5 Years, $500,000: 2024 #FlamingoChallenge Marks Major Milestone
Tallahassee, Fla. — First Commerce Credit Union, together with local hospital foundations and communities in North Florida and South Georgia, raised $158,917 in the fifth year of its grassroots fundraising initiative known as the #FlamingoChallenge. The fundraiser directly benefits local patients battling breast cancer.
The #FlamingoChallenge, held during Breast Cancer Awareness Month in October, reached two major milestones in 2024 — a record-breaking six-figure total, the fundraiser’s highest amount raised to date, and surpassing $500,000 raised since its inception five years ago. Donations in 2024 came from individuals, businesses, nonprofit groups, sports teams, school groups and other organizations, making the fifth year of the #FlamingoChallenge a huge success.
Launched in 2020 by First Commerce and the Tallahassee Memorial Hospital (TMH) Foundation, the #FlamingoChallenge, is a unique community fundraiser where businesses, organizations and individuals can show their support for breast cancer patients by claiming a flock of pink yard flamingos, placing them in front of their home or business, and then making a pledge to donate or fundraise, as well as post pictures with their flamingos on social media.
In 2021, the #FlamingoChallenge earned national recognition winning the prestigious Dora Maxwell Social Responsibility Community Service Award from the (then) Credit Union National Association. In subsequent years, the SGMC Foundation in Valdosta, Ga., and the Archbold Foundation in Thomasville, Ga., joined the flock to expand the impact of the #FlamingoChallenge across the region.
“The incredible outpouring of support we’ve seen through the #FlamingoChallenge is a testament to the power of our communities across North Florida and South Georgia,” said First Commerce CEO Cecilia Homison. “The funds that were generously donated by so many individuals and organizations truly change lives – both for patients battling breast cancer and for their families.”
As First Commerce and its partners once again added a splash of pink to the region, the fundraiser generated a powerful result, raising a record $116,472 (and counting) for the TMH Foundation, $14,875 for the SGMC Foundation, and $27,570 for the Archbold Foundation.
First Commerce contributed a combined $17,000 to the three hospital foundations’ #FlamingoChallenge totals, with a portion of First Commerce donations coming from internal fundraisers in which team members and their families donated, as well as FCCU’s volunteer board members.
Over the years, donations raised through the #FlamingoChallenge have been used to purchase state-of-the-art, cancer fighting equipment, as well as to provide PET scans, MRIs, transportation, lodging and comfort measures that improve patient outcomes.
“We are seeing increasing numbers of patients who don’t have health insurance and face significant challenges,” said Nigel Allen, TMH Foundation president and chief advancement officer. “Funds raised through the #FlamingoChallenge allow us to meet patient needs and increase access to life-saving care. We are so grateful to First Commerce and to the businesses and individuals who support this grassroots effort. It truly makes a difference for our patients. Thank you!”
Meanwhile, Valdosta and surrounding communities in South Georgia found themselves grappling with the aftermath of Hurricane Helene in October. As a result, many charitable donations were being directed to valuable storm recovery efforts.
Local Georgia businesses Chaparral Boats, Inc., BH Electronics, Inc., and Coyote Manufacturing Co. stepped up to raise much needed funds for breast cancer patients in their community. The businesses worked together to raise $12,875 to help patients receiving treatment at SGMC’s facility in Nashville, Ga. (Berrien County). As they have done in previous years, the businesses held their popular Boston Butt sale that generates thousands of dollars to go toward helping local patients.
“Our employees and the local community make the Boston Butt sale a special fundraiser each year, and 2024 was no different,” said Ann Baldree, senior vice president for Chaparral Boats, Inc. “As one of South Georgia’s largest employers, it is our goal to give back to the community — and money we raised for the #FlamingoChallenge will stay right here in Berrien County.”
Hilary Gibbs, vice president of support services and chief development officer at SGMC Health, recognized the businesses’ impact on the 2024 fundraiser.
“We are profoundly grateful for the generosity and dedication of local businesses and community members who made this year’s Flamingo Challenge a success,” Gibbs said. “This impactful gift will help provide access to mammograms and other early detection services at SGMC Health Berrien. Early detection is critical, and this effort ensures more individuals in our community can receive these life-saving diagnostics close to home.”
In Thomasville, Ga., Archbold Foundation’s President Vann Middleton praised First Commerce’s role in helping the Thomasville area fundraiser reach its $27,570 total.
“We are extremely grateful to our good friends at First Commerce Credit Union for their generous support of this year’s Flamingo Challenge,” said Middleton. “They are incredible community stewards and are always willing to help give back to the communities where their employees work, live and play. On behalf of everyone at Archbold, we appreciate the support of the Archbold Cancer Center through the Flamingo Challenge.”
To learn more about the #FlamingoChallenge, visit FirstCommerceCU.org/Flamingo.

Who We Are
Established in 1940, First Commerce is a full-service, not-for-profit credit union with locations across North Florida and South Georgia. We are a member-owned cooperative and committed to the communities we serve. Our purpose is to empower people to enhance their financial well-being by helping them achieve their financial goals – whether it’s simplifying their day-to-day finances, buying their first car or home, or building a great retirement. When you bank with First Commerce, you get a truly personal experience backed by 80 years of financial expertise.