Our Staff | United Way of Northern California
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Our Staff

Larry Olmstead, President & CEO

Larry Olmstead joined United Way of Northern California as President & CEO in February 2016, overseeing agency staff and all operations. Previously, Larry was an executive at United Way Silicon Valley in San Jose, CA, responsible for operations, human resources and the 2-1-1 help line.

Over the years, Larry has worked as a journalist, media executive and human resources executive. He held significant newsroom management posts at the Detroit Free Press, New York Times and Miami Herald, where he was managing editor. Larry was part of a Pulitzer Prize-winning team at the Times and was a Pulitzer finalist at the Free Press for reporting from South Africa.

Larry has served on – and chaired – numerous non-profit and industry Boards. He is active in tennis, and currently holds volunteer leadership positions with the United States Tennis Association’s Northern California Section.

Larry studied journalism and political science at George Washington University. He and his wife Michele have two grown children.

Contact Larry at lolmstead@norcalunitedway.org


Norma Mosqueda, Community Impact Director 

Norma Mosqueda joined United Way of Northern California as Community Impact Director Impact in September 2016. United Way reaches nine counties in Northern California and within her role, she administers the regional grant allocation process, oversees 2-1-1 services in Shasta and Tehama Counties and development of the Prosperity Initiative, which seeks to improve financial stability, youth development and workforce readiness in Shasta County.

Norma has worked in the community services field for over 29 years for such programs as CalFresh, Women, Infants, and Children (WIC), and Comprehensive Approaches to Raising Educational Standards. Norma believes in the power of community impact and has spent much of her career collaborating with various community agencies to improve the quality of life for all residents. Her volunteer experience includes: working with agencies that help stray animals find homes, working with food banks in both Shasta and Tehama Counties, and

Norma graduated from CSU Chico in 2007 with a Masters Degree in Business Administration. She likes to hike, bike, swim, read, and bake and enjoys spending time with her husband and dogs.

Contact Norma at nmosqueda@norcalunitedway.org


Shelly Nelson, Donor Services Administrator 

Shelly Nelson is has worked with United Way of Northern California since 2011 and is the Donor Services Administrator.

Shelly is responsible for the financial management of donor pledges, payments, and designations.  She also serves as a Customer Service Representative for donor financial management.

Shelly has resided in Shasta County for over 25 years. She has worked for Shasta County in various legal positions and departments for 15 years and owned and operated a restaurant in Redding for the same time period.

Contact Shelly at snelson@norcalunitedway.org


Jacob Peterson, Development Director

Jacob Peterson is the Development Director at United Way of Northern California. In his role, Jacob leads major fundraising efforts including our workplace-giving model, fundraising events like Breakfast of Champions, our major gifts program and other sources of revenue needed to carry out UWNC’s mission.

Jacob graduated from Chico State University with a degree in both business and project management and has since spent more than six years working as an executive in the non-profit sector. Some of his proudest accomplishments include winning the Unsung Hero’s Award for his region, starting and growing his own non-profit organization (Junior Leadership Development Program) and being a BIG for more than 10 years as part of the Big Brothers Big Sisters program.

Jacob has a strong passion for helping others and enjoys the opportunity to collaborate with organizations to make meaningful impacts on the lives of people in his community and beyond.

If your organization would like to join us in fundraising efforts contact Jacob Peterson at our office (530-241-7521), on his personal cell phone (916-218-5424) or via email jpeterson@norcalunitedway.org


David Small, Campaign Associate

David Small joined United Way of Northern California in April 2018 and works with the Development Director to assist in campaign and fundraising activities. David was born and raised in Redding, CA and previously worked in Sales for both Oracle in the Bay Area and the Record Searchlight in Redding. He also loves working with children and has done volunteer work with the YMCA as a youth sports coach as well as working with schools in the local area as an aide and substitute teacher.

David graduated from Cal Poly, San Luis Obispo in June 2014 with a Bachelor’s Degree in Agribusiness. During his time there, he participated in multiple clubs and organizations including the Ag Business Management Club, which helped set up job fairs for college students and prepare them for working after college.

He is very excited and passionate about the initiatives that United Way is responsible for, such as the Prosperity Initiative, and looks forward to being able to make an impact on the local community.

Contact David at dsmall@norcalunitedway.org


Hayley Huttenmaier, 2-1-1 Database Manager

Contact Hayley at 530-949-5636 or hayley@211norcal.org.



During a brief time, during mandatory evacuations for the Carr Fire, UWNC staff utilized an alternate email: UnitedWayNorthernCA@gmail.com. This email is still open and valid if you are unable to reach staff on personal emails.