Public Health Foundation Enterprises, Inc. (PHFE) – Relief

Coronavirus Relief Grant

2020-05-28 13:39:06

Checkbox-571: #1

AreYouANonprofit: No

Legal-name: Public Health Foundation Enterprises, Inc. (PHFE)

Previous-name: dba Heluna Health

Address: 13300 Crossroads Parkway North, Suite 450

City: City of Industry

State: CA

Zip: 91746

Tax-id: 95‐2557063

Organizational-status: 501(c)(3) nonprofit


Officer-firstname: Blayne

Officer-lastname: Cutler, MD, PhD

Officer-title: Chief Executive Officer

Annual: For FY 18-19, Heluna Health’s annual operating budget was $129,037,452. However, it is important to note Heluna Health also acts a fiscal sponsor for hundreds of non-profit organizations. Its large operating budget reflects dollars received and then disbursed in accordance with its role as a fiscal sponsor.

ContactFirstName: Linda

ContactLastName: Yeomans

Contacttitle: Director of Advancement

Tel-952: 562-222-7875

SecondaryPhone: 562-215-6518


GrantPurpose: The grant will be used to cover the costs associated with mailing free, new, high-quality children’s books and developmental handouts (for parents) to low‐income pregnant women and children ages 0-5 served by the Little by Little (LBL) School Readiness Program at St. Mary’s WIC clinic in Long Beach.

TotalCost: Costs are still being determined in consort with the United States Postal Service (USPS), but we anticipate the cost of mailing books and handouts to program participants (inclusive of mailing supplies and actual postage costs) will be in the region of approximately $1,500 per month over the next three months. This is based on sending books and handouts to approximately 1,000 participants a month (typical LBL monthly participation range at St Mary’s WIC clinic) at $1.50 per envelope mailed.

Requestedamount: $5,076.00

Periodoftime: We anticipate the need to mail program materials (books and handouts) to Long Beach WIC families for at least the next 3 months, if not longer, pending decisions made at a state and local level regarding the safety of reopening WIC clinics to the public. Currently WIC participants are not permitted inside of WIC clinics and are receiving their WIC benefits remotely (loading of electronic benefits card) and receiving nutritional guidance and other support via the telephone or by text messaging. We would use the same model to continue providing the LBL program via mailing of books and handouts and provision of important developmental guidance and literacy support via telephone interactions with participants.

Audienceserved: • Low income families • Children 0-5 and pregnant women • Food insecure populations

Demoofaudience: • Age: Children 0-5 and pregnant women • Ethnicity: Demographic data for race/ethnicity and living in poverty (potentially WIC eligible) for Long Beach is as follows: o Hispanic – 35% o White – 32% o Other – 12% o African American – 10% o Asian – 7% o Two or more races – 3% o Native American – % o Pacific Islander – 0.4%• Income: Families become eligible for WIC if their income is at or below 185% of the federal poverty level. For a family of four, this means an annual gross salary at or below $47,368. (2019-2020 WIC income guidelines)

Numberofserved: We anticipate mailing books and handouts to approximately 1,000 eligible WIC families per month for three months in the Long Beach region. This estimate is generated using typical LBL program participant data for the St. Mary’s WIC clinic which is located at 1043 Elm Ave in Long Beach.

District: The LBL program is located at the St Mary’s WIC clinic located in district 9. WIC families who reside in several Long Beach districts receive WIC services at this location. The St Mary’s WIC clinic is one of only five WIC locations operating in Long Beach and is the most south-westerly clinic in the region likely serving residents of districts 1-9. It is the only Long Beach WIC site that offers the LBL program.

Funding: Immediately

1. What disaster recovery service have already been provided? : N/A

2. What additional services, above your standard operations, will be conducted with this grant funding?: Our standard operations for the LBL program involve an in-person interaction with WIC families during their routine visit to their local WIC center. The LBL intervention begins in the second trimester of pregnancy and continues up to the child’s fifth birthday when they are no longer eligible for WIC services. During their visit to WIC, LBL participants receive the following:
1. Age-level handouts on reading, development, household safety and family engagement.
2. Age-level, high-quality children’s books.
3. Parental guidance tied to child development milestones.
4. Connections to important community services—childcare, developmental screening resources, preschool and others.

Books and handouts are available in English or Spanish as preferred by the participant.
As WIC centers are closed to the public for an undetermined amount of time, the additional services that we would propose offering would be continuing to provide all of the four program elements detailed above to currently enrolled and to newly enrolled LBL participants, through a combination of mail services and telephone calls. This would ensure that we continue to reach low income families with important resources and information during a time when its crucial to continue the messaging of reading to and with your children. With so many parents home and so many children out of school, we want to encourage all of our parents and children to use some of this time to read together and create what we hope will be some warm memories of family time during this time which is so distressing for so many young children. For low-income families, the LBL program may be the only sources of books for their young children, as well as important information on developmental milestones and needed community resources. The increase in newly enrolled LBL participants is reflective of increasing unemployment and economic strains on families during this health crisis as, unfortunately, more families find themselves able to meet the WIC income eligibility criteria. Program elements 1 and 2 would transition from being provided in-person in the Long Beach St Mary’s WIC clinic to being provided via the USPS mail system. Program elements 3 & 4 would be provided via telephone calls made by WIC staff at St. Mary’s WIC clinic to their LBL participants.
These proposed program changes represent a modification to the standard program model to accommodate the safer at home order which prevents us from serving families on site. The proposed changes also include additional services due to the observed increase in WIC participants at St Mary’s WIC clinic (who are then enrolled into the LBL program) as a result of the economic strain of the COVID-19 health crisis on our most vulnerable community members.

3. What individuals (and/or organizations) will you assist?  Low-income pregnant women in their 2nd & 3rd trimester, infants, and children up to the age of five (after age 5 they are no longer WIC eligible).

4. What other disaster recovery funds have you received? What amount?: None, however, we are researching other funding opportunities in the greater Long Beach community.

5. What other disaster recovery funds have you applied for? : None




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