GETTING the WORD OUT All charitable organizations need marketing. It’s how they raise awareness and, most importantly, money. But home-grown nonprofits usually don’t have the budget for advertising, events and other paid promotion – at least not in the beginning. So, directors have to get creative. Paws for Patrick leveraged social media and public relations to spread their message. And the organization, which was founded at the beginning of the COVID-19 pandemic, found a very receptive audience in the media, which was highly attuned to mental health struggles at the time. Word-of-mouth marketing played a huge role in the growth of The Grace Network. Social workers throughout Chicago Public Schools heard about the supply bins and knew their students would benefit as well. Demand spread organically, leading to an expansion of the organization’s reach across the city.
“Building a community of dedicated, passionate volunteers has been the key.” — KIM CORNELL, NORTH SHORE EXCHANGE
EVOLVING and STAYING RELEVANT But hygiene supplies were just the beginning for The Grace Network. After a social worker mentioned the lack of laundry facilities, the nonprofit asked a local appliance store to donate five washer-dryers. Today, there are 26 washer-dryers in schools. North Shore Exchange is a charity, but it’s also a business, and the organization’s leadership wisely understands that to keep raising money and grow, it has to offer inventory that appeals to its upscale clientele. So, NSE works with stylists to focus on what’s in fashion. The shops also expanded into home goods, art, lighting and tableware.
The POWER of PURPOSE
The Grace Network started in two schools; three years later, they serve more than 125. Paws for Patrick has expanded into all 50 states and reached 960 individuals with their therapy dog program in January 2025 alone. NSE has donated more than $4.2 million to Chicago area charities, addressing the critical needs of abuse, hunger, homelessness, mental health and more. Airola, Roemer, and Cornell all emphasize that their nonprofits would not have been possible without the tireless support of friends, family, and volunteers. As Cornell said, “Building a community of dedicated, passionate volunteers has been the key to NSE’s success.” While starting a nonprofit is challenging, the impact is immeasurable—and it all starts with someone taking the first step.
For more information, please visit pawsforpatrick.org · gracenetworkchi.org · northshoreexchange.org
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