2022 Folds of Honor Annual Report

HONOR F O L D S

O F

H O N O R

M A G A Z I N E

INSIDE THIS ISSUE EXPANDED MISSION: First Responders

THE CHURCH JACK BUILT: God, Country and Golf

A NEW FRONTIER: Outdoor Adventure

2022 REPORT

LT COL DAN ROONEY Founder & CEO, Folds of Honor

Dear Folds of Honor family, This has been our most defining year since the inception of Folds of Honor in 2007. Our purpose, the momentum you’ve helped generate, and stunning new opportunities to serve, all converged in ways most would consider impossible. But as a champion of this cause, you know firsthand it’s simply another sign that we’re on an anointed path of service, together.

On September 12th, 2022, we announced our expanded mission to the world.

In addition to U.S. service members, we now stand in the gap for America’s first responders. This move reflects our purpose to meet sacrifice with hope. We rally around the families of fallen or disabled law enforcement officers, fire fighters, paramedics and emergency medical technicians with the same earnest support and commitment we’ve given military families for 15 years and counting.

As word continues to spread into first responder communities and beyond, increasing numbers of grateful patriots are stepping forward to join our Squadron.

IT IS ENCOURAGING BEYOND WORDS TO SEE FOLDS OF HONOR BECOME THE UNIFYING MISSION FOR WHICH OUR COUNTRY HAS BEEN SEARCHING. An important step toward serving first responders with wisdom and intentionality was adding Captain Luke Sherman as our Senior Vice President of Outreach. I cannot overstate the advantage his 29 years on the Tulsa police force gives us in respect to knowledge and leadership.

Looking back on the past twelve months, I’m reminded what a joy it is to be surrounded by such incredible people in our day-to-day operations. It’s a privilege to lead them, but an even greater privilege to walk alongside them as we fulfill the calling God has put on our lives.

In closing, I am proud to report that 2022 was our most impactful year ever. We sent 9,070 dependents of American heroes to school – the most in Folds of Honor history. May we never underestimate the generational difference these scholarships make for such deserving families. I salute you for making it a priority, and I am honored to serve with you. Please enjoy and share our annual report that highlights a small portion of the sea-to-shining-sea support for Folds of Honor.

Onward with Valor!

Godspeed, Lt Col Dan Rooney

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HONOR F O L D S

O F

H O N O R

M A G A Z I N E

F EATU R E S

EXPANDED MISSION

4

FROM SEA TO SHINING SEA

16

THE CHURCH JACK BUILT

22

A NEW FRONTIER

34

THE GREATEST GAME EVER PLAYED Our Grassroots Fundraiser Reaches New Heights

42

THE OFFICIAL PATCH OF MAKING A DIFFERENCE

50

America’s First Responders Can Count On Folds of Honor

The Life-Changing Power of Like Minded Patriots

An Insider’s Story of God, Country and Golf

Outdoor Adventure

Folds of Honor Squadron

2

FOLDS OF HONOR.O R G

OU TLOOK DEFINING OUR PURPOSE

33

2022 STEWARDSHIP

56

FACE TO FACE AGAIN

57

PARTNERS

58

20 22 AN N UAL R EPOR T

4

FOLDS OF HONOR.O R G

P O L I C E // F I R E // E M T // P A R A M E D I C

EXPANDED

MISSION

AMERICA’S FIRST RESPONDERS CAN COUNT ON FOLDS OF HONOR. Guided by our new purpose, to meet sacrifice with hope, we officially expanded our mission to include the families of America’s first responders. Sacrifice doesn’t discriminate by mission location, as there are millions of first responders who stand ready to protect our families every day. From the frontlines to the homefront, America’s heroes and their families can count on Folds of Honor.

20 22 AN N UAL R EPOR T

241 MILLION CALLS MADE TO 9-1-1 EACH YEAR

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F O LD SO FH ONO R .ORG

800,000 LAW ENFORCEMENT 1,062,800 FIREFIGHTERS 241,000 EMT AND PARAMEDICS

THE COMMON GROUND AMERICA NEEDS Over the past two decades, Americans have become increasingly polarized. Distracted by partisanship and clickbait, many have lost sight of all we have in common.

Namely, that we’re blessed to call America home.

But take heart knowing one cause still holds the power to unite us; supporting those who defend our freedom and protect our families.

This unifying truth has been at the center of our mission since our founding in 2007, as we’ve honored the famililes of military service members whose sacrifice allows us to sleep under a blanket of freedom every night.

And while this noble cause has enabled us to rally tens of thousands of grateful Americans over the past 15 years, there’s more common ground to be had. We find it by standing in the gap for America’s courageous first responder community.

As we take this step, our biggest and most monumental since our founding, we need more support from more Americans than ever. It’s a challenge we’ll meet with steadfast determination as we honor our purpose and remember this immutable truth: we are better together.

20 22 AN N UAL R EPOR T

EXPANDED

THE MISSION: WELCOME FIRST RESPONDERS TO THE FOLD

MISSION

While Folds of Honor is revered within the military community, our entrance into the first responder universe was on the ground floor. Not only did we need to introduce ourselves to this new community, we had to do so within the specific groups. Fire. Law Enforcement. EMS. Paramedics.

While much of our original growth was organic with a grassroots approach, a more targeted and deliberate approach was required to reach our first responder audience. We began by leveraging an integrated campaign across 17 tradespecific publications and websites.

Before launching, we redefined and broadened our purpose, rebranded and rebuilt our website and created an anthem video that fully conveyed our heart.

IDEA RANCH SOCIAL RECRUITING BRAND INVESTMENT

THIS WILL ALSO BE SHARED WITH CHAPTERS & FRIENDS OF FOLDS TO POST.

SO BE SHARED WITH CHAPTERS & FRIENDS OF FOLDS TO POST.

MEDIA BUY

(Display, Eblast, Print)

Folds of Honor Sponsored

3,027,682

OFFICIAL. We are proud to announce the expansion of the s of Honor mission to include America’s first responders.

