Must Charities hosts The Pitch, raises $150,000 for nonprofits
El Camino Homeless Organization earned first place in the competition
– Must! Charities hosted the inaugural event “The Pitch” on Nov. 6 at Vina Robles’ new tasting room, bringing together local nonprofits, business leaders and community members for an evening of fundraising that generated more than $150,000 for organizations across San Luis Obispo County.
Nine local nonprofits worked with expert coaches in the months leading up to the event to refine their messages and strengthen their ability to connect with the community. Six finalists — Cancer Support Community, CASA of San Luis Obispo County, Center for Child and Adolescent Mental Health, El Camino Homeless Organization (ECHO), Estero Bay Kindness Coalition, and San Luis Obispo Legal Assistance Foundation — presented three-minute pitches before a panel of judges and a sold-out audience of 200 people.
Cash awards totaling $50,000 were distributed to the top organizations. First place went to El Camino Homeless Organization (ECHO). Second place and the Audience Choice Award, sponsored by The Community Foundation, were awarded to the Center for Child and Adolescent Mental Health. Third place went to Cancer Support Community. Audience donations contributed an additional $100,000 for the participating nonprofits.
“Participating in The Pitch truly transformed the way I communicate our mission,” said Dr. Ramona Friedman, president and co-founder of the Center for Child and Adolescent Mental Health. “Sharing our story in that room — surrounded by people who care so deeply — was humbling and inspiring. It reminded me that our community listens and acts when given the chance.”
“The camaraderie among nonprofits was incredible,” said Candice Galli, executive director of Cancer Support Community. “It wasn’t just about funding — it was about lifting each other up and celebrating what we can achieve together.”
“I’m deeply honored to have been a part of The Pitch and to collaborate with such an incredible group of organizations and individuals,” said Stephanie Potter, development manager at El Camino Homeless Organization (ECHO). “This experience has been truly transformative — I learned and grew so much under the guidance of my coach, Cynthia Lohr, and from all the participating nonprofits. I’m so thankful for the opportunity to share our mission and our exciting new project, and I’m beyond grateful to the community and Must! Charities for the generous funding that will make our Family Wing expansion possible.”
Must! Charities CEO Becky Gray said the event reflected the region’s spirit of generosity and collaboration. “The passion, the courage, and the storytelling reflected exactly what our community stands for — generosity, collaboration, and heart,” she said. “Every nonprofit walked away with new tools, new supporters, and a renewed voice to tell their story.”
According to organizers, the event marked the start of a “Give Where You Live” movement designed to inspire continued local giving and long-term community investment.
