Grace and Grit

Todd Hendricks
Vice president of development
ASPCA

We were wholeheartedly impressed with the glowing nominations we received for Todd Hendricks as Fundraising Professional of the Year — but still a little unsure because the category is specifically for an accomplishment in 2008.

Then came a nomination that ended with this (from ASPCA co-worker Steve Froehlich, senior director of direct response): “Todd’s department raised $66 million in 2008. That’s a 57 percent growth over the $42 million we raised last year.”

That — coupled with the fact that, under Todd’s watch, ASPCA’s revenues tripled from 2005 to 2008 — clinched it.

According to Froehlich, Todd “knew he had successful monthly donor acquisition programs (through DRTV, online and by phone) coming into 2008, but only through his strategic vision did these channels stay fresh while he aggressively increased monthly donor acquisition by working with board members to show them the ultimate payoff.

“He also led his growing fundraising team to integrate Web and member communications with direct-response fundraising, while keeping his focus on … the best long-term value for the organization,” Froehlich writes. “He knew how to push the Web team to develop innovative warm-lead capture techniques in order to dramatically increase online prospect registration.”

In Froehlich’s and other nominations, Todd is cited for amazing vision and courage, “cool professionalism,” the ability to create a comfortable work environment for his staff, and unshakable respect for peers and industry leaders.

From Gretchen Littlefield, president of Triplex, a data-services company serving the nonprofit sector: “I’ve had the good fortune to have worked with Todd several times over the last 10 years. Todd taught me the importance of solid analytics and what I like to call ‘the care factor.’ Todd always stressed that ‘we weren’t just sending junk mail,’ but that we had the opportunity to truly make a difference.”

“His vision for a truly integrated fundraising program has made the ASPCA a model for other nonprofits. I can also say as a vendor to the ASPCA, Todd always treats his staff and vendor partners with respect and appreciation — which, of course, reaps handsome rewards for the organization,” writes Littlefield.

Other nominations also noted Todd’s positive relationships with both fellow staffers and ASPCA’s partners.

From Paul Martin, president of Atlantic List Co., a full-service list brokerage, management and consulting service: “Atlantic List Co. has been working with ASPCA since the fall of 2002. Most of the time, Atlantic, as the list company, is held at arm’s length from the client by agencies, consultants or lower-level development staff. Todd is that rare bird who wants every vendor to know how valued they are.”

To that end, Todd convenes an annual vendor meeting where ASPCA’s partner companies are thanked, and get a chance to talk about the relationship and ASPCA’s goals for the coming year.

“Todd projects a cool professionalism in meetings and is always receptive to new ideas. He has a keen business sense, yet always keeps the mission of the nonprofit first,” Martin writes. “He has a rare ability, in the nonprofit world, to recognize business opportunities that can aid in the overall fundraising efforts of the organization.” FS