When NBC's "The Celebrity Apprentice" starts its new season on Sunday, no one will be glued to the television more than Jim Reese, president and CEO of the Atlanta Mission.
Though not a die-hard CA fan, "you bet I'll be watching it this time," he said. "It's pretty exciting for us."
The Atlanta Mission is one of two metro charities selected by celebrities to benefit from this season's show.
NeNe Leakes, of "Real Housewives of Atlanta" fame, will compete on behalf of the Atlanta Mission, which helps homeless men, women and children in metro Atlanta. Rapper and producer Lil Jon's charity choice is the United Methodist Children’s Home in Decatur.
Proceeds from tasks go to the winning project manager's charity, according to a show spokesman.
Neither celebrity could be reached for comment. The 12-week show premieres at 9 p.m. Sunday.
Leakes and Lil Jon join other celebrities including Meatloaf, David Cassidy, LaToya Jackson and Star Jones for the fourth season of "The Celebrity Apprentice."
Reese said Leakes came to the Atlanta Mission's women's and children's facility -- called My Sister's House -- with others a little over a year ago. Leakes "has a heart for people who have obviously faced domestic violence or other issues," he said. "I don't think you can come in and spend time in our centers and meet the people and not have that touch your heart. . . . People are driven to homelessness by many different things like domestic violence, drug use or losing their homes."
In a statement, Lil Jon said he chose the UMCH "because it's a personal thing for me. My family took in some foster kids when I was young, so I know the importance. Every kid deserves a good home and the best opportunities." In a video, the entertainer said he had a brother and sister who were foster children and his mother adopted them.
Terence Johnson, director of programs for the nonprofit, which was started in 1871 originally to help children orphaned during the Civil War, said the rapper came to the UMCH in Decatur one Saturday last fall to meet staff and youth and to get a feel for the place. Johnson said Lil Jon was clear that he did not want to go on the show and compete for a charity he didn't know a lot about. He said he spent four or five hours there. "He really took time to learn about each of our services," Johnson said.
He said Lil Jon also expressed interest in helping to start a music lab in the educational center or donating computers.
Johnson said the proceeds would be used to help families and children in the UMCH's programs. Additionally, some of the buildings are in need of renovation. "The kids are rooting for him," Johnson said.
In addition to the money each charity might receive, there's an additional benefit -- the publicity.
Says Reese, of the Atlanta Mission: "Whether you're in Atlanta, Denver or somewhere else, this will bring more awareness about what we do and what we've been doing since 1938."
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