Sabrina Hernandez Walker raised millions of dollars for her Boys and Girls Club in the 3rd poorest county in the USA. If she can do it, so can you! I invited her to share her journey with you.
Raising Millions: Building Relationships is Key
Amy Eisenstein (AE) — Sabrina, please paint a picture of the Boys and Girls Club when you first arrived and what changes occurred by the time you left?
Sabrina Hernandez Walker (SWH) — I arrived at the Boys & Girls Clubs in 1997 as a program staff member providing direct services to the kids. I worked with first-time class C juvenile offenders.
It was a startup program with state funding that had not successfully gotten off the ground. My directive was to market the program to:
- Increase program numbers;
- Attract legal community volunteers;
- Solicit sponsors for matching funds.
With that in mind, I reached out to my sphere of influence.
Leveraging Connections and Relationships
I had a prior relationship with the County Public Relations Officer who was the prior Operations Director for the local radio station. He laid out the requirement for media to provide free PSA, news releases, and media advisory to nonprofits. He shared local contacts for the radio, TV, and newspaper.
I reached out to a local attorney which gave me access to the bar association list. I reached out to a city contact and secured a donation of a van for youth transportation.
I learned from you that building relationships is the key to fundraising success for major gifts.
Donor Tours and Professional Development
AE — Wow! That’s great. You certainly hit the ground running and leveraged your connections. Can you share a little more about the fundraising pieces?
SHW — Within 1 year I was promoted to Director of Operations and learned how to write grants. I remember getting my first grant in the amount of $25K from the Hasbro Foundation.
But more than that, I focused on the quality of programs and supporting the Executive Director in her fundraising efforts. I also ensured the facility and programs were ready for donor tours. Thanks to donor tours, we were able to identify two affluential and influential co-chairs for our Capital Campaign.
Investing in Staff Makes a BIG Difference
More importantly, my Executive Director invested in me. It was budgeted for me to attend professional development opportunities such as Boys & Girls Clubs National and Regional Conferences and other leadership training.
AE — It’s always wonderful when you have a great partnership with the ED, and they understand the importance of investing in staff. You really had an amazing opportunity and took advantage — in a good way.
SHW — I held this position for 5 years soaking up everything the Executive Director would share. I give her credit. She shared everything! She took me to every partnership meeting, and I reported at every board meeting. I am forever grateful for her investment in me.
After 5 years of serving in operations, the Executive Director retired after 30 years. As a part of the organization’s succession plan, I was named the Executive Director. I had two main goals:
- Increase the operations budget to $1 million within 2 years
- Launch and complete a capital campaign to replace our dilapidated facility
This is where I began to soak up and learn everything you had to say about major gifts. And I have read your books cover to cover.
AE — Thank you! What an amazing story!
More Than $2.5 Million in the 3rd Poorest County in America
AE — Can you share how you went from raising under $1 million in annual fund to over $2.5 million in the 3rd poorest county in the United States?
SHW — The first thing I did was make a list of our largest recurring funders who had given for over 10 years or more. A board member and I approached those funders, shared our vision and program goals, and invited them to increase their contribution to the organization.
Then we focused on setting up our first Annual Giving Campaign. The board was trained in fundraising, the culture of philanthropy, and the face-to-face ask. They attended national and regional conferences as well as engaged consultants in the training process.
Raising Money from Individual Donors
We met face-to-face with anyone who gave $500 and above. We created a giving society for those who gave $10,000 and above.
The first year we had a modest goal of $25,000. By the third year, we raised $80,000. And by year 5 we raised $125,000.
Stewardship was the key to repeat gifts. By year 8 we increased the operating budget to $2.5 million.
A 5-Part Resource Development Plan
The board approved a resource development plan with five important strategies:
- No more than 20% of our funding should come from one source
- A give / get policy
- Grow the operating reserves to 180-days
- Grow the endowment fund by placing 20% of year-end funds (if the budget ends in the black) in the endowment fund
- Gifts would feature kids’ artwork or be handmade by club participants
The plan was based on a donor-centered approach.
AE — Those are really smart strategies. All organizations should adopt those and live by them!
Further Success with a $12 Million Capital Campaign
AE — Please share a little about your successful $12 Million capital campaign — again in one of the poorest parts of the USA. What do you think made you successful?
SHW — The key to the capital campaign was to identify the right chairs and committee members. Those who had affluence and influence in the community.
Only two board members served on the Capital Campaign committee. The committee targeted major donors in the community.
We hired a consultant who helped write proposals to foundations. The cost of the consultant was $4,000 a month. We secured his services for 3 years. It was the best investments we made in the Capital Campaign. We raised $12 Million in 5 years.
AE — Congratulations! That’s truly amazing. Do you have an example of one thing readers might replicate?
SHW — Once construction started and the slab and wall were up, we held a slab party.
This party provided tours for those who had already pledged and also targeted those who had been asked but had not committed. We provided tours of the facility and shared the vision of what would be happening in each area.
Of course, the kids led the tours. We placed signage for naming opportunities that were available and highlighted those that were taken.
Words of Wisdom for Struggling Development Directors
AE — What words of wisdom do you have for struggling development directors?
The best advice I can give a development director is to gain the trust of the Executive Director. You must have a shared vision that focuses on building relationships with individuals. Remember, it is always about individuals. Corporations and foundations are run by individuals.
As development director, you must train the board on their role in fundraising and resource development. Fundraising and resource development are not about asking. The board can serve as a door opener, cultivators, wingmen in the ask, and thankers. All of these are roles in fundraising.
More About Sabrina Hernandez Walker
AE — Tell us about yourself and your current work. What should people know about you?
SHW — I am a certified consultant, coach, & facilitator. I help small nonprofit staff and board members build relationships that convert into more donations.
I hold a Certification in Nonprofit Management from Harvard Business School, a Master of Public Administration from the University of Texas — RGV, and a Management Advanced Leadership Certification from the Strum Thurmond Leadership Institute from Clemson University. I am a certified Master National Trainer for Boys & Girls Clubs of America and certified in David P. Weikart Methods Training of the Trainer. I have trained and facilitated workshops with thousands of nonprofit professionals across the country.
Currently, I am the President and CEO of Supporting World Hope, a nonprofit consulting agency specializing in management, fundraising, and leadership.
I’d like to sincerely thank Sabrina for sharing her wisdom throughout this interview. There are some wonderful tips herein.
Learn more about Sabrina’s fundraising tactics when you gain access to her eBook 26 Easy and Clever Ways to Say Thank You to Donors.
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