Ascend Dallas, Inc. Market Research Report

Background

Overview

Ascend Dallas, formerly known as WiNGS, is a nonprofit organization dedicated to empowering women, combating poverty, and fostering generational change in the Dallas-Fort Worth area. Established in 1908 as the YWCA and rebranded in 2025, Ascend Dallas has a rich history of serving the women of Dallas.

Mission and Vision

The organization's mission is to empower women, fight poverty, and impact generations. Ascend Dallas addresses critical needs by offering programs in financial capability, work skills support, pregnancy and parenting education, and small business development.

Primary Area of Focus

Ascend Dallas focuses on providing comprehensive support to women in the Dallas-Fort Worth area, aiming to break the cycle of poverty and promote long-term economic stability.

Industry Significance

As a longstanding nonprofit, Ascend Dallas plays a pivotal role in community development, particularly in addressing the unique challenges faced by women in the region.

Key Strategic Focus

Core Objectives

Empowerment Programs: Offering financial literacy, career development, and small business support to women.

Health and Wellness: Providing prenatal and postnatal care through the Nurse-Family Partnership program.

Community Engagement: Building partnerships to enhance service delivery and outreach.

Specific Areas of Specialization

Financial Capability: One-on-one coaching and group education to help families achieve financial goals.

Work Skills Support: Career advancement programs tailored to individual needs.

Maternal and Child Health: Home visits and support for first-time mothers through the Nurse-Family Partnership.

Key Technologies Utilized

While specific technologies are not detailed, Ascend Dallas employs data management systems to track client progress and outcomes.

Primary Markets or Conditions Targeted

The organization primarily serves women in the Dallas-Fort Worth area, focusing on those facing economic hardships and seeking to improve their quality of life.

Financials and Funding

Funding History

As a nonprofit, Ascend Dallas relies on a combination of grants, donations, and community support to fund its programs. Specific financial details are not publicly disclosed.

Notable Investors and Supporters

The organization has received support from various foundations and community partners, including:

Bank of America Foundation

J. Jill Compassion Fund

Bread Financial

Prosperity Bank

Carl B. & Florence E. King Foundation

Sapphire Foundation

Charles Schwab & Co., Inc.

The Dallas Foundation

Harold Simmons Foundation

Truist

Intended Utilization of Capital

Funds are allocated towards program development, client services, staff training, and community outreach initiatives.

Pipeline Development

Key Programs and Services

Nurse-Family Partnership (NFP): Provides home visits to first-time, low-income mothers from early pregnancy through the child's second birthday, offering health, nutrition, and parenting support.

Economic Advancement Program: Offers financial literacy support through one-on-one coaching and group classes, aiming to reduce debt, increase savings, and improve credit scores.

Target Conditions and Relevant Timelines

The organization focuses on long-term outcomes, with programs designed to support clients over multiple years, ensuring sustainable impact.

Technological Platform and Innovation

Proprietary Technologies

Specific proprietary technologies are not detailed; however, Ascend Dallas utilizes data management systems to monitor client progress and program effectiveness.

Significant Scientific Methods

The Nurse-Family Partnership program is evidence-based, employing a structured curriculum to guide home visitors in delivering consistent and effective support.

Leadership Team

Executive Leadership

Kate Rose Marquez: Chief Executive Officer. With a background in nonprofit development and marketing, she has led fundraising and branding initiatives for various organizations.

Susan Smithson: Chief Strategy Officer. Brings over 20 years of experience in program development and administration across public, for-profit, and nonprofit sectors.

Laura LaRochelle: Chief Development Officer. Oversees fundraising and communication efforts, with a background in film production and nonprofit fundraising.

Monica Puente: Chief Financial Officer. With over two decades of nonprofit leadership experience, she manages financial operations and strategic growth.

Kitty Surve: HR Director. Oversees talent acquisition and organizational development, with experience in healthcare, nonprofit, and corporate sectors.

Celestina Grannum, MSN-PHN, RN: Nurse-Family Partnership Director. With over 10 years in maternal and infant health, she leads the NFP program.

Selma Welsch: Senior Director of Economic Advancement. Oversees financial empowerment centers, with a focus on social services and financial education.

Competitor Profile

Market Insights and Dynamics

The nonprofit sector in Dallas-Fort Worth is robust, with numerous organizations addressing similar issues. Ascend Dallas differentiates itself through its comprehensive, long-term support programs tailored to women.

Competitor Analysis

Key competitors include:

Genesis Women's Shelter & Support: Provides shelter and support services for women and children escaping domestic violence.

The Family Place: Offers programs to empower victims of family violence.

Dallas Women's Foundation: Focuses on advancing social and economic equality for women and girls.

Strategic Collaborations and Partnerships

Ascend Dallas collaborates with various community partners, including financial institutions and foundations, to enhance service delivery and outreach.

Operational Insights

The organization maintains a strong presence in the Dallas-Fort Worth area, with a dedicated team and established programs that address the unique challenges faced by women in the region.

Strategic Opportunities and Future Directions

Ascend Dallas continues to expand its programs, focusing on financial empowerment and maternal health, aiming to reach more women and families in need.