IMP R E S SIONS

417,557

AMERICA’S

EM A IL OP ENS FIRST RESPONDERS

781,000

CAN COUNT ON

IDEA RANCH SOCIAL RECRUITING BRAND INVESTMENT

22IDR19677

PAID SOCIAL - ANNOUNCEMENT - FIRE

foldsofhonor

Sponsored

Welcome firefighter community, to the Folds of Honor.

Folds of Honor

foldsofhonor

Sponsored

Sponsored

IT’S OFFICIAL. We are proud to announce the expansion of the Folds of Honor mission to include America’s first responders.

AMERICA’S

AMERICA’S

FIRST RESPONDERS

FIRST RESPONDERS

CAN COUNT ON

CAN COUNT ON

FOLDS OF HONOR.

FOLDS OF HONOR.

FOLDS OF HONOR.

SOFHONOR.ORG

E S T IM AT ED P R IN T CIRC UL AT ION

ET SACRIFICE WITH HOPE.

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IT’S OFFICIAL. We are proud to announce the expansion of the Folds of Honor mission to include America’s first responders.

Learn more at foldsofhonor.org

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WATCH THE ANTHEM VIDEO 20 22 AN N UAL R EPOR T

BEHIND THE SCENES WITH HERMOSA PD AND TULSA COUNTY SHERIFF’S DEPARTMENT Our first responder launch campaign required video and visual assets we didn’t own or have easy access to.

Thankfully, we were blessed with the opportunity to work with Hermosa PD in California and our hometown County Sheriff’s Department and EMS to capture new content.

It was an honor to witness their pride, authenticity and passion in action. It was clear they view their work as not just a job, but a calling. We hope you enjoy these behind-the-scenes photos.

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FOL DS OF HO NO R .OR G

20 22 AN N UAL R EPOR T

EXPANDED

MISSION

“We honor our purpose and remember this immutable truth: we are better together” 12

FOL DS OF HO NO R .OR G

20 22 AN N UAL R EPOR T

THE RESULTS: IMMEDIATE IMPACT Our goal with our first responder campaign launch was to garner impressions, elicit donations and, ultimately, gain mindshare within the universe. Not only because we wanted to be fast and loud about having their backs, but as our recipient base grows, our required revenue to meet their needs will increase as well.

10,5 4 3 NE W U SER S

178%

YEAR OVER YEAR

15,9 6 5 SE S SIONS

149%

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FO LD SO FH ONOR.O R G

YEAR OVER YEAR

MEET SACRI

LAUNCH WEEK REVENUE 9.12.22 9.16.22

286 CONVERSIONS

Total conversions across one-time gifts, Squadron signups, and apparel sales.

Total revenue for all these conversions brought in $50,757.

88 ONE-TIME GIFTS

One-time donations through the site totaled $25,530.

46 SQUADRON SIGNUPS

$880 in monthly Squadron donations generating $10,560 yearly.

152 APPAREL SALES

Sales through the Shopify store amassed $24,347 in revenue.

372 ARTICLE PICKUPS

The total number of articles posted about the FR launch. Some publications picked this story up multiple times, either posting on their sub-sites or running different versions of the story.

615 MILLION TOTAL POTENTIAL REACH

The potential reach refers to the potential number of viewers exposed to stories featuring the FR launch. The number is derived from each website’s unique monthly visitors which refers to the average number of individuals visiting the website each month.

285 CLICK-THROUGHS

The number of links clicked by users on the original PR Newswire press release. Links clicked on the other 371 articles are not counted in this metric.

IFICE WITH HOPE 20 22 AN N UAL R EPOR T

CHAPTERS:

CHAMPIONS OF OUR MISSION

We are humbled by grateful Americans across the nation who’ve created and grown the Folds of Honor Chapters.

These like-minded Americans are rallying locally to champion our noble mission. As evidenced by these 2022 highlights, they’re creating massive fundraising momentum.

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FOL DS OF HO NO R .O R G

TENNESSEE Hosted the highly anticipated Heroes & Holidays at The Factory in Franklin, TN. The star-studded lineup included RaeLynn, Stephen Curtis Chapman, Big & Rich, and surprise guest Jelly Roll. These musical performances, followed by a moving speech from Gold Star wife and mother, Ginger Gilbert-Ravella, raised over $600,000 to fund more than 120 scholarships.

OKLAHOMA Continued their successful annual fundraisers, Stars, Stripes & Pipes Invitational, and the Bourbon & Blues Dinner. Both were well attended by generous donors, raising $200,000 and $140,000 respectively. Three key partnerships that will undoubtedly produce big fundraising and branding wins were also secured: the Lane Frost Brand, Sigars.com, and J-M Farms.

20 22 AN N UAL R EPOR T

ST. LOUIS Achieved an impressive 31% revenue increase in 2022. Their SUNTRUP Automotive Golf Classic was a major success, with 376 golfers participating

The Patriot Ceremony included the Presenting of the Colors–Marine Corps Color Guard by (from left) Sergeants Huckleberry, Trump, Clement, and Voltin. Music was provided by bagpiper Tom Finnegan, Barrington’s Premium Blend Acapella Choir, and TAPS was performed by Rich Tomasek (not pictured).

and $320,211 raised. The Schnucks “Round Up at the Register” campaign spurred generosity throughout the Midwest, generating $850,000. The St. Louis Chapter hosted their first inaugural Folds of Honor Gala, bringing in $76,259. And the Strathalbyn Farms Clay Shoot produced $26,221.

PURPOSE & PARTY PHOTOGRAPHY BY LINDA M. BARRETT

The Patriot Ceremony included the PresentingThe of the Colors–Marine Corps Color Guard Patriot Ceremony included the Presentby (from Sergeants Huckleberry, Trump, ing of left) the Colors–Marine Corps Color Guard Clement, and Voltin.

Music was provided by (from left) Sergeants Huckleberry, Trump, byClement, bagpiperand TomVoltin.

