About Us

Our Mission is to help passionate people and organizations thrive. 
Our Services

We provide capacity-building and support services to entrepreneurs/founders, sole proprietors, businesses, and nonprofit organizations. 

Our Story

The birth of our company was inspired by passionate people, community leaders, and mission-driven organizations. 


Who is a passionate person?  It’s someone guided by purpose and fueled by passion.  It’s someone who desires deeply and is willing to make sacrifices to chase his or her dream.  It's the visionary business entrepreneur or nonprofit founder.  

What is a mission-driven organization?  It can be a business, social enterprise, or nonprofit organization.  It can be an animal shelter, childcare center, or soap-making business.  Simply put, it is an organization anchored and directed by its mission.  

Our Staff
Jennifer Alexander, MPA - Capacity Builder & Coach 

Jennifer Alexander is the founder of Optimize Passion LLC, a boutique management consultancy that provides capacity building and support services to small businesses and growing nonprofit organizations.  As chief capacity builder and coach, she works with a team of affiliated consultants to serve business and nonprofit clients.  Jennifer specializes in building the governance, administrative, fund development, and marketing capacities of nonprofit organizations transitioning from start-up to growth.  She particularly enjoys working with passionate founders and inaugural board members who are navigating the nonprofit sector for the very first time. She hosts a straightforward and relevant online nonprofit education show called The Nonprofit Startup Show which airs weekly on Facebook, YouTube and Instagram TV. The show explores equitable, empowering, strategic and sustainable approaches to nonprofit capacity building.  


Jennifer has 10 years of nonprofit capacity building experience. Since 2011, Jennifer has provided capacity building services to more than 15 nonprofit organizations, many of which are founder-led nonprofits transitioning from start-up to growth. Jennifer has facilitated board development, engaged in strategic planning, crafted agency policies and procedures, reworked logic models, drafted case statements, built volunteer programs, facilitated budgeting processes, drafted annual fund development plans, diversified revenue streams, secured private and government grant funding, designed signature fundraising events, and more. Jennifer holds a Master of Public Administration in Nonprofit Management from the University of Missouri-Kansas City including a Certificate in Fundraising from the Midwest Center for Nonprofit Leadership.  She is a member of BoardSource and the Association of Fundraising Professionals.

Our Affiliated Capacity Builders

Rae S. Baker - Copywriter & Editor | raesbaker.com 

Rae S. Baker is a freelance non-profit writer and administrator. After receiving her bachelor's degree in English in 2017, she pursued the non-profit sector in grant writing.  She served as an AmeriCorps VISTA for KC Mothers in Charge and led the grant writing team.  She then worked for Community Services League in Independence, Missouri as Development Coordinator.  Rae is excited to pursue freelancing and serve Kansas City as she works from home and cares for her family.

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David Freeman - Research & Program Development

David is a compassionate and versatile professional dedicated to the empowerment of individuals and families.  He has experience developing an organization's capacity as they address barriers to community engagement.  He is patient, focused and insightful.

Asha Dèree White - Communications, Brand Management & Design Thinker | 


Over the course of ten years, Asha has worked as a development professional with diverse non-profits throughout Kansas City. Through these experiences, she's developed a commitment to supporting community-centered cultural and educational programming that advances women and youth.  She has dedicated herself to helping leaders create meaning in their own lives and in their organizations, which results in motivated employees, customer commitment and bottom-line performance. Her powerful intuition blended with her ability to shift perspective allows others to successfully craft and bring their ideas to light. 


Asha specializes in strategic planning, communication, design, and brand management for startups. She has a degree in Business Marketing from the University of Missouri-Kansas City. 

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Leilani Haywood - Haywood Marketing Communications | leilani@haywoodmarketing.com


Leilani Haywood owns Haywood Marketing Communications which helps nonprofits tell their story to attract donors, recruit volunteers and raise funds through digital marketing.  An award-winning writer and digital marketing guru, Leilani has worked with nonprofits for over 10 years in various marketing communication positions.  Before starting her own agency, she worked with the Community Blood Center of Greater Kansas City as a marketing communications manager and served on boards for the Down Syndrome Guild, First Down for Downs, and CinemaKC.  Her clients have included the KC Social Innovation Center/Hire KC, International Association of Administrative Professionals, In-Plant Printing and Mailing Association, the Pentecostal/Charismatic Churches of North America, Project Lydia, and Global Outreach.