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

By Margaret Battistelli Gardner

The strategic marketing department, Bennett explains, is the “enabler” and helps the other departments work more efficiently through market research and analysis, branding, and product/event “tweaking.”

Bennett demurs in the face of glowing comments from her staff but will admit her part in dragging the ADA into the new breed of approaches to fundraising: aggressive, scientific and at the same time highly personalized.