PLATINUM2023

ROOTED WI, INC.

Growing Community. Together.

aka Rooted   |   Madison, WI   |  www.rootedwi.org
GuideStar Charity Check

ROOTED WI, INC.

EIN: 39-1854762


Mission

Collaborations rooted in food, land, and learning. Rooted evolved from a desire to merge the strengths of two vibrant Madison organizations—Center for Resilient Cities and Community GroundWorks—committed to enabling people to grow and thrive in healthy, equitable, and sustainable neighborhoods.

Notes from the nonprofit

Awards listed were received under Rooted's former name, Center for Resilient Cities, for our work in Milwaukee (2011, 2013, 2017) and Madison (2012).

Ruling year info

1996

Executive Director

Marcia Caton Campbell PhD

Deputy Director of Operations

Ginny Hughes

Main address

2702 International Lane, Suite 200

Madison, WI 53704 USA

Show more contact info

Formerly known as

Urban Open Space Foundation

Center for Resilient Cities

EIN

39-1854762

Subject area info

Environment

Agriculture, fishing and forestry

Urban development

Community improvement

Community beautification

Population served info

Children and youth

Adults

Families

Multiracial people

Economically disadvantaged people

NTEE code info

Community, Neighborhood Development, Improvement (S20)

Other Food, Agriculture, and Nutrition N.E.C. (K99)

Environmental Quality, Protection, and Beautification N.E.C. (C99)

What we aim to solve

SOURCE: Self-reported by organization

In 2020, we launched our strategic planning as a newly merged organization with an organization-wide racial and social equity assessment. The resulting Racial Equity Roadmap (plan) was adopted by our Board of Directors in November, to guide our continued board and staff growth and development over the next 5 years. Goals include diversifying our board and staff, deepening connections across program teams, hiring a full-time development director, increasing staff pay across all pay bands, and diversifying our organizational income stream. The board directed that 5% of every employee's FTE be allocated to racial and social capacity building work, with a dedicated budget column for that work. A staff-led (and compensated) Change Team is charged with reviewing organizational policies and practices to remove barriers to racial and social equity. More traditional strategic planning is underway in 2022 across all programs and the organization.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Badger Rock Neighborhood Center/Urban Farm

A place for neighbors to gather and connect. Monthly CommUNITY Dinners and year-round programming support neighbors of all ages, families and children. Our weekly Badger Rock Community Market offers fresh, locally and organically grown produce, and gives neighborhood artisans/entrepreneurs the opportunity to sell the products they make.

Badger Rock Urban Farm is an educational farm supporting healthy food access in the surrounding neighborhoods. The farm is managed by our staff and is a learning space for students attending Badger Rock Middle School (BRMS). As part of their school-year garden class, BRMS students use organic growing practices, starting produce from seed in a heated greenhouse over the winter, planting out seedlings in two hoop houses and garden beds come spring, and tending the gardens with our staff. In the summer, former BRMS students, now high school age, return as interns who are paid a stipend for their work. Produce is sold at the Badger Rock Farmstand.

Population(s) Served
Adults
Families
Low-income people
Children and youth

Troy Farm is a vegetable production and education project of Rooted. Since 2001, the farm has been growing certified organic vegetables on Madison’s Northside since 2001. In 2021, the farm supported 200 households using a market share, community-supported agriculture model, with discounted memberships for income-qualified households. For 20 years, we have offered a Beginning Farmer Training Program.

Population(s) Served
Adults
Children and youth
Economically disadvantaged people

The Gardens Network is a collaborative partnership between Rooted, UW-Madison – Extension Dane County, and the City of Madison. The network includes an array of organizations, garden organizers, systems, municipalities, initiatives, funders, and programs working on community food issues in Dane County.

We connect people in Dane County with the space, education and resources to create and sustain community gardens that foster food, engagement, and equity.

We’re rising to meet this moment and we’re working with community partners to ensure our resources do the most good.

Population(s) Served
Families
Economically disadvantaged people
Multiracial people
People of Southeast Asian descent
People of African descent

Where we work

Awards

Mayor's Design Awards 2011

City of Milwaukee

MANDI for Best Public Space 2011

LISC

Community First Partnership Award 2012

Federal Home Loan Bank of Chicago

Mayor's Design Awards 2013

City of Milwaukee

Brewers Community Foundation Public Space Award 2017

LISC

Affiliations & memberships

U.S. Green Building Council 2018

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of advisory councils the organization is a part of

This metric is no longer tracked.
Totals By Year
Type of Metric

Context - describing the issue we work on

Direction of Success

Holding steady

Context Notes

Members of our staff serve on the Madison Food Policy Council and the Dane County Food Council. The Councils are responsible for making local policy and regulatory recommendations on the food system.

