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JUNE 5, 2023

Fresh Start Names Heidi Coupland Chief of Staff

PHOENIX, AZ (June 5, 2023) – Fresh Start Women’s Foundation has named Heidi Coupland Chief of Staff in direct support of the non-profit’s growth and the expansion of its Impact Program.

Heidi’s promotion comes after more than 20 years of service to Fresh Start and directly on the heels of a 19% increase in revenue in fiscal year 2023 under her leadership as Vice President of Development. After many years of volunteer service to the organization, including serving as Co-Chair of Fresh Start’s annual Gala in 2009 and Chair of the Auxiliary Board in 2003, Heidi officially joined the team at Fresh Start in 2017 as Development Manager, and she was promoted to Vice President in 2020. She led the team to a 50% increase in the non-profit’s revenue from 2020 to 2023.

Fresh Start has been actively building the resources and infrastructure to expand the scale and reach of its Impact Program and empower larger numbers of women across Greater Phoenix on their journeys to self-sufficiency and success. A science-based and evidence-informed model proven to disrupt intergenerational cycles of poverty, Fresh Start’s award-winning Impact Program empowers women on the path to self-sufficiency by assessing and supporting them in five critical areas of their lives: family stability, health and well-being, financial literacy, education, and careers.

Heidi’s promotion to Chief of Staff reflects the tremendous positive impact she has had in our organization and community. Always in service of others and ensuring key stakeholder needs are met, Heidi has been very effective in helping Fresh Start advance our mission, particularly in fundraising, strategy development and organizational alignment to effectively deliver on our promises,” said President and CEO of Fresh Start Kim McWaters. “I’m excited to see Heidi bring her passionate leadership, tremendous skills, and deep commitment to Fresh Start and the women we serve to the role of Chief of Staff to support the organization’s growth objectives.” 

In her new role as Chief of Staff, Heidi will continue to be a valued member of the executive leadership team and will partner with CEO Kim McWaters and work collaboratively with executive and departmental leaders to determine and prioritize business strategies and ensure alignment and effective communication across the organization and in the community. In her new role, Heidi will act on behalf of the CEO as necessary to develop and maintain partnerships with stakeholders, clients, and staff members. As Heidi begins her new role, Fresh Start will open the search for an experienced Chief Development Officer.

When I first started volunteering at Fresh Start over twenty years ago, I fell in love with our mission and the difference made through the services we offer to women,” Heidi explained. “Truly, we empower women to be heroes in their own lives and give them access to the tools and resources they need to achieve their goals and dreams. I cannot wait to partner with Kim, the Executive Board and our leadership team in my new role, to further expand Fresh Start’s positive impact, not only in the lives of the women we serve, but in their children’s lives and generations to come!

For more information on Fresh Start please visit

About Fresh Start Women’s Foundation

Fresh Start’s mission is to provide access and resources that help women achieve self-sufficiency and use their strength to thrive. Our ultimate vision is to create unlimited opportunities for women. Over three decades, Fresh Start has supported more than 50,000 Arizona women, serving approximately 3,000 women each year, who are 18 years and older. 86% are mothers, 60% are single mothers and 64% are women of color. These women face a variety of barriers hindering their ability to be personally or financially self-sufficient, including domestic violence, generational poverty, and unemployment. Through our award-winning Impact Program, Fresh Start offers focused programs, services, access to training and education, as well as employment and career services to help women reach their personal and professional goals. For more information, visit or connect with us on FacebookInstagramTwitter or LinkedIn.