Case Study: Active Heroes

The Story

Open Eye partnered with Active Heroes, a 501(c)(3) nonprofit dedicated to eliminating veteran suicide, during a pivotal moment in the organization’s history. Together, they reimagined the organization’s structure, internal programming and systems, and a sustainability strategy to strengthen its impact on veterans and their families.

The Challenge

Rebuilding with Intention After Major Organizational Shift

Active Heroes approached Open Eye at a moment of vulnerability. With few active staff members and a recent downsizing, the organization was on the brink of potential sale or closure. Their leadership team, committed to bridging the gap between veterans, resources, and community, needed clarity, infrastructure, and a plan to survive—and thrive—into the future. Their mission remained strong, but execution required urgent repair.

The Key Insight

An Aligned Vision Requires a Strong Foundation

Open Eye identified that while the mission of Active Heroes remained very meaningful, the organization’s systems, governance, and strategic direction lacked alignment, cohesion and efficiency. The opportunity lay in helping Active Heroes redefine its purpose, re-engage its stakeholders, and rebuild with sustainable tools and operational clarity–all while centering the lived experiences and evolving needs of the military veteran community.

The Plan

Discovery, Realignment and Governance

Open Eye began with a discovery process, engaging stakeholders across the organization to co-create a revitalized mission and vision. The new articulation centered around “bridging veterans and resources” as well as “veterans and community.” This set the tone for deeper organizational alignment.

A complete board restructure followed. Open Eye facilitated strategic planning workshops to design an opportunity matrix and trained the board to take on active leadership roles in the absence of staff. Open Eye guided the onboarding of several new board members, hosted training sessions to help them understand the organization’s structure and values, and continues to guide all board sessions to ensure consistency and strong governance.

Infrastructure Revitalization

A comprehensive audit of systems and expenses helped reduce overhead and optimize operations. Open Eye led:

• A full technology audit and redesign of internal systems, in partnership with nonprofit tech consultant and Expert Partner, Vince Cain, alongside software collaborator, Tech Soup.
• A migration to a simplified Google Workspace setup, recovered and optimized QuickBooks, and secured all digital assets.
• A full website rebuild after a compromised ransomware attack.
• Installation of video security systems across the 145-acre retreat, enabling faster response to issues and property-wide visibility.
• Creation of formal property signage, waivers, and terms of use for all retreat visitors.

To reintroduce the site to the public, Open Eye hosted a formal ribbon-cutting ceremony–including local officials, media coverage, and a professional photo release–announcing that the retreat was once again fully open and operational.

Revenue Generation and Financial Systems

Open Eye worked to stabilize and diversity Active Heroes’ revenue streams:

• Produced a fundraising gala at the retreat with over 150 attendees, netting $50,000+ in proceeds.
• Developed the Guardian Program–a membership-based donor initiative supporting the sustainability of the property and its programs.
• Created and implemented new property rental systems using Houfy and Airbnb, activating veteran-use cabins that generated over $8,000 in 2025 alone.
• Connected the organization to the Grant Ready Kentucky program to prepare for long-term grant funding success.

Program Development

With a focus on creating fundable and mission-aligned programming, Open Eye supported the development of:

• Operation R&R (Rest & Relaxation) – offering free cabin stays to disabled and combat veterans, reactivating the organization’s core mission in a tangible, healing way.
• A digital map of the retreat’s extensive trail system–improving the guest experience while simplifying maintenance and monitoring.
• A collaboration with Volunteers of America, resulting in a self-sustaining disc golf community that uses and maintains the property’s course.

Events and Engagement

To drive both awareness and continued lead generation, Open Eye helped organize storytelling campaigns and produced compelling visual assets to fuel donor engagement.

Highlights include:

• The successful March 29th 2025 gala, which drew hundreds of new supporters and leads.
• A formal ribbon-cutting event with press outreach, photography, and public-facing storytelling to mark the reopening of the retreat.

The Results

Active Heroes is now on solid ground with a clear mission, optimized and modernized systems, and a capable board equipped to lead. Since implementation, the organization has raised thousands through new revenue channels, asset monetization, and recurring donations. A successful gala raised over $50,000+ in a single evening, their website, rebuilt with enhanced security and accessibility, the Guardian Program and cabin rentals continue to support monthly operational costs, the supporter list has grown by more than 200 leads since March 2025, programming is once again active, accessible, and aligned to mission, and the board meets regularly with strategic frameworks and clear decision-making tools in place.

As partners in success, Open Eye continues to be an active collaborator and key partner for Active Heroes as they navigate their next chapter. The turnaround speaks to the power of strategic partnership—and the resilience of a mission-driven nonprofit determined to honorably keep serving those who served.

“Open Eye has transformed Active Heroes from an activity-based organization into an outcome-driven leader for Veterans. This shift has allowed us to better leverage resources, reduce burnout, and unite stakeholders around a clear mission.

A year ago, we were struggling to see beyond the day-to-day; today, we’re vibrant, focused, and on solid footing for long-term impact. Operational savings, stronger alignment, and a mission that truly resonates are fueling growth in our reach and engagement. The positive feedback from Veterans and families affirms we’re on the right path—maximizing every dollar, every hour, and every effort to serve those who served us.”

— Dave Lewis, Treasurer, Active Heroes