University of South Florida Foundation Inc dba WUSF Public Media
4202 E. Fowler Avenue TVB100
Tampa FL 33620-6870
WUSF Public Media’s mission is to provide meaningful and relevant content that enhances our community’s quality of life.
CEO/Executive Director Ms. JoAnn Urofsky
Board Chair Mr. George Morgan
Board Chair Affiliation Retired
General Info
Organization DBA
WUSF Pubic Media
Classical WSMR
WSMR and WUSF Public Media
WUSF 89.7
WSMR 89.1 and 103.9
Tax Exempt Status Public Supported Charity
Incorporation Year 1958
State Charitable Solicitations Permit Exempt 0
State Registration Exempt 0
Financial Summary
Note: Revenue includes the value of in-kind contributions/donations
IRS Letter of Determination
IRS Letter of DeterminationView
Impact Statement

As a community service of the University of South Florida, WUSF Public Media provides West Central Florida radio audiences with NPR news, local reports, public affairs information and all-night jazz on WUSF 89.7 and all-day classical music on WSMR 89.1 and 103.9. WUSF Public Media also has a comprehensive website at as well as an expanding portfolio of annual community education and engagement events and activities.

Recently, WUSF 89.7 served as a critical link in Florida's emergency management plan by staying on-the-air with live updates before, during and after Hurricane Irma. Additionally in 2017, WUSF 89.7 won three first place Sunshine State Awards, including Anchor of the Year honor for All Things Considered host Lisa Peakes. Journalist Julio Ochoa received one of four grants from the USC Center for Health Journalism awarded nationally. Mike Cornette, host of WUSF 89.7’s iconic local program, All Night Jazz, was one of six nominees for Jazz Programmer of the Year by the national trade publication JazzWeek.


Classical WSMR 89.1 and 103.9 continued to expand its audience and now serves over 100,000 weekly listeners. Tyler Kline, an internationally-recognized composer, has joined WSMR as host of Evening Masterwork and Evenings with Tyler Kline. In 2017, the WSMR Live Studio Performance Series featured over 20 on-air performances by renowned musicians in partnership with arts organizations in Sarasota and the Tampa Bay area. Recent reports and surveys from the public media system called Classical Music Rising ( tell us that classical stations now have more opportunities than ever to deliver radio’s personal, hosted experience of music discovery to audiences.


WUSF Public Media hosts a variety of community engagement activities annually including its signature event The Longest Table, where nearly 1,000 people gather annually for dinner al fresco on St. Petersburg’s Bayshore Drive NE. In Tampa, WUSF hosted a Generation Listen event for its millennial listeners and online users in partnership with the USF Alumni Association.




Needs Statement

  1.  WUSF’s greatest need is to be able to increase its audience of listeners for both of its radio stations – news and information WUSF 89.7 and Classical WSMR 89.1 and 103.9. To do this, WUSF seeks funding to maintain and improve its broadcast facilities, in particular efforts to strengthen WSMR’s signal and expand its broadcast footprint. ($500,000)
  2. WUSF will use funds to develop programs focused on attracting new audiences for public media through the development of special in-person programs such as Generation Listen targeting millennials and educational classical music events for school-aged children. ($25,000)
  3. WUSF requires restricted support in order to expand its roster of journalists who report on important topics of the day including health care, education, the environment and veteran/military affairs. ($60,000)


Background Statement

WUSF Public Media was founded in 1963 as a service of the University of South Florida (USF) and WUSF’s main studios are located on the Tampa campus. Being a part of a top research university allows WUSF to connect its audience with cutting edge research and educational content, enriching intellectual life far beyond the university’s walls. WUSF operates two radio stations, WUSF (news and jazz) and WSMR (Classical), and its website

WUSF 89.7 is the primary NPR station in the 12-county West Central Florida region that includes the cities of Tampa, St. Petersburg, Lakeland and Sarasota reaching nearly 325,000 listeners. WSMR 89.1 and 103.9 is the classical music station for this region with a growing audience of over 100,000 weekly listeners. The station's website has over 500,000 page views each month. Additionally, WUSF has four robust online/on-air content verticals that address military/veterans affairs, health care (Health News Florida), education and the environment.

