Keeping the Lines Clear

And all of these really emphasize two things: They emphasize relationship building and integrated fundraising. We want to differentiate ourselves to our donors … so we’re trying to initiate a very consistent, friendly, informative, donor-centric relationship-building program.

FS: How do you overcome the challenges of this split between the national office and associations?
KW: The field/national split is a very real problem for national associations like the American Lung Association, and we have to continuously minimize that split with lots of communications, with lots of informational sessions, with lots of networking both ways. You need to have two-way conversations, and that’s what we do to try to overcome that schism. We work very hard to make sure that there are lines of communication between both national and the field.

FS: What do you see as the most important role as a fundraiser?
KW: I really think that being donor-centric is the most important thing that we can do as a nonprofit organization. That means that we have to look at everything we do in terms of what does this mean to a donor. Does the donor understand — prospective and actual donors? Do our donors support us? Do they feel a part of us? Is the American Lung Association something they feel proud to be associated with, whether it’s through one gift or through 30 years of giving?