Finnegan, MusicBarrington’s was provided Premium Blend Acapella Choir, and TAPS was by bagpiper Tom Finnegan, Barrington’s Premium Blend Acapella Choir, TAPS was performed

by Rich Tomasek (notand pictured). performed by Rich Tomasek (not pictured).

CHICAGO Hosted their perennial sold-out Barrington Golf Day. This much anticipated event includes golfing at Barrington Hills Country Club and Biltmore Country Club, followed by a Patriot Ceremony, dinner, cocktails, presentations, and a live auction.

Generous support and donations from the community made the event a huge success.

Attendees and supporters were The Village of Barrington Hills and Cuba Township offered a eager to advance the Folds of Honor donation. From left: Cuba Township Supervisor Chris Karam, Lt. Col. Dan Rooney, and Village of Barrington Hills Trustee mission, raising $700,000.

Colleen Konicek Hannigan.

Gold Star Recipient Family member Jurley Torian shares her family’s story.

Above: Folds of Honor guests who served in the United States Armed Forces gather at Biltmore Country Club during the event’s cocktail hour.

Folds of Honor THE 2022 BARRINGTON PATRIOTS GOLF DAY RAISES $700,000 FOR SCHOLARSHIPS

E

ACH YEAR, Bill Schey and a host of patriotic and generous community members pull together for a sold-out Barrington Patriot Golf Day. The day is filled with golf at Barrington Hills Country Club and Biltmore Country Club, followed by a Patriot Ceremony and cocktails, dinner, presentations, and a live auction. Proceeds provide scholarships for the families of fallen and disabled Military and First Responders.

Generous support donations from community made the said. “While Generous support andand donations from thethe community made the The VillageofofBarrington BarringtonHills Hillsand andCuba CubaTownship Townshipoffered offered aa The “You are an amazing group of very generous individuals, ” Schey weVillage event a huge success. event a huge success. donation.From Fromleft: left:Cuba CubaTownship TownshipSupervisor SupervisorChris ChrisKaram, Karam, donation. could not control the rain, all that attended the dinner heard the real-life stories from Col.Dan DanRooney, Rooney,and andVillage Villageof ofBarrington BarringtonHills HillsTrustee Trustee Lt.Lt. Col. Jurley Torian, a mother who lost her Marine Corps husband, the father of their children, ColleenKonicek KonicekHannigan.

Hannigan.

Colleen in combat and Navy Seal Jeff Samuel, an American Hero that continues to serve his felGold Recipient Family Gold StarStar Recipient Family lowmember andTorian their families.

Since inception, Folds of Honor has awarded over 44,000 Jurley Torian shares member Jurley shares 1 8Veterans FOL DS OF HO NO R .OR G her family’s story. her family’s story. scholarships. You are changing lives.”

Right: A Marine Corps Veteran and Folds of Honor Board Member for Chicago and Southwest Florida, Bill Schey honors 10 classmates who lost their lives in the

After golfing, guests gathered at Biltmore Country Club.

SOME OF THE GREATEST PATRIOTS I’VE EVER MET NEVER PUT ON A UNIFORM.

MINNESOTA Increased scholarship recipients by a remarkable 70% over the previous year.

Their 9th Annual Wingman Open raised a record $726,000. A summer tradition – Boots, Bourbon and Brice concert – brought in $660,000. Contributions from the Car Donation Foundation totaled $350,000. And McDonalds owners and operators of Minnesota, Western Wisconsin, and Ironwood, Michigan, made a $100,000 donation.

KANSAS CITY Garnered scholarship funding and extended brand awareness thanks GEHA (Government Employee Health Association) and the Kansas City Chiefs.

Contributions include nearly $150,000 as well as in-game mentions, video segments, and dozens of Chiefs tickets to Folds of Honor families throughout the NFL season.

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SOUTH TEXAS Hosted a multitude of successful events, from the Houston Chili Fest to the Veteran Golf Classic. A notable addition was their inaugural Folds of Honor Challenge, which honored all fallen service members and first responders from the state of Texas. The city of Houston Sheriff’s Office sent over 50 police officers to the event, which raised more than $500,000.

NORTH TEXAS Welcomed 1,800 supporters to the AT&T Stadium in Arlington, TX for the Folds of Honor North Texas Annual Gala. The celebration included dinner, a live auction, raffle, custom cowboy hat sales, live entertainment, moving speeches, and a precision performance by the U.S. Army Honor Guard Drill Team. A call for donations in the Give the Heart portion of the evening raised over $300,000.

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FO LD SO FH ONOR.O R G

OUR SINCERE THANKS GO OUT TO EVERY CHAPTER IN THE COUNTRY.

Your investment of time, energy and dollars is inspiring.

Thanks to your tireless commitment to standing in the gap and adding more grateful Americans to our ranks, the future for the heroic families we champion looks immensely brighter.

20 22 AN N UAL R EPOR T

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FOLDS OF HO NO R .OR G

THE CHURCH JACK BUILT

An Insider’s Story of God, Country and Golf.

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THE CHURCH THAT JACK BUILT Near the shores of Lake Michigan, there

At the heart of this church is the course

is a reverent place. One that celebrates

itself: a par-72 championship layout over

faith, family and freedom. A monument

undulating sand dunes that tips out at just

to all who sacrifice to defend and protect

over 7,200 yards.

our American way of life.

American Dunes is a world-class golf

career as a fighter pilot, the tee boxes are

course rooted in a far greater purpose,

marked with the iconic folded-flag Folds

with 100% of profits funding scholarships

of Honor logo and names such as VALOR,

through Folds of Honor. To founder Lt Col

HONOR, FREEDOM and BEAR.

Dan Rooney, it’s more than another 18 holes of the game he loves. IT’S A GOLF CHURCH.

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FOLD SO FH ONOR.O R G

True to Rooney’s unbridled patriotism and

American Dunes shares a home state with courses like Crystal Downs, Arcadia Bluffs, Kingsley Club and Oakland Hills – some of

The church that Jack built. Yes, that Jack:

the best courses in the world – but holds

the 18-time-Major-winning Golden Bear,

its own as 18 holes of world-class golf that

and long-time friend and supporter of

also offer a uniquely American experience,

Folds of Honor, Jack Nicklaus.

celebrating God, country and the game.

