The True North Foundation From Vision to Impact

by Leslie Parsons

The True North Foundation was born from a simple but powerful belief: those who serve our country deserve meaningful, sustained support long after their uniforms come off.

That belief took shape years before True North officially launched in April 2022. It began as a corporate initiative led by CAVU Securities and its CEO, Marine Corps veteran Greg Parsons. From the start, Greg envisioned something more than charitable giving. He wanted to create a lasting platform that connected veterans and military families with organizations doing real, on-the-ground work—organizations that understood transition, community, and long-term well-being.

This initiative wasn’t just about providing financial contributions to nonprofit organizations—it was built with the goal of encouraging CAVU employees to donate their time, skills, and expertise, as well. Employees were recognized and celebrated for their volunteer work and even provided with paid time off to ensure that they could fully support causes that were important to them.

As the initiative grew, so did the need for structure, strategy, and intentional partnerships. In 2020, Riley Gregoire was brought on to help guide that evolution. Her role was to help transform an informal but passionate effort into a formal nonprofit foundation with the reach and credibility to support multiple veteran-focused organizations at scale.

What emerged was True North: a foundation built not to replace existing nonprofits, but to amplify them.

Rather than focusing on a single issue, True North partners with a diverse group of veteran-serving organizations across the country—each addressing a different aspect of life after service. From employment and education to physical recovery, peer support, and family stability, the Foundation’s mission is rooted in collaboration.

True North also recognizes that impact doesn’t come from funding alone. Awareness, advocacy, and community engagement are just as critical. By leveraging CAVU’s platform and network, the Foundation helps shine a spotlight on the work of its partners—connecting donors, volunteers, and supporters directly to causes that matter.

Since its launch, True North has continued to grow both its partner network and its footprint in the veteran-support ecosystem. At its core, the Foundation remains grounded in the values that inspired it: service, integrity, and the belief that no veteran should navigate life after service alone.

True North’s story is one of evolution—from idea to action, from vision to measurable impact. And it continues to be shaped by the people who believe deeply in its mission and show up every day to move it forward.

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