Number of fiscal sponsor applicants sponsored

This metric is no longer tracked.
Totals By Year
Type of Metric

Output - describing our activities and reach

Direction of Success

Holding steady

Context Notes

We have served as fiscal sponsor for an international network of community land trusts. That group has since achieved its own 501c3 status.

Number of curricula designed

This metric is no longer tracked.
Totals By Year
Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

We have designed curricula for all ages around home/school gardening, urban agriculture, and beginning farmer training.

Number of multi-year contracts received

This metric is no longer tracked.
Totals By Year
Type of Metric

Input - describing resources we use

Direction of Success

Holding steady

Number of students educated through field trips

This metric is no longer tracked.
Totals By Year
Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

K12 students educated through field trips to one of our three educational farms/gardens.

Our Sustainable Development Goals

SOURCE: Self-reported by organization

Learn more about Sustainable Development Goals.

Goals & Strategy

SOURCE: Self-reported by organization

Learn about the organization's key goals, strategies, capabilities, and progress.

Charting impact

Four powerful questions that require reflection about what really matters - results.

Rooted evolved from a desire to merge the strengths of two vibrant Madison organizations—Center for Resilient Cities and Community GroundWorks—committed to enabling people to grow and thrive in healthy, equitable, and sustainable neighborhoods. We ground our work in collaborations rooted in food, land, and learning.

Ours is a firm commitment to building racial equity and inclusion and dismantling racism in our communities, in our education and food systems, in the environmental movement, and within our organization. This is a path of lifelong learning and commitment to action.

Rooted trains urban farmers and garden educators, while cultivating community through collaboration on Madison, WI's Northside (at our Troy Gardens location) and South Side (at our Badger Rock Neighborhood Center location). We operate Troy Farm, a 4-acre community-supported agriculture farm, and Badger Rock Urban Farm, a 2-acre educational farm, with weekly farmstands at each location. We also provide technical and administrative support to the Gardens Network of Madison and Dane County. rooted is home to the Wisconsin School Garden Network and Wisconsin Farm to Early Care and Education program.

Our strategies for achieving our racial equity goals include:

1. Reviewing organization job descriptions to remove unintended barriers to employment based on level of education and experience.
2. Diversify our hires at all staff levels.
3. Create pathways to promotion from within.
4. Recruit and retain a diverse group of board members, including by race, ethnicity, gender, and sexual orientation.

5% of each employee's FTE is allocated to racial and social capacity building work, including organizational affinity groups (BIPOC, white, white male, and queer groups have formed so far).

A staff-led Change Team has been established to review organizational practices and procedures, to make them more equitable. Team members have a total of 10% FTE allocated to this work. They are also supported in their work with technical assistance from staff from the YWCA of Madison.

Over the winter of 2021, staff participated in multi-session conflict resolution training, led by staff from the YWCA of Madison.

A budget line specific to the racial and social capacity building work has been included in the 2021 and 2022 budgets, over and above the standard professional development funds the organization includes in its budget.

How we listen

SOURCE: Self-reported by organization

Seeking feedback from people served makes programs more responsive and effective. Here’s how this organization is listening.

done We demonstrated a willingness to learn more by reviewing resources about feedback practice.
done We shared information about our current feedback practices.
  • How is your organization using feedback from the people you serve?

    To identify and remedy poor client service experiences, To identify bright spots and enhance positive service experiences, To make fundamental changes to our programs and/or operations, To inform the development of new programs/projects, To identify where we are less inclusive or equitable across demographic groups, To strengthen relationships with the people we serve, To understand people's needs and how we can help them achieve their goals

  • Which of the following feedback practices does your organization routinely carry out?

    We collect feedback from the people we serve at least annually, We take steps to get feedback from marginalized or under-represented people, We aim to collect feedback from as many people we serve as possible, We take steps to ensure people feel comfortable being honest with us, We look for patterns in feedback based on demographics (e.g., race, age, gender, etc.), We look for patterns in feedback based on people’s interactions with us (e.g., site, frequency of service, etc.), We engage the people who provide feedback in looking for ways we can improve in response, We act on the feedback we receive, We tell the people who gave us feedback how we acted on their feedback

  • What challenges does the organization face when collecting feedback?

    We don't have any major challenges to collecting feedback

Financials

ROOTED WI, INC.
Fiscal year: Jan 01 - Dec 31

Revenue vs. expenses:  breakdown

SOURCE: IRS Form 990 info
NET GAIN/LOSS:    in 
Note: When component data are not available, the graph displays the total Revenue and/or Expense values.

Liquidity in 2020 info

SOURCE: IRS Form 990

15.87

Average of 1.71 over 10 years

Months of cash in 2020 info

SOURCE: IRS Form 990

32

Average of 6.3 over 10 years

Fringe rate in 2020 info

SOURCE: IRS Form 990

17%

Average of 19% over 10 years

Funding sources info

Source: IRS Form 990

Assets & liabilities info

Source: IRS Form 990

Financial data

Source: IRS Form 990 info

ROOTED WI, INC.

