Pulse: ProFile: Ginny Creveling

FS: What are the challenges in today's environment in raising funds? How do you plan to overcome those challenges?

GC: I think the challenges are the same as they've always been. The degree of the challenges is dramatically different because of the economy. But the challenge has always been that nonprofits need to understand that they really have to practice the behaviors of for-profits. Because philanthropy is a business. If you don't treat your organization as a for-profit does, which is to be fiscally responsible and accountable and understand, for us, that it's the donor's need for a return on the investment — that's the biggest challenge.