Art for the Journey
111 Willow Oaks Road
Richmond VA 23238-7225
Mission Statement
Art for The Journey is a nonprofit organization that promotes the wellbeing and healing of children and adults through creative expression, with a special focus on people who do not otherwise have such opportunities available.
Web and Social Media
VCU Students Help People With Dementia
Multi-Media Comments Pictured here is Art for The Journey's "Opening Minds through Art" program, where we use college age volunteers from VCU and University of Richmond to facilitate a specialized art experience for people suffering with dementia and Alzheimer's.  This picture was take at St. Mary's Woods, an assisted living facility in Richmond, VA.
CEO/Executive Director Mark Anthony Hierholzer
Board Chair Deborah Barfield Williamson JD
Board Chair Company Affiliation Salvation Army
Contact Information
Address 111 Willow Oaks Road
Richmond, VA 232387225
Telephone 804 784-5357
Fax 804 784-5357
History and Background
Year of Incorporation 2014
Financial Summary
Revenue vs Expense Bar Graph - All Years
Expense Breakdown Bar Chart - All Years
Projected Revenue $188,020.00
Projected Expenses $188,020.00
Additional Documents
2017 Art for The Journey Budget2017View
2016 Budget2016View
Art for The Journey is a nonprofit organization that promotes the wellbeing and healing of children and adults through creative expression, with a special focus on people who do not otherwise have such opportunities available.

2016 Achievements:


  • In our programs we served a total of 224 individuals in 1,642 service episodes.  This represented 3,623 direct service hours.
  • Our OMA evaluations indicated that we were consistent with the level of impact achieved nationwide for this program.
  • Staff and volunteers conducted two ten-week OMA programs in partnership with St. Mary’s Woods for nine residents suffering dementia and Alzheimer’s.
  • AFJ conducted monthly day-long painting workshops in partnership with the Mattie Arts Center in Swan Quarter, NC several of which included artists from the Richmond area.


  • Cindy Paullin was hired as half time Volunteer Coordinator
  • Jamie Wigginton was hired as a quarter time Program Coordinator
  • Jamie Wigginton was certified as an OMA facilitator.


  • Over 50 volunteers were recruited through partnerships with Hands On RVA, VCU’s ASPIRE Program, AFJ’s student group and the general community. 
  • Art for The Journey became a designated community organization for VCU’s work study program and hired two work study students.
  • Volunteers provided a total of 1,998 hours of service to Art for The Journey.


  • Fundraising produced $103,096 in gifts from individuals ($77,871), corporations and foundations ($24,630).
  • Grants were received from the Flashpoint Foundation, Wells Fargo Foundation, Merck Foundation and the Perdue Foundation.


  • We formed a new partnership with the Youth Life Foundation to provide after school art experiences for at-risk youth.
  • Other partnerships and engagements included VCU’s ASPIRE Program, St. Mary’s Woods Assisted Living, Marywood Apartments, St. Mary’s Catholic Church, The Carmel School, Independence Golf Club, Burford Advertising, Goochland Women’s Correctional Center, The Mattie Arts Center, Crossroads Art Center, United Network for Organ Sharing (UNOS), St. Matthias Church, HOPE Thrift and The Bonner Center for Community Engagement (UR).

Board Development:

  • We recruited three new board members: Jennifer Cunningham, Bev Perdue Jennings and Paul Mustian CPA.
  • Board orientation binders were developed and will be provided to each board member.
  • We conducted four quarterly board meetings


  • Created our first Groupon to introduce people in the community to our studio classes.
  • We conducted three television interviews with Channels 6 and 8.
  • Boomer Magazine published a story about AFJ’s mission and programs.
  • AFJ’s web page was updated and a Facebook page and Twitter account were implemented.
  • AFJ conducted an art exhibit in partnership with United Network for Organ Sharing (UNOS).
  • Our first Annual Art GALA took place in October at IGC and was a great success, with 170 attending and over $8,000 in art sold.
  • Staff made a presentation on OMA at the Annual State Convention of the Virginia Alzheimer’s Association.
  • Staff made a presentation to the Bon Air Artists Association.
  • We conducted our first Annual Fund Appeal, raising over $600
  • A variety of marketing materials were developed, including a brochure, van magnets, self addressed fundraising envelops, annual appeal cards, a banner and a variety of posters highlighting our programs.


