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

By Margaret Battistelli Gardner

When Bennett took over, the department basically was limited to direct mail and planned giving. She segued into major gifts in 1997, bringing in around $1.5 million, with a staff of two and no prospecting file to speak of.

Today, Major Gifts is responsible for $11 million of ADA’s annual $155 million in contributions. It joins Planned Giving to make up the Individual Giving Department for a total of $30 million. Direct Marketing brings in $47 million; Special Events, $43 million; and Corporate Development $18 million. Another 45 million comes in from fees for paid products such as ADA journals.