The Legacy Builder campaign launched at the 2022 C.M. Newton Classic, as the Alabama Crimson Tide took on the Gonzaga Bulldogs at Legacy Arena. Since the campaign’s inception, Legacy has recognized four Birmingham-area non-profits annually, each committed to building a legacy focused on diversity and inclusion initiatives. The winning organizations receive a $2,500 donation and a professionally produced video spot shared during the C.M. Newton Classic. Through the Legacy Builder campaign, we have been able to go beyond a one-time monetary donation and really get to know the people at the heart of the winning organizations. We’ve developed deeper, more meaningful relationships with these non-profits ensuring sustained support and collaboration year-round.

“The heartbeat of credit unions is to serve the underserved,” said Leia Ragland, Assistant Vice President of Marketing and Business Development at Legacy. This drove the desire for Legacy to “connect with the Birmingham community” through the Campaign and give help where it’s needed most.  At the first C.M. Newton Classic, four Legacy Builders were selected: Hope Inspired Ministries, I3 Academy, Ransom, and ZeroZero. After the event, Ragland said “our team knew the impact could go even further by partnering with these organizations and learning more about their ongoing needs.” 

In 2023, Legacy bestowed the honor on four new Birmingham-area nonprofits: Momentum Leaders, Better Basics, Diane’s Heart, and The Albert Schweitzer Fellowship of Alabama. Following the 2023 C.M. Newton Classic, Legacy set out to learn more about each organization, whether it was visiting them on site, volunteering at their events, or finding further sponsorship opportunities. When asked “what else did Legacy do differently to develop relationships with a new class of Builders?” Ragland pointed to Legacy’s developing relationship with Better Basics. “This year, we had an amazing opportunity to further our partnership with Better Basics.” The Legacy for Good Foundation hosted their 4th Annual TopGolf Tournament, where Better Basics was selected as the beneficiary. Additionally, Caleb Lambert, Marketing Specialist at Legacy, was selected to serve on the Junior Board at Better Basics. “After I volunteered at one of Better Basics reading days, I knew I wanted to get more involved,” said Lambert. “Seeing the faces of the children who were directly impacted by Better Basics was incredibly inspiring.” Lambert went on to say that he now serves on a “team of young professionals looking to make a difference and bringing more attention to childhood literacy in Alabama.”

“The application for the Legacy Builder Campaign is simple and straightforward,” said Ragland when asked why organizations should consider applying for the 2024 Legacy Builder Campaign. “We know most small to midsize charity organizations operate lean and we value the time and energy it takes to complete any formal application.” Ragland goes on to say one of her favorite parts of the campaign is to see charity organizations “rally the public and social media for votes once finalists are selected. It conveys that there is not only a need, but a tangible way to reward those needs in a unique way.”

If you are the leader of a Birmingham-area non-profit or know of a non-profit who could benefit from the Legacy Builder Campaign, you can click this link to apply: https://www.legacycreditunion.com/cmnewtonclassic/. Applications will close on: Tuesday, October 1. Voting begins on Tuesday, October 15  and will end on Tuesday, October 22. Be sure to follow @cmnewtonclassic and @legacycu on Instagram to have the opportunity to vote for your favorite non-profit. Winning organizations will be recognized at the 2024 C.M. Newton Classic on November 20, 2024 when the Alabama Crimson Tide takes on Illinois Fighting Illini in Birmingham, AL.