  • The organization ended the year with $25,848 in its cash account, all but breaking even for the year.
  • The CPA firm of Dooley & Vicars  conducted an outside compilation of AFJ’s 2015 financials.

2017 Goals:

  1. Conduct a 2017 Second Annual Gala to raise $20,000
  2. Formalize the Communications and Development and Program Committees
  3. Grow the Prison program to a weekly event
  4. Conduct two multi-day painting workshops in partnership with The Mattie Arts Center in Swan Quarter and Ocracoke, NC.
  5. Bring Jamie Wigginton to half time employment
  6. Advocate to become an OMA train the facilitator site.
  7. Expand the Carmel program to include lower school students.
  8. Formalize Fundraising efforts, documentation, databases and plan.
  9. Hire or acquire a part time office support staff
  10. Recruit more art teachers to expand the kinds of studio class offerings.
  11. Update the strategic plan.


Top Five Needs:
  1. Obtain $20,000 in funding to implement a second OMA site and sustain two OMA programs through 2018.
  2. Obtain $5,000 to hire a part time administrative support position. 
  3. Obtain $13,500 in funding to sustain and expand the Goochland Prison Program through 2017.
  4. Increase our volunteer group to 75 people.
  5. Obtain funding of $10,000 to implement a weekly program for women in Richmond City Jail.
The mission of Art for The Journey is the result of the lived experience of art instructors who came to recognize the deep benefits of creative arts experiences for people facing life challenges: work stress, life transitions, divorce, death of a loved one, recovery from illness, recovery from addiction, etc.  The literature describing the health and healing benefits of engaging in creative arts is manifold.
Reference "Art Heals", How Creativity Cures the Soul, by Shaun McNiff.
It is the goal of Art for The Journey to offer both the creativity of artistic expression and the experience of supportive community.  They go together.  We seek to offer this to the general public, but also to focus on those whose circumstances or limitations prevent them from accessing such opportunities, i.e. those in prison, with special needs, ill, without resources to pay, or in remote locations.
CEO Statement It has been my privilege to be a co-founder of a mission that brings solace, spaciousness, peace and healing to a world in great need.  Modern life, lived without such "stepping back", often results in deepening distress for most of us.  It's the blurring pace of world we live in.  Opportunities to stand aside, relax, and engage in an activity to gives perspective, spaciousness and communal joy are often rare, but this is what we try to provide for those willing to participate with us.  Our teachers are volunteers and active artists who have a deep appreciation for art, and a commitment to sharing its benefits with others.  Mark Hierholzer, President and CEO.
Board Chair Statement We have a passionate and gifted board of directors made up of artists, a CPA, a marketing professional, development professional and experienced nonprofit executive and consultant.  All members of the board make generous gifts to the annual fund each year, participate actively in fundraising events and take the story of Art for The Journey to their professional and personal networks.  We are a young board, willing to do whatever it takes to move the mission forward.
Areas of Service
Areas Served
Metro Richmond
Our primary area served is Central Virginia, with some programs made available to areas in other parts of the State. 
Board Chair
Board Chair Deborah Barfield Williamson JD
Company Affiliation Salvation Army
Term Feb 2018 to June 2024
Board CoChair
Board CoChair Jack Frable MD
Company Affiliation Artist and retired pathologist
Term June 2014 to June 2024
Board of Directors
Board Members
Jack Frable MDArtist and Retired Pathologist
Mark Hierholzer MSArtist and Retired Mental Health Professional
Paul Mustian CPAVP of Finance/CFO, W.V. McClure Inc
Beverly Perdue Professional Artist
Erin Wickersham MAPhysicians for Peace
Deborah Barfield Williamson JDDirector of Development, Crater Community Hospice, Inc.
Board Demographics - Ethnicity
African American/Black 0
Asian American/Pacific Islander 0
Caucasian 6
Hispanic/Latino 0
Native American/American Indian 0
Board Demographics - Gender
Male 3
Female 3
Board Term Limits 0
Board Meeting Attendance % 80
Written Board Selection Criteria? Yes
Written Conflict of Interest Policy? Yes
Percentage Making Monetary Contributions 100
Percentage Making In-Kind Contributions 100
Number of Full Board Meetings Annually 6
Risk Management Provisions
Automobile Insurance and Umbrella or Excess Insurance
Blanket Personal Property
Accident and Injury Coverage
Standing Committees
Communications / Promotion / Publicity / Public Relations
Program / Program Planning
Other Boards