17000 LINCOLN STREET | GR AND HAVEN, MI 49417 20 22 AN N UAL R EPOR T

The Beginning: Where Folds of Honor Was Born It was 2007 when Rooney hosted the inaugural Patriot Golf Day at what was then Grand Haven Golf Club. 67 golfers played that day, $8000 was raised, and an idea was born: one that would become the Folds of Honor Foundation and change tens of thousands of lives across the country.

10 years passed, the foundation continued to grow, and then, in a full-circle moment, Rooney found himself back where it all began. Grand Haven Golf Club announced it was closing - and he knew it was just the opening he needed to fulfill his vision for what a golf church could be. Rooney and his partners acquired Grand Haven, renamed it American Dunes and set out to create not only a world-class course, but an experience that could change the heart of America.

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FOLDS OF HO NO R .O R G

“We are blessed to tee it up for someone else in a game that’s all about yourself. It’s a level of purpose and fulfillment that elevates the game to a higher place. American Dunes is golf’s most heroic round.”

20 22 AN N UAL R EPOR T

The Experience: A Reverent Place American Dunes stands as a living memorial of the birthplace of Folds of Honor. To ensure everyone understands the true meaning, the only way to enter or exit the property is the through the Folds Memorial. Bootstep imprints of fallen U.S. service members line the concrete walkway. When we say these heroes will not be forgotten on our watch – we mean it.

Beyond the 18th green is the culmination of golf’s most heroic round. The Wall of Honor serves as a towering reminder that freedom is not free. It will soon be home to 3,000 names. This is your annual opportunity to honor the hero in your life. For a $313 donation, you can proudly display the name of your service member or first responder on the Wall of Honor. Your donation helps provide the lifelong gift of education to a deserving recipient. You’ll also receive a desktop replica of your loved one’s plaque.

American Dunes is a uniquely moving experience, unlike any golf course in the world. The reverence, the camaraderie and unity of purpose ensure it always will be.

FOLDSOFHONOR.ORG/WALLOFHONOR

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FO LD SO FH ONOR.O R G

“

What this place represents, what it stands for, the lives it will change, there is nothing else like it in the game of golf.

— JACK NICKLAUS

20 22 AN N UAL R EPOR T

TOTAL IMPACT TO-DATE 30

$1.1M RAISED FOR FOLDS OF HONOR

220 SCHOLARSHIPS AWARDED FROM AD EFFORTS

FOL DS OF HO NO R .O R G

The Future: Ceiling And Visibility Unlimited The future of American Dunes is bright and immeasurable. As Folds of Honor’s mission has expanded to support the families of America’s first responders, American Dunes’ role becomes that much more important. It’s the only course in America where love of country combines with love for the game - and the difference it’s making is changing lives every day.

Major Events: Roll Call Tournament: A private fundraiser co-hosted by Lt Col Rooney and Jack Nicklaus that has quickly become a favorite amongst Folds’ biggest supporters.

The Folds of Honor Collegiate: An NCAA golf tournament sponsored by American Dunes, Folds of Honor, Michigan State and the Golf Coaches Association of America. Raises money and support for Folds of Honor and the GCAA Presidential Scholarships Fund.

Inaugural tournament in 2022 played host to teams from Air Force Academy, Arizona, Army, Central Michigan, Clemson, Eastern Michigan, Florida State, Grand Valley State, Illinois, University of Kansas, Liberty University, Michigan State, Navy, N.C. State, Oregon State, Texas Southern University, UCLA, and Virginia Union University. With Illinois taking the top prize.

As the Folds of Honor mission has expanded to support the families of America’s first responders, American Dunes’ mission becomes that much more important. It’s the only course in America where love of country combines with love of the game to make a life– changing difference.

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FOLD SO FH ONOR.O R G

NE AR L Y

4 4 , 00 0

L I FE- C HA N G I N G

S C HOL A R SHIPS

SINCE

20 0 7

DEFINING OUR PURPOSE: You’re already intimately familiar with the Folds of Honor mission. You’ve advanced it and shared it with others. For that, we are forever grateful. In 2022, we took our thinking and focus to an even higher level by defining our purpose. While it’s always lived in our hearts, putting it to words holds the power to elevate everything we do.

Let’s start with the difference between mission and purpose. A mission is inspirational and action specific. In our case, it’s providing scholarships to the families of fallen or disabled U.S. service members and first responders. A purpose is aspirational and unending. Like a guiding star on the horizon, it unifies us by forever setting our hearts and minds in the same direction. It is our north star.

While we can’t undo tragedy, we pledge to go beyond offering condolences and gratitude. We will meet their sacrifice with hope. Through scholarships. Through the community we invite them into. Through the uniquely loyal camaraderie and support Folds of Honor offers through chapters across America.

We’re weaving this purpose into our speech and all future efforts. We invite you to share it, as together we carry it into a world hungry for purpose and meaning.

L T C O L D A N R O O N E Y , CEO / Founder C O L N I C K N I C H O L S , President B E N L E S L I E , Chief Development Officer L A R R Y R O B I N S O N , Chief Impact Officer L U K E S H E R M A N , Senior VP of Outreach M E L A N I E B A R D I N - M O R R O W , VP of Operations R A Y P O U D R I E R , Chief Financial Officer

A NEW FRONTIER O U TD O O R AD V E N TU R E

BY COL NICK NICHOLS President

20 22 AN N UAL R EPOR T

Before I had the privilege of serving as president of Folds of Honor, I served our country in the Air Force as an F16 pilot. After a 30-year military career with seven combat tours, I joined Folds of Honor in 2018 to support the families of those who secure our freedom and protect our safety.

I come from a military family. I’m third-generation Air Force with my grandfather in WWII, my dad in Vietnam, and me in support of the Global War on Terrorism. Unfortunately, like many of the recipients we serve, I lost my dad in a tragic accident when I was 15. When you are a kid who answers the knock on the door saying dad’s not coming home, the word sacrifice hits harder than before.