WUSF Public Media’s mission is to provide meaningful and relevant content that enhances the Tampa Bay community’s quality of life. WUSF’ s staff and volunteers are committed to providing creative, entertaining, responsive, educational and trustworthy programming and are dedicated to serving listeners, content users and event attendees for years to come. 

The University of South Florida Foundation, Inc. is the 501(c)(3) supporting organization for USF and its departments including WUSF Public Media.


Areas Served
Areas Served
Areas Served Comments
We serve citizens from Crystal River in the North, to Port Charlotte in the South and Osceola County to the East including Hillsborough, Pinellas, Pasco, Hernando, Citrus, Polk, Manatee, Hardee, Highlands, Sarasota, DeSoto, and Charlotte counties. 
Service Categories
Primary Org Type Arts,Culture & Humanities
Secondary Org Type Education
Tertiary Org Type Public Safety, Disaster Preparedness and Relief
Statement from the Board Chair/Board President
Statement from the CEO/Executive Director

When you think about WUSF Public Media, you probably think most about what comes out of your speakers or what’s on your computer. 


If I took you on the backstage tour of WUSF you would be surprised at the things you’d learn. You’d see USF student interns working side by side with our veteran reporters in our WUSF 89.7 newsroom. You’d find our Classical WSMR 89.1 and 103.9 hosts researching new information to share with you about your favorite music. You’d learn how our marketing team reaches out to local community partners through engagement activities such as our signature event The Longest Table in downtown St. Petersburg.


Our staff makes what they do look easy. 

We’re dedicated to ensuring our programs comes to you seamlessly whether on the radio or on your mobile device. WUSF is committed to a multiple-platform presence and our partnerships with educators, other community organizations and other public broadcasting stations help to bring innovative new ways for you to listen and learn when you want, where you want.


The philanthropic gifts you give to support our special efforts in news, music and education help ensure WUSF has a long and bright future ahead.


Best regards,


JoAnn Urofsky

General Manager

WUSF Public Media



WUSF 89.7 broadcasts local, regional and national news as well as all night jazz. Locally produced programs such as Florida Matters provide listeners information on important community issues. As the NPR station for West Central Florida, WUSF 89.7 carries the flagship programs Morning Edition and All Things Considered that bring you trustworthy journalism at its best.


Budget $5,341,487
Category Arts, Culture & Humanities, General/Other Broadcasting
Program Linked to Organizational Strategy Yes
Population Served General/Unspecified Families US& International
Short Term Success

WUSF 89.7 serves an audience of over 300,000 listeners each week and wins numerous, prestigious media awards every year. In 2017, WUSF 89.7 won three first place Sunshine State Awards including Anchor of the Year honors for local All Things Considered host Lisa Peakes. Journalist Julio Ochoa received one of four grants awarded nationally from the USC Center for Health Journalism. Mike Cornette, host of WUSF 89.7’s iconic local program, All Night Jazz, was one of six nominees for Jazz Programmer of the Year by the national trade publication JazzWeek..

Long Term Success

Over the years, WUSF 89.7 has enhanced the lives of countless people who live in the Tampa Bay area and it is part of their daily routine. Our people and programs provide listeners comprehensive reporting on health care, education, our environment and veteran/military affairs. Currently, WUSF 89.7 participates in two award-winning online initiatives – Health News Florida and the American Homefront project in partnership with other public radio stations across the US.


Program Success Monitoring

WUSF 89.7 engages Nielsen, a leading research company, to quantitatively measure its demographics. Using this data we know WUSF 89.7 is the second most listened to radio station in our area. As a member supported public radio station, WUSF 89.7 measures financial contributions that increase year to year. Qualitatively, WUSF responds to listener feedback to better serve the community.



Program Success Examples

In 2017, ten WUSF journalists received awards from the Florida Association of Press Professionals, two received regional Edward R. Murrow awards, and three journalists placed first among Sunshine State Award winners. Our All Night Jazz host was nominated as Jazz Programmer of the Year by the national trade publication JazzWeek.

