Peri Finkelstein of Team Peri Foundation on Building a Nonprofit Championing Disability Inclusion and Justice

Peri Finkelstein is the Founder and CEO of the Team Peri Foundation, a 501(c)(3) nonprofit organization dedicated to justice, disability inclusion, accessibility advocacy, and celebrating diversity. Born with a rare form of Muscular Dystrophy, Peri has transformed her lived experience into a platform for impact through keynote speaking, digital content creation, the Step Out of Line podcast, and national advocacy initiatives.

Through the Team Peri Foundation, Peri works to amplify marginalized voices, challenge societal norms, combat ableism, and partner with organizations to eliminate accessibility barriers. The foundation has raised over $1 million for charitable causes, launched The Peri Project supporting Pediatric ICU caregivers, and established scholarship initiatives focused on leadership and global citizenship.

Please share a brief introduction and your business:

I am Peri R. Finkelstein, a Marketing Consultant, Digital Creator, Keynote Speaker, and the Founder/CEO of the Team Peri Foundation, a 501(c)(3) nonprofit dedicated to justice, inclusion, and celebrating diversity. Born with a rare form of Muscular Dystrophy, I’ve turned my challenges into fuel to inspire change through my work, including our Step Out of Line podcast, speaking engagements, and community initiatives. The mission of my foundation is to amplify marginalized voices, challenge societal norms, combat ableism, and partner with organizations to eliminate accessibility barriers and promote the power of true inclusion, ensuring everyone is included, understood, and accepted. My life’s mission is to lead by example, share my story, and encourage others to step out of the lines and create meaningful impact.

Take us back to when you launched? What was your marketing strategy?

When I first launched my business, I leaned on a marketing strategy that was already proven. For 15 years, my family and I had been fundraising under the Team Peri label for another organization, so I adapted those same tactics—email marketing, social media, traditional mailers, Charitybuzz auctions, and in-person fundraisers, while reintroducing them through our Step Out of Line movement and ethos to elevate the Team Peri brand.

While much of the strategy worked, it didn’t go exactly as planned. As our values and mission evolved to reflect the goals of the Team Peri Foundation, we lost some members of our former audience who no longer aligned with the direction we were taking. That experience taught me that growth sometimes requires letting go, and that authentic branding attracts the right community, even if it means starting fresh with a smaller but more aligned and loyal audience.

Did you always know you wanted to be an entrepreneur?

I realized early on that entrepreneurship was part of my DNA. In 2009, at just nine years old, I became the top Girl Scout Cookie seller in Nassau County, and that experience sparked something in me. I loved the thrill, the pressure, the networking, and the passion it took to succeed, and I was energized by being in charge, making sales and decisions, and turning ideas into action. Even as a little girl, I was always organizing, leading, and making things happen, and that instinct never left. Perhaps I was born an entrepreneur, one with a whole lot of moxie.

What accomplishments are you the most proud of to date in your business?

One of the accomplishments I’m most proud of is building the Team Peri Foundation into an organization that has raised over $1 million for charitable causes. This includes $50,000 raised for The Julie Hait Adler Scholarship, a project of the Team Peri Foundation created in partnership with Adelphi University, my alma mater. Launched in Fall 2026, the scholarship honors Julie Hait Adler’s legacy, with all funds supporting the Levermore Global Scholars program, an elite undergraduate initiative focused on global citizenship, leadership, and social responsibility.

I’m also incredibly proud of launching The Peri Project, an ongoing initiative dedicated to supporting Pediatric ICU caregivers, an often-overlooked group within the mental health space. Through this program, we create self-care kits and donate funds to Child Life programs to ensure caregivers have the emotional stamina to advocate for their children. To date, we’ve distributed over 150 care packages to families at NYU Langone Hospital–Long Island and Cohen Children’s Medical Center, with plans to expand to Stony Brook Children’s Hospital in Spring 2026 and to additional Child Life Centers in the future.

Together, these initiatives reflect our core mission: creating meaningful, sustainable impact by supporting both patients and the people who care for them, as well as championing education efforts to assist in the creation of the next generation of leaders and changemakers.

What is one thing you wish you had known when you started your Entreprenista journey?

One thing I wish I had known when I started my Entreprenista journey is that age is never a barrier to being taken seriously. Even as a young founder, you have the skills, vision, and passion to make an impact, and people will listen if you present yourself with confidence and clarity. Your naïveté is your superpower. Knowing that earlier would have given me even more courage to step into leadership and advocate for my ideas from day one.

When hiring, what is your go-to interview question?

