Tara Keener didn’t grow up dreaming of boardrooms or marketing strategies. She grew up in Startown, a small community in Catawba County outside of Hickory, North Carolina. One of four siblings, Tara was raised in a large extended family where no one had yet graduated from college — but where curiosity, hard work and a desire to see more of the world quietly took root. 

“I was always eager to go beyond what I knew,” she said. “We didn’t travel far — usually the nearby mountains or Myrtle Beach — but I had this deep sense that there was more out there.” 

Tara on-air at UNC-TV during a live pledge drive.

It wasn’t until she received a scholarship to attend UNC Chapel Hill that Tara got her first real taste of what philanthropy could do. “I was 17 and someone I had never met made it possible for me to go to college. That kind of generosity changes you. It planted the seed.”

At UNC, Tara majored in journalism and quickly found herself drawn to mission-driven communications work. She worked her way through college, booking speaking engagements for UNC-TV, North Carolina’s public television network. There, she wrote fundraising scripts, planned events and even appeared on live TV next to Big Bird during pledge drives. “That job confirmed something I already suspected: I wanted to use my voice to do meaningful work.” 

Finding Her Way to FFTC 

After college, Tara moved to Charlotte and like many young professionals, spent time figuring things out. When a short-term opportunity came up to help plan Foundation For The Carolinas’ Annual Meeting, she jumped at the chance. 

“I had just read an article about a family helped by one of FFTC’s corporate employee relief programs and it really struck a chord with me,” she recalled. “Within a week, the part-time role turned full-time. That was 18 years ago.” 

At the time, the Foundation had just 32 employees and $600 million in assets. Today, it is one of the largest community foundations in the U.S. — and Tara is at the helm of its marketing strategy as Chief Marketing Officer. 

Expanding Focus Beyond Marketing  

While Tara currently focuses on FFTC’s marketing, communications and brand strategy, she has previously overseen the Foundation’s events and conference centers. 

“For about a decade, I led our events team — everything from fundraisers and community convenings to weddings in our beautiful Uptown space,” she said. “It pushed me to learn new things, from North Carolina’s alcohol laws to marketing to event planners.” 

That experience not only broadened her experience but helped her grow as a leader. “It was a chance to stretch outside of traditional marketing and bring people together in meaningful ways.” 

Even now, Tara’s creative spirit shines brightest when she’s writing or editing. “There’s nothing more satisfying than shaping a message that resonates,” she said. “It’s still one of my favorite parts of the job.” 

Lessons in Leadership — and Humility 

Tara’s leadership style blends strategic thinking with mission-mindedness, a balance she believes is critical in philanthropy. 

“Yes, you need to know the numbers. But you also need to know when the right decision isn’t the one that looks best on paper. You have to lead with your head and your heart.” 

And one lesson that’s stayed with her? Humility. 

“There’s real power in saying, ‘I don’t know’ and in recognizing the talents your team brings to the table. That’s how you build trust. That’s how you build strong teams that make lasting impact.” 

Closer to the Work 

Tara volunteering with Humane Society of Charlotte.

Tara doesn’t just support nonprofits professionally — she’s deeply involved personally, too. Since 2020, she’s served on the board of the Humane Society of Charlotte and currently serves as board chair. During her tenure on the board, and in the height of COVID-19, the organization led a successful capital campaign for a new Animal Resource Center. 

“It’s not just about rescuing animals. It’s about supporting the people who love them,” she said. “We provide low-cost veterinary care, education, training and even a pet food bank. It’s community impact, plain and simple.” 

Board service, she says, has deepened her understanding of the nonprofit sector. “It reminds me of the daily realities nonprofits face — the passion, the burnout, the resourcefulness. These are some of the hardest-working people in our community and they’re doing it all for the mission.” 

Wine, Yoga — and Mt. Rainier 

Outside the office, Tara’s passions are as varied as her skill set. She’s a certified yoga instructor, a Level 1 sommelier, backpacker and – in more recent years – a mountain climber. Her biggest feat to date? Summiting Washington’s Mt. Rainier, one of the most challenging and technical climbs in the continental U.S. 

Victory at 14,410 feet. Tara at the summit of Mt. Rainier.

Battling freezing temperatures, high altitude and injury, Tara was the only woman in her climbing group, and among the fewer than half who reached the summit. “At one point, my heels were ground down and bleeding,” she recalled. “Our guides duct-taped my feet at 12,000 feet just to keep me moving.” 

The experience left a lasting impression. 

“That climb taught me how to sit with discomfort and keep going. You can’t always change the conditions, but you can choose how you respond. That mindset absolutely shows up in my professional life. Whether you’re climbing a mountain or navigating a complex project, perseverance matters.” 

Words to Live and Lead By 

Tara’s leadership mantra comes from the book Necessary Endings, which she often revisits. “It’s about pruning what’s no longer serving you so the most important parts can thrive. What you say ‘no’ to is just as important as what you say ‘yes’ to.” 

And to those just beginning their careers in mission-driven communications, Tara offers this advice: 

“Lean into grit. It won’t always be easy. But if you stay focused on why you’re doing the work, you’ll find the strength to keep going — and the joy that comes from reaching your goal.” 

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