Testimonial from listener Marianne T., "I stay informed of world events with the news and Morning Edition, and then get to laugh about it all with Wait Wait Don't Tell Me!  I learn about new science discoveries with Science Fridays; get to hear different perspective and life stories, many of which are inspiring and help to balance out all that sometimes depressing world news!  I also love to catch the People's Pharmacy on Saturday mornings, and being exposed to new and different music that I would never hear on any other local radio station.  In short, WUSF helps me be a well-rounded, informed individual."


WSMR 89.1 and 103.9 is the only public radio station airing classical music in the Tampa Bay and Sarasota/Manatee regions with locally-produced daily shows. Monday through Friday you begin with Russell Gant with his compelling stories, he is followed by the extraordinary Bethany Cagle, and the day ends with newcomer Tyler Kline sharing his musical knowledge and expertise with you. Periodically throughout the year and in partnership with area arts organization, WSMR presents its Live Studio Performance Series featuring world-renowned musicians playing live on the radio just for you. The station also airs well-known classical music shows such as SymphonyCast and Sunday Baroque to round out its schedule.



Budget $1,690,793
Category Arts, Culture & Humanities, General/Other Broadcasting
Program Linked to Organizational Strategy Yes
Population Served US& International General/Unspecified General/Unspecified
Short Term Success


Following a national trend, Classical WSMR has consistently increased its number of weekly listeners which now tops over 200,000. Research shows the median classical music radio listener is 65 years of age. Many elderly adults in the WSMR on-air audience are physically or financially unable to participate in live music performances and look at Classical WSMR and its programs as a daily companion.
Long Term Success

Long term success will be continuing to increase the size of the audience for Classical WSMR 89.1 and 103.9 through improving the quality of its signal and expanding the station’s footprint. Once achieved, this will allow WSMR to bring beauty and joy to many more listeners in the Tampa Bay and Sarasota/Manatee communities.



Program Success Monitoring

WUSF Public Media, on behalf of Classical WSMR 89.1 and 103.9, engages Nielsen, a leading research company, to quantitatively measure the station's demographics. Using this data we know the number of WSMR weekly listeners continues to grow and now tops over 200,000. As a member supported public radio station, Classical WSMR 89.1 and 103.9 measures financial contributions that increase year to year. Qualitatively, WSMR responds to listener feedback to better serve the community.


Program Success Examples Classical WSMR 89.1 is a listener supported public radio station. We constantly received feedback from our audience. A listener in Port Charlotte writes, “I love WSMR, and can't imagine a day without it. The programming is so much better than any I had in CT. For this reason I am happy that I moved to Florida, that and no snow.” Another supporter from Sarasota says, “I I listen to and love Classical WSMR. If classical music is to survive it must be accessible to all, not just to those who can afford symphony concert tickets. WSMR brings the beauty and wonder of classical music to everyone in west central and southwest central Florida. It's a true treasure.”
CEO/Executive Director
CEO/Executive Director Ms. JoAnn Urofsky
CEO Term Start July 2002
CEO/Executive Director Email

WUSF Public Media General Manager and Associate Vice President

JoAnn Urofsky leads the public media organization at the University of South Florida that includes WUSF 89.7 and Classical WSMR 89.1. The stations serve audiences throughout the west central coast of Florida from Crystal River to Venice and have main studios on the USF Tampa campus, a performance and broadcast studio at USF Sarasota-Manatee and a studio at USF St. Pete. WUSF Public Media has an annual budget that exceeds $10 million, a staff of 55 and 24,000 individual supporters.

During her 25 years with WUSF Public Media, JoAnn Urofsky served as station manager of WUSF 89.7 in Tampa and WGCU in Fort Myers, Florida. Prior to moving to Florida, she was program director of WAER in Syracuse, New York, and was at West Virginia Public Radio as jazz director, reporter, Morning Edition host, and cultural affairs producer. Her commercial radio background encompasses country, MOR, and adult contemporary formats at stations in Pennsylvania and West Virginia.

