2025 Fundraiser of the Year Award: Jason Heitman

2025 Fundraiser of the Year Award

Jason Heitman

Manager of Content Creator Programs and Initiatives
ALSAC/St. Jude Children’s Research Hospital

Fundraising has always been about connection — linking donors to a mission, a story and a sense of purpose. As donor behavior shifts toward digital platforms and creator-driven communities, that connection increasingly happens online. Jason Heitman has been at the forefront of that shift, redefining how philanthropy can live inside culture rather than alongside it.

Heitman, manager of content creator programs and initiatives at ALSAC/St. Jude Children’s Research Hospital, is the recipient of this year’s NonProfit PRO Fundraiser of the Year Award. According to his nominator, Heitman has played a pivotal role in building and scaling innovative fundraising strategies that meet donors where they already spend their time — across content ecosystems, online communities and social platforms.

“At a time when philanthropy must meet donors where they spend their time — in online spaces, content ecosystems, and creator-driven communities — Jason has consistently been at the forefront,” his nominator told NonProfit PRO. “... From St. Jude PLAY LIVE to unique collaborations in monster trucks, fantasy football and podcasts, Jason has consistently pushed boundaries in how content creation can fuel philanthropy.”

His most notable achievement over the past year was his work on the groundbreaking “50 States in 50 Days” campaign with creator Ryan Trahan.

The concept was ambitious. Trahan and his wife, Haley Pham, traveled to all 50 states in 50 days, documenting the journey daily on YouTube while fundraising for St. Jude. Philanthropy was woven directly into the storytelling. Any gift of $50,000 or more triggered a spin of the “Wheel of Doom,” forcing Trahan to complete new challenges or obstacles the following day.

Under Heitman’s guidance, the campaign evolved into a masterclass in creator-led fundraising. More than 115 brands participated — not through traditional sponsorships, but by donating directly to the campaign. Their support was acknowledged through authentic, on-camera thank-yous rather than scripted ads, reinforcing the idea that generosity itself was the integration.

From Airbnb’s role as the lodging partner to Lectric eBikes’ pledge of $10,000 for every day of use, Heitman helped ensure that brand involvement enhanced the narrative rather than distracting from it. Local businesses also joined in, donating to receive shoutouts and issuing challenges that encouraged viewers to take specific actions — following an account, downloading a game or completing a task — to unlock additional gifts.

The audience responded. Fans built websites such as RyanMatchers.com to track challenges and opportunities to give, further amplifying momentum.

And the results were historic. What began as a $1 million goal ultimately raised $11.5 million in just 50 days, becoming the most successful fundraiser ever hosted on a single YouTube creator’s channel. 

Heitman also prioritized accessibility and transparency throughout the campaign. He ensured donor-advised fund contributions were credited, streamlined corporate giving processes and partnered with platforms to highlight daily totals and public leaderboards to fuel competition.

The campaign has since been widely cited as a blueprint for the future, demonstrating how a cause can serve as the central brand and how authentic content can rally corporations and individuals around a shared mission.

Beyond the record-breaking total, Heitman’s impact lies in what the campaign represents.

“He helped reimagine how philanthropy engages younger generations, how brands can integrate with authenticity and how storytelling can drive meaningful giving,” his nominator told NonProfit PRO. “He has shown that fundraising does not have to sit on the sidelines of culture. It can become the culture itself. ‘50 States’ under Jason’s leadership became the definition of a transformative campaign.”

The Rest of the 2025 NonProfit Professionals of the Year Awards

• NonProfit Professionals of the Year Award: Michael T. Pugh
• Lifetime Achievement Award: Margaret Foti and Joanne Samuel Goldblum
• Rising Star Award: Damon Christian Watson
• Unsung Hero Award: Tracy Cramer