Do It! campaign focuses on seniors

$20,000 goal to help provide in-home care
Written by Post-Crescent Media
May 4, 2013

APPLETON — Post-Crescent Media is joining forces with sister Gannett Co., Inc. properties in Green Bay, Oshkosh and Fond du Lac on a regional “Serving Seniors” Do It! Community Challenge to benefit Clarity Care.

Based in Oshkosh, Clarity Care is a private, nonprofit organization dedicated to providing care and services for people with difficult life circumstances, including disabilities and special needs, according to the organization’s website ( The purpose of the “Serving Seniors” campaign is to help Clarity Care provide in-home care for senior citizens.

The Do It! Community Challenge campaign, with a Post-Crescent goal of $20,000, begins today and ends June 23. The J. J. Keller Foundation has offered a $10,000 matching grant to help meet the goal.

The J. J. Keller Foundation has also made a $10,000 match in each of the simultaneous campaigns in Oshkosh and Green Bay.

“Since we’re already doing in Oshkosh and Green Bay, it makes sense to continue in the Fox Cities, too,” said Mary Harp-Jirschele, executive director of the J. J. Keller Foundation.

“What we see Clarity Care do is keep people in their homes for a longer period of time, in the end it costs taxpayers and others less in the long run. Families have more peace of mind knowing that their loved ones are served in this way.”

Each of the Gannett markets involved in the “Serving Seniors” campaign has a local donations goal. Post-Crescent Media joined the effort in April.

“We’re thrilled to be able to help our readers and partners make a difference in the lives of senior citizens in the Fox Valley, and we’re also thrilled to partner with the Keller Foundation in making that difference,” said Dan Flannery, executive editor of Post-Crescent Media.

“In-home care is a significant issue in the lives of thousands of seniors in our area, and we support Clarity Care’s mission to provide a higher level of service for them.”

The “Serving Seniors” campaign is a special, one-time campaign for Post-Crescent Media, replacing the annual “Dollars for Diapers” campaign, which raises money to purchase diapers for the Fox Cities Diaper Bank.

United Way Fox Cities, which founded and operates the Fox Cities Diaper Bank, informed Post-Crescent Media in April that there is no urgent need for a campaign this year. In the past two years, “Dollars for Diapers” has collected almost $100,000 for the purchase of diapers, distributed to in-need clients of selected Fox Valley food pantries.

The “Dollars for Diapers” campaign will resume in 2014, Flannery said.

“We greatly appreciate the support of United Way Fox Cities, in terms of alerting us to the relative success of our previous efforts in ‘Dollars for Diapers’ and in terms of giving us the opportunity to assist another worthy local nonprofit agency,” Flannery said.

The “Serving Seniors” campaign is Post-Crescent Media’s first Do It! effort focused on the needs of senior citizens. Do It! Community Challenges began in 1995 as the newspaper’s outreach effort to connect its readers with charitable causes.

Through the years, Do It! campaigns have raised money for food pantries and programs, back-to-school supplies for in-need children, disaster relief, prescription drug funding for the Fox Cities Community Clinic, and more. An annual campaign also helps collect donations of household goods and used clothing for Goodwill Industries of North Central Wisconsin.

But while “Serving Seniors” is a new project for Post-Crescent Media, the Keller Foundation has supported Clarity Care’s work for some time.

“The Kellers have been involved in Clarity Care for a number of years,” Harp-Jirschele said. “It’s a caring, concerned organization that has partnered with others in community.”

Aside from doing great work for an underserved part of the population, Harp-Jirschele said, Clarity Care is mindful of doing that work in an economic, efficient way, keeping costs down while providing needed service.

“This is a very economical way to serve this population,” she said.

Flannery said that while Post-Crescent Media’s $20,000 seems reachable, going above and beyond that goal would be helpful, too.

“That’s been the nature of our Do It! campaigns,” Flannery said. “We take care to identify causes and organizations that take good care of the donations of our readers, and do great work with that money. In return, our readers and community partners have shown time after time that they are willing to fund those programs with their hard-earned dollars.

“The local goal of ‘Serving Seniors’ is relatively modest. But no one is saying we shouldn’t make a bigger difference than that. Let’s get it done.”