windy willow

What windy willow does

Windy Willow Foundation is a 501(c)(3) nonprofit founded in 2021 by David Halvorson, focused on youth mental health across Michigan with operations in Grand Rapids and Metro Detroit. The organization runs a portfolio of programs including direct clinical aid (Aid Program), mental-health education workbooks (Portfolio Project), community awareness (Luminate the Day), a flagship fundraising golf tournament (Windy Willow Classic), physical wellness (Fit Futures), virtual care (Telehealth), and a family-facing Resource Guide.

The foundation operates a hybrid nonprofit revenue model: programmatic funding is sourced from donations, grants, merchandise sales through a for-profit subsidiary called Windy Willow Co., recurring fundraising events, and round-up donation programs. Impact disclosures include $15,000 in direct aid disbursed, 597 clinical visits funded, $26,000 in community program partnerships, 300 workbooks distributed, and 23 total fundraising events to date. There is no evidence of a proprietary technology platform, in-house clinical workforce, or AI/ML capabilities; service delivery appears to depend on partner clinicians and community organizations rather than internally built infrastructure.

Name

windy willow

Legal name

Windy Willow Foundation

Website

https://windywillowco.com

Company type

Private

Founded year

2021

Operating status

Operating

Short description

Windy Willow Foundation is a Michigan-based 501(c)(3) nonprofit founded in 2021 that delivers youth mental health programs — direct clinical aid, telehealth, workbooks, and wellness initiatives — funded by donations, events, and merchandise sales.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Donations and Grants: The foundation accepts direct donations, grants, charitable gifts, and 'in-memory-of' fundraisers. Donors can direct funds or give anonymously. Active grant-seeking from foundations and corporate giving programs.
2. Merchandise Sales (Windy Willow Co.): Affiliate clothing brand Windy Willow Co. sells apparel and accessories (t-shirts, hoodies, hats, windbreakers, beanies, fanny packs). All profits support the foundation's Collective programs. No profits taken from the collection—all proceeds directed to mission.
3. Event Fundraising: Hosts signature events (Windy Willow Classic golf outing, Luminate the Day fitness festival) with sponsorship opportunities. Events offer monetary sponsorship and goods/item donation options. Includes live auctions, raffles, and corporate sponsorships.
4. Round-Up Programs: Point-of-sale round-up program where customers can round up their total bill with proceeds donated to the foundation. Partner businesses facilitate the program at checkout.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Windy Willow Foundation is a 501(c)(3) nonprofit that advances access, advocacy, and action for youth mental health through The Collective, an umbrella portfolio bundling the Aid Program (financial assistance for mental health services), the Portfolio Project (community program funding), signature events (Luminate the Day fitness festival and Windy Willow Classic golf outing), and educational resources on mental health terminology, wellness dimensions, and crisis support. Its for-profit affiliate Windy Willow Co. sells apparel and accessories, with all profits directed to fund foundation programs.

Product overview

Windy Willow Foundation operates as a nonprofit mental health organization with two main offerings: (1) Windy Willow Co., a merchandise brand selling apparel and accessories (t-shirts, hoodies, hats, windbreakers, beanies, fanny packs) with proceeds funding mental health initiatives; and (2) The Collective, an umbrella portfolio of programs including the Aid Program (financial assistance for mental health services), the Portfolio Project (community program funding), Luminate the Day (annual fitness festival), Windy Willow Classic (annual golf outing), educational resources (mental health terminology, wellness dimensions), and a Resource Guide. The foundation also connects beneficiaries to external mental health services including BetterHelp, Psychology Today, and various national organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Windy Willow Co. Apparel and Accessories A merchandise brand from Windy Willow Foundation selling t-shirts ($22-$30), hoodies ($30-$38), windbreakers ($55), hats ($22-$25), beanies, and fanny packs ($30), with all profits directed to fund the foundation's youth mental health programs. Targeted at consumers who want mission-aligned apparel.
• Luminate the Day Fitness Festival Annual signature fitness festival hosted at Luminary Fitness in Grand Rapids, MI, offering a 3-teammate CrossFit-style competition for Rx and Scaled divisions, with sponsorships, athlete registration, and event merchandise. Proceeds benefit Windy Willow Foundation.
• Windy Willow Classic Golf Outing Annual scramble-style golf outing at Thornapple Pointe Golf Club in Grand Rapids, MI, offering team registration, sponsor packages (title, lunch, on-course), and a post-round banquet with raffles. All proceeds support Windy Willow Foundation programs.

Quantifiable outcome

• Direct Financial Aid: $15,000 provided to individuals/families for mental health services
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered flagship, core and minor.