The tables below contain information about other groups that advise this nonprofit on operations and projects.
Advisory Board Members
Donna Albensi
Brenda Fulgham Community Volunteer
Theresa Halpin Federal Reserve
Lezlie Hierholzer M EdCommunity Volunteer
Stephanie O'Dell Community Volunteer
William Ogelsby Artist and Community Volunteer
Marcia Ogelsby Organizational Consultant
Cindy Paullin Artist, Paullin Law Firm
Kim Price Community Volunteer
Steve Sawyer Artist, Community Volunteer
Stephanie Shanks Artist and Community Volunteer
Jamie Wigginton Artist and Community Volunteer
Art for The Journey is in its fourth year of operation.  We have a strong, committed board and board development is a continuing process.  The organization continues to grow both in its fiscal strength and its programs.
Executive Director
Executive Director Mark Anthony Hierholzer
Experience President/CEO has 40 years experience as a mental health professional and agency leader.  From 1988 to 2012 he served as CEO of ChildSavers, a Richmond area nonprofit mental health organization for children.  He has been an artist since 2002.
Senior Staff
Cindy Paullin Volunteer Coordinator
Stephanie Shanks Team Leader
Mary Sisson Administrative Coordinator
Jamie Wigginton Program Coordinator
Full Time Staff 1
Part Time Staff 4
Volunteers 200
Contractors 0
Retention Rate 100
Organization has a Fundraising Plan? Yes
Organization has a Strategic Plan? Yes
Years Strategic Plan Considers 3
Date Strategic Plan Adopted Mar 2016
Management Succession Plan? Yes
Organization Policy and Procedures Yes
Nondiscrimination Policy Yes
Whistleblower Policy Yes
Document Destruction Policy No
Directors and Officers Insurance Policy Yes
The Carmel School, Ruther Glen, VA
Goochland Women's Prison
St. Mary's Woods Assisted Living Program
Marywood Residential Facility
Independence Golf Club
Fore Children Foundation 
Youth Life Foundation 
Anna Julia Cooper School
Description This program provides twice monthly charcoal and oil painting classes at the DOC Women's Prison in Goochland, VA.  Participants are chosen by the staff based on interest and eligibility.  Classes are provided by a combination of professional artists and volunteers who have been through the DOC's volunteer training program and have passed the necessary background checks.   Up to eight women participate at a time.  The program aims to develop drawing and painting skills and provide a positive experience that will ultimately reduce recidivism.
Population Served Offenders/Ex-Offenders
Budget $12,000.00
Short Term Success Near term achievements include the creation of art that can be used as gifts to loved ones or sold for income, a reduction in depression and behavioral problems and success involvement in the institution's drug and alcohol treatment program for certain participants.
Long Term Success Long term success of the program will be measured by 1. those inmates who make art part of their plan for income on discharge and 2. lowered recidivism rates by those who participate in the program.
Description This is a weekly acrylic painting class conducted at Marywood, a residence for low income and disabled elderly, that includes a significant number of Eastern European immigrants.  Classes are conducted by a combination of professional artists and volunteers.  The class is aimed at giving participants an opportunity to create art and experience a positive community of support.  This experience addresses isolation, builds relationships and grows a sense of well-being that diminishes many of the negative aspects of limited mobility and disability.  The class serves up to 15 painters at a time.
Population Served Aging, Elderly, Senior Citizens
Budget $12,000.00
Short Term Success Near term outcomes include creation of art and the development of positive relationships within the resident community.
Long Term Success The ultimate aim of the program is to reduce isolation and the emotional concomitants.  This program builds relationships, self esteem and engagement in people whose physical and emotional limitations place them at risk for mental and physical deterioration.
In June 2015 three staff/volunteers were trained and certified in the "Opening Minds Through Art" (OMA), a national best practice model of working with dementia and Alzheimer's patients developed by The Scripps Gerontology Institute in Ohio.  This weekly program was implemented in March 2016 at St. Mary's Woods, an assisted living facility in Richmond, VA.   The program now annually serves up to twenty residents involved in the institution's memory unit and impacts up to 25 volunteers, 60 family members, 60 facilitators-in-training and innumerable members of the community who visit the sessions and attend the two art exhibits.  Besides providing two ten-week sessions at St. Mary's Woods, Art for The Journey has been authorized to train and certify "facilitators" to take the program to additional assisted living sites throughout Central Virginia.  We expect to train and certify up to 60 new facilitators in 2018.
