Non-Profit News

This just in: another nonprofit news site! It seems that Ashley is discovering some success secrets of her own.

 I’m excited to see where this nonprofit-teer goes!

 Check her out at: http://www.betweendreamsmag.com/nonprofits/

Working at the Talbot House today, I was reminded of another public relations necessity: a target audience.

 The Talbot House, while promoting its “Have a Heart for the Homeless” concert, is attempting to define their own target audience. They have already advertised to the community through newspaper coverage and community posters, but are now targeting specific subgroups in the community. Anthony Fusaro is heading up the efforts; targeting audiences for a musical variety concert being housed at a local church.

Some examples of our targeted subgroups: today I spent some time contacting retirement communities to let them in on this upcoming event. Fusaro has also spent significant time alerting area churches. I believe even in this case, where a broad audience must be appealed to, there are still specific ways to appeal to each audience.

Fusaro and the Talbot House team are trying to appeal to each audience in their own way: bulletin inserts for churches, posters and phone calls for retirement communities. A personal touch is necessary for these subgroups, so Fusaro’s influence in the community has become increasingly important in the promotion efforts.

With my background in public relations, I hope to define and advertise to target audiences for my organization with a high level of efficiency. I am also noting the importance of a community relationship in Fusaro’s promotions and hope to offer that to my organization as well.

 As part of the International Federation of Red Cross and Red Crescent Societies, the Polk County chapter has done its fair share of emergency relief. From the 2004 hurricane season to recent house fires, this nonprofit organization is out to make a difference with its donated dollars. Phil Attinger, Director of Public Relations, attributes the chapter’s success to volunteers, frugality and not surprisingly, press releases. 

“The Red Cross, on its most basic level, is here to help people in their community with whatever disaster they experience.” Said Attinger, 37. He worked as a volunteer with the American Red Cross for several years, then joined as an employee in June of 2006.

Offering disaster relief, health and safety training, armed forces communication, and international social services, the American Red Cross has broad goals. But in the midst of its numerous programs, the Red Cross has certainly pinpointed its purpose.

“When volunteers created the American Red Cross, their intention was not to be a successful nonprofit organization. Their intention was just to be there. It’s our job to provide aid in a situation when people feel helpless.” said Attinger.

Disaster services in the American Red Cross provide immediate food, water, shelter, and clothing for victims. Health and safety services include classes in CPR, first aid, HIV-AIDS awareness, and other life-saving abilities. Through their links in the armed forces, the Red Cross is able to convey emergency messages to and from troops worldwide. Finally, as part of the International Red Cross Movement, the Red Cross is dedicated to protecting and aiding victims of war and violence worldwide.

As an individual chapter in the Red Cross network, Polk County has stayed busy. From July 2006-June 2007, the Polk County American Red Cross responded to 166 local disasters in Polk and Highlands County, including 154 house fires, according to their website. Their chapter also offered 1,350 lifesaving skills classes, as well as provided emergency contact for 386 families.

With such extensive programming and events, the American Red Cross is a commendable organization. And according to Attinger, their success is no accident.

Attinger emphasizes volunteer involvement as the most significant success factor in this nonprofit organization: the Red Cross in Polk County has approximately 630 volunteers. According to their website, this large volunteer core makes up 97% of their workforce.

“We are a volunteer organization. That’s the only way we can do what we do.” said Attinger.

In addition to volunteer involvement, Attinger lists media coverage as a step to non-profit success.

Finally, Attinger hints at frugality as a source for success for Polk County’s Red Cross. Rather than receive government funding, the American Red Cross is financed entirely through donations. Even the forty percent of funding received from United Way is sponsored through private donations, according to Attinger. However, even with community generosity, Attinger acknowledges that thriftiness is important for nonprofits.

“We pool all the resources we have, and then we stretch them. That’s one big thing that has made the Red Cross a success.” said Attinger.  

For more information on the American Red Cross Polk County Chapter, follow the link to polkcountyfl.redcross.org.

I will soon be posting my second feature, and my, how much I learned!

 The American Red Cross Polk County Chapter has certainly kept busy! They have been involved in various forms of disaster relief over the past year. I was very interested to learn how one individual chapter of such a large organization is funded, manned, and promoted.

Phil Attinger, Director of Public Relations at the Polk County Chapter, was just the man to tell me about it.

The American Red Cross responds to more than 70,000 disasters each year, including home fires, floods, earthquakes, tornadoes, hurricanes, and more. When disaster strikes, there are sometimes thousands of victims needing assistance. This non-profit organization has not only me, but all of America impressed.

I am currently communicating with Phil Attinger, the Public Relations representative for the American Red Cross in Winterhaven, Fl.  I hope to interview him over the next few days to discover exactly how Red Cross is funded, staffed, and managed.