Through my dad’s military career, we traveled and experienced the world. It was exciting, but I looked forward to opportunities to take father/son hunting trips. Losing my father at such a young age took away those experiences.

When I retired, I missed the camaraderie of my unit. The Air Force was a brotherhood bonded by love of country. Together, we served something bigger than ourselves.

L OV E

O F

L I V E S

O U T

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FOLD SO FH ONOR.O R G

C O U N T R Y H E R E

OR

A

To fill what seemed to be lacking, I

I unplug. As my kids grow older, this has become

reembraced hunting and outdoor

increasingly important to me. Time spent with

adventures. I found a new backdrop to

family outside, undistracted, makes our personal

create memories with my three children.

connections memorable and meaningful.

And within the hunting community, I found fellowship and sense of solidarity that I was missing.

land into our family ranch. My lifelong dream came true. Wide open spaces and the freedom to enjoy it all. At work and at play, I look around,

has also prompted new relationships for

envisioning our future, and pray, Lord, don’t ever

Folds of Honor with outdoor brands. As

let me take this for granted.

an avid outdoorsman, I am excited to have industry giants join Folds to support our recipient families.

Many of our recipient families and supporters are fellow outdoor enthusiasts. Aligning with outdoor brands allows Folds of Honor to relate

You must love everything about hunting

with recipients and donors on a new level. A

to be a hunter - lots of early wake ups,

force-multiplier unlike any we’ve ever seen.

tons of preparation and work. But this time and space is peaceful for me, and it is ultimately where I find God. We live in the most hyper-connected time in history. Spending time outdoors is how

D V E N

Recently, my wife and I developed our piece of

That fellowship of outdoor adventure

T U

E

OUT

DO

I FOUND A NEW BACKDROP TO CREATE MEMORIES WITH MY THREE CHILDREN. 20 22 AN N UAL R EPOR T

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FOL DS OF HO NO R .O R G

WI DE

O PE N

S PA C E S

AN D

O P P OR T U NIT Y

O U T D OOR R EC R E A T I ON INDU S T R Y G EN E R A T E D

$862B

W HI C H L E D T O T HE C R E A T I ON OF

IN ANNUAL E CON OM I C O U T P U T .

4.5M JOBS

T H E P EACE F OUND IN OUTD O O R P U RSU I TS A TTRA C TS P E O P LE O F A L L A GES , MAK ING IT AN $800+ BI LLI O N-DO LLA R I NDU STRY . O NE T H A T CONTINUES TO GR OW A S M O RE A M E RI C A NS SE E K TH E M E NTA L A N D PHYS ICAL B ENEF ITS OF U NP LU GGE D E XP E RI E NC E S I N NA TU RE .

T H O S E WHO CONS IDER THE MSE LVE S O U TDO O RSME N A ND W O ME N H A V E A HIGH PR OPENS ITY TO SH A RE VA LU E S TH A T A LI GN W I TH SU P P O R TING MIL ITAR Y AND FI RST RE SP O NDE RS. TH E Y U NDE RSTA ND T H E A CTIVITIES THEY TR EASU RE E XI ST O NLY BE C A U SE O F TH O SE W H O ENS UR E WE’R E F R EE A ND SA FE .

32

%

People who earn between $100,000$200,000 donate an average of $4,245 each year.

O F O U T D O O R R E C R E AT ION

An objective of the Squadron

P A R T I C I PA N T S M A KE

campaign is to increase donations

MORE THAN

from the Millennial generation.

$100K

Roughly 32% of the outdoor recreation population is a Millennial.

20 22 AN N UAL R EPOR T

INDUSTRY BRANDS ARE COMING TOGETHER IN SUPPORT OF THE MISSION. With my passion for the outdoors, it seemed natural to turn to the outdoor recreation industry, specifically hunting, to grow the Folds of Honor mission. Brands in this sector and their patrons proved they were ready to support the families we serve.

Our longest standing outdoors space partner is YETI. Their co-branded products and promotional support have made an incredible impact on our recipient families. Not only has YETI been extremely generous, but they have also established credibility for Folds of Honor.

My favorite outdoor television personality is Michael Waddell. He is a country boy from Georgia just like me, and hosts Bone Collector, an Outdoor Channel hunting show. Through a mutual acquaintance, Michael and I were introduced. Next thing I know, I found myself on an elk hunt in 2021 with Waddell and The R&K Hunting Company.

That one hunting experience led to many impactful relationships with Carbon TV, Hoyt Archery, and Bushnell.

Over the past year, Outdoor Sportsman Group has joined the fight with Folds of Honor. They have generously donated airtime on the Outdoor Channel and Sportsman Channel.

I’m not the only outdoor enthusiast at Folds of Honor. A member of our marketing team, Alli Vaughn, is the co-host of the Sportsman Channel show, Grace, Camo, & Lace. Alli and her sister, Adriana Armstrong, take viewers on their hunting adventures in hopes to pass their passion for hunting on to future generations, especially encouraging women and children.

Sitka shutdown their entire website only serving a direct link to support Folds of Honor during Memorial Day weekend of 2022. We were incredibly humbled by their innovative support during a weekend that usually serves as a big boost in sales for most brands across the country.

I had the privilege of participating in SHOT Show and the National Wild Turkey Federation convention in 2022. The outpouring of support from the companies represented at these tradeshows was positively overwhelming. Down every aisle, people stopped me and asked about the folded flag on my t-shirt. Casual conversations turned into incredible opportunities to introduce them to the Folds of Honor mission and invite them to join forces.

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FO LD SO FH ONOR.O R G

Carbon TV, the #1 streaming video platform of outdoor content, committed to raising visibility for the Folds of Honor mission. Throughout the year, they generously donated airtime for our video content, as well as space on their website encouraging viewers to join our ranks.

These partnerships are only the beginning. We are actively pursuing relationships with kindred spirits in the outdoor industry and on a National level, we are exploring space outside of hunting to include fishing.

