June 30, 2008

VivaVegie Society Report:
fiscal-year Ending March 31, 2008

VivaVegie is a nonprofit 501(c)3 educational organization. All donations are tax-deductible. Because the VivaVegie Society's receipts for fiscal-year 2007-08 were under $25,000, the VivaVegie Society is not required by the IRS to file a Form 990.

The following report and unaudited statements of financial accounts are being provided to inform current and potential contributors of the activities and financial condition of VivaVegie.

The mission of VivaVegie Society is to educate the public and dispel misinformation about the vegetarian lifestyle. To that end, the group conducts the following activities:

VivaVegie publishes high-quality pamphlets and leaflets for free distribution to interested passersby in public places.

The primary printed piece is a regularly updated document called "101 Reasons Why I'm a Vegetarian," written and referenced by VivaVegie president Pamela Rice. The document has been available free online since 1994. For a pdf version of the 2007 edition (an exact replica of the printed version), click HERE. There have been seven distinct editions (6 major updates) of the document since 1991.

The most recent printing of the document (produced during fiscal-year 2007-08) was in fact a major update. In addition, it was given an extensive table of contents and was fully indexed. This made this version of "101 Reasons ..." particularly special.

VivaVegie regularly sets up a table in well-trafficked public places to distribute this pamphlet to passersby. This is a primary focus of VivaVegie Society. It makes a point of targeting big New York City crowds that gather for special public events.

VivaVegie maintains an office, two Web sites (www.vivavegie.org and www.veggieprideparade.org), a Yahoo! Groups list of about 330 members, and a podcast.

There are no employees at VivaVegie, only volunteers, who handle all of the tasks and business of the organization. The VivaVegie Society may hire consultants from time to time to work on special projects.

VivaVegie exhibits and sends speakers (representatives) to certain conferences several times per year. However, this is not something it emphasizes. Again, reaching the uninitiated via pamphlet distribution in local (New York City) public places is more of a primary goal of VivaVegie.

To that end, "the Veggie Pride Parade," an event under the sole auspices of the VivaVegie Society, was a whopping success.

Veggie Pride Parade

In fiscal-year 2007-08 VivaVegie Society began efforts to take on an all-new project—THE VEGGIE PRIDE PARADE—which may, in years to come actually overshadow the group's previous work. And this is quite a statement!

When the 2007-08 fiscal-year for VivaVegie ended on March 31, 2008, the group was deep in the throes of planning what it dubbed THE FIRST VEGGIE PRIDE PARADE IN AMERICA, which at the time of this writing has already taken place on May 18, 2008.

Since numerous revenue and expense items for the production of the parade fall within the scope of the next fiscal-year, 2008-09, a full financial picture of just the parade is not reflected in the financial statements here, which only cover those for fiscal-year 2007-08. Click HERE for a complete financial report of just the Veggie Pride Parade.

With the benefit of hindsight, it bears noting that because of the efforts of the VivaVegie Society—in particular, those of VivaVegie president Pamela Rice—the parade was a spectacular success. Uploaded videos and images, a media-coverage report, a sponsor report, an exhibitor list, a sponsor list, a prize-donor and prize-winner list, and a general rundown of information about the Veggie Pride Parade in all of its aspects are available at the parade's Web site (www.veggieprideparade.org). This Web site name is an all-new domain that was in fact acquired by the VivaVegie Society within fiscal-year 2007-08.

The Veggie Pride Parade Web site was designed, constructed, and is maintained by VivaVegie Society president Pamela Rice. It was, has been, and continues to be a hugely time-consuming task. The Veggie Pride Parade Web site (www.veggieprideparade.org) includes a blog, a bulletin board, links to two listserves run by the VivaVegie Society, a volunteers's page, a links page, a FAQs page, and much more. To get a good idea of the extensive level of participation in the parade, download the PDF of the program guide/ad booklet.

For a quick overview of the parade parade itself, please view the inspiring online slide presentation (www.veggieprideparade.org/slideshow/index.htm).

The parade received extensive media coverage (http://www.veggieprideparade.org/dept/media.htm), much of it surprisingly "matter-of-fact". The world today demands straightforward reporting of any vegetarian event. In fact, such efforts are a cause for celebration. Yet, all too often media stories about vegetarianism, and the events sponsored in name, tend to be derisive and even contemptuous.

Ms. Rice believes strongly that media coverage of the parade—as well as that of the accompanying post-parade rally and expo—was crucial to the event's goals. As stated in the press release:

...With this parade, "vegetarians will be just a little less invisible, their lifestyle just a little more tenable, and the misconceptions about vegetarianism just a little less pronounced."
To read the press release in its entirety, go to www.veggieprideparade.org/dept/pr.htm.

Again, the extensive and straight-forward nature of the media coverage gained for the parade is due to the valiant efforts and vigilant attention to detail given by parade organizer and VivaVegie president Pamela Rice. Such widespread media coverage of the parade, before and after the event, did not just happen. It took a lot of hard work and smart thinking.

