June 4, 2023 • 38 mins
Anessa Rios-Ezeude. Director of Annual Giving, University of Houston shares the challenges and rewards of her nonprofit sector transitions. Jen highlights the importance of mentors and how they have played a major role in both their career growth. Anessa also reveals a heartwarming story that emerged from a special weekend celebration.
(Originally aired 5June23)
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S1 (00:04):
The views and opinions expressed in this podcast are those
of the hosts and guests and do not necessarily reflect
the views and opinions of Ola's media or its sponsors.
S2 (00:15):
Welcome to From the Nest with Charity. Jen I'm your
host Jen Neumeyer. On this podcast, we have casual conversations
with folks in the nonprofit field, so listeners get an
inside look on topics like fundraising strategies and consulting tactics.
Today you'll get a chance to listen in on my
chat with Anissa realized she's the director of Annual Giving
(00:36):
at the University of Houston. She will share the challenges
and the rewards of transitioning within nonprofit sectors and the
value of mentors in supporting her career growth. And Anissa
will also share a very touching experience that you don't
want to miss. So stay with us. This is from
The Nest with Charity, Jen.
S3 (01:06):
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S2 (01:42):
Hi, NASA. How are you?
S4 (01:45):
I'm doing so good. It's so nice to see you.
I like being seeing someone in public. Media is like,
coming home again. I'm like a home friend. I know,
I know.
S2 (01:57):
It is so great to see you. And I am
so thrilled that you are joining me on the podcast.
S4 (02:03):
I know I'm so excited that you reached out. I mean, um,
like I said, it's like coming home again, so it's
so exciting to be here. Yes.
S2 (02:12):
Yes. Well, thank you for joining us. Let's so we
have a lot to talk about. I am super excited
for all of our topics. Yeah, but first, just to
kind of give everyone a little bit of background, you know,
a little bit of a flavor of who is NASA,
a little bit of your tell us a little bit
about of your background, of course.
S4 (02:33):
So. Well, my name is NASA and I spent so
I started my career kind of doing all things in
public media, which feel like everyone is is pretty aware of. So,
you know, I did seven years at Houston Public Media,
and the last title I had was director of membership,
which was amazing. Had the people, uh, gosh, our GM,
(02:56):
Lisa Shumate, she's wonderful. And that was just a really
great experience. And I started off in major gifts area
and then ended up in the membership area. But through
that time I did on air fundraising, I did grants
and just kind of as, you know, like pop popcorn,
you know, I did the I did everything that could
(03:16):
be done at a public radio stations. It was really,
really fun time and you know, then was able to
to get the director of membership position which was really
exciting for me um, you know, was able to go
and kind of look. And one of the things that
a mentor told me before was, you know, look and
see when you get a title, like what does that
mean for you? And I was super excited to find
(03:37):
out was the youngest women and the youngest woman and
youngest Latina ever at the station in the station's history.
So that was a really exciting time. And I just
it was I, I ended that part of my career
on such a high note. I mean, I literally the
highest note and I went into the higher ed space.
So I'm now the director of annual giving at the
(03:59):
University of Houston.
S2 (04:00):
So I love that you have shared so much of
your background at the station, because I remember when we
first met through the mentoring program and as you are
aware that I've written about in my book, Public Media
is a little behind on some of the digital fundraising practices.
(04:21):
We met through the mentoring program. And as soon as
you started telling me all of the amazing things that
you were doing at the station and all of the
ideas and the digital fundraising and integrated campaigns that you
were working on. Like I, I just felt like the
the clouds parted and the and the angels started saying.
S4 (04:42):
Well, I just remember saying it.
S2 (04:44):
Was amazing.
S4 (04:45):
Vibe. It was such a vibe. And like, that kind
of happens. And the mentorship program was so fun in
that way and that I, you know, I got to
meet you. I got to meet a few others, that
it was that bond immediately of like, Oh, man, there's
some there's so many great things that we're going to do.
