TOP 25 WOMEN Trading cameras for cows was transformational
A renewed sense of grace
uzanne Kapral-Kelly looks to the future. A small business owner for more than a decade, she established Kelly Green & Associates LLC in 2013. “The primary goal of my company is to teach nonprofits how to become more sustainable, which includes developing alternate revenue streams that extend far beyond traditional fund-raising. I teach others how to ‘dig a well,’ that is, be self-sufficient,” she says. She also serves as director of development and marketing for The Lands at Hillside Farms, a nonprofit, historical educational dairy farm located in Shavertown. Kapral-Kelly’s responsibilities at Hillside includes securing much-needed funding for the farm’s educational programs, with an emphasis on farm- and naturebased activities and therapies for vulnerable children. The farm has several four legged “co-educators,” including cows, goats, sheep, donkeys, horses and special-needs English setter puppy, Boo. She is registered in Pennsylvania as professional fund-raising counsel, and has served on several nonprofit boards and currently is active on the boards of Back Mountain Chamber of Commerce and Ballet Northeast. She is a volunteer for Hospice of the Sacred Heart and for more than a decade has performed extensive pro-bono work at WVIA TV/
FM, serving as an on-air fund raiser, current events show producer and host. In 2010 she was offered the opportunity to head the development and marketing team at Hillside Farms. Ironically, this 412-acre farm was her playground as a child. “Without hesitation, I chose to focus full throttle on the farm — to give up cameras for cows. The experience has been transformational,” she says. Having been asked many times about the connection between her role at a sustainable farm and her company, Kelly Green & Associates, she says, “It’s simple — philosophies and practices. If you are going to make it in farming, you need a honed, multi-faceted skill set that extends far beyond the physical demands of the business. Your ‘hats’ include marketing, training, visioning, motivating, communicating and revenue generating.” She also points out that a good farmer knows survival usually depends on more than one revenue stream and never takes today’s yield for granted. “Collaboration and crosspromotion can be more profitable than competition. A farmer must be highly efficient, creative, frugal, respectful and driven — obsessed with mission. Days are measured by progress, not a clock. A great sense of humor helps too,” she says.
atrina Foster has the same passion for marketing today as she did 10 years ago. “What fuels that is my A-type personality and the people I surround myself with. I have always been good at finding people in my life that fill in my knowledge gaps and are supportive, kind and loving — having a good support system is key to any sort of success,” she says. As founder and “chief difference maker” at KKPR Marketing & Public Relations Inc., Foster spends her days running her business, performing all of the HR functions and business development, as well as providing advice to clients and staff. She sometimes laments the fact that, as owner, she gets to do less of the creative work like writing, planning events and directing the work of clients. “I don’t do a job because it’s a job, it’s my life, my livelihood and my dream,” she says. She’s had a job ever since she was old enough to legally work, even while attending Penn State full-time. After a short stint working in NYC, doing public relations for a fitness firm, she realized that she could surely do the work herself, rather than for an employer. “When I first started my business, the drive and fire in my belly kept me going through tough times. Now I realize there are
always tough times. It’s about how you handle the bumps in the road. The fire still exists, but for far different reasons that it did when I was in my 20s,” she says. “I realize that I have fought through just about everything that could have happened in business and now it’s about refining and having a renewed sense of grace to get through the ever-changing business climate,” she says. Her mentor is Paula Mackarey, who gave her some sage advice and whose poise and grace she admires. Her favorite part of the day, which doesn’t happen every day, is when a client calls to personally thank her for a job well done. “When they realize how hard my team and I have worked to make their dreams a reality and take the time to say thank you, it means a great deal,” she says. Foster received a silver ADDY award; the SAGE award for Best Practices in Marketing & Communications; the SAGE award for Young Entrepreneur of the Year and was recognized in the Top 20 Under 40 in New York, New Jersey and Pennsylvania. She is past president of the board of directors for NEPA chapter of the American Advertising Federation and has sat on various other boards in other markets over the years.
“Sustainability means living life today so that those born 200 years from now will have access to the same or better resources and opportunities.”
STRATEGIES, SUSTAINABLE SOLUTIONS. 32 NORTHEAST PENNSYLVANIA BUSINESS JOURNAL TS_CNG/NPBJ/PAGES [B32] | 02/25/15
17:31 | ZYGMUNTLIZ
Suzanne Kapral Kelly
Professional Fundraising Counsel
Kelly Green & Associates LLC www.kellygreenllc.com
Published on Mar 3, 2015