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housing has become increasingly out of reach, and one
setback can push a family into crisis.
“You’d be stunned how many people say, ‘I used to
be a donor here,’” Reighard says.
By his estimate, 80 percent of those served are
women and children— a reality that shapes programming and underscores the stakes.
REIGHARD AT THE MUST MINISTRIES GOBBLE JOB IN MARIETTA
Workforce Development
Workforce development is often the program donors gravitate toward most, Reighard says, because it
represents a fresh start. After COVID disrupted hiring,
MUST retooled the program using an AI-driven system
that guides clients through resumes, interviews and
job matching.
Today, about 800 people a year use the platform—
free and accessible online. The results have surprised
even staff, with placements ranging from entry-level
wages to six-figure salaries. Last year alone, the economic impact totaled $28.6 million. The point isn’t exceptional outcomes, Reighard says. It’s dignity. A paycheck
brings stability, routine and the ability to plan again.
MUST has also expanded into health care by opening a clinic in partnership with Eastchester Family
Services and with support from Wellstar. No one is
turned away for inability to pay. For families on the
edge, untreated illness can undo every other form of
progress. Indeed, health care is another critical layer
of stabilization.
Scaling services requires capital. During one of
MUST’s most ambitious seasons, the organization
undertook $27.5 million in projects— relocating offices,
building the shelter and opening the clinic— all without
taking on debt.
Then came an email that didn’t feel real. MUST was
invited to apply for a grant of up to $5 million. Weeks
later, another message arrived: MUST had been awarded $5 million in Amazon stock signed by Jeff Bezos.
“That gift bridged the gap,” Reighard says. “Trust
travels farther than you think.”
Pressure as Pleasure
Reighard often returns to a lesson from Chick-fil-A
founder Truett Cathy about “image rub”: reputation
transfers between partners. MUST’s stated vision is to
be Georgia’s most respected servant leader— earning
trust through accountability and collaboration.
At night, Reighard measures success simply. Hundreds of people sleep under a roof because a door
stayed open, a check was written, a job was secured.
Like a golfer standing over a Sunday tee shot, pressure becomes pleasure— not because the work is easy,
but because it matters. In Marietta, that pressure is met
again and again by a community willing to act.
At the center is a leader shaped by a childhood
house near the tracks, still guided by stubborn compassion, still listening for the stories behind the facades. It’s
a legacy of feeding people, yes— but also of seeing them.
Cindy Morley is a staff writer for James and James Magazine Online.
The Changing Face of Need
Inflation, housing costs and the spread of suburban poverty have reshaped MUST’s work. Affordable
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