04 Sep September Interview-Effie Santos, Madi’s Movement
Effie Santos is the President and Co-Founder of Madi’s Movement, a Tampa-based non-profit looking to support foster teens as they reach adulthood. Effie’s professional journey started out in finance, and then moving into non-profit work, her and her family’s life changed dramatically when her 19-year-old daughter, Madison, died in a car accident. Because Madi had always wanted to be famous and to make a difference, Effie and her husband, Lester, started Madi’s Movement.
Madi’s Movement was created within 3 years of the death of Madison, I see so much resilience with what you have done to support your daughter’s dreams of helping others. Nonprofits are mission driven, and Madis Movement is dedicated to transforming lives and empowering futures by creating a path forward for foster teens. Can you describe how you came to focus Madi’s on the foster teen population?
Madi’s Movement sprang from a deeply personal place of loss and love. My daughter Madison, whom we lovingly called Madi, passed away on March 4, 2021, after a car accident. Despite the pain, my husband Lester, our daughter Athena, and I wanted to channel our grief into something that would continue Madi’s dream of making a difference.
Madi always had a heart of gold, with a special place in it for teens in foster care. She saw firsthand through her high school friends the unique challenges they faced, and she wanted to do something about it. I remember taking her to a networking event for women lawyers and judges because she was determined to learn how she could use law to advocate for foster kids. Madi wrote in her journal about wanting to work in social services or child services because it would give her “great relief to do something positive to change children’s worlds.” Her words continue to inspire everything we do.
We officially started laying the groundwork for Madi’s Movement with focus groups and research in April 2022, aiming to understand the needs of foster teens directly from them and the organizations supporting them. By January 2023, we gained our 501(c)(3) status, which was a huge step forward. But, the most special day was August 15, 2023, Madi’s 22nd birthday. That’s when we officially launched Madi’s Movement. Launching on her birthday felt like the perfect tribute to her life and dreams.
Effie, you have done a lot of work in finance and the business side of nonprofits. How did this impact you starting your own non-profit?
My journey into finance was somewhat serendipitous. I began my career over 25 years ago, almost by accident, and quickly found myself deeply engaged with the nonprofit sector. From serving on committees to joining boards, I’ve always been passionate about thinking outside the box to create meaningful change and forge relationships with like-minded individuals. As my career in banking progressed, I led with my heart, focusing on two things I’m deeply passionate about: supporting nonprofits and empowering women-owned businesses. I thrived on building a network of authentic, impactful connections.
I never envisioned running my own nonprofit, but life has a way of guiding us to unexpected paths. In June 2019, I left my corporate job to start my own business that worked directly with nonprofits. However, after Madi’s accident, my world came to a standstill. In that period of profound grief, the idea of Madi’s Movement began to take shape. My extensive background in finance and business became unexpectedly crucial. Starting Madi’s Movement, I knew it had to be run with the precision and strategic planning of a business. The aim was not just to create a temporary fix but to establish a sustainable, impactful organization that could genuinely transform lives. This blend of business skills and heartfelt mission is what fuels our work every day.
Do you have any advice for other female entrepreneurs wanting to start a nonprofit?
If you feel a pull towards starting a nonprofit, listen to that instinct—your heart knows what it’s drawn to. But before you dive in, take a moment to pause and do your research. It’s crucial to really understand the needs of the community you aim to serve. Start with thorough groundwork: organize round tables, host focus groups, and engage in as many conversations as possible. This isn’t just preliminary work; it’s the foundation of your future organization. It helps you lay down the essential building blocks for your branding and shapes your mission and vision.
A good friend once remarked to me, “Effie, out of all the things you could have chosen, you picked the hardest: foster care.” And it’s true—if I had overthought it, I might never have started. But I had a personal mission that was close to my heart, and that drove me to just start running with it. Embrace the journey, and remember, the path of creating and running a nonprofit is as challenging as it is rewarding. Let your passion be your guide, and your careful planning be the blueprint that turns your vision into reality.
