Backgrounder

Information & Overview

The Fresh Start Women’s Foundation, founded in 1992 by sisters Pat Petznick and Beverly Stewart, seeks to uplift women and promotes long-term prosperity. The local, Phoenix nonprofit “empowers women to succeed,” (Fresh Start Women's Foundation, 2025) through the all-encompassing Impact Program with the five pillars: family stability, health & well-being, financial management, education & training and careers. With the full scope of these resources, women can “achieve self-sufficiency and use their strength to thrive” (Fresh Start Women's Foundation, 2025). Whether women are starting from scratch, pivoting from a previous career or fleeing domestic violence, Fresh Start can help create a personalized plan to support them in any direction they wish.

After witnessing their grandma become the sole provider for their family, Pat and Beverly dedicated their careers to empowering women in resembling situations. In early 1992, the sisters began their outreach effort by offering underprivileged women a day of rejuvenation at the spa they co-owned. As Fresh Start formed, Pat and Beverly initially concentrated their efforts on “fundraising and granting money to Arizona nonprofits serving women in need” (Fresh Start Women's Foundation , 2025). After recognizing the need for more resources for vulnerable women in their community, Fresh Start began a mentorship program in 1998 and officially opened the Women’s Resource Center in 2002. Fresh Start has since added the Auxiliary Board and the Men’s Board along with countless partners to promote their holistic approach. (Fresh Start Women's Foundation , 2025)

Client Description

Product

Fresh Start offers such a wide range of services that any woman in need can find exactly what she is looking for. Under the Impact Program, the first pillar, family stability, offers law support tools to aid women in family court, resource referral sessions to educate women on all available resources, one-on-one support from in-house social workers, family stability workshops on topics ranging from parenting to housing and the She Thrives program that specifically educates young women, 12-18, on advocating for their boundaries, building healthy relationships and a positive self-image. The second pillar, health & well-being, backed by brain science research on the effects chronic stress, offers monthly group supports sessions, workshops educating women on mental health, stress relief, nutrition and emotional awareness, personalized 30-minute health coaching sessions, month-long personal empowerment workshops. The third pillar, financial management, delivers workshops on budgeting, money habits, building credit, the road to home ownership and prepping for retirement, further one-on-one support and hour-long sessions on setting and achieving financial goals. The fourth pillar, education & training, provides workshops on a variety of scholarships and leadership development, hands-on professional development in in-demand industries and a specialized nine-month PVCC Small Business Start Up Program helping women build the small business of their dreams. The final pillar, careers, extends workshops on networking, interviewing skills, successful job searching and computer literacy, the Techie Lab program entailing extensive computer insight and supplies refurbished computers to program graduates and a DreamBuilder program certifying women in online small business start-ups. (Fresh Start Women's Foundation, 2025) These programs and initiatives are just a glimpse into the endless opportunities that Fresh Start creates.

Place

As a local nonprofit, Fresh Start services the Phoenix and surrounding cities’ communities. Operating at 1130 E. McDowell Road near the heart of downtown Phoenix, Fresh Start’s prime location allows for optimal outreach. Additionally, the main website extends their reach even further, allowing anyone to get involved from anywhere.

Price

As a nonprofit organization, Fresh Start prioritizes on expanding their impact rather than increasing profit. Being a very successful nonprofit, Fresh Start receives their funding through various avenues including fundraisers, grants and financial partners. The annual Sip and Soirée hosted by the Auxiliary Board brings together local women-owned vendors, shopping, sipping and raffles with all proceeds benefiting the foundation. Last year, the event raised over $500,000 and featured several designer handbag raffles, a luncheon with guest speakers, a “fundraising face-off” (Fresh Start Women's Foundation, 2025) and an uplifting speech from President and CEO, Kim McWaters. The Men’s Board also hosts a Charity Golf Classic that generated over $475,000 last year with the help of Valley Toyota Dealers and over 200 golfers. The greatest financial collaboration effort comes from Fresh Start’s nearly 10 funding partners including partnerships with JPMorganChase, the U.S. Department of Labor – Women’s Bureau, The Burton Family Foundation, the Garcia Family Foundation and the Nina Mason Pulliam Charitable Trust just to name a few. Thunderbirds Charities also has a formattable partnership and often awards several grants to specific programs including a $250,000 grant to assist Fresh Start’s Family Law Support Program. Rounding out the donation effort, Founder Pat Petznick donated her own $1,000,000 last year in celebration of naming the Petznick Education Center. In addition to these large sums, the community is welcome and urged to donate any money they can spare.

