Capturing Caring

As more nonprofits realize the value in using the media as a bullhorn for their cause, an up-and-coming nonprofit TV segment called “Profiles in Caring” presents opportunities for organizations to increase their visibility.

“Profiles in Caring” is a half-hour, professionally produced TV program that highlights small- to mid-sized nonprofits that are making an impact with minimum staff and dollars.

Kimberly Perkins Klintworth, a retired TV news anchor who is co-founder, executive producer and host of the show, works with selected nonprofits to create mini-documentaries with a behind-the-scenes feel that capture the essence of the work each organization is doing, ending with a call to action that leads viewers to the profiled nonprofit’s Web site.

In addition to being aired by the Starfish Television Network and other national and international broadcasters — e.g., AmericanLife TV, Voice of America, Comcast ON DEMAND and KHIZ-TV Los Angeles — every video the show has produced is available on the Profiles in Caring Web site, which currently is seeing between 75,000 and 80,000 visitors a month. Each featured organization also gets a DVD copy of its profile with an unlimited license for use — whether it be for PR, educational outreach or fundraising. Featured nonprofits need only cover the travel expenses of one crew member.

Now in its third season, the show has produced 40 episodes, with another 12 expected this fall. Klintworth says the success stories that have come back from organizations she’s profiled make the hard work of producing the segments on a shoestring budget worthwhile.

“There’s been a few times in the last few years where I’ve said, ‘Why am I doing this? This is so hard.’ And obviously, there’s no money,” she says. “[But] the greatest reward is to get an e-mail or a letter from the executive director of a nonprofit telling us the success that was generated from people seeing their video.