Peek joins Make The Difference Network to raise funds for Justin Cowboy Crisis Fund
Courtesy PRCA

 
        COLORADO SPRINGS, Colo. -- All-Around cowboy Josh Peek, of Pueblo, Colo., is one of 11 sports and entertainment celebrities stepping forward to support Make The Difference Network, a new concept in fundraising for non-profit organizations on the Internet.

        Peek's designated non-profit is the Justin Cowboy Crisis Fund (JCCF), which has provided more than $4.6 million in need-based financial assistance to injured rodeo athletes and their families since its inception in 1989 as a partnership venture involving the Justin Boots Company and the Professional Rodeo Cowboys Association.

        Make The Difference Network (www.MTDN.com) was launched May 5 by actress Jessica Biel, her father, Jon, and Kent McBride, with a goal of connecting donors, both corporate and individual, to non-profit organizations online, where the charities can tell their stories in words, photos and videos. MTDN allows all non-profits to join for free, and the organizations keep 100 percent of what is raised.

        Each organization posts a target amount they are seeking on their own MTDN Web page under "Our Wishes," and the Web site posts updates which show the non-profit's progress toward meeting its goal.

        Operating much like popular social networking sites MySpace and Facebook, MTDN encourages non-profits with connections to the celebrities' designated charities to sign up, thereby creating a network of like-minded charities. MTDN already has attracted more than 150 non-profit organizations working toward fulfilling more than 250 "Wishes."

        "Justin Cowboy Crisis Fund is very grateful for the opportunity to be part of this innovative effort," said Cindy Schonholtz, JCCF Program Manager. "We are always looking for new ways to raise funds and better help professional rodeo cowboys and cowgirls when they are in need."

        "The people who are involved in this are giving from their heart," Peek said. "That's the great thing about the Web site: it's all about giving, not taking. That's one of the biggest things that attracted me to this effort...that it offered the ability for anybody to go online to contribute to a cause that had meaning to them."

        In addition to Biel and Peek, the other celebrities who have committed to the WTDN Web site are Chicago Bears quarterback Brian Griese, writer Jordan Paul, World Cup skier Michelle Roark, actress Jamie-Lynn Sigler, actress Gabrielle Union, world champion skier Bode Miller, model Karolina Kurkova, actress Elaine Hendrix and actor Dwayne (The Rock) Johnson.

        Peek, 28, finished the 2007 season second to All-Around World Champion Trevor Brazile in the Crusher Rentals PRCA World Standings and is leading the world standings this year in both the all-around and in tie-down roping.

        "We built MTDN to connect people who share the same passions for making a difference and to educate, motivate and inspire greater social entrepreneurism through stronger life-changing communities," said CEO Jon Biel. "We believe we can all do more than is currently being done to improve the quality of life on our planet, and we've witnessed -- firsthand -- that people and organizations that do good, feel good."

        The JCCF's premise is to lend a helping hand to professional rodeo athletes and their families in the event of catastrophic injuries resulting from professional rodeo activities. The fund fills the void of financial hardship when the inevitable serious injury interferes with the careers of those who have dedicated their lives to the sport.

        Assistance awards are based on the severity of injury, the number of dependents and the applicant's financial situation. The Fund also takes into consideration the individual's involvement in and/or contribution to the sport of professional rodeo.

        Unique among today's numerous charitable organizations, the Justin Cowboy Crisis Fund stands above the rest by dedicating 100 percent of all contributions received for disbursement to eligible applicants. This uncommon practice for a charitable organization is made possible by the joint commitment of the Justin Boot Company and the PRCA, which underwrite all administrative costs associated with managing the JCCF, leaving all monies received through contributions (and as investment earnings) to serve their intended purpose.

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