WHRO President and CEO Bert Schmidt was recently named Outstanding Nonprofit Leader by the Association of Fundraising Professionals – Hampton Roads (AFP-HR).
Since 2007, Bert has served as President and CEO of WHRO Public Media, passionately championing local communities through innovative programming and transformative educational services. Bert’s leadership has been most evident during periods of financial crisis. Following the recent loss of federal funding, he implemented a decisive two-part strategy: reducing operational costs while launching a targeted fundraising campaign, the Champions Circle Campaign, which successfully raised $2.8M—allowing WHRO to maintain uninterrupted service to the community. Notably, this mirrors his earlier success in 2010, when he led the organization through the loss of state funding and spearheaded the Independence Campaign.
Under his leadership, WHRO’s endowment has grown from under $2M to over $60M, ensuring long-term financial stability. Broadcast reach has expanded from 1.7 million to 2.2 million residents, and WHRO now serves all 21 regional school divisions through its unique ownership model.
He has also driven innovation in education and journalism. WHRO has developed more than 30 online courses and created eMediaVA, a statewide digital library of educational resources supported by the Virginia Department of Education. In 2020, Bert launched WHRO’s newsroom, now an 18-person team providing critical local journalism.
Internally, Bert has cultivated a workplace defined by stability, creativity, and mission-driven work. WHRO has exceptionally low staff turnover, with many employees serving more than 25 years. Under his leadership, teams have produced award-winning local and national content addressing critical issues such as education, veterans’ affairs, the arts, and environmental resilience. His leadership has earned WHRO numerous industry honors, including Emmy and Telly Awards, as well as the prestigious 2025 Darden Award.
Bert was celebrated this week during National Philanthropy Day along with the other 2026 National Philanthropy Day honorees.