Big Apple Greeter faces cash crunch
Lisa Fickenscher
In the 18 years since Lynn Brooks founded Big Apple Greeter, she has never confronted such a bleak future. If the organization—which matches tourists with local volunteer tour guides—does not raise about $300,000 by September, it will fold.
"This is a make-or-break time for us," says Ms. Brooks, who gave up her salary a few months ago.
The problem: Corporate donations—which Big Apple relies on to cover the majority of its $600,000 annual budget—have dried up. This year, the organization is running on one-half of the amount it requires. Its 2009 and 2010 fundraisers have been financial flops; the most recent one, in May, netted just $29,000.
Despite deep cuts to an already shoestring staff and budget, Ms. Brooks is not willing to give up. A lifelong New Yorker—she is married to 1010 WINS senior correspondent Stan Brooks—and an alumnus of New York University and Hunter College, Ms. Brooks started Big Apple Greeter in response to negative comments she heard about New York City during her travels.
"People said they would never visit New York, that it's too dangerous," she recalls.
Nearly two decades ago, while working as executive director of the International Center in New York, Ms. Brooks thought Big Apple Greeter would become the equivalent of a part-time job for her.
Since then, it has grown to a network of 300 volunteers who have welcomed more than 88,000 visitors from all 50 states and 124 countries. More than 80% of those who use the service come from abroad. Volunteers spend several hours with visitors, taking them to neighborhoods that don't ordinarily attract tourists—places like University Heights, Dumbo in Brooklyn and Woodside in Queens.
Seeking a lifeline
Others have copied the model: Big Apple Greeter has spawned at least 15 other greeter organizations around the world.
Last week, its prominent board members—among them real estate mogul Douglas Durst—started the "Save Big Apple Greeter" campaign, asking for donations from its volunteers and past visitors.
In addition, Big Apple Greeter is also requesting donations from tourists when they complete their application to be assigned to a guide. The service is free, and many tourists usually give something after their visit, but the organization has never sought money up front. Less than 10% of its budget comes from such donations, says Ms. Brooks.
Its volunteers and visitors are a loyal group. Ms. Brooks recalls that after Sept. 11, her office was flooded with calls from past visitors.
"They said, 'Let me know if my volunteer is OK,' or, 'My town would like to help New York City. What can we do?' "
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