Founded by expert strategists from higher education and the nonprofit sectors, Groundwork Digital is at the forefront of the digital revolution that is sweeping the sector.


Multi-channel strategies that include online giving days, email, online ambassadors, digital major donor engagement, SEM, social media, and video-based content strategies - Groundwork Digital boosts fundraising at all levels through innovative tactics.



Justin Ware
Co-Founder & President

Justin is the Co-Founder and President of Groundwork Digital.  A thought-leader in the nonprofit sector, Justin is a fundraising and content marketing expert.  Justin's work spans nonprofits, higher education, and media. In 2009, Justin was the executive producer on one of the first ever YouTube videos to win an Emmy. The "Science of Watchmen" video has been viewed nearly 2 million times and was also nominated for a Webby. Justin began his career in television before joining the University of Minnesota and then Bentz Whaley Flessner.  After BWF, Justin led digital fundraising strategy at Ruffalo Noel Levitz as well as Product Management for Annual Giving.  Justin has spoken at numerous conferences, and led consulting engagements for universities and nonprofits across the country.  In his spare time, Justin can be found rooting for the Minnesota Vikings and Gophers, skiing, hiking with his dog, and enjoying family time with his wife and two children.

Jill Jadon
Co-Founder & Director of Operations

Jill is the Co-Founder and Director of Operations for Groundwork Digital.  A former Deputy District Attorney for the County of Los Angeles, Jill has since dedicated her time and energy to a number of educational and nonprofit causes.  Jill oversees all operations for the company, including finance, HR,  and legal.  When not assisting clients and the rest of the Groundwork Digital team, Jill enjoys traveling to Europe, live music, and spending time with her husband and three children. 



Rosa Conrad

Rosa's interest in higher education and nonprofit work was sparked as a student at the University of Southern California, working in Student Affairs and studying nonprofit public policy. After working in different non-profit support roles, Rosa joined ScaleFunder, eventually leading up the Client Services team.  Rosa oversaw 80 crowdfunding programs, over 2,000 individual crowdfunding initiatives, dozens of giving day campaigns, all while collaborating across the company to create the best possible product for the client. Working with such a variety of different programs sparked a passion for the role digital fundraising plays in student, alumni, and supporter engagement, and how crucial that engagement is to build healthy, long-term giving programs. When Rosa isn’t talking about how important students and stewardship are, you can find her with an iced coffee spending time with her husband, taking too many pictures of her two puppies, and watching college football, the LA Dodgers, or The West Wing. 


Nadine Babu

Nadine is the CEO of Babu Social Networks where she has been able to develop and execute social media campaigns to translate business objectives into results; which include growing sales, referrals, increasing brand awareness and connecting with customers/potential customers.  She’s been able to share her experiences in marketing, sales and social media as an Adjunct Professor at the University of Minnesota where’s she’s taught Sport Sales and Sport Marketing.  Nadine is also one of the owners of – a leading collegiate athletics website covering the University of Minnesota. Nadine is also a volunteer for The Leukemia & Lymphoma Society, where she was named the Woman of the Year in 2012 and has taken on a number of leadership roles at LLS since 2010. She also enjoys serving food to people less fortunate since 2014 with Loaves and Fishes, which feeds thousands of people on a daily basis.  Nadine loves walking her dog Goldie, watching the Gophers & Packers, traveling, & cooking in her spare time!




Emily Truax

Emily has launched initiatives related to brand reputation, community building, content marketing, social listening, and influencer engagement, among others. Emily's work has been nationally recognized in rankings of higher education social media accounts and she has spoken extensively on social media analytics, content distribution, strategy development and community management at the American Marketing Association’s Higher Education Symposium in 2015, 2016 and 2017. In her capacity as Assistant Director of Social Media at Boston University, Emily oversees the institution’s main social networks, guiding digital strategy. In this role, Emily works to ensure brand consistency among institutional social accounts and collaborates across departments with colleagues to present an integrated approach to digital communications. Emily received her bachelor's degree in public relations from Boston University and is currently pursuing a Master’s in Business Administration at the University's Questrom School of Business.