Revered brands that promote and protect our natural resources are joining Folds of Honor to meet sacrifice with hope.

Together we are finding where passion and purpose collide. Like-minded Americans on common ground in the great outdoors.

20 22 AN N UAL R EPOR T

THE GREATEST GAME EVER PLAYED

AND WHERE IT ALL BEGAN FOR FOLDS OF HONOR

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FOL DS OF HO NO R .O R G

Golf has served as a cornerstone of the Folds of Honor mission since our founding in 2007. It’s a game and community without which we could not make a life-changing difference for so many families. A game central to the personal story of our founder, Lt Col Dan Rooney. A game we love. And 2022 was one of our golf team’s biggest years to date, as it resulted in more than $8 million dollars being raised for our mission.

It started with a reimagined and revitalized Patriot Golf Days. In 2022, we partnered with PGA Hope to make Patriot Golf Days the largest grassroots golf fundraiser in America. That Memorial Day weekend brought in our largest registration numbers in years, and our aim for next year is even higher: to increase Patriot Golf Days participation by 50%.

20 22 AN N UAL R EPOR T

A NEW, HEROIC ERA FOR GOLF In 2022, we also doubled down on golf marathons, breathing new life into these heroic fundraising efforts with our new branding: HERO100 golf marathons.

While our supporters have participated in golf marathons for more than a decade, the idea has recently taken hold within other fundraising circles. We wanted to differentiate our offering with a story that was true to Folds of Honor and our mission; one that signaled participation in a HERO100 golf marathon as serving a greater purpose.

Not only did we want our golf marathons to carry more significance, we wanted them to be a point of pride for our participants because - let’s face it - playing one hundred consecutive holes of golf is not for the faint of heart. With the goal of positioning it as golf’s most honorable and challenging round, we settled on HERO100. We wanted it to symbolize a round worthy of immense pride. A round that proclaims your dedication to a cause bigger than all of us.

With HERO100 branding in tow, 2022 was our biggest year ever for golf marathons. In total, 200 participants played more than 21,500 combined holes while raising over $1.3 million to fund 2,060 lifechanging scholarships.

Additionally, we had our first million-dollar marathoner in Billy Sampson from South Carolina. On Sunday, September 4th, 2022, Sampson completed his 13th HERO100 golf marathon. Over those 13 marathons, he has played more than 2,600 holes, and raised over $1.1 million, helping provide 220 scholarships to recipient families.

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FO LD SO FH ONOR.O R G

BILLY SAMPSON

TMARATHONS H I R TEEN OVER

$1 MILLION

RAI SE D 20 22 AN N UAL R EPOR T

W EAR T HE M ISS IO N

PARTNERS, PATRIOTS. While golf is often identified as an individual sport, we know it wouldn’t be the same without the fellowship we enjoy with our playing partners on the course. The same holds true for our golf fundraising efforts - none of which are possible or carry even a fraction of the impact they would without the many vital partnerships we enjoy in the golf community.

Partners like Kemper Sports who have

2 0 2 2 C O N T R IBU TIO N

$500,000 $1.7 MILLION O V E R A L L C O N TRIBU TIO N

worked with us from the beginning and who stepped up their efforts last year by working with us to make HERO100 golf marathons more accessible to more Americans than ever.

In 2022, through various golf activations, Kemper Sports helped raise over $500,000 dollars for us. Since first joining our mission, they’ve contributed over $1.7 million to provide academic scholarships that make a generational difference for our recipient families.

We are also proud to call Troon Golf a partner. In 2022, they helped raise $215,000 through facility activations and the coveted Troon Patriot card. With even more collaboration through great events and strategy, 2023 is shaping up to be a banner year.

We’d be remiss if we didn’t also give a huge shoutout to American Golf, Century, Invited, McConnell, Vici, Icon, Foresight and more for their continued commitment to Folds of Honor through outstanding green grass activations. We simply cannot do it without you.

20 22 AN N UAL R EPOR T

G EO RG IA CUP

LOOKING AHEAD IN 2023 With efforts already under way to make 2023 a record year for Folds of Honor on golf courses across the country, there’s plenty to look forward to and more ways In October, we’ll kick off Operation Unity

than ever to participate.

again. This is our campaign to recruit and

Played annually and two weeks prior to

enlist as many HERO100 golf marathoners

The Masters, The Golf Club of Georgia

as possible. This operation runs through

once again hosted The Georgia Cup, a

Another event we’re looking forward to is

match-play competition between the

the second Folds of Honor Collegiate at

U.S. and British Amateur Champions.

American Dunes Golf Club in September.

This year’s contestants were Sam

This college tournament is hosted by

Bennett of Texas A&M versus the

Michigan State University, Folds of Honor,

And finally, one of our biggest golf events

second youngest British Am champ

and the Golf Coaches Association of

each year is the Folds of Honor Cup at

ever, Aldrich Potsgeiter. A match

America. Last year it saw 18 collegiate

Lake Nona, Florida. Hosted on Veterans

marked by inclement weather ultimately

teams compete in the inaugural event with

Day, it brings out the star power with

crowned Potsgeiter victorious. Proceeds

the Fighting Illini from the University of

celebrity hosts Anika Sörrenstam and Ken

from The Georgia Club exceed $500,000

Illinois taking home first place. This year

Griffey, Jr. at the helm. Now in its third

over the past two years impacting more

the tournament will take place September

year, this star-studded event includes a

than 100 Georgia-based recipients. To

4-6, and we hope to secure national

pairings party private concert, $1 million

be a part of this incredibly prestigious

broadcasting rights prior to the event so

dollar shootout, veuve champagne lounge

event is an honor and we are thankful

golfers across the nation can witness this

and more resulting in over $1 million raised

for the steadfast support.

special tournament.

each year for deserving recipients.

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FOLDS OF HO NO R .O R G

November with our marathons taking place between National First Responders Day and Veterans Day.

