New York Chapter sponsors gala dinner to carry on the work of its late Chapter leader and Manhattan school alumnus.

Alexandria, Va. - The New York Chapter of Idealliance, the association for the Visual Communications and Media Industry, raised $10,000 for La Salle Academy through a gala dinner to honor the memory of James W. (“Jim”) Prendergast, a legendary direct marketing executive and leader of the Chapter for many years.

More than 75 members of the printing and advertising world gathered at Club 101 in New York City on June 22 to remember Jim, a pioneer and elder statesman of the direct marketing industry, and support fundraising efforts for his alma mater.

In welcoming the gathering of representatives from the advertising, direct mail, printing, paper, and digital marketing industries, dinner Co-Chairman Dennis Lacognata of Prompt Direct told attendees that their “presence here is a testimony to the impact that Jim Prendergast had on so many lives in direct marketing. Together we will continue Jim’s important work.” That work made an indelible impact both on the direct marketing industry and the charitable causes Jim supported.

“By pouring yourselves into this fundraising effort, your group will make it possible for some deserving young men to attend La Salle, young men who otherwise could not have afforded it,” remarked La Salle President Dr. Catherine Guerriero as she accepted the Chapter’s donation. She noted that tuition at the New York City preparatory school covers only slightly more than half of the costs of educating its students, 84% of whom “rely on financial aid to attend LaSalle.”

La Salle is the third oldest Catholic high school in New York City, providing educational, spiritual, and athletic opportunities to young men for 169 years. The current student body is 52% Hispanic, 23% African American, 9% Caucasian, 8% Multiracial, and 8% Asian.

A member of the LaSalle Academy Class of 1948, Jim Prendergast was a dedicated LaSalle alumnus until his death on Jan. 13 of this year at the age of 86. Among volunteer efforts for his alma mater, he ran La Salle’s Cardinal Classic Golf Outing for 20 years and helped coordinate the Dempsey’s Scramble Golf Outing for eight years. The school pointed out that, at his passing, he was “an active member of La Salle’s Development Team, providing extraordinary guidance and expertise. He volunteered his heart for a ‘second career’ at La Salle and generations of our boys were helped immeasurably by his efforts.”

Jim was also deeply devoted to leading Idealliance’s New York Chapter and is fondly remembered for his warmth, wit, and grace by all who attended the chapter’s meetings and other functions. As Idealliance noted at his death, “All those who had the privilege to know Jim experienced his unparalleled passion for our industry and his extraordinary commitment to the New York Chapter. Jim was the 'heart and soul' of the chapter for many decades…. The industry and our association have lost a true champion who will be impossible to replace.”