Urofsky has served local and national civic, charitable, and professional groups. She has been the chair of NETA (National Educational Television Stations), served on the board of directors of PBS, and served two terms on the board of directors of NPR. She has been on the board of Public Radio Program Directors, Inc, Station Resource Group and Radio Research Corporation. In Tampa, she is a past-president of the Athena Society and of the Network of Executive Women and has been a board member of Leadership Tampa Alumni. She was on the executive committee of the Tampa Bay Partnership. She’s a Leadership Florida alum. In Syracuse she served as vice president of Women in Communications Inc., and was a national judge for the Clarion Award.

Urofsky received her B.A from The Pennsylvania State University earned an M.A. at Syracuse University.

Former CEOs/Executive Directors
Dr. James Heck Dec 1978 - July 2002
Senior Staff
Rob Fischman Chief Financial Officer for USF Foundation Inc.
Ms. Kathy Jordan Director of Major Gifts
Mr. Scot Kaufman Director of Marketing and Partnerships
Mr. Scott Nolan Director of Development
Sheila Rue Radio Program Director
Willow Wright Director of Digital Services
Mr. David Yearwood Director of Finance
Staff & Volunteer Statistics
Full Time Staff 45
Part Time Staff 10
Staff Retention Rate % 83
Professional Development Yes
Contractors 0
Volunteers 15
Management Reports to Board Yes
CEO/Executive Director Formal Evaluation Yes
Senior Management Formal Evaluation Yes
Non-Management Formal Evaluation Yes

WUSF Public Media is an active participant in the Sarasota and Tampa Bay communities as demonstrated by it many collaborative partnerships.

Economic Development
WUSF’s General Manager JoAnn Urofsky participates in Tampa Bay Partnership activities and is a member of the Athena Society and the CEO Council of Tampa Bay.

WUSF’s newsroom works collaboratively with other public media stations across Florida through online and on-air health and education initiatives. Health News Florida provides health policy journalism for on-air and online audiences at as well as Through education reporting, a collaborative tie between WUSF and WLRN has strengthened content sharing among Florida stations. WUSF was selected to participate in the American Home Front project in partnership with other public radio stations across the US.

WUSF Education Initiatives
WUSF employees participate each year in the Great American Teach-In. Competitive internships are offered to students studying Mass Communications at USF.

WUSF has long-standing collaborative relationships with arts organizations such as the Sarasota Orchestra, The Florida Orchestra, and the Van Wezel Performing Arts Hall. As a result of these relationships, WSMR brings live performances in partnership with area arts organizations through the radio into area homes and serves as a strong voice for the arts in Sarasota and Tampa.

