The American Diabetes Association has fundraising down to an art and a science

By Margaret Battistelli Gardner

MINING FOR GOLD

Here, in no specific order, are some recommendations from Vaneeda Bennett, chief development officer at the American Diabetes Association.

1. “The donor is core, whether you’re talking about an individual or a corporation, because corporations are not bricks and mortar; they’re made up of people who are making the funding decisions.”

2. “If your organization sponsors events, treat them not only as acquisition tools, but also as cultivation tools. Make sure the experience is a good one, so people come back year after year, and be sure to survey the participants to get their feedback.”

3. “Fundraising can be summed up in three words: relationships, relationships, relationships.”

4. “Don’t fall into an ‘If we build it, they’ll come’ philosophy. Why not let them help you build it?”

5. “Realize that giving is an exchange relationship. This doesn’t mean an unacceptable quid pro quo, but providing donors with what they expect for their gift. They want to know how their donation was used.”

There’s a gleam in Vaneeda Bennett’s eye that borders on mischievous and a lingering quality to her laugh that makes you wonder what she’s up to. What she’s been up to — for the past nine years, at least — is a major upheaval of the thinking in the development office at the American Diabetes Association. An upheaval that’s lead to a 100 percent cumulative increase across four development areas at the national, Virginia-based organization over the past eight years.

American Diabetes Association

What: The nation’s leading nonprofit health organization providing diabetes research, information and advocacy

Headquarters: 1701 N. Beauregard St., Alexandria, VA 22311

Phone: 800.342.2383

E-mail: dfor@kable.com

On the Web: www.diabetes.org

The Mission: To prevent and cure diabetes and to improve the lives of all people affected by diabetes.

The Figures:

$200 million annual operating budget
813 employees
$155 million total contributed revenues

History: ADA used to be comprised of 50 separately incorporated state affiliates. In 1999, the state affiliates were dissolved, and the ADA become one corporation.

What it Does: To fulfill its mission, the American Diabetes Association funds research, publishes scientific findings, provides information and other services to people with diabetes, their families, health care professionals and the public. The ADA also is actively involved in advocating for scientific research and for the rights of people with diabetes.