Rising costs have left more families in need of energy assistance, which is why WTRV-FM in Grand Rapids, Mich., organized an annual "Winter Warmth Radiothon." The fundraiser benefits The Heat and Warmth Fund, a local nonprofit organization that assists low-income families with energy bills. In 2007, the second year of the annual event, on-air support began six weeks prior and included multiple interviews with staff from the Heat and Warmth Fund and daily live and pre-recorded public service announcements. During the event, WTRV personalities broadcast live for 30 hours from a local mall raising $50,000, which was matched by the local electric and natural gas company for a total of $100,000. Station staff contributed 300 hours to the event and more than 200 community volunteers helped answer phones. The funds assisted 99 families in the area. The station followed the event with broadcasts of final results, thanks and congratulations to all who participated.