And I just remember, you know, when you're like and you,
I'm sure so aware, like when you're in that ecosystem
(05:06):
that is your current career or your current job or space,
it's like you're you're searching out and looking for mentors
or somebody to talk to about some of the work
that interests you. And it was like it was like
finding a home. And you have a lot of those
aha moments like, okay, so it's not just me, but
I'm not the only one. Um, and so that was
really fun. So that was time.
S2 (05:27):
Well, I remember what was really awesome about just kind
of seeing your kind of skyrocketing career because, you know,
every time there was a new LinkedIn post about something
new and, you know, a new title and a different
title and a greater title, and then moving into a
(05:48):
completely different sector. Like I just I just wanted to like,
you know, get my pompoms out and cheer for you.
Like it was just really amazing to sort of watch your,
you know, all of the changes that you've had in
such a very short time.
S4 (06:03):
I'm blessed. All I can mean. All I know how
to do is feel grateful. Mean really just so grateful
for the opportunities mean. I you know, I come from
a family where you know, I have I mean, this
position that I hold is just not normal. And I
think for every promotion or career ladder move I've had,
I've just felt nothing but gratefulness. And just that feeling
(06:26):
of like, you know, I'm glad to be here. I'm
glad I get to do what I do, and then
I get to love what I do. Like that, that
concept of having a job that you want to wake
up and actually do. And it's not a job, it's
a passion. I think that like, for my family, that wasn't,
you know, it's like you're working to put food on
the table. And so, like that second piece of that, like,
(06:48):
all I know how to do, is feel grateful for
that opportunity just to actually love what I do. So, um, again,
just so happy that I've had the opportunity to do it.
S2 (06:57):
Yeah, yeah, yeah. I completely agree with that sort of,
you know, in fundraising and in the nonprofit sector, it's
such meaningful work. And when you find yourself surrounded by
people who are excited for you and great opportunities and
(07:17):
the ability to really, you know, sort of spread your
wings and try new things and and, you know, different
kinds of ways to reach the community and do different things. Like, Yeah,
I mean, there's nothing like it.
S4 (07:30):
No, definitely not. There's nothing like it. It's just been
so fun. I mean, I think the change in industry
has been really, really fun in general. I you know,
it was always it's I saw this like graphic the
other day. It was like, it's so scary to change
an industry or mean you're doing the same very similar things. Right.
Multi-media fundraising is kind of. That is a thing in
(07:53):
itself that translates any kind of fundraising, you know, sector
you go to. But it's still such a scary thing
to leave behind your what is it like your birth industry?
Like that's what feel like it was to me. It's like,
oh man, it's it's, you know it, right? Like I
could my boss is a joke. She's like, You got this.
You can do it in your sleep. You definitely, definitely
(08:14):
don't feel that way. I definitely don't. So it's, you know,
but it's those uncomfortable moves are so refreshing and it
just feels like I'm like, I'm growing because it's uncomfortable
and like that, that being uncomfortable just makes me feel like, okay,
I'm moving somewhere, I know I'm growing some skill, so
(08:35):
that's good.
S2 (08:36):
Yeah. So I had a very similar experience going from
the human services sector. I was with a food bank
in North Carolina for like ten years and, you know,
had the opportunity to really just expand on all sorts
of campaigns and do really amazing things. And the opportunity
(08:57):
to go into public media came around and I thought,
you know what this is like. Let's take let's take
the show on the road kind of a thing and
try something different. And I and I and I literally
remember doing during my interview, it was sort of like
the way that they were outlining the audience and the
(09:17):
size of the audience and that they weren't really doing
any digital fundraising. I was like, Oh, this is going
to be a cinch. I'm going to walk in here
and make $1.
S4 (09:24):
Million the first.
S5 (09:26):
Year.
S2 (09:27):
And nothing was farther from the truth. Oh.
S4 (09:32):
My gosh.
S2 (09:33):
Well, I would love to know, like what that was
like for you going from public media into like, you're
in alumni fundraising.