AFP (Association of Fundraising Professionals)2017
Arts and Cultural Alliance of Sarasota County2017
Economic Development Corporation of Manatee County2017
Economic Development Corporation of Sarasota County2017
Greater Sarasota Chamber of Commerce2017
Manatee Chamber of Commerce2017
Manatee County Cultural Alliance2017
Venice Area Chamber of Commerce2017
External Assessments and Accreditations
Southern Association of Colleges and Schools2011
Awards & Recognition
Large Market Radio Feature ReportingEdward R. Murrow Awards0
Large Market Radio WritingEdward R. Murrow Awards0
First Place Award for Best Continuing CoverageFlorida Associated Press Broadcasters2015
First Place Award: Best Sports FeatureFlorida Associated Press Broadcasters2015
Green Eyeshade Award (received 4)Society of Professional Journalists2016
Various - received 10Sunshine State Awards2017
Risk Management Provisions
Automobile Insurance
Blanket Personal Property
Commercial General Liability
Government Licenses
Organization Licensed by the Government Yes
Fundraising Plan No
Communication Plan No
Strategic Plan No
Strategic Plan Years
Strategic Plan Adopted 0
Management Succession Plan No
Continuity of Operations Plan No
Nondiscrimination Policy No
Whistle Blower Policy No
Document Destruction Policy No
Directors and Officers Insurance Policy No
Policies and Procedures No
Board Chair
Board Chair Mr. George Morgan
Company Affiliation Retired
Board Term July 2017 to June 2020
Board Chair Email
Board Members
Board Members
Don A. Aripoli PhDretired
Peter Baronoff Promise Health Care
Rebecca Bast Northwestern Mutual
Hon. Franklin N. Biggins retired
Alan C. Bomstein Creative Contractors, Inc.
Allen Brickman Suntrust Bank, Inc.
Darryl M. Burman Group 1 Automotive, Inc.
Joie Chitwood International Speedway Corp
Shaukat H. Chowdhari MDUniversity Pain Management Center, PA
Cornelia G. Corbett philanthropist
T.J. Couch University Commercial Center
Robert "Bob" Donaldson Maxi-Blast, Inc.
Gene Engle Gene Engle Real Estate, Inc.
Mark Fernandez Tampa Bay Rays Baseball, Ltd.
Jeffrey D. Fishman Investors Title & Settlement Services, Inc.
Judy Genshaft University of South Florida System
Mr. Gordon L. Gillette Tampa Electric/Peoples Gas
Mike Griffin Savills Studley
Steve Griggs Tampa Bay Lightning Sports & Entertainment
Stephanie Holmquist-Johnson Holmquist Educational COnsultants, Inc.
Oscar J. Horton Sun State International Trucks
Dr, Anila Jain MDAnila Jain MD Consultong
Anthony "Tony" James Retired
Tina P. Johnson Publix Super Markets, Inc.
Brian P. Keenan First National Bank of the Gulf Coast
Mr. Brian P. Keenan First National Bank of the Gulf Coast
Todd Leiweke Tampa Bay Lightning Sports & Entertainment
John Long University of South Florida System
Donna Longhouse Allen Dell
Robert Mallett Broad and Cassel
Joel Momberg University of South Florida System
April Monteith JP Morgan Chase
George Morgan retired
Leslie Muma retired
Ray "Chip" Newton National Psoriasis Foundation
Dr. Terry Osborn PhDUSF Sarasota Manatee
Betty Otter-Nickerson Sun Dental Labs
Carole Philipson Florida Hospital Carrollwood
Valerie Riddle Curran Partners, Inc.
Frank Rief Akerman Senterfitt
Dr. Paul R. Sanberg PhD, DSCUSF Health
Debbie Sembler Community Leader
Ms. Linda O. Simmons Simmons Management Services, Inc.
Geoffrey A. Simon Simon Johnson Stanger Weath Advisors
John T. Sinnott MDUSF Morsani College of Medicine
Richard Smith Christopher, Smith, Leonard, Bristow, Stanell & Wells, P.A.
Joe P. Teague Northwestern Mutual
Charles Touchton The Touchton Group
David Touchton Touchton Restoration Services
Jose Valiente retired
Ralph Wilcox University of South Florida System
Constituency Includes Client Representation Yes
Board Ethnicity
African American/Black 3
Asian American/Pacific Islander 1
Caucasian 41
Hispanic/Latino 6
Native American/American Indian 0
Other 0 0
Board Gender
Male 36
Female 15
Unspecified 0
Board Term Lengths 4
Board Term Limits 3
Board Orientation Yes
Number of Full Board Meetings Annually 3
Board Meeting Attendance % 77
Board Self-Evaluation Yes
Written Board Selection Criteria Yes
Board Conflict of Interest Policy Yes
% of Board Making Monetary Contributions 89
% of Board Making In-Kind Contributions
Standing Committees
Development / Fund Development / Fund Raising / Grant Writing / Major Gifts
Governance Comments by Organization


The WUSF Advisory Board serves as the chief volunteer organization for WUSF Public Media. WUSF Advisory Board members advise and assist WUSF leadership to promote and achieve WUSF's mission and vision.