Two strategic mailings of the parade's press release (via the U.S. postal service), one of which included the impressive program guide/ad booklet (www.veggieprideparade.org/pdfs/programguideonline.pdf) worked to ensure an extensive turnout of reporters and photographers from the mainstream media at the parade as well as post-parade rally and expo. The press release was also distributed widely to all media outlets via e-mail and fax.

VivaVegie Office:

The group keeps a small office at:

One Union Square West
Rm. 512
New York, NY 10003

[NOTE: office is temporarily closed]

which is directly across the street from the bustling Union Square Park, an excellent place to reach lots of people at almost any time of day or night with educational literature, such as the outreach pamphlet "101 Reasons Why I'm a Vegetarian."

Much of the expenses of the group go to maintaining the office: rent, phone, Internet, electric bill, and other costs.

The office was invaluable during the planning of the May 18, 2008 Veggie Pride Parade.

Furthermore, the office serves as a meeting place for volunteers who engage in public education as well as a place for visitors to engage in informal discussions and film screenings.

The office also serves as a store room for many thousands of pamphlets the group needs to draw from for its educational activities. Orders for multiple copies of "101 Reasons Why I'm a Vegetarian" (in the thousands) are fulfilled from this inventory every year.

The office contains the computer needed to keep the group's records, to tap into the group's Internet projects, and to create its educational pamphlets.

The office holds the Penelo Pea Pod costume that the VivaVegie Society uses to attract passersby when doing educational outreach. The costume actually takes up considerable space.

The office holds a library for visitors to obtain information about vegetarianism. Books are organized by subject: Philosophy, health, environment, animal issues, religious connections, cookbooks, and economics.

The library contains all back issues of the magazine that VivaVegie used to, and hopes one day again, to publish -- The VivaVine: The Vegetarian-Issues Magazine. It also holds copies of all former editions of "101 Reasons Why I'm a Vegetarian."

The library also contains magazines, videotapes, DVDs, audiotapes, vertical files on research subjects (now being converted to digital PDF files), and files containing information about other vegetarian groups across the nation. In addition, the library holds an excellent collection of vintage copies of Vegetarian Times.

The office holds all important documents of the VivaVegie Society, including IRS form 1023 and IRS forms 990 (select previous years), all of which are available for public inspection and posted on VivaVegie's Website, HERE, and miscellaneous correspondence. Other important documents include the lease (for the office), VivaVegie's books of account, bank records, and certain receipts.

The following are VivaVegie's unaudited income statement and balance sheet, prepared on a cash-method basis for fiscal-year ending March 31, 2007. Although VivaVegie does not formally comply with the generally accepted accounting principles for not-for-profit organizations, the statement is produced by VivaVegie in managing its operations and as such is intended to be reflective of VivaVegie's receipts and expenditures during the fiscal-year.

Under "income" most of the categories should be self-explanatory. However, please read the following notes for more information.

2007 101-reas pamphlet Total revenue from selling sponsorship ads in the 2007 printing of the "101 Reasons Why I'm a Vegetarian" pamphlet

Suite share The amount of reimbursement for a portion of rent from a room mate who shares the VivaVegie office in order to defray expenses. VivaVegie accounts for this reimbursement as a "resource" as a matter of administrative convenience. To determine the amount VivaVegie actually paid in rent, take the total rent paid minus the amount received from the share, or $7,991.46 minus $4,264. That is $3,727.46 for rent (approximately, $310.00 per month).

VPP prog guide rev Revenue from selling advertisements in the Veggie Pride Parade program guide/ad booklet. This booklet helped the parade appear to be the important event that it was.

Under "expenses," again, most of the categories should be self-explanatory.

Computer One repair to the office computer used by VivaVegie

Conferences VivaVegie was represented at the NAVS (North American Vegetarian Society) conference in Johnstown, PA; the UPC (United Poultry Concerns) animal rights conference in New York City; a fundraiser for League of Humane Voters in New York City (excellent networking opportunity); and the Just Food conference in New York City.

Freight The cost to hire a truck to pick up a pressrun of 20,000 copies of a new edition of "101 Reasons Why I'm a Vegetarian," the pamphlet edition.

Office expense Includes the cost to buy a file cabinet, 2 light fixtures, a Brita water filter pitcher, and some plants. It also include $100 that was divvied up for X-mas tips to the building staff.

Telephone Includes long distance service and the DSL internet connection.

Transportation Miscellaneous taxis to and from special outreach events in New York City; also to cart inventory between storage areas and the office

VPP expense This account includes a down-payment of $1,925, sent to the company that provided sound at the post-parade rally for the May 18, 2008, Veggie Pride Parade. It also includes a $500 bond and $25 permit fee paid to the city for the use of Washington Square Park for the post-parade rally. Other expenses, such as business cards for promoting the parade, are also included.

Web site Includes monthly fees for 2 active domains: www.vivavegie.org and www.veggieprideparade.org, plus costs for registering two new domains: www.veggieprideparade.org and www.veggieprideparade.com .

Thank you.

Pamela Rice
VivaVegie Society