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Our Mission
We are 100% volunteer 501c3 organization that is dedicated to fundraising to provide smiles, financial support to families in the North Texas area with kids with cancer or other life-threatening illnesses.
Our Outreach
Hospital Visits
We visit local hospital visits to bring the kids a brand new cowboy and cowgirl hats.
Fundraising Events
We love to throw a party! Every September (which is pediatric cancer awareness month) is our annual Golf Tournament followed by a great concert.
College Scholarship
Each year we award the Ashley Miller Memorial Scholarship to a survivor of pediatric cancer.
Our Story
"Going for the Gold" was founded by comedian and writer William Lee Martin, inspired by a young fan, Ashley Miller from Celina, TX. In 2010, Martin was asked to perform at a fundraising golf tournament for Ashley, who was courageously battling a rare form of cancer.
"Ashley’s story had a profound impact on me," Martin shared. "When she bravely lost her battle in June 2011, I knew I wanted to help other kids like her. One day, I looked up 'kids with cancer' and saw photos of these children with radiant smiles and bald heads. In my reflection, I saw my cowboy hat—and it struck me: these kids need cowboy hats."
Martin approached Stan Redding, then-president of Resistol Hat Company, and together they launched Cowboys Who Care, donating over 10,000 cowboy hats to children from 2012 to 2021.
In 2023, Cowboys Who Care shifted focus, leading Martin to step down from the board. But in November 2024, Martin began a new chapter, dedicating himself to supporting families of children facing cancer and other life-threatening illnesses, carrying forward Ashley's spirit. Her smile, strength, and courage remain the heart of this mission—a reminder that her legacy of hope will never be forgotten.
Ashley Miller
Our Inspiration
William Lee Martin, Comedian
Co-Founder
Board Members
for 2024
William Lee Martin, Comedian
Co-Founder
Michele Martin, Executive
Co-Founder
Here's a
Couple of Videos
to make you smile
Here's a song to make you smile called, "Every Kid Wants to be a Cowboy" sung by Bradley Banning (writers Bradley Banning, David Banning & William Lee Martin) featuring some of our hospital visits plus a word from Resistol President, Ricky Bolin and Resistol National Sales Manager, Devin Marcum on what Cowboys Who Care means to them.
Comedian William Lee Martin is the founder and proudly served as the CEO of Cowboys Who Care Foundation from 2012-2023.
Contact Us
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