Wendy Weiden

I've always believed giving was an important responsibility; it's part of how I was raised. But for much of my life, that meant giving reactively: natural disasters, promising political candidates, a friend's kid doing a walkathon. No strategy, nothing especially significant, just responses to whatever showed up in front of me, and a bit of guilt for not having a more thoughtful approach.

Portrait of the founder of Willowseed

The Spark

After earning my master's degree in sustainable public policy, I began working closely with early-stage entrepreneurs and small business owners in the Bay Area—the people building the vibrant communities we want to live in. While they struggled to raise small amounts of capital, billions chased the next high-risk startup. Seeing that gap got me wondering whether donated capital—money that didn't seek financial returns but did prioritize social benefit—might be better suited to this use than traditional investment dollars. That thinking led me to an idea: a nonprofit revolving loan fund for promising, underserved local entrepreneurs.

While that fund didn't get off the ground, the exploration stuck with me. I started asking the same questions I now hear repeatedly from clients: How do I prioritize recipients and causes? How do I know if I’m making a difference? How much is enough?

Learning by Doing

But structure didn't just show up once I started asking questions. I had to build it.

I studied: becoming a Chartered Advisor in Philanthropy (CAP), earning an Impact Philanthropy Certification, and completing coursework in catalytic finance.

I joined nonprofit boards, volunteered with organizations I cared about, and partnered with like-minded peers to establish and grow a collaborative donor-advised fund focused on impact lending and investment.

In the back of my mind, I was testing a hypothesis: if I could answer these questions for myself, maybe I could make giving more accessible for others.

WHAT I FOUND

What I found was that giving — money, yes, but also time, energy, expertise, and relationships — builds its own confidence and momentum. Giving is a muscle, and the more you use it, the easier it gets.

I also learned that doing this work in isolation is hard. Community matters. It's what keeps me engaged when things feel overwhelming, and what continues to challenge and inspire my own thinking.

My values haven't shifted much over the years. Who and how I give to has — and I expect it always will. That's not a flaw in the process. It is the process.

WHERE I AM NOW

Today, I work with thoughtful people who see themselves in the same place I once was: they care deeply about giving but haven't yet found an approach that feels personal, fulfilling, and sustainable. Together, we build a giving practice that reflects what matters most to them —without having to figure it all out alone.

Let's Talk

A FEW Examples from my own giving practice

I don't lead with these, because your giving practice will look like yours, not mine — but they offer a glimpse of what's possible.