Lakeland, FL – Running a multi-million dollar business could be considered a normal occurrence in today’s business market. But Lighthouse Ministries, a non-profit organization that started in a liquor store, is taking that kind of business to a new level.    
        
Situated in downtown Lakeland, Lighthouse Ministries has been in operation since 1977. Currently, they run nine community programs from their three million dollar budget. The big news is: they receive no government funding. Instead, Lighthouse is funded through donations.

“When you have government funding, you can’t mix your program and your message,” said Sharon Johnson, Operations Manager at Lighthouse Ministries. “But because our mission is sharing the gospel, it has to be in everything we do.”

The vision of Lighthouse Ministries began with two area businessmen, Carl Warnock and Jim Welch. Planning to begin a shelter, Warnock purchased a former liquor store, knowing the shelter had to be near the train and bus stations.

In the beginning Lighthouse served as a nightly men’s shelter where the Gospel message accompanied a meal and a bed. This continued until 2001 when an accompanying women and children’s shelter opened.

Even in their extensive growth, Johnson assures that Lighthouse Ministries has not lost its primary vision.

“We have many different areas, but it’s all within one ministry,” Johnson said.

           
Lighthouse Ministries still maintains both shelters today in its downtown Lakeland location. Its programs include the Gospel Rescue Mission, a night shelter; two thrift stores; a community preschool; and a new hydroponics garden titled “Project Green Thumb.” The Adult Learning and Career center offers self-improvement courses, while the KidCare program offers resident children pediatric, academic, and assessment care. H.O.P.E. Outreach is also available for families in need of case management, food, clothing, household items, furniture, and referral services.

These programs run alongside the Men’s and Women’s One-Stop Care centers, which offer a year-long program where candidates live at Lighthouse and take courses both for self-improvement and career experience. Advancement and graduation from this program are based on individual need and progress.

           
With so many programs running simultaneously, Lighthouse depends on approximately 200 volunteers.

           
“We are a non-profit organization, which means we can’t pay everyone,” said Linda Robinette, Assistant to the Executive Director of Lighthouse. “We interview each volunteer and then place them according to what their passion is.”

Aside from staffing this organization, Lighthouse has the enormous task of raising millions of dollars each year. According to the 2006 statement of funds, Lighthouse received over 3 million dollars in donations.

           
Even with numerous programs Lighthouse is known for its fiscal responsibility. In 2006, the Evangelical Council for Financial Accountability extended its prestigious membership to Lighthouse. This recognition continued when Charity Navigator, America’s premier charity evaluator, named Lighthouse Ministries a 4-star organization in 2007 for its financial management.

           
So how does this organization, run by few staff and an army of volunteers, raise millions of dollars? And after the money is raised, how do they manage it with incredible wisdom? Johnson says it all boils down to community involvement and faith.

           
“Letting the community know what you’re doing and what your ministry is all about is so important.” Johnson said. “Also, following God’s direction and seeking His will in all things is important. We don’t do anything around here without prayer.”

For more information on Lighthouse Ministries, follow the link to www.lighthousemin.org.

Pictures are copyright Lighthouse Ministries.

I completed my interview with Lighthouse Ministries yesterday. I am amazed at this organization, and you will be too! Just wait until you hear how this high-budget non-profit organization is funded!

 If you just can’t wait, get a little of the inside scoop at: http://www.lighthousemin.org/about.htm

My first response to Talbot House is: Wow.

Their professionalism and organization of volunteers, clients, programs, events, and donations is impressive. My first project will be under Anthony Fusaro, the director of development. We will be making contacts, printing brochures, and gathering donations for the upcoming “Have a Heart for the Homeless” concert here in Lakeland, FL.

Mr. Fusaro taught me two lessons in our short time together:

(1) Never pay for advertising. (My PR undergraduate degree should come in handy here.)
(2) Non-profit events are nearly 100% legwork. Phone calls, e-mails, and personal visits are essential. (Again, I think my background in Public Relations will start me off on the right foot in non-profit organizations.)

I am doing a little research for my first feature story, and here is what I plan to do:

 Lighthouse Ministries, an organization that houses and helps Lakeland locals, has been busy the last few months. They have had an incredible increase in volunteers from Southeastern University, as well as hosted a few community events. Lighthouse was also named a 4-star organization by Charity Navigator for sound fiscal management.

With so many programs, volunteers, and events happening all at once, I want to know the secrets of their success: WHAT is Lighthouse doing to achieve such success? 

Today I am taking another step to discover success in the non-profit sector:

 The Talbot House, a homeless shelter and rehabilitation home, is located in downtown Lakeland. I will be shadowing Anthony Fusaro in the Development Office, helping him put on a concert titled “Heart for the Homeless”. I am very interested in how Tony brings in enough funds to run the Talbot House.

There must be an extreme amount of cash intake for such a large organization.

 That brings me to the question: HOW do they do it?

 Hopefully, my time with Tony will give me some insight on this question.