History

Neediest Kids was founded in 1972 by the leadership at WMAL Channel 7. Tom Cookerly, the General Manager at the time, recognized that some needy students were struggling in school because they were doing without the basics. Tom Cookerly believed that the station and the viewership could make a difference. They began modestly by sponsoring clothing and coat drives to benefit students in the D.C., Prince George’s County and City of Alexandria school systems.

Now celebrating its 40th Anniversary, Neediest Kids partners with ten local school districts, serving more than 21,000 low-income students annually.