5 nonprofits eligible for $30,000 Matchstick Prize

One of five nonprofit groups will be awarded a prize worth $30,000 at the Ad Council of Rochester’sannual celebration on Friday.

Finalists for the first-ever Matchstick Prize are:

•ACT Rochester, which analyzes and distributes data on key issues affecting the community.

•The Coffee Connection, which provides employment training and job creation for women in recovery from addiction.

•Friends of the Rochester Public Market, a group that promotes businesses and sponsors events at the market.

•Rochester Area Interfaith Hospitality Network, an interfaith group that offers assistance to homeless families.

•Southwest Ecumenical Ministries Community Service, which provides emergency food to families in need, and food and fresh produce to eligible seniors.

They were chosen from more than 65 nominees, according to an Ad Council news release. The prize includes $5,000 cash and a $25,000 media buy from the Democrat and Chronicle Media Group.

Ad Council CEO Todd Butler said the sponsors chose the name “Matchstick Prize” because it represents how something small — a single match — can start something pretty big. All of the finalists have a big impact on our community with annual budgets under $1 million, Butler said.

In a statement, Michael G. Kane, president and publisher of the Democrat and Chronicle Media Group, said the prize “allows us to recognize and support the work of our community neighbors who — undaunted by smaller size and resources — are actively making a major difference.”

The council’s celebration begins at 8:30 a.m. Friday at the Riverside Convention Center. Michael Brady, president and CEO of Greyston Bakery in Yonkers, is the featured speaker. Tickets range from $43 to $55 and may be purchased at AdCouncilofRoch.org.