sports. The core offering is the Team Endowment Program, which provides perpetual 5% annual cash grants to funded teams. This is supplemented by a Matching Program (1:1 donation matching), Peer-to-Peer Fundraising platform, and incentive programs including the Annual Rockstar Program and Spring Donation Drive. The organization also manages grant programs including Team Grants, Coach Training Grants, Range Development Grants, Product Grants, Agency Endowments, Donor-Designated Endowments, and Donor-Advised Funds. Online Auctions via GunBroker.com provide additional fundraising opportunities with donated firearms and gear from industry supporters. The platform connects youth shooting teams with donors and grants to sustain and grow shooting sports programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Team Endowment Program
• Matching Program
• Team Cash Grants
• Range Development Grants
• Coach Training Grants
• Product Grants (Fundraising Products)
• Agency Endowment Program
• Donor-Designated Endowment Program
• Donor-Advised Fund Program
• Peer-to-Peer Fundraising Platform
• Online Auctions
• Spring Donation Drive
• Hometown Challenge
• Annual Rockstar Program
• Special-Purpose Endowments

Quantifiable outcome

• Teams receive 5% of endowment balance annually as cash grants
• +4 more outcomes

Named customers12 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

Integration5 records

Partnerships

34 partnerships are on record, tiered major, core and minor.

• Faxon FirearmsmajorGTM or Marketing Partner · 1 July 2025Hosted the 2025 ARAK Academy event that raised a record-breaking $243,750 for youth shooting sports programs. Faxon Firearms collaborated with key industry sponsors for this exclusive fundraising event.
• GunBroker.comcoreGTM or Marketing Partner · 10 January 2023GunBroker.com hosts monthly online auctions for the Foundation. Every winning bid is a donation to the youth shooting program of the winner's choice, matched through the Matching Program. Ruger also hosts separate auctions on GunBroker with 100% of net proceeds supporting the Foundation's mission.
• National Shooting Sports Foundation (NSSF)coreStrategic or Co-development PartnerNational industry organization representing the shooting sports industry. Listed as a partner community member supporting youth shooting sports programs.
• Scholastic Shooting Sports Foundation (SSSF)coreStrategic or Co-development PartnerNational organization supporting Scholastic Clay Target Program (SCTP) and Scholastic Action Shooting Program (SASP). Approximately 70 organizations including SCTP and SASP have endowments managed by MidwayUSA Foundation.
• Youth Shooting Sports Alliance (YSSA)coreStrategic or Co-development PartnerNational organization advancing youth shooting sports. Cyndi Flannigan, YSSA's retired Executive Director, serves as Secretary/Treasurer on the MidwayUSA Foundation Board of Directors.
• SK GunsmajorGTM or Marketing PartnerTitle sponsor for Hometown Challenge 2026. SK Guns Michelangelo featured as the title sponsor for the September fundraising competition and sweepstakes.
• RugermajorGTM or Marketing PartnerHosts their own auctions on GunBroker.com with 100% of net proceeds supporting MidwayUSA Foundation's mission. 26 auctions held from January through June with rare and unique Ruger firearms.
• CZ-USA Field SportsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Savage ArmsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Vortex OpticsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Sig SauerminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Walther ArmsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Akkar USAminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Webley & ScottminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Silencer CentralminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Take Aim TechnologiesminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• SKB ShotgunsminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• SSP EyewearminorGTM or Marketing PartnerIndustry supporter and sponsor. SSP Eyewear created a video featuring Makayla Scott, a youth shooting sports athlete supported by the Foundation.
• Walker'sminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Timney TriggersminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Berry's BulletsminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Bettinsoli USAminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Redding Reloading EquipmentminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Federal PremiumminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• SA Consumer ProductsminorGTM or Marketing PartnerIndustry supporter and sponsor displayed on Foundation's supporters page.
• Outdoor ChannelminorGTM or Marketing PartnerMedia sponsor for Hometown Challenge.
• Volquartsen FirearmsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Keystone Sporting ArmsminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Knives of AlaskaminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Legacy Sports InternationalminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• DeryaminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• GAIMminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Longshot Target CameraminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.
• Hodgdon PowderminorGTM or Marketing PartnerPrize sponsor for Hometown Challenge 2026 sweepstakes.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• USA Shooting: National governing body for Olympic shooting sports in the U.S. Several Foundation staff, including Chance Cover, came through USA Shooting's resident athlete program. Directly comparable as a peer organization funding and developing competitive youth shooting athletes.
• Civilian Marksmanship Program (CMP): National organization promoting firearms marksmanship training and competition, including youth programs. The Foundation's events manager Sarah Hall previously ran Talladega Marksmanship Park for CMP, and Chance Cover was a CMP Summer Camp Director.
• National Shooting Sports Foundation (NSSF): The trade association for the firearms industry and a core strategic partner. NSSF operates in the same youth shooting sports funding ecosystem and represents overlapping stakeholders (manufacturers, retailers, ranges, teams).
• Youth Shooting Sports Alliance (YSSA): National organization advancing youth shooting sports and a core strategic partner of MidwayUSA Foundation. YSSA's retired Executive Director (Cyndi Flannigan) serves on the Foundation's Board, reflecting tight organizational overlap and mission alignment.
• Scholastic Shooting Sports Foundation (SSSF): National governing body for Scholastic Clay Target Program (SCTP) and Scholastic Action Shooting Program (SASP), both of which have endowments managed by MidwayUSA Foundation. Directly comparable as a peer youth shooting-sports organization with similar funding and program models.

Emerging players

• Ducks Unlimited: Large conservation nonprofit with a comparable endowment/donation model and a donor base that overlaps significantly with the hunting and shooting sports community served by MidwayUSA Foundation.
• Rocky Mountain Elk Foundation: Habitat conservation and hunting-heritage nonprofit using a similar donor-supported mission model with substantial endowment fundraising, serving an overlapping outdoor/hunting demographic.
• National Wild Turkey Federation: Conservation and hunting-heritage organization with comparable endowment fundraising, Jakes (youth) programs, and grantmaking to local chapters — directly analogous to MidwayUSA Foundation's model of funding local teams.
• Pheasants Forever and Quail Forever: National upland bird conservation organizations with similar endowment and donor-engagement models. Foundation's relationship manager John Linquist previously ran Pheasants Forever's national shooting sports program (including the Adopt-A-Team concept), evidencing direct mission and methodology overlap.

Others

• Midway USA (commercial affiliate): The for-profit firearms retailer founded by Larry and Brenda Potterfield that underwrites the Foundation's Matching Program. Strongly connected ecosystem participant though not a direct nonprofit competitor; relevant context for sponsor and funding relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/midwayusafoundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 MidwayUSA Foundation, Inc.