Cindy Peterson, Founder & CEO of Maximizing Excellence
Cindy Peterson, the CEO and Founder of Maximizing Excellence, recently shared her inspiring journey on the 605 Founders podcast. Originally from Nebraska and a lifelong Husker fan, Cindy moved to Sioux Falls nearly 20 years ago for a role with the Sioux Empire United Way. With a dynamic, cheerleader-like personality, she pursued her passion for community involvement, which eventually led her to discover her true calling. Cindy’s entrepreneurial spirit soon emerged, and she founded Maximizing Excellence to help nonprofits overcome fundraising challenges and achieve their full potential. Balancing her roles as a mother to two children, Alex and Maddie, and as a business owner, Cindy has grown into her identity as an entrepreneur—something she hadn’t initially recognized in herself. Through Maximizing Excellence, Cindy has created a collective impact, helping organizations do more with the resources they have, and her work continues to make a significant difference in the Sioux Falls community.
Listen to the full episode on Spotify.
Episode Mentions:
South Dakota Technology Business Center (Startup Sioux Falls)
University of South Dakota Social Work Program
About Cindy Peterson:
Cindy Peterson, MSW, CFRE, is the Founder and CEO of Maximizing Excellence, a consulting firm she established in 2010. With a 23-year career dedicated to impacting lives, Cindy specializes in fundraising, resource development, and nonprofit capacity building. Under her leadership, MaxEx has helped over 150 organizations improve effectiveness and achieve their missions.
Cindy holds a Master of Social Work from the University of Nebraska-Omaha and certifications in Capital Campaign Fundraising and as a Certified Fund Raising Executive. She was named one of Prairie Business magazine’s Top 25 Women in Business in 2020.
Cindy's passion lies in enhancing quality of life, human services, and economic development through her work. Known for her direct and bold approach, she is a thought leader and sought-after presenter in fundraising, particularly in eastern South Dakota. Driven by her desire to change lives, Cindy combines creative problem-solving with a relentless attitude to modernize her field.