My go-to interview question is: “What are you passionate about?” I also ask candidates whether they believe in promoting true inclusion and what their connection is to the disability community. For me, these questions help reveal not just skills and experience, but alignment with the values and mission of the organization. Beyond that, my hiring tip is to look for curiosity, empathy, and a willingness to learn, qualities that are just as important as technical expertise, especially in a mission-driven organization like ours.

What did you do before starting your own business?

I was a student in undergraduate and graduate school (I launched the Team Peri Foundation in the middle of my MBA studies) as well as the Director of Marketing for Team Peri, where I fundraised over a million dollars for a different nonprofit.

What made you take the leap to start your own business?

Since I was eight years old, I knew I wanted to start a nonprofit and become an entrepreneur. Being born with a rare form of Muscular Dystrophy meant much of my childhood was spent in and out of hospitals for illnesses and surgeries, and during that time, I deeply craved stability and a sense of control, things that often felt out of reach. I learned early on that building something of my own could give me purpose, ownership, and a sense of permanence that no one could take away.

Even as an adult, I continue to experience instability with my health, but my nonprofit has become my constant and my passion. It gives me a platform to make my mark on the world, transform personal challenges into collective impact, and advocate for inclusion and accessibility. At 22, while in graduate school, I chose to take that leap of faith, not just to build a business, but to build a legacy rooted in resilience, meaning, and change.

Do you have any recent wins?

In October 2025, my interview with FOX 5 Good Day New York titled “Step Out of Line with Peri Finkelstein" won an Emmy in the Diversity/Equity/Inclusion – News (Single Shift) category (see https://youtu.be/hUH4_aPf_Fg). Additionally, in October, my TEDx Talk titled "Always Wanting More & Stepping Out of Line" was released (see https://youtu.be/Myak8QBvZsM?list=TLGG86p2PKpRfY0wNjAyMjAyNg).

What's one app on your phone that you cannot live without?

Artful Agenda, a digital calendar application. It assists in keeping me organized with my demanding schedule, as well as on track with all of my tasks.

Who are your customers?

Individuals within the disability community, Child Life Programs, with whom we partner for The Peri Project, and organizations that we collaborate with whose values align with those of inclusion and diversity.

What's your top productivity tip?

My top productivity tip is to work while listening to music through noise-canceling headphones. It helps drown out distractions and allows me to fully channel my focus into what I need to accomplish. Choosing music that energizes me, paired with coffee and a little chocolate, creates the perfect mindset to stay motivated and locked in the zone.

I also strongly believe in dressing for success, even when working remotely. Whether it’s a favorite outfit, a full face of makeup, polished nails, jewelry, or all of the above, creating your image builds confidence and momentum. When you feel powerful, you work with purpose, and your look becomes your suit of armor, and you should never settle for less. Dress for success.

What's your favorite business tool?

My favorite business tool is social media because it allows you to build a community and an army of supporters while telling your story on your own terms. It’s a platform to establish brand awareness, engage directly with your audience, and create meaningful connections without relying solely on traditional marketing channels. For mission-driven work like mine, social media is invaluable for amplifying impact and keeping supporters informed and involved every step of the way, all while sharing your journey in an authentic and personal manner.

What's your approach to work-life balance?

My approach to work-life balance is about intentional integration rather than strict separation. I dedicate one to two hours each day to something that brings me joy, whether that’s reading, painting watercolors, or watching a favorite movie or TV show. That time helps me recharge and maintain focus for the rest of the day.

Afterward, I devote my attention to work with clarity and energy, knowing that carving out personal time keeps me sustainable, motivated, and able to give my best to both my professional and personal life.

How do you avoid burn-out?

I avoid burnout by working at my own pace and allowing myself grace when I need to pause. Living with chronic pain and fatigue means burnout isn’t an occasional obstacle for me; it’s something I navigate daily. While my instinct is often to push through discomfort, I’ve learned to listen when my body is clearly signaling the need for rest, even when I’m reluctant to do so.

It can be frustrating, but honoring those limits is essential to preventing more serious setbacks. Choosing to rest when necessary allows me to sustain my energy, protect my health, and continue leading with intention rather than exhaustion, all while giving 100% to all that I do.

What advice do you have for aspiring Entreprenistas?

My advice for aspiring Entreprenistas is simple: Step Out of Line. Challenge norms, question expectations, dare to dream bigger, to want more, and to never let anyone stand in the way of what you want.

From fundraising under the Team Peri label for more than 15 years to launching her own nonprofit while completing her MBA, Peri Finkelstein has built a mission driven organization rooted in resilience and inclusion. As her values evolved, she made the bold decision to refine the brand and grow a more aligned and purpose centered community.

If you are a woman founder building a purpose driven organization and looking to grow alongside ambitious leaders who value community and impact, Entreprenista connects you with the resources and relationships to scale with confidence. Learn more about joining Entreprenista League.