S4 (09:43):
Yeah. So, so annual giving. So like, you essentially, you know,
it's alumni. It's kind of the same thing. You have
a various group of constituent groups, so parents, faculty and staff,
friends of the university, fans of the university, alumni, young alumni,
students mean it's like in the way that public media has,
(10:04):
you know, your TV viewers and your radio viewers. I mean,
you have these different constituent groups. And, you know, the
goal is obviously to get all of them to really
participate in that inclusive giving that you and I are
super passionate about. And but but, you know, same very
similar situation. So public media are Houston Public media is
actually part of the University of Houston. We're a unit.
(10:27):
And so we you know, I'm very I'm a graduate
of the University of Houston. So it was kind of
like I'm a passion person, so I have to feel
attached to the mission to really feel motivated to fundraise
and like, you know, be part of the game. So
for me, it was really exciting because I was like,
All right, so I see this, you know, opportunity and
(10:47):
it seems really interesting and it's going to be a
stretch for me and, you know, the kind of the
fun part was I got to learn, you know, the
interview I had, they really got to lay out for me. Like,
here's kind of where the program is. Here's some of
the growth opportunities. And to your point, you know, I'm
looking at some of the different, you know, annual giving metrics.
And I'm like, you know, thinking of our campaigns, right?
(11:09):
Thinking of what one email can do in a public
media space with a matching challenge attached to it. I'm like, Oh,
this is gonna be great. Yeah, I know. There's all
this low hanging fruit and it's gonna be wonderful, and
I'm just gonna have to throw a match in there.
It's gonna be great. Like, Oh, easy and, and say
that like, easy. Like, for any higher ed, people are
(11:30):
going to be listening to this. They're gonna be like,
It's not easy. You are correct. And I was humbled. Um,
it just wasn't. And I and I think for many reasons, right.
I think the techniques are there and the strategies are there,
but it's the donor behaviors and it's reestablishing, reestablishing some
of these patterns that you, you kind of nurture and
(11:51):
grow in the public media space. As far as like
you're used to them. They're used to matching emails and
outbound texting and inbound texting and inbound call and like
it's part of, you know, a telethon, quote, unquote. It's
part of the process. It's part of the culture of
the institution. Whereas when you go into more of a
higher ed space, it's more major gifts focused. So it's
(12:12):
more of that one on one. Take you to lunch,
make the big endowment gift. It's not it's not that same, um,
like inclusive giving culture of philanthropy. You have to build that.
And so coming into the new space, I think that'd
be the most challenging. That is the most challenging part
is like, how do you build that from the ground up?
(12:35):
And I say that but like every annual giving director,
obviously anyone that comes before you just kind of takes
it to the next level. Um, so just I just
like taking the baton and like running it to the
next level and that's what it feels like. But it's
exciting because it's so new. And. I will say, and
I don't know if you dealt with the same thing,
but it's in public media. You do it all. So
(12:58):
you're like, I'm over donor engagement. You're like And I'm
also doing some of the donor recognition pieces and I'm
also in events and I've also got the gift processing
and and the campaigns. And then you come into higher
ed and it's you actually get to focus on the
piece that you want to focus on because you're surrounded
by all these experts in their field. So that part
(13:20):
is the best part. It's made me a better fundraiser
and it's just let me really drill down and hone
a skill. And that's the best part. So I mean, like,
you know, like with anything, there's these really wonderful plus
and minuses that you can kind of take from. But
it's it's been so fun. Really, really fun.
S2 (13:40):
Yeah. Yeah. And so how long have you been at
the university? It's only been like a couple years or so.
A couple of.
S4 (13:48):
Years. So I've been at the University of Houston for
going over seven years. But um, at the actual, you know,
in the director, the annual giving space. So actually at
the university, outside of public media, it hasn't even been
a year yet. I think I'm on like month nine
or month ten. So I'm in my, I'm in my, uh,
(14:10):
I'm in my learning era, which I feel like I'm in.
