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WALKING FOR ROCHESTER INC
ROCHESTER, NY · EIN 853054469 · Form 990EZ · FY2024 · NTEE C50 · Environment · Micro (<$100K) · walkingforrochester.org
revenue
$12K
expenses
$10K
net assets
$3K
employees
—
mission · from form 990

TO CREATE POSITIVE CHANGE IN OUR COMMUNITIES, TO INSPIRE PEOPLE AND PROMOTE PERSONAL RESPONSIBILITY FOR OUR ENVIRONMENTAL IMPACT.

profile · synthesized from sources

Environmental nonprofit based in Rochester, NY, focused on eliminating litter through community cleanups, data-driven tracking, and public engagement. The organization mobilizes volunteers to clean streets, parks, and waterways while developing a technology platform to map and analyze litter patterns. Founded in 2020, it aims to make Rochester the first litter-free city in the U.S. through sustained community action and systemic change.

named programs · 5 · from sources

What they call their work

Cleanups on the Water
Program targeting litter in rivers and shorelines; launched in 2025 with two annual events removing hundreds of pounds of debris.
Community Cleanups
Volunteer-led litter removal events held citywide, open to the public with supplies provided; events last about one hour and are canceled only in severe weather.
Corporate/Private Cleanups
Private cleanup events for businesses, teams, or groups that include equipment and coordination; designed as team-building experiences with community impact.
On-The-Spot Litter Removal Service
On-demand litter removal service for residents or businesses; staffed by WFR at a rate of $50 initial fee plus $30 per hour.
Volunteer Service Program
Self-directed volunteer program using a mobile app to track litter removal; allows individuals to log service hours independently with equipment delivery available.
activities · 4 groups

What they do

  • Community Stewardship Volunteer Programs 4 activities
    • Facilitate corporate and private cleanup events
      Organizes litter removal events for corporate and private groups in Rochester, NY, as part of a broader volunteer service program focused on community improvement.
    • Host waterway and trail cleanup programs
      Runs the "Cleanups on the Water" program targeting litter in rivers and trails; has hosted at least two such events with 65 participants who collected 508 pounds of litter from river and shoreline areas.
    • Organize community litter cleanups
      Hosts regular community cleanup events in Rochester, NY, lasting approximately one hour, during which volunteers remove litter from streets, parks, and waterways; provides supplies including gloves, bags, buckets, and litter grabbers. Since 2020, hundreds of cleanups have been hosted, removing over 10,000 pounds of litter.
    • Track litter data via GIS dashboard and mobile app
      Operates a Litter Elimination System that includes a mobile app and a live GIS dashboard to log, visualize, and analyze litter removal activities and sightings; used to identify hotspots and inform strategic planning for cleanups in Rochester.
  • Supplemental Urban Sanitation Services 1 activity
    • Provide on-demand litter removal service
      Offers an "on-the-spot" litter removal service for any amount of litter in the Greater Rochester Area, part of a four-program litter elimination initiative.
  • Recognition and Awards Programs 1 activity
    • Recognize volunteer contributions to cleanliness
      Establishes awards such as the Annie Hertweck Golden Grabber Award to recognize individuals who show exceptional dedication to community cleanliness and inspire others; supports ongoing volunteer engagement and outreach.
  • Volunteer Engagement and Capacity Support 1 activity
    • Support community service hour documentation
      Provides documentation for volunteers to verify community service hours completed through participation in litter cleanup activities.
financials · form 990EZ · fy2024
revenue
Total revenue$12K
Contributions & grants$2K18%
Program service revenue$4K31%
Investment income$30%
Other revenue—
expenses
Total expenses$10K
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits—
Grants paid out—
balance sheet
Total assets$3K
Cash—
Investments—
Liabilities—
Net assets$3K
5 years on record · 2020–2024 · YoY revenue -29.7%
leadership · form 990 part vii · fy2024

Who runs it

paid leadership · 1
NameTitleHours/wkCompensation
MATTHEW APPLE CEO 24 $6K
board members · 3
  • AUSTIN DOW — BOARD MEMBER
  • KAETI HOPPIN — BOARD MEMBER
  • RACHAEL PRYOR — BOARD MEMBER
relationships · 6

Who they work with

  • City of Rochester Partner — Collaborated with city officials on the Respect Rochester anti-litter campaign.
  • Matthew Apple Partner — Founder and CEO of Walking For Rochester
  • Students Partner — Collaborates with student volunteers to develop GIS tools and dashboards.
  • Walking For Rochester Partner — Organizes and promotes cleanups through its Litter Elimination System and mobile app.
  • Wonder Windows, Showers & Baths Partner — Premier partner providing financial and in-kind support for cleanup program.
  • strategic partnerships Partner — Collaborates with unnamed strategic partners to support litter elimination efforts.
strategies · 5

How they approach the work

Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.

  • Community-Engaged Cleanup as Civic Rebuilding
    methodology: community-engaged_cleanup
    By organizing volunteer-led litter cleanups, we produce environmental improvement and reduced urban blight, because collective action fosters community pride, belonging, and sustained civic engagement. The act of cleaning becomes a catalyst for social cohesion and personal responsibility.
  • Data-Driven Litter Prevention and Feedback Loop
    methodology: data-driven_community_engagement
    By using microscale data to identify litter hotspots and implementing a continuous 6-step feedback loop, we produce more effective and sustained cleanup, because targeted, iterative action informed by real-time volunteer data improves resource allocation and prevents repeat littering.
  • Environmental Psychology-Based Deterrence
    methodology: environmental_psychology
    By maintaining visibly clean public spaces, we produce long-term reductions in littering behavior, because environmental cues influence social norms—clean environments signal community care and deter future dumping.
  • Low-Barrier, Flexible Volunteer Engagement
    methodology: low-barrier_volunteer_engagement
    By removing structural barriers to participation—such as RSVP requirements and fixed schedules—we produce higher volunteer accessibility and engagement, because flexible, frictionless involvement increases community reach and inclusivity.
  • Positive Experience Rebranding of Cleanup Work
    methodology: positive_experience_rebranding
    By reframing litter removal as a positive, engaging team experience, we produce greater participation and sustained involvement, because people are more likely to engage in and repeat activities that feel rewarding and socially meaningful rather than punitive or burdensome.