- December 4, 2025
Holland Financial presented the American Cancer Society with a $5,000 donation on Thursday, July 17, to help launch the nonprofit organization's upcoming Making Strides Against Breast Cancer fundraiser.
Every year, Holland Financial identifies charities that align with the company's values and contribute to the community. The company then gives back to the charity as part of its PlanStronger Together Program.
This year, the cause hits close to home for Holland Financial CEO David Holland and his wife Toni, who was diagnosed with breast cancer during the COVID-19 pandemic.
Running helped her to cope and stay healthy on her journey to remission, she said. Following a double mastectomy, a choice she made due to losing her mom to breast cancer, Toni has been cancer-free for four years.
In speaking of raising awareness for breast cancer, she said "it's critically important because you never know who it's going to touch."
She referenced Melissa Etheridge's song, "I Run For Life," where the American singer-songwriter shares her own journey through breast cancer.
"I run for your sister, your mother, your wife," Toni said. "It impacts everyone and you don't know it's going to until it does, and I think the more knowledge people have, the better they're prepared for if and when that moment comes."
The 23rd Volusia-Flagler Making Strides Against Breast Cancer event will take place at 8 a.m. on Saturday, Oct. 25, at Riverfront Esplanade in Daytona Beach.
Shady Bauer, senior development manager for American and Cancer Society, said they're expecting about 10,000 people to attend, as this is the second largest Making Strides fundraiser held in Florida.
The 5K fundraising walk is free to register.
Having the support of local businesses ensures the ACS can continue its advocacy, research, development and patient support programs, Bauer said.
"If it wasn't for them, we wouldn't be able to provide the resources that our company provides to all the patients," she said.
While the ACS does receive resources through philanthropy, not everybody is aware of it, Bauer said. That makes grassroots efforts important.
"Community events are rain or shine," she said. "We keep it going ... because we're out there for a reason and without that money, without those funds, we couldn't do what we're doing right now."
Holland Financial reached out to the ACS for the donation knowing that, like the Holland family, many others are often impacted by cancer, David Holland said.
"It's personal and we also have a number of clients and employees who have been affected by cancer," he said. "So we're very attuned to the impact on, not only the the family from an emotional and personal standpoint, but also the disruption of their lives — their retirement and even their finances."
Holland Financial will also a "Team Holland" participating in Making Strides. David's hope is that they're top team for the number of participants and/or fundraising.
His wife will be part of the team. As an avid marathon runner, she's completed 25 races, including a 100K.
David Holland will be there for moral support.
"I'm the emotional support husband," he said. "So I go along for the ride."