Population Served People/Families with of People with Disabilities
Budget $28,200.00
Short Term Success Short term success is measured by the creation of art that can be shared with family and the community and the immediate connection that takes place between the elder and our youthful volunteers during the sessions.   This is measured using pre and post surveys during each program session.
Long Term Success Alzheimer's is a progressive disease that has no cure.  Long term success is measured by the positive impact of person centered engagement that takes place through the program.  This program offers a personal connection that circumvents the breakdown of the brain's circuitry through a shared art experience.  It improves a patient's sense of well being, based on their disease's stage.  One of the outcomes of the program is to expose young people (college and older high school students who work with the patients) to the reality of aging and the benefits of community engagement as a volunteer.  Besides providing direct services, the program now trains and certifies other "facilitators" who can then take this program to additional assisted living institutions extending its long term success exponentially.
This program provides two weekly studio classes for up to eight adults (15 years old and up).  The classes are taught by a professional artist and are open to beginners and experienced artists who want to learn oil painting and explore impressionism and impressionist color.  The focus of this approach is to see and understand "the effect of light on color".  The classes are two and a half hours and provide all materials.  Fees are charged and scholarships are provided where funding is available.  These classes aim to develop painting skill, color perception in a social atmosphere that is positive and supportive.
Population Served Adults
Budget $24,000.00
Short Term Success Learning to draw and paint in the tradition of French Impressionism.  To be able to produce successful, finished paintings.  To develop supportive and positive relationships.
Long Term Success Ability to create successful and satisfying visual art in an atmosphere that is emotionally positive, personal and supportive.  Long term impact is to improve the lives of adults going through life transitions or dealing with difficult circumstances.
Description These programs provide a fun, safe and stimulating art experience for children 8 to 14 years old in half day, week long workshops.  Sessions are conducted by practicing artists and teachers experienced in working with children.  All activities are developmentally appropriate for the age group served.  Fees are charged for the workshops and scholarships are available depending on funding.  These workshops take place at Art for The Journey's Independence Golf Club studio.
Population Served Children and Youth (0 - 19 years)
Budget $10,000.00
CEO/ED/Board Comments Art for The Journey is in its second full year of operation (2016).  Our work this year will focus on stabilizing and sustaining our current programs, strengthening the governing and oversight role of the board, codifying policies and procedures, and growing and developing our volunteer group.
Fiscal Year
Projected Revenue $188,020.00
Projected Expenses $188,020.00
Form 990s
IRS Letter of Exemption
Detailed Financials
Expense Allocation
Fiscal Year201620152014
Program Expense$117,242$62,339$2,750
Administration Expense$8,554$1,727$1,220
Fundraising Expense$2,622$0$69
Payments to Affiliates------
Total Revenue/Total Expenses0.971.663.81
Program Expense/Total Expenses91%97%68%
Fundraising Expense/Contributed Revenue2%0%0%
Assets and Liabilities
Fiscal Year201620152014
Total Assets$46,061$49,568$13,007
Current Assets$26,876$49,568$11,400
Long-Term Liabilities$0$0--
Current Liabilities$0$0$1,646
Total Net Assets$46,061$49,568$11,361
Short Term Solvency
Fiscal Year201620152014
Current Ratio: Current Assets/Current Liabilities----6.93
Long Term Solvency
Fiscal Year201620152014
Long-Term Liabilities/Total Assets0%0%0%
Capital Campaign
Currently in a Capital Campaign? No
State Charitable Solicitaions Permit
Solicitations Permit
Solicitations Permit 5/2016View
Organization Comments We are in our third full year of operation (2017) and are blessed with a growing number of very generous individual donors.  Our challenge going forward is to garner foundation and broader public support through both events and individual gifts.  Our purpose in participating on GiveRichmond is to offer the kind of transparency foundations and donors seek.
Foundation Comments
  • Received tax-exempt status in 2014.
  • Financial analysis performed with statements prepared internally by the organization.