OUR HEARTFELT THANKS In closing, we give our sincere thanks to the Folds of Honor golf team – a group of faithful patriots whose knowledge and experience has empowered our ability to expand our mission and activate the golf community to new heights. Simply put, without the team we have in place we wouldn’t be able to achieve all we did in 2022, and all we are looking forward to in 2023.

FOLDSOFHONOR.ORG/GOLF

But we can’t give thanks without recognizing the golf community itself. The pros, the clubs, the volunteers, anyone and everyone whose love for the game is trumped only by their love of country. Golf has long been considered a noble game, and we couldn’t advance our noble mission without your impassioned support.

On behalf of the Folds of Honor and every one of our recipient families, thank you.

From the bottom of our hearts.

We’ll see you on a tee box soon.

20 22 AN N UAL R EPOR T

60% OF AMERICANS CONSIDER THEMSELVES “PATRIOTIC”

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FOLDS OF HO NO R .O R G

FOLDS OF HONOR SQUADRON

THE OFFICIAL PATCH OF

making a difference.

Squadron is our community of grateful Americans committed to meeting sacrifice with hope. The invitation to join is extended to all, as we welcome new members with enthusiasm and open arms. The aim: to become the nation’s most beloved, patriotic subscription.

The $13 price point makes it widely accessible across ages and wages to those looking to make a difference. With over 60% of Americans considering themselves “patriotic,” and across-the-aisle support of our military and first responders, this monthly donation model is the highestpotential, recurring-revenue generator we own.

KEY WORD: RECURRING.

20 22 AN N UAL R EPOR T

POWER OF THE MONTHLY DONOR Data shows when someone donates monthly, retention rates are higher. On average, they donate more money than someone who provides a single donation.

70% 80%

OF ONE-TIME DONORS DO NOT RETURN TO MAKE ANOTHER GIFT. AVERAGE RETENTION RATE FOR FIRST YEAR OF MONTHLY DONORS.

WITH RECURRING DONATIONS WE GENERATE

42% MORE

800% REVENUE PER YEAR.

AND UP TO 800% MORE LIFETIME REVENUE FROM THE INDIVIDUAL.

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FOL DS OF HO NO R .O R G

Every element of Squadron is intentional. The amount honors the 13 folds of the American flag presented at funerals to families of fallen U.S. service members and first responders.

The number serves as a monthly drumbeat reminding donors the gravity of this calling.

The Squadron logo was also designed with meaning. In addition to the number 13, it includes the F-16 Fighting Falcon in recognition of our founder, Lt Col Dan Rooney, and our military roots. It flies above the 3 words that encapsulate the heart of Squadron.

HONOR .

S A CRIF ICE .

HOP E .

We chose to name this community “Squadron” because it resonates on many levels.

The technical definition is: An operational unit in an air force consisting of two or more flights of aircraft and the personnel required to fly them. Squadron is fitting because we’re fulfilling this noble purpose together. Just as the members of an air force squadron go beyond pilots to include mechanics, re-fuelers, bomb loaders and comms specialists, our community goes beyond those who’ve served in the military or as first responders. We are Americans linking arms to change the trajectory of courageous families who’ve sacrificed so much.

20 22 AN N UAL R EPOR T

foldsofhonor

foldsofhonor

Sponsored

Sponsored

Sign Up

Sign Up

$33 RETURN ON AD SPEND

Spreading the word to the masses is crucial to growing our ranks. In developing our advertising campaign, we are hyper-diligent in strategy and execution. Our attention to audience, message and medium has proven incredibly successful. For every $1 dollar spent, we’ve received $33 in return via new memberships. This success is further evidence of our commitment to financial stewardship and expanding our impact.

54

FO LD SO FH ONOR.O R G

Going forward, our goal is to offer a collection of Squadron merchandise that becomes the enviable, effortlessly cool uniform of patriots across the country. At airports, gas stations, the golf course, everywhere – Squadron members will spot one another instantly. This logo on a shirt, hat or bag becomes visual shorthand for mutual respect and unity of purpose. Camaraderie when our nation needs it most.

IT’s WHO YOU ARE

BECAUSE IT’S NOT SOMETHING YOU DO

Pride of association for $13 a month. Now that’s powerful.

Americans are hungry for purpose and unity. To that we say, “WELCOME TO SQUADRON.”

20 22 AN N UAL R EPOR T

FO LD S OF HO NO R IS A LE A D ING NON-PROF IT ORGANIZAT ION T H AT PROVIDES ED U C A T IO NAL S C HO LA R S HIPS F OR CH IL DREN AN D SPOUSES OF F AL L EN OR D I S A B LE D AM E R IC A N M ILITAR Y SERVICE MEMBERS AND F IRST RESPONDERS.

44,000

S I N C E 2 0 0 7, FO LD S O F HO NO R HAS

$200M

A W A RD ED A PPR O XIM A TE LY 4 4 ,000

SCH OL ARSH IPS TOTAL OVER $200

ED U CA T I O NA L S C HO LA R S HIPS .

MIL L ION IN EDUCATION AL IMPACT .

90%

FO LD S O F HO NO R IS PR O U D TO HAVE

41%

A C U M U LA TIVE A VE R A G E R A TIO O F

REPRESEN T 41 % OF

90 % O F EVER Y D O LLA R R A IS E D G OIN G

AL L SCH OL ARSH IPS

T O O U R S C HO LA R S HIP PR O G R A M .

AWARDED.

4-STAR FO LD S O F HO NO R IS PR O U D TO B E RA T ED 4 O U T O F 4 S TA R S B Y CHA RI T Y NA VIG A TO R .

N EARL Y 44, 000 EDUCATION AL

MIN ORITY RECIPIEN TS

“

Thank you for helping me fulfill my dream of going to med school.

–L AUREN WONG

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FOL DS OF HO NO R .OR G

F A C E TO E C A F

BY BEN LESLIE As so many of us begin our days confronted by ever-changing technologies, alarming headlines, unsettling new normals … there remains one constant upon which we all place our hope for a way through whatever may come next.