And I joke because like, you know, you're a lifelong
learner forever, But really, I mean, every every day it's
picking up something new that I didn't necessarily know, whether
it's a process or, um, and then trying to figure
out what's the, what's the next thing. And it's just, um, yeah,
(14:35):
I'm in my learning girl era. Yeah. Fun time. Yeah.
S2 (14:38):
I think that it is really interesting when you go
like into a new environment and new culture, there is
you are trying to kind of absorb so much and
then comes the exercise of pulling like, how do you
(14:59):
pull all of these pieces together in sort of a
cohesive way where you can start putting together your campaigns
or your outreach or your plan? You know, it takes
a little while to do that.
S4 (15:11):
It does. It definitely does. And I didn't know that.
S6 (15:15):
Oh, so so.
S4 (15:18):
You know, like I came in immediately. I know. So
keen on the job. Yeah. You learn as you go learn. Um,
I just came in kind of immediately, like wanting to
do all these things and think it's, it's natural and I'm,
you know, think that's a personal thing. But I was like,
really want to do this and I really want to
do that. And it was so important for me to, like,
take that time and slow it down a little bit
(15:39):
and go, okay, what do I have in front of me?
What can I do? Can I do with the team?
And then what resources do we have and all of that.
But I definitely, um, came in sprinting and, and that
was fun. I mean, I loved it. It was part
of the process. But to your point, I mean, and
to think one of the things that we don't talk
(16:00):
about often enough in the industry is. Switching industry to
interesting and industry to industry and then building relationships in
those industries. Because I had built a really good peer
network reputation and peer relationships in public media but didn't
necessarily have that in higher ed. So and you're coming in,
(16:21):
you have totally different colleagues and totally different, totally different team.
And you know, you look at my resume and it's like, well,
she spent all her career in public media. How is
this going to translate? Um, fair. But like it all
does mean right. Yes. Every single piece of it. Yeah.
Mean and and different mean like right there's in our
(16:45):
industry there's a we have still the on air fundraising
component that obviously no other industry really has. Um, but
then like you know, because of that and you know
this so well is like a lot of people don't
develop their digital fundraising muscles enough in the public media space.
But then other nonprofits and higher education is doing that
(17:06):
a lot better. And the the direct mail I mean,
it's industry and industry. There's different strengths and and things.
But the tool set as you know like stays the same.
So for me it was coming on I think was
a challenge in that it's like you want to make
the changes and you want to make a difference and
you want to, um, you know, do that, but then
(17:27):
you also want to do it in a way where
everyone around you feels empowered and like they're part of
your movie and and you're part and we're all part
of the same movie. So that was kind of a
fun part. Yeah.
S2 (17:39):
Yeah, yeah. I agree that when you're, when you're coming in,
I think that when I've made, you know, job changes
over the years, there is so much excitement because you
can see so much potential. But at times you do
kind of have to slow things down, do a lot
(18:01):
of listening and, and bring the team with you in your,
you know, in your vision and in your in your journey. Yep.
S4 (18:09):
Yeah, yeah. It's a fun process. But, I mean, I
completely agree with you.
S2 (18:13):
Yeah. Yeah. So we had kind of touched on a
little bit in the beginning about the mentoring programs, and
that's kind of how we came together. And I remember
when we had our first meeting, you had said that
you had some other mentors before we, you know, developed
our relationship. And I remember thinking, Oh my gosh, I
(18:37):
don't even know if I said this to you. I
was like, Well, I hope that I can compare to
your other mentors. I'm not really sure that that I can.
But and it was also during Covid, so it was
a little weird. And then things kind of fell apart
and I was like, Oh, I've been a terrible mentor
to another.
