Embarking on the Tomorrow Fund
At first glance, ten percent may sound like a simple figure. But for us, it represents our ongoing story and belief that consistent, intentional investment can make a real difference.
Six years ago, we embarked on an ambitious journey driven by a core conviction: that businesses have a responsibility to be a force for good in this world. It was a pivotal moment for Meeting Tomorrow—a time to put significant dollars behind that belief by committing one million dollars over five years to organizations shaping the future of Chicago.
We are proud to have delivered on that commitment as a team. Reaching that goal was an incredibly meaningful milestone for us, and it also made clear that there was more work to be done. As we grew as a company, we wanted our commitment to the communities around us to rise with us.
At the start of 2025, we launched the next chapter of our giving with the Tomorrow Fund, committing 10% of our profits to organizations making a difference. We wanted to share a few reflections on what this journey has taught us so far:
Lesson 1: 10% Can Feel Daunting Before It Feels Inspiring
When we first sat down to map out the Tomorrow Fund, the numbers felt a little overwhelming. We were coming off of a five-year journey of giving away one million dollars, and now we were challenging ourselves to more than double our pace. The road ahead looked daunting.
But what we’ve learned from our previous one million dollar milestone is that you don’t need a “perfect” financial year to start giving back. When our founder Mark Aistrope first announced the one million dollar goal, Meeting Tomorrow was in a down year. Most people would probably say that it was the worst time to give. But we wanted to be true to our mission to build a culture of respect and affection in our industry and beyond. We made the commitment and gave ourselves five years, and bit by bit the impossible goal became done and dusted.
Going into the Tomorrow Fund, we were holding onto that lesson. We’ve realized that the Power of 10% isn’t about having a “perfect” financial year or a flawless plan. It’s about the courage to start exactly where you are, because the time is always right to do what is right. Once we found our rhythm and put some structure into the process, “daunting” turned into momentum.
Lesson 2: 10% is a Force Multiplier
In and outside the events we produce, the real magic has always been in the relationships we build. As we’ve grown over the years, we’ve watched many of the nonprofits we support grow and evolve alongside us. This year, we’ve realized that because we sit “in the middle” of so many organizations, we have a unique bird’s-eye view of how their work connects and strengthens the communities they serve.
Our Community Liaison and Inbound Warehouse Coordinator, Lonnell McNeal, sees this firsthand in the North Lawndale neighborhood on Chicago’s West Side. Through our work, we’ve supported several organizations in the area whose impact overlaps in meaningful ways. TechCo Savvy, a youth STEM program, recently completed a housing project just a block away from Sumner Elementary School. Sumner also hosts the Illinois Buffaloes, a youth sports organization that serves many students at the school. And outside of Meeting Tomorrow, Lonnell coaches the North Lawndale Eagles—a football and youth mentorship program that includes students from Sumner Elementary.
As we’ve built relationships with each of these organizations, we’ve had the privilege of watching not only their individual growth, but also the way their work reinforces one another. When you zoom out, you can see the ripple effects, how neighborhood pride, opportunity, and strength build within a single neighborhood when multiple groups are working toward the same goal.
Lesson 3: 10% Gives Everyone a Voice
This year, every employee at Meeting Tomorrow received $1000 to donate to non-profits of their choice. It’s part of our new Individual Impact Initiative in our Tomorrow Fund which gives our team members an opportunity to give to the areas most personal to them. With most of our team members working remotely, this initiative has allowed our 10% to expand beyond Chicago as we now give to grassroots organizations in cities all across the country.
While our impact is now physically spread out, we’ve seen many similarities and patterns in how our team gives. With the rising threats and violence against immigrants in the U.S. this year, we saw an increase in team members using their Individual Impact Dollars towards their local immigrants rights non-profits. Seeing a collective real-time response from our team to help counteract the injustices in our world has been powerful.
Our Manager of Event Planning Services Joey Rodriguez donated her Individual Impact Dollars to the Illinois Coalition for Immigrant and Refugee Rights. She submitted a note with her donation that beautifully encapsulates the power and heart of employee agency in giving.
“So many people are struggling right now — with so much uncertainty, fear, and the challenge of holding on to stability and hope. It’s hard not to feel the weight of that, especially as a woman of color. Donating to ICIRR feels like a way to respond — the right way, and not just with words, but with action. It’s a small but meaningful gesture to help ease that burden, and a reminder that compassion still has power — that tomorrow can be a little brighter when we show up for one another. I’m very grateful to MT for allowing us the opportunity to give in this way.”
Lesson 4: 10% Unveils a Different Story
In our Tomorrow Fund work we often measure our impact, whether it’s in the students supported, homes built, or the meals provided. And while those tangible milestones matter, the heart of our work has always lived in what can’t be measured—the moments found in the handshakes, hugs, and face to face encounters, where trust is built and stories begin to change.
As our Community Liaison, Lonnell is on the ground witnessing firsthand how our support translates into opportunity, momentum, and confidence. Lonnell sees it especially up close with the North Lawndale Eagles where he serves as one of the coaches.
This year we provided brand new helmets and uniforms for the team. While the immediate impact was the improved safety for all of the student athletes, the deeper effect was the visible sense of pride and belonging that came from donning the new gear.
“You turn on the news and they’re highlighting shootings at Douglass Park. But we’re here supporting a youth football program at the same park. We’re trying to be a part of the solution by giving students mentors and different opportunities outside of the violence they see everyday,” reflects Lonnell.
In neighborhoods often defined by headlines of hardships, grassroots organizations like the North Lawndale Eagles serve as a reminder that there have always been groups persevering and offering a different, positive story. Getting to be a small part of a solution and supporting the leaders who are nurturing opportunity has been a huge aspect behind our giving journey.
How to Find Your Own 10%
The Tomorrow Fund and our one million dollar commitment was never meant to be insular to Meeting Tomorrow. The goal has always been to maximize our impact with the hope of inspiring other business leaders to follow and work towards a more equitable future. If you’re a leader or a team member looking to start your own journey of giving back, our biggest advice is to just dive in. Here are some of our tips in getting started:
Start Small: You don’t need to start at 10%. Our giving journey started with $50,000 and we scaled up as we learned the ropes.
Find Your Champions: None of what we have done would’ve been possible without our team members who voiced their passion for their communities and called Meeting Tomorrow higher. Find your internal champions, and your “Lonnells” who are on the ground and can help you figure out where there is need.
Put in the Time: Behind the numbers there is a lot of work put in by our team to build relationships, volunteer, and plan logistics to make all of this possible. And that’s what makes giving so rewarding, and it’s the time with our partners that allows us to see their growth.
But most importantly, 10%, or whatever that number may be for you, is just a number until you put it into action. Take the small step, to do what is right, right now.