 George W. Lange, Jr., CTFA, TEP, Board Chair (Tampa)

Sam Bell (Tampa)

Terry Brackett (Sarasota)

Daniel Chard (new)

Carole Crosby (Sarasota)

Mallory Dimmitt (St. Petersburg)

Carolyn A. Fitzpatrick (Sarasota)

Tom Hall (Tampa)

Ellen Hanson (new)

Sarah Karon (Longboat Key)

Diana Rao (Tampa)

Mark Sena(Tampa)

George H. Schofield, Ph.D. (Sarasota)

Deborah VanBrunt (Sarasota)




Current Year Projections
Tax Year Start Month July
Tax Year Start Day 01
Tax Year Begins 2017
Tax Year End Month June
Tax Year End Day 30
Tax Year Ends 2018
Projected Revenue $10,330,930.00
Projected Expenses $10,152,493.00
Total Projected Revenue includes "in-kind" contributions/ donations Yes
Organization has Endowment Yes
Endowment Value $508,000,000.00
Endowment Spending Policy Percentage
Endowment Spending Policy % 6
Capital Campaign
Currently In a Capital Campaign No
Anticipate Campaign within 5 years? Yes
Campaign Purpose

The University of South Florida completed its Unstoppable Campaign in 2017 having raised $1,038,604,748 - exceeding the goal of $1 billion.

Campaign Goal
Campaign Dates 0 to 2017
Amount Raised To Date 0 as of 0
Financial Review
Revenue SourcesHelpThe financial analysis involves a comparison of the IRS Form 990 and the audit report (when available) and revenue sources may not sum to total based on reconciliation differences. Revenue from foundations and corporations may include individual contributions when not itemized separately.
Fiscal Year201720162015
Foundation and
Corporation Contributions
Government Contributions$0$0$0
Individual Contributions$36,665,789$35,045,913$49,315,931
Investment Income, Net of Losses$63,787,101$18,299,006$26,621,637
Membership Dues$0$13,885$46,289
Special Events$2,201,624$1,292,811$1,251,684
Revenue In-Kind$0$443,060$2,319,601
Expense Allocation
Fiscal Year201720162015
Program Expense$46,076,283$46,753,519$49,182,109
Administration Expense$7,891,607$10,068,113$9,563,390
Fundraising Expense$9,968,163$9,975,611$9,569,218
Payments to Affiliates$0$0$0
Total Revenue/Total Expenses1.861.051.35
Program Expense/Total Expenses72%70%72%
Fundraising Expense/Contributed Revenue18%20%18%
Assets and Liabilities
Fiscal Year201720162015
Total Assets$634,019,210$582,015,627$593,860,172
Current Assets$125,155,322$128,846,944$48,435,717
Long-Term Liabilities$37,448,942$40,075,873$33,675,113
Current Liabilities$1,443,613$1,734,561$4,947,912
Total Net Assets$595,126,655$540,205,193$555,237,147
Top Funding Sources
Fiscal Year201720162015
Top Funding Source & Dollar AmountInvestment Income $63,787,101Contributions, gifts, grants $35,045,913Contributions, gifts, grants $49,315,931
Second Highest Funding Source & Dollar AmountContributions, gifts, grants $36,665,789Foundation & Corporate Support $13,107,542Investment Income $26,621,637
Third Highest Funding Source & Dollar AmountFoundation & Corporate Support $16,203,001Investment Income $18,299,006Donated Professional Services $9,158,180
CEO/Executive Director Compensation $125,001 - $150,000
Short Term Solvency
Fiscal Year201720162015
Current Ratio: Current Assets/Current Liabilities86.7074.289.79
Long Term Solvency
Fiscal Year201720162015
Long-Term Liabilities/Total Assets6%7%6%
Financials Comments
Financial Comments by Foundation
Financial information taken from Federal 990s and audited financial statements.  Contributions include foundation and corporate support.  Federal tax returns and audited financial statements reconcile.  Financial information for 2017 taken solely from the audited financial statements as the Federal tax return was not available at time of review.
Nonprofit University of South Florida Foundation Inc dba WUSF Public Media
Address 4202 E. Fowler Avenue TVB100
Tampa, FL 34243 6870
Phone 800 741-9090