We spoke one on one with the Executive Director of TeachersCount, Diana Burroughs to get to know more about the ins and out of what makes this non-profit organization so different than the rest.

JNYITC: What led you to establish TeachersCount?

TC: Several factors inspired me to establish TeachersCount. One factor was my interest and background in education. As the Manhattan Borough Deputy for the NYC Schools Chancellor and as the co-founder of PENCIL, I got a close look at what was and wasn't working in public education. I also saw that of all the non-profits and governmental organizations trying to fix problems in education, few to none were focusing on how to support teachers and the teaching profession.

JNYITC: What is the main focus/goal of TeachersCount?

TC: The mission of TeachersCount is to raise the status of the teaching profession, using a public service announcement campaign and related initiatives, and to provide resources to the education community. Ultimately, we hope to create a permanent culture of teacher appreciation in the United States.

JNYITC: When was TeachersCount established?

TC: TeachersCount was established in 2001. In the beginning, I ran it out of my house! Now, we operate out of an office suite in Midtown Manhattan.

JNYITC: Who ultimately benefits from your program/organization?

TC: Both teachers and students benefit from the work of TeachersCount. Teachers benefit the most directly because we work to garner more respect for them, to inspire and motivate them, and to make their lives a little easier by providing free resources and perks like the massive retail savings program (called "TeachersDisCount") we're launching. In the long term, we hope to encourage more high-achieving young people to enter the teaching profession and to help teachers in a mid-career slump to find the energy to keep going. Revitalizing the teaching profession will most certainly augment student achievement and better prepare students for the future.

JNYITC: What is your vision for the future of TeachersCount?

TC: We would like to reach everyone with our message and then see that message really take hold and effect positive change in the teaching profession. We would also like teachers to realize that we are here for them and that if they want something that we don't already offer, we'll make every effort to meet their needs.

JNYITC: What do you hope to accomplish though PSA campaigns like "Behind Every Famous Person is a Fabulous Teacher"?

TC: We've got big plans for the "Behind Every Famous Person Is a Fabulous Teacher" Campaign. In addition to our ongoing efforts to recruit more celebrity-teacher pairs, we are currently working to expand the program by providing free posters from the campaign to schools. In the first year alone, we will be giving one million posters to teachers in schools across the country. We expect the first posters to go out in early spring. We are also working to secure a sponsor for a broadcast version of the campaign.

The goals of the campaign are to inspire teachers and to inspire respect for teachers in the eyes of students and the general public. We also hope that the campaign motivates young people to investigate teaching as a possible career choice.

JNYITC: When did you join forces with Jones New York In The Classroom?

TC: Jones New York In The Classroom and TeachersCount joined forces in 2005. It was something of a turning point for TeachersCount!

JNYITC: How did the relationship evolve with Jones New York In The Classroom?

TC: Our relationship with Jones New York In The Classroom has evolved a lot over the last three years. At the beginning, the relationship consisted mainly of a generous grant in support of the "Behind Every Famous Person Is a Fabulous Teacher" Campaign. However, as the two organizations and the people behind them have gotten to know each other better, we've been able to work together much more substantially and strategically. For example, we at TeachersCount volunteer at Jones' school makeover days, and Jones has used its considerable influence to help recruit celebrities for our campaign.

JNYITC: What are some of the benefits of working in conjunction with Jones New York In The Classroom?

TC: The benefits of working with Jones New York In The Classroom are many! Of course, the ongoing struggle of almost every non-profit is funding, so the financial support we've received from Jones has been immensely helpful. The favorable association with Jones New York In The Classroom has also helped us secure sponsors and additional funding.

JNYITC has really come through for us in terms of employing their resources to help TeachersCount grow and achieve its mission. In order to be efficient, TeachersCount runs a lean operation, which means we don't have resources like public relations, advertising, and legal departments. Jones Apparel Group does, of course, have these sorts of resources, and they have been extremely generous in using them to TeachersCount's advantage.

JNYITC: Has the level of awareness of TeachersCount changed since working with Jones New York In The Classroom? And if so, in what way?

TC: Yes, absolutely! Jones New York In The Classroom threw its support behind our national PSA campaign, which helped us expand the campaign and more successfully obtain spots for the ads in the Time Inc. family of magazines. Additionally, because Jones New York In The Classroom has such close relationships with us and a few other non-profits, TeachersCount is able to reap the benefits of all of Jones' publicity efforts. The increased awareness of TeachersCount is extremely important to us because one of our main goals is to raise the status of the teaching profession, and a widespread knowledge of our work is an integral part of that.

JNYITC: What are the criteria when selecting celebrities or public figures for your campaigns?

TC: We look for well-known individuals with admirable accomplishments, be they in business, the arts, sports, or another field. We also look for people who believe in the importance of teachers and who can say truthfully that the teacher with whom they're pictured made a big difference for them. Diversity is also an important consideration. Minorities are under-represented in the teaching profession, and we would love for this ad campaign to catch the attention of young people of color.

To learn more about TeachersCount please click here