Human Services

Two Ten Footwear Foundation, Inc.

  • Waltham, MA

Mission Statement

Two Ten is committed to strengthening the footwear community with financial, social and educational support.

Main Programs

  1. Financial Services
  2. Education and Scholarship
Service Areas



All U.S. states and territories, including, but not limited to, Puerto Rico and the Northern Marianas Islands.

ruling year


Principal Officer since 2012


Mr. Neal Newman



shoepeople, shoes, footwear, human services, scholarship, financial aid, career services, counseling, footwear industry, social services, emergency financial assistance, outplacement assistance, retirement planning

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Also Known As

Two Ten





Physical Address

1466 Main St

Waltham, MA 02451


Cause Area (NTEE Code)

Human Services - Multipurpose and Other N.E.C. (P99)

Scholarships, Student Financial Aid, Awards (B82)

IRS Filing Requirement

This organization is required to file an IRS Form 990 or 990-EZ.

Programs + Results

How does this organization make a difference?


Self-reported by organization

Shoepeople Helping Shoepeople


Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Program 1

Financial Services

Two Ten's programs include financial assistance,professional counseling resource referrals, web-based job searches and scholarship programs. All services are free of charge and confidential and can be accessed by calling 1-800-346-3210 or visiting


General Code

Population(s) Served

General Public/Unspecified



Program 2

Education and Scholarship

Not available


Population(s) Served


Charting Impact

Self-reported by organization

Five powerful questions that require reflection about what really matters - results.

  1. What is the organization aiming to accomplish?
    Two Ten Footwear Foundation is the national charitable foundation of America's footwear industry. As the leadership and support organization for a workforce of 250,000 retail, wholesale, logistics, design, marketing, technical, sales and administrative staff across 50 states, Two Ten's laser focus is on helping individuals and families in the footwear community pursue productive and fulfilling lives. Two Ten provides emergency financial assistance, information and referral resources, confidential counseling services, college scholarships and networking opportunities that unifies and strengthens the footwear community and the philanthropic power of an entire industry.

    To advance the Two Ten cause, we:
    • Mobilize the industry to help improve the conditions in which footwear employees may find themselves at times of crisis, unemployment or retirement.
    • Galvanize and coordinate philanthropic contributions from the footwear industry and leaders to support shoepeople at times of pressing need.
    • Secure, invest and manage millions of dollars held in trust for the betterment of footwear families and to support innovative programs and initiatives that help improve their lives.
    • Promote and grow the unique legacy of footwear philanthropy that began as a simple human gesture of “passing the hat" to now, a sophisticated multi-channel engagement program that touches hundreds of footwear companies and thousands of shoepeople annually.
  2. What are the organization's key strategies for making this happen?
    • Dignified, time-sensitive social and emergency services:

    • Community-relevant networks:

    • Industry-unifying initiatives:

    • Access to higher-education and further education:

    • Highly targeted and efficient fundraising strategies:

    • Sophisticated multi-channel communications:

    • Adherence to a five-year strategic plan and annual operating plans
  3. What are the organization's capabilities for doing this?
    Two Ten Footwear Foundation has carefully built an internal team with the industry knowledge, direct experience and creative insight to execute an ambitious long-term strategic plan to meet the growing needs of footwear employees.

    The Board of Directors includes 40 of the footwear industry's top business leaders from among the largest whole sellers and retailers. Leadership rotation is set for every two years that allows for Two Ten to reach a broad cross-section of the industry.

    Our Honorary Board is comprised of 75 recently retired Board members who serve in an advisory capacity to the organization. They are well placed to assist with all fundraising and brand building requirements the organization may require.

    The executive and management team possess 110+ years of collective experience in nonprofit management, business development, program design and execution, fundraising and major donor development, marketing and communications, corporate partnerships and corporate social responsibility. The management team serves as the nucleus of the Foundation encouraging cross-team interaction and collaboration.

    The social service team is comprised of three professionals with social services and clinical social work backgrounds who provide direct support to 3,000 emergency callers every year. Utilizing technology to ensure an efficient client intake system and emergency referral is fully operational year-round, Two Ten has also agreed a partnership with FEI Behavioral Health to provide immediate emergency cover when a catastrophic natural disaster strikes that exceeds our in-house capabilities.

    The communications team is comprised of three talented professionals with expertise in program development, marketing, communications, digital communications, event production and volunteer management.

    The development team is comprised of three development professionals expert in major gifts, major donor management, donor communications, gift stewardship, special events, corporate giving and annual appeals and endowment campaigns.