• Harvest Health FoodsflagshipGTM or Marketing Partner · 1 January 2024Title sponsor for Windy Willow Classic. Local Michigan business supporting foundation events. Logo prominence on event materials and sponsor recognition.
• Pita Way Mediterranean EatscoreGTM or Marketing Partner · 1 January 2024Lunch sponsor for Windy Willow Classic. Pita Way provides sponsored lunch for golf outing event. Local Grand Rapids business supporting community events.
• Jersey Mike'scoreGTM or Marketing Partner · 1 January 2024Past lunch sponsor for Windy Willow Classic golf event. Fast casual restaurant supporting foundation fundraising through in-kind food donations.
• Chick-fil-AcoreGTM or Marketing Partner · 1 January 2024Past lunch sponsor for Windy Willow Classic golf event. National franchise supporting local community events through food donations.
• Red BullcoreGTM or Marketing Partner · 1 January 2024On-course entertainment sponsor at Windy Willow Classic providing Red Bull & Tito's station. Beverage sponsorship for golf event.
• Luminary FitnesscoreStrategic or Co-development Partner · 1 January 2024Onward Physical Therapy, Impact Fitness Wellness, Clean Eatz Meal Prep, Human Medicine at MSU, Tyr, StreamFit, Ascent Protein, Go Supplements - Multiple wellness and fitness partners supporting Luminate the Day event as sponsors and venue collaborators.
• Luminary FitnesscoreStrategic or Co-development Partner · 1 January 2021Owner Tyler Cole works closely with Windy Willow team to plan and execute Luminate the Day annual fitness festival. Luminary Fitness hosts the event venue for the nonprofit fitness festival fundraiser benefiting the foundation.
• IPV ConsultingcoreStrategic or Co-development Partner · 1 January 2021Partnership to bring 'The Machine Inside Me' workbook to Grand Rapids community. Workbook aims to educate and empower youths in managing mental health. 300 workbooks distributed to children.
• American Foundation for Suicide PreventioncoreGTM or Marketing Partner · 1 January 2021Early partner for Windy Willow Co. kickback program. Circle of Hope Funds ($16,500 raised, with $30,000 match campaign) directed to AFSP during annual giving season.
• The PhoenixminorGTM or Marketing Partner · 1 January 2021Sober empowerment initiative. Funds raised ($9,508) through Luminate the Day event support The Phoenix's mission. Partnership reflects mutual focus on wellness and recovery.
• Thornapple Pointe Golf ClubcoreStrategic or Co-development Partner · 1 January 2021Venue host for Windy Willow Classic annual golf outing. Beautiful Grand Rapids, MI location serves as signature event venue for the foundation's primary fundraising event.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Phoenix: Sober-active community nonprofit leveraging fitness and events to support recovery and mental wellness. Already a Windy Willow partner via Luminate the Day, with directly overlapping event-driven wellness model.
• To Write Love on Her Arms: Nonprofit funding mental health treatment and education, originally built around a clothing/apparel brand — a model structurally very similar to Windy Willow's dual brand/foundation structure.
• JED Foundation: National nonprofit protecting emotional health of teens and young adults through mental health programming, similar to Windy Willow's youth-focused aid and education model.
• American Foundation for Suicide Prevention: National nonprofit focused on suicide prevention and mental health. Direct peer to Windy Willow's youth mental health mission; Windy Willow Co. launched with a kickback program to AFSP, and AFSP is a current Circle of Hope Funds recipient.
• The Trevor Project: National nonprofit providing crisis intervention for LGBTQ+ youth mental health and suicide prevention. Directly comparable youth mental health crisis and intervention focus.
• Active Minds: Youth mental health nonprofit mobilizing student-led chapters for mental health awareness and education. Closely comparable mission and youth demographic to Windy Willow Foundation.
• Born This Way Foundation: Nonprofit co-founded by Lady Gaga supporting youth mental health and kindness initiatives. Comparable mission, youth demographic, and brand-driven advocacy approach.

Broad incumbents

• Child Mind Institute: National nonprofit providing children's mental health care, education, and research. Comparable children/adolescent mental health focus at much larger scale.
• NAMI (National Alliance on Mental Illness): Largest US grassroots mental health organization offering education, support groups, and advocacy. Broad incumbent serving a similar mental health mission at national scale.
• Mental Health America: Established national community-based nonprofit addressing mental health needs, including for youth. Broad incumbent peer with overlapping mission and education focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat2 records

Customer concentration

• Facebookfacebook.com/windywillowcousa
• Instagraminstagram.com/windywillowcousa

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

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