Revenue & expenses

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

Fiscal year ending: cloud_download Download Data

ROOTED WI, INC.

Balance sheet

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

The balance sheet gives a snapshot of the financial health of an organization at a particular point in time. An organization's total assets should generally exceed its total liabilities, or it cannot survive long, but the types of assets and liabilities must also be considered. For instance, an organization's current assets (cash, receivables, securities, etc.) should be sufficient to cover its current liabilities (payables, deferred revenue, current year loan, and note payments). Otherwise, the organization may face solvency problems. On the other hand, an organization whose cash and equivalents greatly exceed its current liabilities might not be putting its money to best use.

Fiscal year ending: cloud_download Download Data

ROOTED WI, INC.

Financial trends analysis Glossary & formula definitions

Fiscal Year: Jan 01 - Dec 31

SOURCE: IRS Form 990

This snapshot of ROOTED WI, INC.’s financial trends applies Nonprofit Finance Fund® analysis to data hosted by GuideStar. While it highlights the data that matter most, remember that context is key – numbers only tell part of any story.

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Business model indicators

Profitability info 2016 2017 2018 2019 2020
Unrestricted surplus (deficit) before depreciation $189,976 $105,638 $222,667 -$129,821 $1,108,864
As % of expenses 17.3% 18.8% 31.7% -25.1% 77.7%
Unrestricted surplus (deficit) after depreciation $189,976 $105,638 $222,667 -$130,105 $1,081,545
As % of expenses 17.3% 18.8% 31.7% -25.2% 74.3%
Revenue composition info
Total revenue (unrestricted & restricted) $1,003,898 $535,409 $437,569 $394,836 $2,689,987
Total revenue, % change over prior year -7.0% -46.7% -18.3% -9.8% 581.3%
Program services revenue 34.9% 35.8% 27.6% 33.5% 8.0%
Membership dues 0.0% 0.0% 0.0% 0.0% 0.0%
Investment income 5.0% 9.3% 11.5% 12.6% 1.6%
Government grants 0.0% 0.0% 29.4% 29.6% 14.2%
All other grants and contributions 60.1% 55.7% 32.0% 24.3% 76.2%
Other revenue 0.0% -0.8% -0.4% 0.0% 0.0%
Expense composition info
Total expenses before depreciation $1,095,545 $562,695 $701,812 $516,392 $1,427,894
Total expenses, % change over prior year -23.2% -48.6% 24.7% -26.4% 176.5%
Personnel 44.1% 41.9% 28.4% 42.2% 54.4%
Professional fees 6.3% 9.7% 8.8% 17.2% 8.3%
Occupancy 8.2% 11.9% 7.4% 9.3% 3.2%
Interest 6.3% 12.2% 9.8% 13.4% 6.9%
Pass-through 28.4% 14.2% 37.9% 9.1% 13.2%
All other expenses 6.7% 10.0% 7.6% 8.8% 14.0%
Full cost components (estimated) info 2016 2017 2018 2019 2020
Total expenses (after depreciation) $1,095,545 $562,695 $701,812 $516,676 $1,455,213
One month of savings $91,295 $46,891 $58,484 $43,033 $118,991
Debt principal payment $97,850 $0 $59,702 $56,717 $399,426
Fixed asset additions $0 $0 $0 $3,407 $137,451
Total full costs (estimated) $1,284,690 $609,586 $819,998 $619,833 $2,111,081

Capital structure indicators

Liquidity info 2016 2017 2018 2019 2020
Months of cash 2.2 4.7 2.5 2.7 32.0
Months of cash and investments 2.2 4.7 2.5 2.7 32.0
Months of estimated liquid unrestricted net assets 27.9 56.6 49.2 63.8 30.5
Balance sheet composition info 2016 2017 2018 2019 2020
Cash $198,602 $220,198 $148,862 $116,863 $3,805,540
Investments $0 $0 $0 $0 $0
Receivables $5,640,680 $5,583,999 $5,297,454 $5,216,675 $166,440
Gross land, buildings, equipment (LBE) $113,003 $113,003 $88,200 $116,410 $251,373
Accumulated depreciation (as a % of LBE) 21.9% 21.9% 0.0% 21.6% 19.9%
Liabilities (as a % of assets) 44.1% 46.2% 47.5% 48.5% 5.6%
Unrestricted net assets $2,549,405 $2,655,043 $2,877,710 $2,747,605 $3,829,150
Temporarily restricted net assets $735,788 $492,400 $3,029 N/A N/A
Permanently restricted net assets $88,200 $88,200 $88,200 N/A N/A
Total restricted net assets $823,988 $580,600 $91,229 $116,308 $243,535
Total net assets $3,373,393 $3,235,643 $2,968,939 $2,863,913 $4,072,685

Key data checks

Key data checks info 2016 2017 2018 2019 2020
Material data errors No No No No No

Operations

The people, governance practices, and partners that make the organization tick.

