Illuminate: Lighting The Way Against Trafficking & Abuse stands as a beacon of hope. Founded in 2023 by philanthropist and entrepreneur Jona Kay, the award-winning nonprofit has channeled grassroots passion into nationwide impact. What began in 2020 as a student-led candle-selling fundraiser at Penn State University has evolved into a mission-driven organization changing lives across the country, one candle at a time.
Illuminate’s foundation was laid when Jona, then a college student and young mother, raised $1,200 with a group of friends in just 30 days. Fueled by the belief that small efforts can create meaningful change, the initiative gained momentum each year. Eventually, Jona partnered with co-founder Celeste Jones to formally launch Illuminate, which today includes hundreds of supporters and volunteers working together for a common cause.
Each November, the organization launches a 30-day fundraiser through its homemade soy candle shop, available at www.illuminateltw.org. Every candle is hand-poured by Jona in Peoria, Illinois, while Celeste crafts car diffusers in Kentucky. One hundred percent of the proceeds go directly toward supporting shelters nominated by donors and survivors, covering everything from supply wish lists and holiday gifts to monetary aid. Preparation takes months, but the outcome is deeply personal and profoundly impactful.
Every December, Illuminate’s board members shop for donations and hand-deliver them to the selected shelter, creating a heartfelt connection with the communities they serve. Their most recent initiative, Project 2024, raised over $14,000 and benefitted WAVI (Working Against Violence, Inc.) in Rapid City, South Dakota. This project was nominated by Kyra Keimig, a domestic abuse survivor and active member of the Illuminate community. In 2023, the organization gave back to the Center for Prevention of Abuse in Peoria, where Jona herself once received help. That personal history fuels the organization’s commitment to transparency and survivor empowerment.
Through its hands-on, transparent approach, Illuminate is doing more than charity. It’s redefining what survivor-led aid can look like. Survivors often nominate shelters, help select donations, and even participate in delivery turning pain into purpose. “It’s powerful to walk back into a shelter, not as a victim, but as someone bringing thousands of dollars in support,” says Jona. “We’re not just giving, we’re healing together.”
Illuminate’s vision is bigger than candles and campaigns. With their newest Project being announced soon, the organization is calling on the public to get involved. Whether you’re a survivor, a supporter, or someone eager to make a difference, there are many ways to help. Shop the candle store each November, donate directly through their website, or join a December drop-off event to experience the impact firsthand.
In an era when corporate greed dominates headlines, Illuminate offers a rare and genuine alternative: a nonprofit powered by love, run entirely by volunteers, and built on lived experience. As Jona says, “We do this for free, for those who need it most. We speak up when others won’t. And we invite everyone to light the way with us.”
Follow Illuminate on Instagram @illuminateltw and LinkedIn @Illuminate to stay updated on the Project for 2025 and opportunities to get involved.
