Ministry Strategy


The How

VIRTUE WORKS MEDIA is designed to be a financially self-sustaining ministry. We do not want to solicit money from the same donors each year. Thus, here is how we plan to make VIRTUE WORKS MEDIA happen:

Early Phase Donations

The Phase One funding goal is $250,000, the amount needed to create the initial platform and establish organizational structure. Additional private donations will be solicited to support enhancements to the user experience and raise awareness about the site, which will require an additional $250,000 within the next two years.

Membership Donations

To create ongoing revenue, we will offer membership opportunities that will allow site visitors to contribute to its continuation. Donation memberships will have two inexpensive contribution levels of $9.73 and $33 per year. We are anticipating a conversion rate of ½% to 1% of site visitors to become members, which according to industry standards, is a very conservative estimate. These donor members will also help to drive awareness and spreading the word about VIRTUE WORKS MEDIA.

Sponsorship Donations

In the future, we also hope to partner with sponsorship organizations who support the mission of VIRTUE WORKS MEDIA and wish to be a part of this great cause.

Grant Revenue

We also plan to apply for grants from the many private foundations whose mission and vision align with ours.

Advertising Revenue

Eventually, our goal is to provide advertising opportunities on the site to grow our revenue while also pointing families to other virtuous businesses to support.

Critical Acclaim for VIRTUE WORKS MEDIA

An array of professionals, clergy, and educators have reviewed our operational plans, and their feedback reinforces why this ministry is so needed.

“I highly recommend Virtue Works as a uniquely valuable online resource for connecting parents and teachers to virtue forming books and films. Stories are powerful tools for teaching and fostering virtue in our children and young people. This resource will provide connections to the right story for a particular virtue for a specific age level. The rating system is rooted in a solid Catholic theology of virtue. Virtues are universal and this resource will not only benefit Catholics but other Christians and in fact anyone interested in connecting children and teens to virtue forming stories. I encourage others to support this valuable work.”

John L. Gresham, Ph.D.
Director, Pontifical Paul VI Institute of Catechetical & Pastoral Studies
Professor of Systematic Theology, Kenrick-Glennon Seminary, St. Louis, MO.

"The VWM site design is a smart plan to leverage social media techniques, search optimization and creative components to deliver valuable information in an enjoyable way.”   

Frank Wittman,  Information Technology Strategy Consultant, Price Waterhouse Coopers (PwC)


The spiritual and emotional HEALTH of children and adults will be strengthened.


Observations of mental and spiritual health pioneer, Dr. Richard Johnson, PhD:

"The VIRTUE WORKS MEDIA ministry brings together something that's been needed for some time, we just didn't know we needed it as we do.

1. The VIRTUE WORKS MEDIA GUIDE addresses the immense need to give our children easy access to the very best media (books as a first priority) that enhances and reinforces the message of Jesus Christ.

2. The hidden “curriculum” of Virtue Works Media is targeted at parents; the platforms and programming will actively, productively, and in fun ways involve the entire family in advanced spiritual growth. 

As a practicing Catholic psychologist involved in marriage and family counseling for many years, I know that today's Catholic family is being assaulted by our secular culture media that seems to undermine what the Church is trying to accomplish for enhanced family life in Christ. VIRTUE WORKS MEDIA offers a most creative and doable means of "arming" families with alternatives…This virtue advocacy ministry offers us concrete ways to help our families become more happy, healthy, and holy; from the youngest child to the oldest grandparent."

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Dr. Richard Johnson, PhD

Psychologist, Educator, Author

Founder: Spiritual Strengths Institute/Senior Adult Ministry

Chesterfield, MO




Cathy Gilmore asked me, as a friend, to look over the financial plans for Virtue Works Media. I found her numbers reflected a prudent 3-year start-up plan for a valuable, financially self-sustaining ministry.
— Rob Bouche, CPA, CFO, Major Religious Organization

As Self sustaining revenue grows, private donations are not essential for ministry operations. Numbers are listed in thousands.

(Red: Private Donations, Orange: Revenue generated from memberships, services and family Virtue fun) 

 The Bottom Line: VIRTUE is the JOY of family life.

The Bottom Line: VIRTUE is the JOY of family life.

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The genesis of the VIRTUE WORKS MEDIA mission, vision and business plan has been a three-year research and development process. During that time, God's providential grace has provided the Founder and Executive Director, Cathy Gilmore, with professionals who possess deep and broad experience to give insight and advice. Here are some of their impressions:

"I’m pleased and honored to say that the dynamo who created the amazing vision of VIRTUE WORKS MEDIA is my friend. Cathy Gilmore is an award-winning Children’s author, editor, and marketing professional, whose brilliance and creativity is surpassed only by her passion to light the fire of Christ in every heart. For all of us who have wondered how we can make a difference in our toxic culture, Cathy has given us a cutting-edge strategy to show us that VIRTUE WORKS!”

Zip Rzeppa: Sports Broadcasting Legend, Mater Media ministry Founder

“We believe there is inspired strategy behind this amazing plan to promote virtue-rich reading and entertainment, and to build knowledge and appreciation of virtue in each person who uses the VIRTUE WORKS MEDIA online platform.”  

Joint statement from:                          

Bob Wilhelm: Global Branding Lead, Monsanto         

Cynthia Wilhelm: Director of Annual Fund & Corporate Engagement,  Cor Jesu Academy 

“I have been able to witness the evolution of VIRTUE WORKS MEDIA from a well-intentioned good idea to its current state: a substantial and innovative tool to assist parents in actively directing virtue formation within their family.”                    

Steve Notestine: Member, Board of Trustees, Roman Catholic Foundation 

   “The charity and adaptability that Cathy Gilmore has demonstrated in considering, processing and implementing new information in regard to technology is a strong foundation for the decision-making and leadership needed in a technology-based ministry.”            

Ian Patterson: CIO, Evolve24, Former CIO, Scott Trade

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Virtue is the JOY and STRENGTH of Family

Family is the strength of society.