SECU Family House Announces Alexandra Salas as New Executive Director
WINSTON-SALEM, NC — The SECU Family House on the Richard J. Reynolds, III & Marie M. Reynolds Campus is pleased to announce the appointment of Alexandra Salas as its new Executive Director. Ms. Salas succeeds founding Executive Director Kathy Carr, who has retired after more than 15 years of compassionate leadership.
A nationally recognized nonprofit executive and advocate for caregivers navigating medical crises, Salas brings more than two decades of experience leading mission-driven organizations through growth, transformation, and impact. Her leadership blends operational excellence, bold vision, and deep empathy, shaped by her lived experience as a caregiver for her teenage son during cancer treatment.
“Alexandra brings a combination of proven nonprofit leadership and lived experience that is essential for leading the Family House,” said Melanie Roche, Board Chair. “Her experience guiding organizations, working closely with boards, and building sustainable funding models, combined with her personal understanding of the challenges families face during medical crises, makes her exceptionally well-suited to lead the Family House into its next chapter. We are looking forward to introducing Alexandra to our community throughout the coming months.”
Most recently, Salas served as CEO of Bpeace (Business Council for Peace), where she led the international nonprofit through a period of transformative growth. She has extensive experience leading major fundraising efforts, managing grant-based revenue, and cultivating authentic donor relationships rooted in mission alignment and measurable outcomes. She has regularly represented organizations at conferences, panels, and public forums, and brings notable experience engaging diverse stakeholders from individual donors to corporate partners to community leaders. Her decision to now lead the Family House is rooted in personal conviction.
“The SECU Family House is far more than just a place to stay, and as a mother and caregiver who has walked this road, the mission is deeply personal to me. I am honored to join a community that shows caregivers and families they are not alone. I have already had the privilege of sitting with families, listening to their stories, and witnessing firsthand how profoundly the Family House supports them during some of the hardest moments of their lives. Every conversation has strengthened my belief in our mission. I see the commitment and steady hands of our staff, board, and volunteers in action every single day, and I feel fully aligned with the purpose that drives this organization forward.
I am incredibly grateful for the extraordinary foundation that Kathy Carr, the board, staff, and volunteers have built over the past 15 years. Their compassion and commitment have created a true sanctuary for families in a medical crisis. I am committed to everything the Family House is known for including access and affordability, and it is an honor to step into this role and steward that legacy forward.”
Newly retired Executive Director, Kathy Carr added, “Alexandra’s experience, integrity, and personal connection to this mission make her an outstanding choice by the board. I am excited to support a smooth transition and to see the Family House continue to thrive in service to guests.”
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The SECU Family House on the Richard J. Reynolds, III & Marie M. Reynolds Campus provides affordable lodging and support services in a caring environment for referred adult patients and/or their caregivers traveling to Winston-Salem, NC, for medical treatment.
Amenities and Services at the SECU Family House The Family House has 45 bedrooms with newly renovated and accessible private baths; a large, shared, and fully equipped kitchen; shared laundry room, chapel, and library; and communal dining, living, and outdoor areas. Additional amenities include opportunities for free prepared weeknight meals provided by community volunteers and free transportation to and from the nearby hospitals. Support services include visits with therapy dogs, art and wellness programs offered by Sawtooth School for Visual Art, and music by community volunteers. A low nightly fee ensures affordability, and the Family Assistance Fund provides additional financial support for those who are eligible.
For more information, please visit familyhousews.org.
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Media contacts:
336.569.8328
Michele Hartle, Communications and Marketing Manager
michele.hartle@familyhousews.org
336.569.8337