Promotion

Fresh Start is active on four social media channels:

·      Instagram @freshstartwomen: https://www.instagram.com/freshstartwomen/

·      Facebook @freshstartwomen: https://www.facebook.com/freshstartwomen

·      LinkedIn @freshstartwomen: https://www.linkedin.com/company/freshstartwomen/

·      X @FreshStartWomen: https://x.com/FreshStartWomen

These platforms give supporters, volunteers, potential and current beneficiaries keen access to upcoming events, accessible services, success stories and more. The bulk of Fresh Start’s information is found through their main websitewhere press releases and annual financial reports can also be located. Due to the outreach and impact of the foundation, Fresh Start also extends brand awareness through the coverage by local publications and news outlets.

Industry Analysis

Industry Overview

As a nonprofit, Fresh Start faces many distinct challenges including fluctuating funding while also combating rising operational costs. Specifically, with rising prices nationwide, supporters are less likely to donate or donate lesser than usual amounts whether that be financial partners or local citizens. Paradoxically, this occurrence can become even more troublesome because as inflation increases, the need for Fresh Start’s services also increases. In addition to rising costs, the threat of reduction of nationwide programs, including SNAP benefits and Medicaid, can also cause an influx of need. (Thomas, 2025) As this issue ensues, it can also become difficult to recruit volunteers whose support greatly impact the foundation and its beneficiaries. Specifically, after COVID-19, nonprofits all over Arizona saw a great reduction in volunteers and increased job vacancy with vacancy rates pushing 20% statewide. (National Council of Nonprofits , 2023)

Consumer Analysis

Over the last 30 years, Fresh Start has uplifted more than 65,000 women, with 62% being single mothers, 67% with an annual income lower than $25,000 and 68% being domestic violence survivors. Specially in the last fiscal year, Fresh Start empowered more than 5,100 women and 4,100 children with a staggering 13,100 services utilized. Out of these women, 66% are women of color, 15% are disabled, 8% identify as LGBTQ+ and 2% are veterans. (Fresh Start Women's Foundation, 2024) Fresh Start effectively creates a welcoming and encouraging environment that attracts women of all races, ages, socioeconomic backgrounds, previous career paths and lifestyles. Despite these differences, the main unifying factor is that all these women are seeking a better future.

Competitor Analysis

There are a variety of local, women-focused nonprofits in Arizona including the Arizona Foundation for Women which focuses on philanthropic efforts, Janice’s Women’s Center which supports and houses women fleeing domestic violence and Made in Her Image which uplifts women in the media industry. (Volunteer Match, 2025)While all these nonprofits offer beneficial and instrumental services, Fresh Start has a clear competitive advantage with their vast array of initiatives while also maintaining the most captivating online presence. Fresh Start’s approach of supporting women mentally, physically and emotionally also has greater lasting success impacting every aspect of women’s lives.

Bibliography

Fresh Start Women's Foundation . (2025). Our Founders . Retrieved from https://freshstartwomen.org/our-people/founders/

Fresh Start Women's Foundation. (2024). Annual Impact Report 2024. Phoenix.

Fresh Start Women's Foundation. (2025). Retrieved from https://freshstartwomen.org

National Council of Nonprofits . (2023). Nonprofit Workforce Shortage Survey .

Thomas, A. S. (2025, July 2). Largest Cuts in SNAP and Medicaid History Will be Devestating for Arizonans and Arizona's nonprofits. Retrieved from Arizona Food Bank Network : https://azfoodbanks.org/largest-cuts-in-snap-and-medicaid-history-will-be-devastating-for-arizonans-and-arizonas-nonprofits/

Volunteer Match. (2025). Find the Best Nonprofit Organizations in Phoenix . Retrieved from https://www.volunteermatch.org/search/orgs.jsp?aff=&r=20.0&k=Women&l=Phoenix%2C+AZ+85074%2C+USA&o=relevance&s=181