by David Chapman
Staff Writer
If Jacksonville Fire and Rescue’s participation in the United Way campaign in 2006 was a flicker, the department’s 2007 participation level was a blaze.
More than 600 JFRD personnel raised $36,374 in donations — exceeding their goal of $21,000 — to the most recent United Way campaign, which raised more than $26.1 million in total. In 2006, 78 fire and rescue personnel contributed $21,199.
Fire and Rescue administrators said helpful incentives were used to prompt the huge increase in participation, and such measures can be duplicated in many business and organizational environments looking to increase United Way or other community participation.
“It was Basic Marketing 101,” said Emergency Preparedness Chief Lorin Mock, who with Executive Secretary Brenda Osborne set out to raise funds for the 2007 campaign. “We looked at ways to make it affordable and show value in their donations.”
The answer for such a participation turnaround, he said, lay with certain fashionable incentives and a little peer pressure.
Participating stations and firefighters were allowed to modify their uniforms slightly and were able to have a “relaxed” and “old school” feel by being able to adorn their T-shirts with badges, patches and other décor, invoking a little station pride. Workers were also allowed to slightly modify their pant structures.
“It’s the little things you can do as perks that offer encouragement to participate,” said Mock.
He joked that firefighters couldn’t grow beards for charity like other organizations due to potential health violations, but Mock said JFRD wanted to do something fun to encourage more people to participate. JFRD’s boost in support didn’t go unnoticed.
“They did a great job and are extremely supportive,” said Connie Hodges, president and CEO of United Way of Northeast Florida. “It shows the spirit they have and how in touch they are with the needs within the community.”
Seeing tangible results from the United Way and the organizations it helps with funds was also a motivator, said Mock.
“The garage collapse (Berkman Plaza 2) and T2 (Laboratories) explosion did a lot,” said Mock. “Everyone who drove up could see how the United Way helps.”
But there are many motivators for community contribution, such as research into lung disease. That’s something firefighters know plenty about with a job that requires them to storm into smoke-filled buildings, such as the House of Lamps & Shades that burned violently Tuesday.
In April, nine Jacksonville firefighters will climb 55 floors (1,210 steps) at the Wachovia Financial Center in Miami — the second largest building in the state — to raise at least $2,500 each to support the programs and services of the American Lung Association of Florida.
The firefighters held their first training session at the Wachovia Tower in downtown Jacksonville in January. In March, they are planning a stadium climb at Jacksonville Municipal Stadium.
“The firefighters are really excited to compete in one of the more challenging events in the state” said firefighter and team captain Tim Nguyen. “Being able to support the American Lung Association and bring awareness to the community about the severity of lung disease is the real reason we are all here.”
Several team members will be at Dick’s Sporting Goods in the St. Johns Town Center on Saturday from 11 a.m.-3 p.m. to raise money for the competition. To make a donation to the team or for more information about the event, visit www.StairClimbTravelTeam.org.