Believe Nonprofit in Alexandria Turns Kindness Into Action
Alexandria nonprofit turns a family legacy of generosity into food, clothing, emergency aid—and hope for neighbors facing hard times
By Pat Miller
Alexandria, VA – For Rubie Williams, helping a neighbor is not an abstract idea. It may mean putting food on a family’s table, finding a child a winter coat, covering a night in a hotel for someone with nowhere safe to sleep, or giving a job seeker the confidence that comes with a fresh haircut and professional clothing.
Williams is the chief executive of Believe Nonprofit, an Alexandria-based 501(c)(3) that provides food and other essentials while helping people build workplace and entrepreneurial skills. She is also a longtime Alexandria business owner and manager of the West End Farmers’ Market.
A lesson passed down through generations
Williams traces the organization’s spirit to her grandmother, Willie Robinson, whose generosity during the segregated 1950s left a lasting impression on her family.
“Her example taught us that generosity is not measured by how much you have—it is measured by how much love you are willing to share,” Williams said in an account provided to The Zebra.
That lesson became Believe’s working mission: people should not have to face difficult moments alone.
Since its founding in 2024, Believe has distributed Thanksgiving turkeys, food, coats, clothing, toys, and backpacks. According to Williams, the organization has also helped people with rent and utility bills, and transportation and temporary lodging. In one case, volunteers encountered a woman at a bus stop who needed a safe place to stay and arranged a hotel room for her.
“It was more than providing a room,” Williams said. “It was giving someone a moment to breathe, a place to feel safe, and the reminder that someone cared enough to help.”
Twice a month, Believe distributes food and hygiene products for men and women. “We’re happy to serve and help our community,” Williams said in a social media account of the organization’s work.
From Alexandria to a national audience
Williams launched Believe after more than 25 years serving the Alexandria community through her beauty business, Hair Nirvana. The Alexandria Economic Development Partnership reported that her original vision included providing fashion and hairstyling services to people preparing for job interviews who could not afford them.
The organization’s reach grew through food assistance, clothing drives, and other emergency support. In 2025, members of the Believe team appeared on The Tamron Hall Show, bringing national attention to their work—and receiving an unforgettable surprise.
“We were surprised with a car to help us reach and help more people!” Williams wrote on social media after the appearance.
Believe now hopes to secure additional funding and publicity grants to provide more food, clothing, holiday support, transportation, and temporary lodging. The group is also looking for community partners, donors, and volunteers who can help people learn where to turn when they need assistance.
Believe at the West End Farmers’ Market
Once a month, Believe holds a Sunday fundraiser at the West End Farmers’ Market in Ben Brenman Park, 4800 Brenman Park Drive. The market is open Sundays from 8:30 a.m. to 1 p.m. Believe’s gatherings may include fundraising food sales and special giveaways; the organization announces specific dates separately.
The West End connection is a natural one: Williams manages the market, a neighborhood gathering place for farmers, bakers, cooks, crafters, and artisans. The City of Alexandria lists the regular market season as May through Nov. 15.
Williams said even a small act—buying a meal, donating an item, volunteering, or sharing the organization’s information—can help Believe reach someone who needs hope.
“We believe that kindness can interrupt hardship,” she said. “We believe that communities become stronger when people look out for one another.”
How to help
Believe’s monthly fundraiser and community giveaway is held one Sunday each month during West End Farmers’ Market. Confirm the specific date with Believe before going. To donate, volunteer, or learn more, visit BelieveNonprofit.com or email [email protected]. Market information is available at WestEndFarmersMarket.org.
