This fall New Yorkers will see a unique series of advertisements adorning their bus shelters, news kiosks, and even their social media feeds. Rather than selling toothpaste or other consumer products, The Heart of NY campaign brings attention to the vital role that nonprofits play as core city infrastructure. The initiative was developed by Trinity Church NYC and F.Y. Eye.
As The Heart of NY demonstrates, every day nonprofits run the programs that keep New Yorkers housed, fed, and cared for. They find housing for families, cook meals, run after-school classes, provide healthcare, present cultural experiences, create access to legal help, and so much more. These services are as vital as buses, trains, and streetlights. If they stopped, neighborhoods across the five boroughs would feel it right away.
“This campaign was built for the nonprofit sector. When we speak in a united voice, it becomes impossible to ignore the workers who make New York safe, caring, and vibrant every day.”
Christina Daigneult, Executive Director of F.Y. Eye
13,000 nonprofits keep the city working. Every year, nonprofits generate $78 billion for the local economy and employ nearly one in five New Yorkers. City government relies on the nonprofit sector to implement services and cultural experiences that make New York City a home for all.
Unfortunately, nonprofits too often aren’t paid what they’re due. In April 2025, the city owed nonprofits $4.9 billion. Over 90% of contracts were late, and first payments came about six and a half months after programs began. Although nonprofits do not generate profits for their owners, nonprofits are businesses that have to pay their rent, pay their bills, and pay their employees. To manage cash flow and keep operating, nonprofits often have to borrow, including from FJC.
F.Y. Eye is a nonprofit that works at the intersection of information access, media and design to amplify community messages, in partnership with nonprofits and philanthropy. This campaign was informed by a recent report by Nonprofit Finance Fund about the sector’s financial strain and a number of advocacy efforts including the Human Services Council’s Just Pay campaign and Bring Up Minimum Pay (BUMP). In its communications collateral The Heart of NY lifts up the stories of nonprofit workers, with an aim to make their essential labor visible and valued.
“This campaign was built for the nonprofit sector,” said Christina Daigneault, Executive Director of F.Y. Eye. “When we speak in a united voice, it becomes impossible to ignore the workers who make New York safe, caring, and vibrant every day.”
To learn more about the campaign visit The Heart of NY.