    The administration and finance team is comprised of three professional who manage the accounts receivables, accounts payable, payroll, building maintenance, in-house event management, health, safety and environmental safety of the staff and physical plant. A number of contractors provide human resources expertise, auditing, legal and grounds maintenance including snow removal and interior decorating,
  4. How will they know if they are making progress?
    A Board-approved suite of Key Performance Indicators aligned to the current Five Year Strategic Plan is fully utilized by each team and reported by the Executive to the Board at ¼ meetings.

    Our KPIs include:

    • # Relief Grants Awarded
    • $ Financial Relief Granted
    • $ Average Relief Grant
    • # Intake
    • # Ineligible
    • # Counseling
    • # Info & Referral
    • % Former Clients for Intake
    • % Former Clients Receiving Relief
    • Turnaround (% assisted within 24/48 hrs)
    • # of New Company (Employees) Receiving Help
    • # Annual Scholarship Applicants
    • # Annual Scholarship Awards
    • # Renewal Scholarship Awards
    • $ Annual Scholarship Awards
    • # of shoepeople attending Two Ten educational and community events

    In addition, the Board gathers with the management team and staff for a day-long planning and review session annually.

    Our staff engage in a full-day annual planning session.
  5. What have and haven't they accomplished so far?
    We are nearing completion of our 2010-2015 Strategic Plan. We have made significant progress with the following goals:

    • Deliver relief services with compassion by continuing to develop short-term, direct financial assistance as area of excellence; and providing financial assistance for short-term basic needs focused primarily on areas of housing, utilities and car payments.
    • Deliver relief services with “best-in-class" responsiveness by adhering to a 24-48 hour turnaround time and developing emergency preparedness protocol for mobilizing the team and the industry in crisis situations such as natural disasters.
    • Provide clients with “best in class" information and referral services with internal and third party resources and with expert, short-term counseling services via third party providers.
    • Make higher education available for shoepeople through scholarships.
    • Make a bigger impact by funding a smaller number of scholars with higher average awards.
    • Provide opportunities for professional development for members of the footwear community.

    Under the category of haven't accomplished, Two Ten seeks to shift away from its over-reliance on corporate funding and increase the number of individual donors that it has. Currently 90% of Two Ten's annual fund donations come from corporate donors and 10% from individuals. Our goal is to increase donations from individuals to 20% of the total annual fund donations by 2015.
    An important internal goal is to secure a greater share of funding from individuals in the footwear industry.
Service Areas



All U.S. states and territories, including, but not limited to, Puerto Rico and the Northern Marianas Islands.

Funding Needs

scholarship endowments, monies for providing financial assistance for shoepeople in need, as well as counseling services and referrals

External Reviews


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Financial information is an important part of gauging the short- and long-term health of the organization.

Fiscal year: Jul 01-Jun 30
Yes, financials were audited by an independent accountant.

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  • Forms 990 for 2015, 2014 and 2013
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The people, governance practices, and partners that make the organization tick.

Two Ten Footwear Foundation, Inc.



Free: Gain immediate access to the following:
  • Address, phone, website and contact information
  • Forms 990 for 2015, 2014 and 2013
  • Board Chair, Board Co-Chair and Board Members
  • Access to the GuideStar Community
Need the ability to download nonprofit data and more advanced search options? Consider a Premium or Pro Search subscription.

Principal Officer

Mr. Neal Newman


Neal Newman replaces longtime president Peggy Kim Meill, who stepped down in August. Former Stride Rite head Rick Thornton has been serving as interim president.

"The [Two Ten board's] search committee had the opportunity to meet and assess a number of candidates [and] that work culminated in an offer to Neal," Jim Salzano, chairman of the TwoTen board and president of The Clarks Cos. N.A., said in a statement. "Neal will join us in this leadership role and begin writing a new chapter for Two Ten."

Newman most recently served as managing director of Philanthropia International, and has previously been executive director the Community Counseling Service in Ireland and held a variety of senior leadership positions in philanthropic organizations in the Boston area.

STATEMENT FROM THE Principal Officer

"Two Ten is a charitable foundation offering Financial Assistance, Counseling, Community Resources and Scholarships to those working in the footwear industry. There are no fees required, or membership needed to benefit from these services. No other industry has a Two Ten. Whether it's your time, your donation, or your story – join us in strengthening our community. Get involved today."



Ms. Diane Sullivan


Term: Dec 2015 - Dec 2017


GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section, which enables organizations and donors to transparently share information about essential board leadership practices. Self-reported by organization



Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations?



Has the board conducted a formal, written assessment of the chief executive within the past year?



Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year?



Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership?



Has the board conducted a formal, written self-assessment of its performance within the past three years?