Connection. Our collective need for it, and our innate drive to find it even when – perhaps especially when – it seems most distant. As we continue to rise together amid the upheaval of the past few years, the single emotion that seems to occupy the most space in all our hearts is, quite simply, humility. As an organization we are humbled by our selfless volunteers, our chapters both new and seasoned, and – always – by the stories of our recipients and their families.

This year, our team is humbled by the opportunity to be together again under one roof. Not just any roof, but the roof of our new headquarters where we’ll do noble work that will outlive us all.

We’re beyond thankful for this shared address, and massively encouraged to know it’s only one piece of the vast common ground we share with those who embrace this mission.

20 22 AN N UAL R EPOR T

INSPIRING

IMPACT

We are forever humbled by and grateful for the ongoing support of some of the most

recognized brands in the world. These lifetime, loyal partners proudly carry our message forward and make a generational difference for the families of American heroes. It’s our honor to recognize them for their faithful generosity and exemplary commitment.

2022 T OP CORPOR AT E PAR T NERS

QUIKTRIP

320 SCHOLARSHIPS

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FOL DS OF HO NO R .O R G

2022 T OP CORPOR AT E PAR T NERS

JOHNNY MAC SOLDIERS FUND

250 SCHOLARSHIPS

20 22 AN N UAL R EPOR T

FAITHFUL PARTNERS

ANHEUSER-BUSCH

245 2022 TOP CORPOR ATE PARTNERS

SCHOL A RSHIP S

60

FOLD SO FH ONOR.O R G

FAITHFUL PARTNERS

WINN-DIXIE

172

2022 TOP CORPOR ATE PARTNERS

SCHOL A RSHIP S 20 22 AN N UAL R EPOR T

O

UR

W GRO

ING ROST

ER

OF

FAITHFUL PARTNERS

When we scan the landscape of American companies ready to go beyond displaying our nation’s flag, we find beacons of light – brands eager to link arms with us and meet sacrifice with hope. Thankfully, this year was no different, as we gained new partners who made it possible to meet even more deserving recipients with “Yes!”.

Our heartfelt gratitude goes out to these important, new partnerships of 2022.

2022 NEW IMPACTFUL PARTNER

SINCLAIR

170 SCHOLARSHIPS

FUELING FOLDS OF HONOR 62

FO LD SO FH ONOR.O R G

FAITHFUL PARTNERS

SCHNUCKS

155

2022 TOP CORPOR ATE PARTNERS

SCHOL A RSHIP S

20 22 AN N UAL R EPOR T

2022 NEW IMPACTFUL PARTNER

ARBY’S

106 SCHOLARSHIPS

64

FOL DS OF HO NO R .O R G

+

Rinnai U.S. Cpl. Scott A. McIntosh Mem. Tourn.

Wings of Freedom Foundation Albertsons Bill and Connie Schey American Golf Corp.

Arcis Golf David and Teryl Schawk Family Found.

Jim Glover Auto Family Monster Energy Company Stronghold, Ltd. Robert and Kelly Douglass Troon Circle K

Capital One Sallie Mae Dave North John and Chris Sapiente Stan and Janice Pajerski Paul and Barbara Shelton Dick and Mimi Lappin Craig and Mary Hudson Century Golf Partners ClubCorp Doug and Kasia Mastrangeli Blue Waters Foundation Family Owned Community Coffee Truemark Investments

CORT WW Grainger Inc. Great Lakes Division | Circle K AAA-The Auto Club Group Fore Golf Partners Foresight Golf Management GreatLIFE Golf and Fitness KemperSports Landscapes Unlimited Co. McConnell Golf Group OB Sports Neil and Lyndsay Shelton American Interiors ONEOK

20 22 AN N UAL R EPOR T

FAITHFUL PARTNERS

ZOETIS 2022 NEW IMPACTFUL PARTNER

66

FO LD SO FH ONOR.O R G

97

SCHOLARSHIPS

FAITHFUL PARTNERS

CHIPOTLE 2022 NEW IMPACTFUL PARTNER

92

SCHOLARSHIPS

20 22 AN N UAL R EPOR T

68

FOLD SO FH ONOR.O R G

BOARD OF DIRECTORS OUR BOARD OF DIRECTORS FUNDRAISE, PARTICIPATE IN OUR EVENTS, AND STAND WITH US EVERY STEP OF THE WAY.

MICHAEL ARBOUR CEO, Sedgwick Inverness, IL

TERRY WILLIAMS VP of Sales, QuikTrip Tulsa, OK

JEFF BABINEAU

Owner/Freelance Writer, Babineau Ink Oviedo, FL

JOHNNY POWERS

Founding Principal, CEO, Suntex Marinas Dallas, TX

DR. JOHN ROONEY CEO, Rooney & Associates Stillwater, OK

LARRY PFEIFFER

Area Executive VP & Senior Director Transportation Practice, Arthur J. Gallagher & Co. Mission Hills, KS

CHRIS WILLIAMS

Executive Vice President, National Accounts and Customer Development, Southern Glazer’s

DAV E NOR T H

Executive Chairman, Sedgwick Memphis, TN

BRIAN WHITCOMB

Member & Past President, PGA of America Bend, OR

R YA N L E W E L LY N President, Tall Oak Midstream Oklahoma City, OK

LT COLONEL DAN ROONE Y Founder & CEO, Folds of Honor Owasso, OK

SCOTT MUELLER

Managing Director, Goldman Sachs & Co. Dallas, TX

20 22 AN N UAL R EPOR T

A MERIC A NS A RE R A L LY ING A ROUND MIL

70

FO LD SO FH ONOR.O R G

L I TA RY A ND F IRS T RESP ONDER FA MIL IES .

20 22 AN N UAL R EPOR T

Y OU C A N HEL P US

MEET SACRIFICE WITH HOPE.

JOIN F OL D S OF HONOR SQUA DRON A ND CH A NGE L I V E S F OR JUS T $ 1 3 A MON T H .

F O L D S O F H O N O R . O R G / S QU A D R O N