How unlikely allies helped one nonprofit get results in deep red Alabama

A small Alabama nonprofit is transforming lives by freeing those forgotten by the justice system. When Carla Crowder represented Alvin Kennard in a Jefferson County courtroom in 2019, she didn’t expect the case would redefine her organization’s mission. Kennard had spent 36 years in prison for stealing $50.75 from a bakery—a harsh sentence triggered by Alabama’s “three strikes” law despite no one being physically harmed in the crime.

That case marked a pivotal moment for the Alabama Appleseed Center for Law and Justice. Previously focused solely on policy research, the organization discovered that combining direct legal representation with advocacy could create powerful momentum for reform in a state long resistant to criminal justice changes.

“Alabama Appleseed is doing hard work in a hard system in a state where not everyone is pumped up about rehabilitation,” explains Rachel Estes, outreach director at Canterbury United Methodist Church, which partners with Appleseed through its Books to Prisons program.

Crowder, a former crime reporter turned lawyer, joined Alabama Appleseed in early 2019 when its annual budget was under $400,000 and staff worked from a dilapidated historic house in Montgomery—complete with “opossums in the roof,” as she recalls. The organization then primarily researched fines, fees, and racial disparities in the justice system.

That same year, the U.S. Department of Justice released a damning report on Alabama’s men’s prisons, documenting unconstitutional violence, corruption, and deadly conditions. While the findings created temporary political will for some reforms, many lawmakers remained hesitant to embrace meaningful sentencing changes. For Crowder, this resistance highlighted the limitations of relying solely on data and research to drive policy reform.

The organization pivoted to focus on two concrete goals: reducing prison admissions and helping those serving extreme sentences gain freedom. Instead of merely featuring clients in reports—which Crowder found “exploitative”—Appleseed began providing direct legal representation to individuals serving disproportionate sentences for decades-old nonviolent crimes.

As the organization’s reputation grew through successful cases, letters from incarcerated people seeking help flooded in. Simultaneously, an unexpected opportunity arrived in late 2019 when the NFL invited Alabama Appleseed to apply for funding through its Inspire Change program. The resulting $100,000 grant enabled the hiring of another attorney, leading to the release of Ronald McKeithen, who had served 37 years for robbery. McKeithen subsequently joined Appleseed’s staff to support reentry services.

Today, what began as a four-person research shop has evolved into a $1.4 million organization with ten staff members, including attorneys, case managers, and a dedicated reentry team serving over 30 formerly incarcerated individuals. Major funders including Arnold Ventures, the Annie E. Casey Foundation, and the Just Trust have joined the NFL in supporting Appleseed’s work.

Clare Graff, the NFL’s vice president of social responsibility, emphasized that the organization’s relatively small size was never a concern. “It doesn’t much matter what the number is when the number is literally one individual’s freedom,” she noted.

Alabama Appleseed’s approach has yielded important lessons in advocacy. The organization discovered that positive, relatable human stories often persuade lawmakers more effectively than grim statistics alone. They’ve also learned when to step back as messengers, recognizing that sometimes a pastor, victim’s advocate, or conservative lawmaker can make the case for reform more effectively.

This strategic discipline has earned support from both political parties and Republican Governor Kay Ivey. Twice, legislation supported by Appleseed—a Second Chance Act creating a process for judges to review certain life-without-parole sentences—has come within a few votes of passage.

Kevin Ring of Arnold Ventures credits the group’s pragmatism as central to its effectiveness. “They only want to see lives changed and saved,” he said, noting the organization’s willingness to collaborate with diverse stakeholders including prosecutors, victims’ advocates, faith leaders, and bipartisan lawmakers.

Alabama Appleseed’s innovative approach has influenced other affiliates in the national Appleseed Network. “They were one of the first ones to especially do the sort of client work that they do,” explains Benet Magnuson, executive director of the Appleseed Foundation.

Looking ahead, Crowder remains focused on expanding reentry support and reviving second-chance legislation. With new NFL funding, the group is also collaborating with Appleseed centers in Oklahoma and Missouri to support women serving lengthy sentences resulting from abusive or coercive relationships.

Despite working in a field marked by frequent disappointment, Crowder maintains a determined optimism. “There are too many people talking about what’s wrong, what’s broken, what’s unjust,” she reflects. “What sets Alabama Appleseed apart is: Yes, we identify all of those things—but then we step up and say, here’s how to make it better.”