Goodwill of the Finger Lakes is set to receive a $62,500 influx of funding from KeyBank Foundation, one of four annual installments in a $250,000 gift to the nonprofit organization.
Goodwill funds, manages and owns 211/Life Line, an accredited program through the Alliance of Information and Referral Systems, American Association of Suicidology, and International Council for Helplines for Online Emotional Support. The 24-hour program provides free assistance connecting to vital services within the community including help locating basic resources like food, clothing and shelter, as well as crisis stabilization.
The KeyBank funding will support the program’s operational expenses so it can continue to answer calls and inquiries from the Rochester community.
“We have had over 69,000 (calls) from community members who have been negatively impacted by the pandemic since March,” said Goodwill CEO Jennifer Lake in a statement. “At this time last year, we had less than 26,000 calls. Sometimes it’s putting dinner on the table for a family in partnership with Foodlink. Other times it’s helping pay next month’s rent so they aren’t evicted. We’ve heard so many different stories and it paints a very serious picture of what’s happening in Rochester. We’re here for them. We listen and hopefully make life a little easier.”
The organization works with the United Way of Greater Rochester Inc., Foodlink Inc., Ibero-American Action League, Catholic Family Center, the County of Monroe and the city of Rochester, among others, to connect community members to the services they need.
“The support that Goodwill of the Finger Lakes provides to this community through its 211/Life Line is crucial, especially due to the challenges many are facing due to the COVID-19 pandemic,” said KeyBank Rochester Market President Phil Muscato. “We are committed to helping this program succeed with this funding, enabling Goodwill to continue to respond to those who need help during this difficult time.”