Madi’s Movement had three tiers including Education, Employment, and Empowerment; can you describe the significance of each within what you do with the teens in your programs?
Each pillar is specifically designed to meet the unique needs of the teens we serve, recognizing that they must first survive before they can thrive.
Education is addressed through our Empowered Education program, which targets the immediate academic needs of our teens. Understanding that a solid educational foundation is key, we provide tailored support to help each teen achieve qualifications like a high school diploma or GED and prepare for further educational opportunities.
Employment is facilitated through our Career Connections program. This program goes beyond just finding a job; it’s about discovering fulfilling career paths. We expose our teens to various professions to ignite their imagination and ambition. This program also provides essential tools such as resume building, mock interviews, and training in professional etiquette—from dining to dressing for success.
Empowerment is woven through every interaction within our SuperSkills Academy. Here, we focus on life skills that foster independence and self-reliance. From teaching cooking skills that include nutrition and budget management to our Financial Foundations program, which educates them on budgeting and credit building, we equip teens with the knowledge and practical skills they need to make informed decisions about their futures. This builds their confidence and prepares them to handle both personal and professional challenges.
In all our efforts, we strive to bring normalcy and build trust. We recognize that each teen’s path to independence and success is unique, and our role is to support them in crafting this path. We are here to help them not just survive, but thrive, as they transition into independent, empowered adults.
You have a book coming out soon, congratulations! Can you share some details with us about that process?
Thank you! The journey to writing my book has been incredibly transformative. It started when I was invited to give a TEDx Talk, titled “The Power of the Pause: Finding Courage in Change.” Initially, the talk was set to focus on my transition from the corporate world to entrepreneurship and the strategies that helped me navigate that change. However, after COVID-19 and the devastating loss of my daughter Madi, my perspective shifted profoundly.
This talk, which I gave just before the first anniversary of her passing, was one of the most challenging and emotional experiences of my life, requiring me to memorize and deliver it to over 200 people. The response to the talk was overwhelming, and it sparked the idea of expanding these insights into a book. My husband, Lester, encouraged me to write more extensively on the subject. Although I faced a period of deep grief after Madi’s first anniversary, by spring of this year, I was able to complete my book.
The book launch is scheduled for October 23, and a portion of the proceeds from the book and journal will go back to supporting Madi’s Movement, continuing the cycle of positive change and empowerment that Madi dreamed of. To make the book a practical tool for change, each chapter includes reflective questions, and it is accompanied by a journal. This journal isn’t just for reflection; it’s designed to help readers strategize and process their experiences, and it includes nearly 100 motivational quotes from people who have inspired me throughout my life.
You stay so busy and have been through a lot. Final question: What do you do for self-care?
Self-care has become a crucial part of my daily life, especially as someone who tends to be very critical of myself. I have learned that I cannot solve all the problems in a day, so setting realistic expectations for myself is something I work on constantly.
It was an incredibly tough process that involved building a stable foundation and then creating a toolbox of self-care practices that I could turn to without feeling any guilt. One key lesson for me has been learning that when I find myself in a dark place, I do not have to stay there. I give myself permission to acknowledge those feelings but also remind myself to step out of them because lingering there does not serve me well. I had to build a team to do this—from a community of healthcare professionals including therapists, psychiatrists, and medications, to a community of true friends, my family, and keeping my connection to Madi—I had to feel the awful feelings, sit in them, and do the work. We must do the work. If I did not have my team to help me, I would not be in a place today where I can do the work I am doing with Madi’s Movement.
I have also had to embrace that perfection is not real, instead, I focus on making consistent progress in my self-care routines. One of the best things I have done for myself was getting my cockapoo, Lucy. She is my best furry friend! Our daily walks are therapeutic and during these walks, I talk with Madi, reflect, and clear my mind. It is during these moments that I often find clarity and come up with new ideas. This time is not just a walk… it is a meditative practice that helps me maintain my balance and continue my healing journey.
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