“To educate, inspire, and challenge.”
– The Jackie Robinson Foundation’s mission
Started in 1973 by Rachel Robinson, Jackie’s husband, the Jackie Robinson Foundation (JRF) has established itself as a “public, nonprofit organization that administers one of the nation’s premier scholarship and leadership development programs for talented college students.” Today, JRF is a public relations powerhouse for cause-based storytelling and a case study in how sports institutions can honor legacy while investing in the future. All while honoring Robinson’s legacy of equity and excellence.
The JRF serves its mission through the JRF Scholars Program, the JRF Impact Program and since 2022, the Jackie Robinson Museum. The foundation has done an outstanding job with Robinson’s legacy—not just telling his story, but by building on it and turning that history into meaningful action.
Credit: Jackie Robinson Foundation
A Legacy Rooted in Action
But before the foundation, there was Jackie Robinson: UCLA’s first four-sport letter winner, a U.S. Army Veteran and the first African American player to break Major League Baseball’s color barrier in 1947, where he would go on to have a Hall of Fame career.
When his time as a Bruin came to an end, he served in the U.S. Army in World War II. His service recently garnered national media attention after President Trump’s initiatives to remove what his administration considers “DEI”, led to the Department of Defense removing its webpages honoring a Black Medal of Honor winner and Japanese American service members were taken down. With them, a “webpage describing baseball and civil rights icon Jackie Robinson’s military service was restored Wednesday after it was missing earlier in the day.”
In response to this, David Robinson, Jackie’s son and a board member of the JRF, said, “We were surprised to learn that a page on the Department of Defense’s website featuring Jackie Robinson among sports heroes who served in the military was taken down. We take great pride in Jackie Robinson’s service to our country as a soldier and a sports hero, an icon whose courage, talent, strength of character and dedication contributed greatly to leveling the playing field not only in professional sports but throughout society. He worked tirelessly on behalf of equal opportunities, in education, business, civic engagement, and within the justice system. A recipient of both the Presidential Medal of Freedom and the Congressional Gold Medal, he of course is an American hero.”
This demonstrates exactly why nonprofits like the JRF are essential. They ensure the fight for justice doesn’t fade from public memory.
Connecting Nonprofit Strategy to Public Relations
With Major League Baseball’s full-fledged support of Robinson’s legacy, every year on April 15th, in honor of Robinson breaking baseball’s color barrier on April 15, 1947, the league has designated it as Jackie Robinson Day, ever since 2004.The MLB “honors Robinson’s legacy by celebrating his life, values and accomplishments.” The larger audience and outreach the MLB has, helps amplify the messaging that the JRF aims to spread.
MLB’s Support:
- Retired Robinson’s number, 42, in 1997
- Request that all players and on-field personnel wear his number during games on Jackie Robinson Day since 2009
- Stadium-wide tribute across all 30 teams
- Full-day social media takeovers highlighting Robinson’s values
- Branded partnership campaigns to drive awareness and donations
This campaign and the work that the JRF does, exemplifies how strategic partnerships can amplify mission-driven work. It demonstrates how sports can preserve a legacy while engaging new generations. It’s not just a ceremonial nod, it’s integrated purpose-driven storytelling at an exceptional scale.
I encourage you to check out the JRF’s website and witness for yourself the beautiful storytelling of Robinson’s legacy. Personally, I know I’ll be booking a trip to the Jackie Robinson Museum in New York, to experience first-hand how the JRF continues to educate, inspire and challenge future generations.
Thank you, #42.
Visit https://jackierobinson.org/ to learn more.
Elizabeth Dunning 
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