Our Story
In March 2023, JJ Elliott Hill and Natalie Elliott Handy faced the emotional and logistical challenges of transitioning their mother to a skilled nursing community. Amidst the process, they encountered numerous unused caregiving items, sparking a pivotal question: “How could these resources serve someone else?”
This moment of realization led to the birth of CareForward and the Sisterhood of Care brand, which includes resources like the “Confessions of a Reluctant Caregiver” podcast. Determined to create a meaningful solution, they envisioned a platform that could repurpose unused care supplies, ensuring that vital resources reach those in need, thus founding CareForward to bridge the gap in caregiving support.
Building on the foundation laid by JJ and Natalie, CareForward has developed into a robust platform that facilitates the volunteering of time, talent, and resources.
Natalie Elliott Handy, MSW
CEO of CareForward
Natalie Elliott Handy, MSW, is a seasoned healthcare executive with a passion for serving others. Natalie has over 24 years in the health and human services industry, she has worked with children and their families, partnering with local and state level government agencies and community organizations, to meet critical mental and behavioral health needs.
She takes pride in being seen as a mental health concierge, helping families and agencies navigate the system to find the most appropriate service. When gaps in the continuum are identified, Natalie responds by creating new services and programs. She believes in the power of advocacy, using her voice and position to bring macro level change on the local, state, and federal levels, serving on committees, task forces, planning groups, and boards. In August 2022, she was honored to be appointed by Governor Glenn Youngkin to serve on the State Executive Council for Children’s Services. Natalie has a passion for training, offering education and information to positively impact others, both internally and to the community at large.
Natalie received her Bachelor of Arts in Psychology at Hollins College and Master of Social Work at West Virginia University. Originally from outside Knoxville, TN, Natalie currently lives in Roanoke, Virginia with her husband Jason and fur children, Winston the Bulldog and Daisy the Beagle.
J.J. Elliott Hill, MBA
CFO of CareForward
J.J. Elliott Hill, MBA, has cultivated an extensive career in finance, dedicating over 17 years in the commercial banking sector. Her expertise in strategic planning for small to mid-sized businesses, focusing on asset management and effective debt utilization, stems from a deep commitment to helping clients achieve profitable growth. Her problem-solving skills led her to consulting roles for banks undergoing regulatory downgrades and those navigating mergers.
In March 2013, she found herself downsized, jobless and disinterested in furthering a career in finance. She transitioned from the corporate world to entrepreneurship, co-founding three start-ups over the last 11 years. She has served as a managing partner for a retail store and associated service company, a manufacturing start-up, and has engaged in residential and commercial real estate acquisition and management.
J.J. received her Bachelor of Arts in Economics from Hollins College and her Master of Business Administration in Executive Management Studies from the University of Tennessee, Knoxville. She is a Certified Aging in Place Specialist (CAPS) with the National Homebuilders Association and a candidate for the Certified Caregiving Consultant, Educator and Facilitator Certificates from The Caregiving Years Academy in August 2024.
She calls home base the Florida Keys with her husband Dexter and their dogs, Oscar and Gabby. But much of her heart is in North Carolina with grandsons, Eli & Tommy.