Documents
Form 1023/1024 is not available for this organization

Executive Director

Marcia Caton Campbell PhD

Marcia Caton Campbell (MCRP, PhD, The Ohio State University; BA, University of Illinois) is Rooted's Executive Director. Marcia is a city and regional planner who has worked on community and and regional food systems planning, policy, and development for over twenty years. Marcia is co-author of Urban Agriculture: Growing Healthy, Sustainable Places (American Planning Association, 2011) with Kimberley Hodgson and Martin Bailkey. She was the 2020 recipient of the Community Shares of Wisconsin Sally Sunde Family Advocate Award. Prior to joining the organization, Marcia was on the urban and regional planning faculty at the University of Wisconsin-Madison and was affiliate faculty at the university's Nelson Institute for Environmental Studies. She is a member of the American Planning Association Food Division (APA-FOOD) Executive Committee.

Deputy Director of Operations

Ginny Hughes

Ginny Hughes serves as Rooted’s Deputy Director. Before joining the staff in 2012, Ginny earned a master’s degree in Environmental Leadership from Naropa University in Boulder, Colorado. She has over a decade of experience sharing her love of growing vegetables with kids and adults in a variety of settings. When she’s not in the garden, she enjoys yoga and adventuring outdoors with her two sons and husband.

Number of employees

Source: IRS Form 990

ROOTED WI, INC.

Officers, directors, trustees, and key employees

SOURCE: IRS Form 990

Compensation
Other
Related
Show data for fiscal year
Compensation data
Download up to 5 most recent years of officer and director compensation data for this organization

There are no highest paid employees recorded for this organization.

ROOTED WI, INC.

Board of directors
as of 02/23/2023
SOURCE: Self-reported by organization
Board of directors data
Download the most recent year of board of directors data for this organization
Board chair

Joe Sensenbrenner

Former Mayor, City of Madison, WI

Term: 2020 - 2023

Joe Sensenbrenner

Former Mayor, City of Madison, WI

Brigid Elliott-Boger

Partner, Baker Tilly Virchow Krause

Jim Bradley

President, Home Savings Bank

Nicholas Hayes

Co-Founder and CTO, Wellntel

Harold "Hal" Mayer

Retired Vice President Operations, Oscar Mayer/Kraft Foods

Deirdre W. Garton

Attorney (retired)

Mary Ellyn Sensenbrenner

Attorney (retired)

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? Yes
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? Yes
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? No

Organizational demographics

SOURCE: Self-reported; last updated 2/23/2023

Who works and leads organizations that serve our diverse communities? Candid partnered with CHANGE Philanthropy on this demographic section.

Leadership

The organization's leader identifies as:

Race & ethnicity
White/Caucasian/European
Gender identity
Female, Not transgender (cisgender)
Sexual orientation
Heterosexual or straight
Disability status
Person without a disability

The organization's co-leader identifies as:

Race & ethnicity
White/Caucasian/European
Gender identity
Female, Not transgender (cisgender)
Sexual orientation
Heterosexual or straight
Disability status
Person without a disability

Race & ethnicity

Gender identity

 

Sexual orientation

Disability

Equity strategies

Last updated: 05/29/2021

GuideStar partnered with Equity in the Center - an organization that works to shift mindsets, practices, and systems to increase racial equity - to create this section. Learn more

Data
  • We review compensation data across the organization (and by staff levels) to identify disparities by race.
  • We ask team members to identify racial disparities in their programs and / or portfolios.
  • We analyze disaggregated data and root causes of race disparities that impact the organization's programs, portfolios, and the populations served.
  • We disaggregate data to adjust programming goals to keep pace with changing needs of the communities we support.
  • We employ non-traditional ways of gathering feedback on programs and trainings, which may include interviews, roundtables, and external reviews with/by community stakeholders.
Policies and processes
  • We use a vetting process to identify vendors and partners that share our commitment to race equity.
  • We have a promotion process that anticipates and mitigates implicit and explicit biases about people of color serving in leadership positions.
  • We seek individuals from various race backgrounds for board and executive director/CEO positions within our organization.
  • We have community representation at the board level, either on the board itself or through a community advisory board.
  • We help senior leadership understand how to be inclusive leaders with learning approaches that emphasize reflection, iteration, and adaptability.
  • We engage everyone, from the board to staff levels of the organization, in race equity work and ensure that individuals understand their roles in creating culture such that one’s race identity has no influence on how they fare within the organization.

Contractors

Fiscal year ending

Professional fundraisers

Fiscal year ending

SOURCE: IRS Form 990 Schedule G

Solicitation activities
Gross receipts from fundraising
Retained by organization
Paid to fundraiser