Diona Jones has dedicated her life to her passion — community service. The new president and CEO of East End Cooperative Ministry has been in the new role for little over a week, but she’s already making an impact.
“This definitely has been a blessing. This door opened up, so why not walk through it,” Jones said.
Jones has provided human services for the past 20 years to vulnerable populations, most recently with Focus on Renewal in McKees Rocks, where she served as the executive director. There, she led a successful violence prevention program and other initiatives.
East End Cooperative Ministry is a nonprofit organization focused on changing the lives of residents in Pittsburgh’s East End neighborhoods, serving vulnerable populations facing poverty, homelessness and food insecurity through programs that include housing, employment, food and children and youth services.
“That is something I believe is my passion and my purpose: to help those who, at times, cannot help themselves. Providing them with a helping hand, not a handout, but support, making sure they have a safe place and a place where they can have hope to accomplish their dreams and goals,” she said.
Jones was one of 75 candidates, according to David J. McAllister, EECM’s board chair.
“Diona was the number one choice of the search committee,” he said. “She is the right person at the right time. As a nonprofit, we rely a lot on donor support, which can be challenging. She has the right skill set, the right enthusiasm and really positive, high energy that aligns with where we want to go and elevate. She really has a connection with people.”
Growing up in the East End in the ‘80s and ‘90s amid what she calls a drug epidemic, and as a young mom with a baby in tow, Jones found herself in a place where she needed support.
“Doubt kicks in. You don’t see too many opportunities unless you are connected to organizations that provide human services and workforce development,” Jones said.
In her early 20s, Jones joined AmeriCorps, an independent U.S. government agency that provides stipends for those working in volunteer organizations.
“That gave me a different pathway of thinking. I was able to enroll in programs to get the necessary skills to be a better mother, executive and now CEO of an organization.
“It saved my life.”
While in AmeriCorps, Jones worked with the Pittsburgh Greater Literacy Council, providing reading services to older men and women. Helping individuals obtain what they needed to be successful was a turning point for her.
“I knew that was something I wanted to do for the rest of my life,” Jones said.
One of Jones’ main goals for East End Cooperative Ministry is to make the institution a cornerstone for combating poverty and saving lives.
“Providing a place for safe and stable housing, everything we have done over the past 55 years we are going to continue to do, but enhance our delivery of services,” Jones said. “To be able to come back to the East End where I grew up and now pay it forward is a blessing.”
This year is also about increasing visibility locally and regionally.
East End Cooperative Ministry has a food pantry that serves around 4,000 individuals and 2,000 families per year. They also operate a community kitchen that provides 100,000 meals annually, according to Jones.
“It is important that our communities and adjacent communities know what we do,” she said.
The organization also runs an emergency housing program where people can stay for 30 days, as well as a recovery program where participants can stay for 90 days. Jones said these programs serve about 150 people annually. Additionally, an overflow shelter offers 20 beds on a first-come, first-served basis from 6 p.m. to 7 a.m.
“People start lining up at about 4:30 p.m., and you never want to turn anyone away, so more funding in that aspect is extremely important,” Jones said.
The youth program supports more than 2,000 children from ages 5 to 19.
“We are changing the mindset and their futures for what they can do going forward,” Jones said.
The youth violence prevention program helps with resume writing, entrepreneurship and teamwork. It also includes a sports component and an academic enrichment program with incentives for good grades and participation in community service.
“We are providing them with a holistic approach to changing their lives so they can change other people’s lives as well,” she said.
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Jones has a doctorate in community engagement and leadership development from Point Park University, a master of science in professional counseling from Carlow College and a bachelor of science in social work from the University of Phoenix.
Jones is bringing her expertise in clinical psychology to EECM, with plans to implement cognitive behavioral therapy. She is actively seeking funding opportunities to incorporate this therapy.
“CBT is extremely vital to help change the mindset of individuals who want positive change in their lives,” Jones said.
The East End Cooperative Ministry generates $4.5 million in revenue, according to Jones, and she is on a mission to grow that. She hopes to bring in more sponsorships and donors to build financial sustainability.
According to Jones, opportunities for change exist through camaraderie and collaboration with local businesses, churches, stakeholders, grassroots organizations and corporations.
“At times, BIPOC organizations have a hard time getting consistent funding, and I want to change that mindset. It is amazing to be a person in this leadership role who can relate to the community, looks like the community and works hard to improve the community,” she said. “Funders and organizations need to be aware of that and provide funding to Black-led organizations, especially one led by a woman.”