Judy Zulfiqar Takes the Helm as Executive Director of National Assistance League

New Leadership in Nonprofit Sector

The National Assistance League (NAL), a nonprofit organization with a century-long legacy, has announced the appointment of Judy Zulfiqar as its new Executive Director. This decision comes after a rigorous nationwide search aimed at finding a leader who could navigate the organization into its next century of service. Zulfiqar, armed with an MBA and over 20 years of experience in strategic leadership, is poised to uplift the capabilities of NAL, strengthen community engagements, and enhance financial sustainability.

A Proven Track Record

Judy Zulfiqar’s career is marked by significant achievements in nonprofit leadership and organizational recovery. Prior to joining NAL, she served as the Chief Strategist at Watermark Associates from 2015 to 2026. In this role, Zulfiqar was responsible for advising clients across various sectors, applying her expertise in business planning and marketing. Her innovative approaches to fundraising resulted in millions of dollars raised for nonprofit initiatives. Moreover, she previously held the position of Executive Director at Outdoor Adventures by Boojum, where she successfully revitalized the organization following a challenging two-year shutdown due to COVID-19.

Her remarkable capabilities extend beyond directorial roles. She has demonstrated considerable impact as the Immediate Past District Governor for Rotary District 5330, leading 60 clubs with nearly 1,850 members in Riverside and San Bernardino counties. Zulfiqar's deep connections within the community will prove invaluable in fostering NAL's outreach as it continues its mission of philanthropic support.

A Vision for the Future

Upon her appointment, Zulfiqar expressed her enthusiasm about joining NAL during such a pivotal moment in its long history. She stated, “The organization’s 100-year legacy of compassionate community service, powered by dedicated volunteers, is remarkable. Together, we will strengthen this organization to serve communities for the next 100 years.”

Andrea Goodman, the Board Chair, highlighted the importance of Zulfiqar’s leadership, noting her successful track record of revitalizing organizations and her emphasis on volunteer engagement. Under her direction, NAL aims to expand its network of 95 chapters while fostering a culture of sustainability and growth.

Goodman also took a moment to commend Stephanie Chaney Atkins, the National Chief Executive Officer, for her interim guidance through the leadership transition. Her dedication ensured the continuity and stability essential for the chapters during this time, further emphasizing the importance of reliable leadership in nonprofit organizations.

About National Assistance League

Founded in 1919 in Los Angeles, California, the National Assistance League is dedicated to empowering volunteers to effect change in communities nationwide. Through its extensive network of independent chapters, NAL tackles crucial issues relating to education, nutrition, and basic human needs. Each year, the organization transforms the lives of hundreds of thousands of individuals through various philanthropic programs. Those interested can find more information or visit a local chapter or thrift shop by going to assistanceleague.org.

With Judy Zulfiqar at the helm, the National Assistance League is poised to embark on an exciting new chapter, ensuring its century-long commitment to service continues robustly into the future.