For 63 years, Sal Dimiceli, Sr., has kept his promise to help others avoid living in poverty as his family did during his suburban Chicago childhood.
At age 12, Dimiceli saw an ad for a dishwasher and convinced the owner to hire him. “As I ran home, thanking God, I prayed. I made a vow to keep working hard, never forget what we went through and help others avoid poverty at all costs,” he says.
Throughout adulthood, he kept his word as he worked as a concert promoter, manufacturer’s representative, real estate developer and now broker-owner of Lake Geneva Area Realty in Lake Geneva, Wis.
For people in need, he has paid utility and rent bills, erased debt, bought groceries and toys, rented motel rooms and apartments, secured medical care, encouraged downsizing or sharing and purchased a chair lift for a woman paralyzed who couldn’t climb 14 stairs to her apartment. The stories keep coming, with Dimiceli slowing only when details he shares still cause him to choke up.
Early on, he developed a novel strategy to help. Rather than donate to charities that use some contributions to fund operations and need time to get through red tape, he set up a nonprofit foundation in 1989 to gift all money collected directly to those in need, hence the nonprofit’s name, The Time is Now to Help.
He also took his tax attorney’s advice to give wisely by vetting the finances of those he might help to be sure they didn’t misrepresent their circumstances.
To do that, he showed up unannounced to verify situations firsthand. “Hundreds of times I’ve seen elderly people sitting inside with their hat, coat and mittens on, and asked if they were going somewhere. They never were, but set their thermostats low to cut heating costs,” he says.
Once Dimiceli identified a recipient and was certain they eventually wanted to support themselves, he prepared a budget. “I became a bridge to fill people’s huge financial gaps. When they no longer live with the shame of desperate need, they feel pride they’ll make it,” he says.
What increased exponentially the numbers he has helped was a newspaper column a local publisher asked him to write 23 years ago. He agreed if he could remain anonymous. That changed when prominent financier and philanthropist Richard H. Driehaus convinced him to go public to increase his cause’s prominence.
Since Dimiceli started his nonprofit, he has personally contributed more than $5 million, collected contributions of $12 million and helped 25,600 people.
He has mentored others to start businesses—a house-cleaning service, heating and air conditioning company and mobile massage firm. “All have gone from eviction to six-figure businesses,” he says.
And he has raised funds for land and a building for another organization, the Margaret C. Downing Tree House Child and Family Center in Elkorn, Wis., which advocates for children and is named for its late board president and longtime supporter.
“Sal is amazing,” says Koko (Nichole) Cooper-Langan, executive director and Downing’s daughter. “He’s generous, compassionate and helps identify families and individuals who need resources to reset their lives and move the needle because of childhood maltreatment. Particularly when a family is facing financial hardships, The Time is Now to Help empowers them to meet the needs of their children before neglect occurs," she says.
Dimiceli’s reputation for compassion and swift action has rallied others. Gregg Kunes, who owns 50 car dealerships across Wisconsin and Illinois, has donated hundreds of vehicles and more than $50,000 annually. “Sal’s worth investing in. He doesn’t just fix problems. He talks, listens, visits, evaluates and figures out how to sustain the help he gives to change people’s lives so they can get their heads above water and go in the right direction.”
Dimiceli’s charitable deeds have earned him countless accolades, including being given NAR’s Good Neighbor Award in 2017 and named a CNN Hero in 2011.
Today he’s still going full throttle, writing his column and dividing his 60-to-70-hour work week between real estate and charitable work. His REALTOR® member network has provided him with names of people who need help and volunteers to help. “REALTORS® have big hearts,” he says.
And he keeps donating. “My wife Corinne worries that we have no personal savings, but I can’t go to sleep if I’m sitting on a nest egg with someone hurting. I’m in good health and nobody can outwork me,” he says. He recently sold one listing for $20 million and another for $8.9 million, “more money for others,” he says.
He has wisely planned for succession. His realty firm employs a staff of seven, including three of his four children. All four and spouses are involved with his charity, and Corinne handles bookkeeping.
A framed photo of his mother, Theresa, who died at age 89 in 2007, sits on his desk, reminding him of her inspiration, the poverty they endured, and the childhood promise he made—and keeps.
