Crystal Heyward, Liaison-Relationship Management on Influential Women
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Influential Woman · Nonprofit

Crystal Heyward

Liaison-Relationship Management, St. Jude Children's Research Hospital - ALSAC

Cordova, TN 38018

2Years experience
3Awards received

Certifications · Degrees · Memberships

Degree University of Memphis - BA Cert Certified RAP (Wellness Recovery Action Plan) Facilitator Cert Certified Instructor for Overcoming Abuse God's Way Cert Public Speaking Foundations Cert MADE Mentor Cert How to Speak with Effortless Confidence Member Leadership Memphis Member Junior League of Memphis Member MAID Mentorship Program

Her Story

About Crystal

Crystal Heyward is a mission-driven nonprofit professional based in the Memphis Metropolitan Area, currently serving as a Liaison in Relationship Management at St. Jude Children’s Research Hospital - ALSAC. With over a decade of experience in the nonprofit sector, she specializes in building and strengthening strategic partnerships that advance fundraising goals and amplify organizational impact. Her career reflects a deep commitment to purpose-driven work, where she transforms relationships into meaningful support for St. Jude’s global mission.

Throughout her tenure at ALSAC/St. Jude, Crystal has developed expertise in fundraising strategy, donor engagement, corporate and collegiate partnerships, event coordination, and community outreach. She began her journey at the organization in a call center role and steadily advanced through multiple positions by consistently demonstrating leadership, initiative, and dedication. Her work focuses on cultivating high-value relationships and designing fundraising initiatives that exceed revenue targets, while ensuring donor experiences remain authentic and impactful.

Beyond her professional responsibilities, Crystal is also recognized for her leadership in mentorship and advocacy, particularly in empowering emerging talent and supporting women in professional spaces. She is a certified MADE Mentor through the ANA Educational Foundation and continues to invest in personal and professional development through training in public speaking, innovation, and user acceptance testing. Her career is defined by resilience, service, and a strong belief in using her platform to create lasting, positive change in communities she serves.

Her Interview

Ten minutes with Crystal

01What do you attribute your success to?

I've had some incredible mentors who have shaped my journey. My previous boss, Carrie Davis, definitely prepared me for what it was going to be like in corporate spaces, especially as I came into this bigger space where I was no longer in the call center. His voice is often in my head, and I'm always very much appreciative of that. But it even starts further back than that, with my very first job at Dress Barn, a women's retail store where I worked part-time while I was in college. I was a sales pro, and I remember the amount of love, but more importantly, the amount of belief that my boss had in me. Even now, we're still friends on Facebook, like 20 years later. She always tells me, I always knew, I always knew you would be who you are now. It's surreal that someone who knew you when you were young can now speak to who you once were over 20 years later and tell you, I always knew this is who you would be. Last but not least is my daddy. He unfortunately lost his battle with Parkinson's disease in 2020, but he took a medical retirement 3 years prior. At his retirement dinner, he got up and spoke and said he was in the Army for 30 years, and then he worked another 20 years teaching junior ROTC as the director at Memphis City Schools. He said, I took off my uniform for the last time on June 30th, 2017, and I'll never be able to wear it again legally, but I'm happy. I got to live my dream. I think of my life, and I always said, how many people get to say they live their dream? My daddy did. So I always tell myself, if I ever get to the place where I'm not living my dream, or I don't feel that I am happy, then it's time to go. Those words stay in my brain forever, and I'm just grateful that I get to still say I'm living my dream.

02What advice would you give to young women entering your industry?

Know your why. It is very important that when you come into nonprofit, that you understand you may not get paid all the exact money that you might want, but your why will be louder than anything, will be louder than any salary. For me, I get to wake up every day and give a child hope. That's my why. Even on my worst day, even on headaches, even on everything that could possibly be wrong that day, knowing that I get to get up and I get to possibly give a child or family hope that their child might live another day, that they might be able to fight another day, that is what I get to do, and I'm so proud to do it. I would also tell people, don't ever try to be anyone but you. The easiest part of me is that I get to get up and be me. I don't have to try to be anyone else, and I don't want to be. I love that my job allows me to be my authentic self, and I want you to come into your job and find the place, find the job, find the career path that allows you to be you. I'm inspired by the hope that people are inspired by the fact that I'm not your typical person. You don't have to have a three-piece suit on, or be the most quiet person in the room. I'm Crystal, and being me is what makes me special, and I would want anybody else to wake up and be them. Don't aspire to be me. You can take little pieces of me, little nuggets, but be you. It's the easiest thing in the world to do.

03What values are most important to you in your work and personal life?

This person’s most important values center on education, service, and compassion, reflected in their psychology background from the University of Memphis and certifications in mental health and recovery-focused programs like RAP facilitation and faith-based healing approaches. They also demonstrate a strong commitment to advocacy and community service through volunteer work with Leadership Memphis, the Junior League of Memphis, and charitable support for organizations such as St. Jude, the Michael J. Fox Foundation, and suicide prevention efforts. Overall, their work and personal life are guided by empathy, continuous learning, and a deep dedication to helping individuals and communities affected by mental health challenges, trauma, and neurodivergence.

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