In the sprawling tapestry of Los Angeles, where the sun kisses the Pacific and dreams are brewed stronger than the darkest espresso, a movement has been percolating for a decade. Children’s Hospital Los Angeles (CHLA) launched the Make March Matter campaign ten years ago, transforming March into a month where local businesses and the community unite to support pediatric care and research. This initiative has become a beacon of hope, illuminating the path toward healthier futures for countless children.
A Legacy of Giving: Alfred Coffee’s Impact
Since the inaugural Make March Matter campaign in 2016, Alfred Coffee has been a cornerstone partner, contributing over $150,000 to CHLA’s mission. Their innovative approach—donating proceeds from popular items like the Lavender Latte and exclusive merchandise—has not only raised substantial funds but also heightened awareness about the hospital’s vital services.
Reflecting on this enduring partnership, Jillian Green, Associate Vice President of Corporate Partnerships at CHLA, emphasizes the significance of such alliances: “Long-term collaborations like the one we share with Alfred Coffee are invaluable. They exemplify the profound impact local businesses can have on pediatric healthcare, inspiring others to join our cause.”
A Conversation with Jillian Green: The Heart Behind the Partnerships
At the helm of orchestrating this widespread community engagement is Jillian Green, the Associate VP of Corporate Partnerships at Children’s Hospital Los Angeles (CHLA), has been at the forefront of the Make March Matter campaign, which is now celebrating its impressive 10th year. Under her guidance, the campaign has successfully raised over $1 million last year, marking a significant milestone in its efforts to support CHLA’s lifesaving programs. As we dive into the intricacies of this campaign’s evolution and impact, Jillian’s insights provide a closer look at the strategies that have fueled its success and the memorable moments that underscore its importance.
Q: Reflecting on a decade of Make March Matter, what stands out about its evolution and its impact on CHLA’s relationship with the local business community?
Jillian Green: “Over the past ten years, Make March Matter has blossomed from a fledgling initiative into a cornerstone of CHLA’s community outreach. Initially, our goal was to raise awareness and funds for pediatric care by partnering with local businesses. What we’ve witnessed is a profound transformation—businesses have become true partners in our mission, embedding philanthropy into their corporate identities. This symbiotic relationship has not only amplified our fundraising efforts but has fostered a culture where the community feels deeply connected to the hospital’s success.”
Q: Alfred Coffee and Josh Zad have been involved since the beginning. What does such a long-term partnership mean for CHLA, and how does it inspire others in the business community?
Jillian Green: “Alfred Coffee’s enduring partnership exemplifies the profound impact that sustained corporate engagement can have on a nonprofit institution like CHLA. Josh Zad’s commitment goes beyond financial contributions; it’s about creating a legacy of care and community involvement. When other businesses see the tangible difference that Alfred Coffee has made—both in terms of funds raised and the awareness generated—it serves as a compelling call to action. It demonstrates that corporate social responsibility isn’t just a buzzword; it’s a pathway to meaningful change.”
Q: With Zad joining CHLA’s Foundation Board of Trustees, what impact does it have when business leaders move beyond fundraising into deeper roles of stewardship and advocacy?
Jillian Green: “When business leaders like Josh take on roles within our Foundation Board of Trustees, it signifies a deepening of the partnership—a shift from transactional support to transformational leadership. Their business acumen, strategic insight, and community influence become invaluable assets in steering CHLA’s initiatives. Moreover, it sends a powerful message to the broader business community that investing time, expertise, and advocacy can drive systemic improvements in children’s healthcare.”
Q: Make March Matter thrives on community-driven initiatives. What are some standout ways local partners have engaged customers and raised awareness?
Jillian Green: “Our partners have showcased incredible creativity in activating the campaign. From hosting special events and donating proceeds from signature products to organizing community runs and social media challenges, the ingenuity has been inspiring. For instance, some restaurants have crafted exclusive menu items for March, with a portion of sales benefiting CHLA. These initiatives not only raise funds but also foster a sense of community and shared purpose among customers and staff alike.”
Q: As the campaign marks its 10th year, what are your goals for this milestone, and how do you envision its growth in the future?
Jillian Green: “Celebrating a decade of Make March Matter is both a moment of reflection and a springboard for future aspirations. This year, we’re aiming to surpass previous fundraising records, deepen existing partnerships, and welcome new collaborators into our fold. Looking ahead, we envision expanding the campaign’s reach beyond Southern California, harnessing digital platforms to engage a broader audience, and continually innovating our approach to community involvement. The ultimate goal remains unwavering: to ensure that every child has access to the lifesaving care they deserve.”
Looking Ahead: Brewing Hope for the Future
Alfred Coffee is among a constellation of businesses that have rallied behind Make March Matter. From local eateries to national brands, the campaign has galvanized a diverse array of partners, each contributing in unique ways to support CHLA’s mission. This collective effort underscores a fundamental truth: when a community unites for a cause, the impact is profound and far-reaching.
As the sun sets over Los Angeles, casting its golden hues over the city, the spirit of Make March Matter continues to shine brightly. Through the dedication of individuals like Jillian Green and the unwavering support of businesses like Alfred Coffee, CHLA stands poised to navigate the future with resilience and hope. The journey of the past decade serves as a testament to the power of community, compassion, and a shared commitment to the health and well-being of our children.
For More Information on CHLA and How You can Give Back, Visit makemarchmatter.org/partners/
Photo credits: Courtesy of CHLA
