How Steve Napleton and DSMA are Bringing the Fight Against Pediatric Brain Cancer to Auto Dealerships Nationwide
When Steve Napleton of the Napleton Auto Group and his wife Madeline were told their daughter Violet had Diffuse Intrinsic Pontine Glioma (DIPG), a rare and inoperable brain tumor, their world was turned upside down. Violet was just three years old when the family received the news, a diagnosis that left them feeling helpless as doctors explained there was no cure, and very few treatment options. “We couldn’t believe it,” Steve recalls. “You hear the words and your first reaction is to fight, to find a solution. But with DIPG, there’s just so little research, so few answers. It was the most painful thing imaginable.”
Violet passed away three months later, but her memory lives on in the form of the Violet Foundation, an organization the Napleton family created to raise money for pediatric brain cancer research.n“We wanted to do something,” said Steve. “It’s a rare form of cancer, but we quickly realized that even a small amount of money could make a difference in the research space. That’s when the idea of the foundation came together.” Since then, the Violet Foundation has not only honored their daughter’s memory but has sparked meaningful action across the auto dealership industry. “We started by getting our local customers involved,” Steve continued. “It was clear early on that this cause resonated with so many. People would come up to me and share their own experiences—whether they knew someone who had lost a child or had gone through a similar tragedy themselves.”
From Grief to Action
The journey from grieving parents to advocates for pediatric brain cancer research was not an easy one. “When something like this happens to you, you question everything,” Steve said. “But once we came to terms with what had happened, it was clear that the only way to honor Violet was to try and prevent other families from going through the same pain.” He explained, “Our goal isn’t just to raise awareness—it’s about funding the research that can make a real difference. There’s so little out there in terms of effective DIPG treatments. It’s one of those diseases where, if we can fund the right research, we might be able to see real progress.” Steve is candid about how difficult it is to balance their personal grief with running a major auto group. “It’s tough,” he admitted. “But this has become a way for us to channel our pain into something that matters. It gives us purpose.”
DSMA Steps In to Amplify the Cause
For the Napleton family, turning a personal cause into a broader industry initiative required help. That’s where DSMA, a leading mergers and acquisitions advisory firm for auto dealers, came into the picture. “In the beginning, I was just reaching out to dealers I knew in the Chicago area, people I had met through manufacturer meetings,” Steve said. “But there’s only so much you can do on your own. DSMA has such a wide reach across the dealership network, and when they offered to help, it was a no-brainer.” Jennifer Rafael, Vice President and Partner at DSMA, echoed his sentiments.
“We’re always looking for ways to give back, and when we heard Steve’s story, we knew this was something we wanted to support,” she said. “At DSMA, we believe in not only helping dealers grow their businesses but also making a positive impact on the communities we serve.” The partnership between DSMA and the Violet Foundation quickly grew. “Jennifer and her team have been incredible,” said Steve. “They’ve really helped us connect the dots and think proactively about how to bring more dealers into this initiative.”
For DSMA, the mission was personal as well. “We’re involved in our own charitable efforts, like Hope of Life International in Guatemala, where we provide medical care to children in remote areas,” Jennifer shared. “These experiences remind us how fragile life can be, especially for children, and how important it is for businesses to step back and get involved in causes that really matter.”
Building a Movement: Driven for Kids
As the partnership grew, so did the scope of the Violet Foundation’s efforts. In the coming weeks, the Foundation will host its annual in-person event, as well as launch a nationwide dealership initiative called “Driven For Kids.”
“This is our second year hosting an in-person event in Hinsdale, Illinois, called ‘Violet’s Walk in the Park,’” Steve said. “It’s a family-friendly event with kids’ activities, a DJ, food, and a lot of opportunities for people to connect. We want it to be something Violet would have loved—a joyful day with kids running around, having fun.” But their work doesn’t stop at the local level. “Driven For Kids is the next step,” Steve explained. “It’s a dealership-driven initiative where we’re bringing groups together to raise money for pediatric brain cancer research. Last year, with 120 dealerships involved, we raised over $212,000. My hope is that we can grow this every year, especially as we expand nationally.”
The idea behind Driven For Kids is simple: if enough dealerships participate, even small donations can make a massive impact. “A couple of million dollars can go a long way in pediatric brain research,” Steve noted. “And if we can get more dealerships involved, we might actually move the needle on finding better treatments—or even a cure.”
How the Community Can Help
For those not in the dealership community, there are still plenty of ways to get involved. “Our website, violet-foundation.org, is where people can go to donate,” said Steve. “And if they’re local, we’d love to see them at our event on September 29th.” The event, like everything else the Napletons do, is designed with kids in mind. “We wanted this event to be something Violet would have loved. Last year, we had pumpkin decorating, face painting, bounce houses, and a huge dance party for the kids. We want it to be a celebration of life and hope, even though the cause is such a heavy one,” said Steve.
But it’s not just about raising money. “We want people to feel like they’re contributing to a future where families who get this diagnosis have hope,” he added. “Our dream is that one day, when parents hear their child has DIPG, the doctor will have a plan. A treatment plan that gives them a real chance.”
More Than Just Selling Cars
Steve reflected on how the Violet Foundation has impacted his dealership business. “This isn’t about selling more cars,” he said. “But what we’ve noticed is that our customers appreciate knowing what we’re about. It humanizes us.” He went on to explain that customers often reach out, sharing their own stories of loss. “People feel a connection when they know what we’re working towards. It helps them see us as more than just a place to buy a car.”
Jennifer of DSMA added, “Dealerships are more than just businesses. They’re part of the community, and causes like this show customers that there’s heart behind the operation.” In fact, many of the manufacturers Napleton works with, like Mazda and Subaru, have been key supporters of the Violet Foundation. “Mazda was amazingly supportive from the very beginning – they are truly partners with us in this. Subaru has been great as well. We’re their local charity for the Share the Love campaign at two of our locations,” Steve said. “It’s not just about cars—it’s about showing that behind every business are people who care.”
A Future of Hope
As the Violet Foundation continues to grow, Steve, Madeline, and their partners at DSMA are driven by one thing: hope. “We want a future where no family has to go through what we did,” said Steve. “And we believe, with the right support, we can make that a reality.” For now, the Napleton family is focused on expanding their fundraising efforts and bringing more dealerships into the fold. “The more people we can get involved, the bigger the impact we can have,” Steve said. “And one day, we hope that impact will save lives.”
Get Involved
For more information about the Violet Foundation and to donate please visit: Violet Foundation (violet-foundation.org)
