In entertainment industry circles, she is viewed as one of the leaders of cause-related marketing, and her commitment has helped raise awareness and funding for many worthy charities. Combining philanthropy with entertainment, The Stars Foundation™ provides a benefit to both benefactors and contributors. The foundation is an example of the new and successful “social entrepreneurship” trend, in which non-profit companies partner with for-profit organizations to harness the power of the marketplace in order to accomplish charitable goals.
For example, The Stars Foundation™ presented high profile personalities to The Home Shopping Network, which furthered Cheryl's goals of making a difference in the lives of children through charity rebates. With an extensive marketing background, Cheryl has worked closely with many high-profile celebrities and blue chip corporations, such as Barclays, Bank of America, Walmart, Lowes, and the Home Shopping Network. She has had the honor of working with Princess Yasmin Aga Khan, Princess Elizabeth of Serbia, and other profiled dignitaries.
She also served as a consultant to Garth Brooks’ mother, Colleen, for her Friends in Low Places Salsa marketing efforts conducted within 300 Walmart stores. Proceeds from this event allowed college scholarships to be donated to deserving students. Additionally, Cheryl successfully assisted in the procurement of a $7,000,000.00 two-year sponsorship contract for the Indy 500. From this sponsorship, the Service Merchandise sponsored team gave a donation of $600,000 to the United Way organization.
As a volunteer board member, Cheryl was instrumental in bringing the 300-celebrity-studded golf event, The Crosby, to her home state of North Carolina during the 80’s and 90’s. The tournament, led by Bing’s wife, Kathryn, enjoyed a prosperous thirteen-year span at the prestigious Bermuda Run Golf Course. Millions of dollars for charitable endeavors were raised via this event. Cheryl served as co-board member with Rita Hayworth’s daughter, Princes Yasmin Aga Khan on the national Alzheimer’s Association, and Ms. Crosby and the Alzheimer’s Association were introduced to the owner of Bermuda Run, who Chaired the event, through Cheryl.
Once again, as a volunteer, she served as Tournament Coordinator for two high-profile celebrity events in East Tennessee, featuring Vince Gill (concert host), Stella Parton, Boomer Esiason, Coach Sam Wyche, Carl Zander and Paul Overstreet, along with fifteen other music and sports celebrities. Each leveraged their international fame to generously assist many non-profit causes. Also, upon Cheryl’s coordination efforts, Vince Gill participated in a national radio PSA campaign on Westwood One for a missing children charity.
A philanthropic agenda has always been the foundation and business platform for Cheryl. She has dedicated her heart’s passion to support charities by teaming up with compassionate celebrities. Publicity campaigns have been created for charitable events such as Rolling Thunder® (consisting of 900,000 attendees), International Day of Peace (United Nations), and an International Day of Prayer (Washington, D.C. Capitol). She served as the Production Coordinator for the Rolling Thunder Flame of Freedom® ride across America with Geoff Bodine.
After seeing the plight of children in underdeveloped countries, her heart was broken by the living conditions of children worldwide. In 2006, she founded World Orphans Day™, partnering with a multitude of participating organizations across twenty-seven countries worldwide. The board and Ambassadors of Goodwill champion the cause for the orphans with hopes to persuade a generous corporate and philanthropic community to release funding for the nonprofit partners of The Stars Foundation™ and Victory Mountain Project®. World Orphans Day™ is an annual global event, held the Second Monday of November, to raise awareness and facilitate this as a platform day for organizations to raise funds for the millions of children displaced by AIDS and poverty, wars and disasters.