How Small Actions Create Big Impact: The Story Behind the Wingman Foundation
Supporting Communities, One Bin at a Time
At the heart of every thriving community are people who care—and the Wingman Foundation was built on exactly that principle. In this special episode of Grit Won’t Quit, Tom sits down with Cindy and Chelsea, two of the driving forces behind the foundation, to talk about how a grassroots idea turned into a movement supporting thousands of families across Monmouth and Ocean Counties.
Cindy, the foundation’s executive director, explains that the mission is simple but powerful: to help small businesses give back to their communities, even when time and resources are limited. “Most small businesses don’t have time to organize food drives or the extra funds to write big checks,” she says. “But they do have clients, customers, and employees who want to help.” By placing collection bins in local businesses, the foundation makes it easy for everyone to contribute—turning small individual donations into large-scale community support.
From Two Turkeys to 450 Families
The Wingman Foundation’s story is one of growth and perseverance. When Chelsea and Tom started, they donated just two turkeys and a handful of canned goods. “We thought we were crushing it,” Chelsea laughs. But year after year, support grew. Today, the foundation provides full Thanksgiving meals to over 450 families, including gift cards to purchase a turkey or other protein. That’s an estimated 3,000 people who get to share a warm, complete holiday meal thanks to the collective efforts of local businesses and donors.
And the work doesn’t stop at Thanksgiving. The foundation also organizes a massive holiday toy drive, collecting nearly 7,000 toys last year and aiming for 10,000 this year. On collection days, Santa joins the team on a trolley to pick up donations, and the entire community—from police officers to neighborhood kids—comes together to help load toys and spread holiday cheer.
Why Local Matters
Food insecurity is often closer to home than many realize. In Monmouth County, nearly 1 in 8 families struggles to put food on the table, and in some nearby areas, it’s as high as 1 in 5 children. The Wingman Foundation focuses on meeting that need where it’s most pressing—right here in local neighborhoods.
Tom shares that while they can’t solve hunger on a global scale, they can make a difference in their own backyard. “I can’t fix the world, but I can help fix what’s in Monmouth County,” he says. “If we all do our part locally, that’s how real change starts.”
How Businesses and Individuals Can Help
The beauty of the Wingman Foundation’s model is that participation is easy. Businesses can make a big difference simply by hosting a donation bin and encouraging customers or employees to contribute. Even without foot traffic, companies can turn donation drives into fun internal competitions—some have even offered a bonus day off to employees who bring in a certain number of canned goods or toys.
And for individuals, there are countless ways to support:
Donate food or toys at a participating business
Mail toys directly to the Wingman Foundation’s Manasquan office
Host a bin at your business location
Make a financial contribution, allowing the foundation’s “Secret Santas” to shop for needed items
Share posts and spread the word on social media
Every contribution, no matter how small, fuels a larger movement to make the holidays brighter for families in need.
Powered by Partnerships and 100% Community-Driven
A key reason the Wingman Foundation has been so impactful is its partnerships—like its collaboration with the Brick Morning Rotary, which helps collect and distribute food donations. Together, they supply hundreds of pounds of food every month to local nonprofits, including programs supporting active-duty military families.
And unlike many nonprofits, 100% of donations go directly back into the community. Thanks to support from Wingman Planning and volunteers like Cindy and Chelsea, there’s no overhead or management fee. Every dollar, every can of food, and every toy donated goes exactly where it’s needed most.
Join the Movement
As the holidays approach, the need in our communities becomes even more visible. Whether you’re a small business owner, a local resident, or someone simply looking for a way to give back, your involvement matters.
👉 Learn more and get involved at WingmanFoundationNJ.org
Together, we can prove that grit doesn’t just build businesses—it builds stronger, more caring communities too.
This podcast episode was filmed at Wingman Planning in Belmar.
