Giving Back with Purpose
How the Davis Memorial Foundation Elevates Roofing Brands
by Heidi J. Ellsworth, Owner, HJE Consulting
(Editor’s Note: Heidi J. Ellsworth, a graduate of the University of Portland, has been working in the roofing industry since 1993. Having held positions with EagleView® Technology Corporation, Carlisle® Construction Materials, Eco-Star™, and Malarkey Roofing Products®, Ellsworth is now the founder of the roofing-focused marketing firm, HJE Consulting Group. She is also the author of “Sales and Marketing for Roofing Contractors,” a guide for small businesses in the roofing industry.)
In the roofing industry, success is built on more than just strong materials and sharp business practices. It’s built on relationships, community, and the willingness to support the next generation. At the Western Roofing Expo, one of the most powerful opportunities for giving back is through the Davis Memorial Foundation. Established in memory of Larry and Mary Davis, the foundation awards scholarships and supports educational initiatives that fuel the future of the roofing and construction industries.
For companies attending the Western Roofing Expo, participating in the foundation’s efforts, whether through donating auction items, sponsoring events, or simply showing up and bidding, has become more than a feel-good activity. It’s a strategic way to reinforce company’s values, strengthen industry relationships, and showcase brands as a true thought leader.
Marketing today is about much more than traditional ads or flashy trade show booths. It’s about building an identity that customers, partners, and employee respect. Supporting the Davis Memorial Foundation offers a powerful and authentic way to market your company’s heart. When you donate an auction item or sponsor a golf hole or clays station, your brand becomes part of a collective mission, one that’s focused on education, community, and the future of the industry. This kind of involvement sends a clear message: your company isn’t just here to sell, it’s here to serve. Whether your name is on a donated Yeti cooler, a golf hole sign, or a live auction spotlight, it’s seen in a context of generosity and industry stewardship.
Attending the Davis Memorial Foundation auction is also a visible demonstration of that commitment. Bidding, buying, and engaging with the crowd puts your team directly in front of roofing professionals who share those values. These moments become relationship builders, conversation starters, and long-term brand impressions that simply can’t be duplicated through traditional advertising alone.
At the heart of the Davis Memorial Foundation is its scholarship program, which directly supports students pursuing careers in construction and roofing. By funding these scholarships, companies are helping to close the labor gap, encourage education, and give deserving young people a path into the trades.
What many don’t realize is that the foundation also contributes to broader workforce development initiatives including SkillsUSA®. This national organization fosters technical skill-building in high schools and colleges through competitions, leadership training, and industry partnerships. Davis Memorial Foundation grants help fund the commercial roofing competition segment, ensuring that students have the resources and recognition they need to thrive.
For companies looking to position themselves as thought leaders, there’s no better way than aligning with efforts that shape the future. Supporting SkillsUSA through the foundation places your brand at the front of workforce development. It shows that you’re not just reacting to the labor shortage, you’re helping to solve it. Contractors, manufacturers, distributors, and service providers all benefit from a stronger, smarter workforce and those who invest in it are recognized as leaders with long-term vision.
Too often, charitable giving is treated as a one-off donation or a spontaneous act. However, the most successful companies in the roofing space are integrating their giving campaigns into annual marketing strategies and budgets. The Western Roofing Expo, with its built-in connection to the Davis Memorial Foundation, provides a perfect structure for doing just that. Start by identifying a few touch points that your team can commit to every year such as: auction item donation, event sponsorship, auction attendance, and auction participation.
From a marketing standpoint, these touch points can generate content all year long. Promote your participation in advance on social media. Share photos and videos from the event. Highlight your donated items and tag the Davis Memorial Foundation. Post-auction, talk about the students and programs your contributions supported. When your charitable actions are documented and shared, they become part of your brand narrative. This kind of storytelling resonates deeply with customers and employees alike, helping you stand out in a crowded market.
One of the most underrated benefits of giving back is the internal cultural lift it provides. When your team sees the company actively involved in something meaningful, it inspires pride and a stronger sense of purpose. Whether they’re helping set up auction items, attending the golf tournament, or cheering on a scholarship recipient, your employees feel connected to something larger. This kind of engagement supports retention, recruitment, and overall job satisfaction. It tells your people that the company is about more than profit, it’s about people. For younger generations especially, this kind of value-driven culture is a major deciding factor in where they choose to work.
It’s also a smart investment in your business. It opens doors, builds brand recognition, reinforces values, and creates authentic marketing content. It brings your team together and connects you with others who share a similar passion for the industry. For roofing companies of all sizes, the Western Roofing Expo is the perfect time to align purpose with promotion. Make giving back a core part of your annual plan. Your customers will notice. Your employees will feel it. Most of all, the industry will be better for it.