S4 (18:53):
Great, You're wonderful. I got a book, Let's have you
in my book. And you were like in the middle
of a job change. And you're like, And then we
were talking and then all of a sudden I see
the announcement. You're like. And she's going, I was like,
Look at her living her life. Um, no, you're a
wonderful mentor. Mean. Yeah. So had Well, first off, I'm
like a huge proponent of. Of mentorship and those kind
(19:18):
of peer to peer relationships in general. I of course,
that one was the Public Media Woman and leadership program,
which it's I'm a I really do feel like if
you can see it, you can be it. And being
able to see other, you know, very strong women succeeding
and powering through in their careers and seeing how they've
(19:38):
tackled some of their challenges. And I feel like my
whole life I've been surrounded by really good mentors mean
or people that feel like I can take things from
and learn from in how they approach situations. And sometimes
they may have not even known they were mentoring me
at all, but I would consider them one ones. Um,
(19:58):
but yeah, I know I had my first, you know,
just as a college work study student. As an intern,
I had a wonderful mentor. Her name is Elena Geral,
and she was just absolutely wonderful. And she took me
under her wing immediately just to teach me the basics.
Like I was joking with my current boss about like,
I couldn't stamp an envelope, Right? It wasn't that awful. But,
(20:20):
you know, it was pretty bad. And, um, Elena just
was able to kind of show me so many things.
And then, you know, I. Courtney Lam, she's actually my
current boss, but I've worked with her for a very,
very long time. And, um, you know, she same thing.
And it just, you know. Lisa Shumway You know, I
now have, you know, you know, VP, VP Eloise Brice
(20:41):
and Rebecca Gentry, and there's just this list of people
and women and, and I say women, but like, it's
just everybody where I feel like I've been able to
take from things and learn from them and see the
way they move and how they handle things. And I
feel like it's only made me better. And I, I
just I'm a really big proponent of. Putting in investing
(21:05):
in those relationships and finding allies and people who are
going to not agree with you all the time, but
tell you like you could have handled this differently or
here's where I think you could be better. And those
honest relationships have been so important. And then on the
flip side of that, I'm trying to do the same for,
you know, my colleagues and people that I'm are, you know,
(21:28):
excited enough that they feel like they can ask me
for advice or they, you know, need help and guidance.
I'm happy to do that, too. So mean I'm trying
to pay it forward. In the same way that I
feel like it was done for me and it didn't
have to be and you didn't have to spend your
time with me. And you still don't. And but you do.
And I am just trying to pay all that forward
(21:49):
because I just would not be in this situation if
not for that. So yeah.
S2 (21:53):
Yeah. What I loved about what we had at public
media is we did have that kind of organization, public
public media, women in leadership that encouraged those mentoring relationships.
And currently I'm with the on the board of the
AFP Association of Fundraising Professionals, DC Chapter, and there's lots
(22:16):
of mentoring opportunities there as well. But like when I
think back years, you know, years ago to when I
was at the food bank, like I'm not sure that
there was as much available or you kind of had
to seek it out a little bit. So, you know,
the the experience though, is so valuable. So just kind
(22:40):
of looking for where those opportunities are, because even people
who are in different sectors, you know, like, you know,
I mentioned that I just come back from, you know,
the AFP icon conference and haven't really had a lot
of time to spend with my new board members and
the incoming chair. I had an opportunity to kind of
(23:04):
sit down with him and he's in a totally different
sector dealing with totally different, you know, more on like
the plan giving side of things. But he has such
like decades of experience of working in fundraising and just
to sort of be a fly on the wall and listen.
S6 (23:21):
To him.
S2 (23:22):
Talk to other people and give advice. And, you know,
people are questioning like, well, what do you think about,
you know, and he just has answers for just like
a wealth of knowledge, you know? And I think that
I mean, that's not only what you get from sort
of that mentoring experience, but any sort of opportunity that
(23:43):
you have for going to conferences, meeting with other fundraisers,
even if they're in different sectors, like there's still that
baseline fundraising approach, you know, relationship building stewardship, all of
those kinds of things that are so important. And that's how,
that's how I've learned over the years is going to
(24:05):
those webinars, going to those conferences, going to those networking
events and talking with other people. It's so important in
our industry, I think, to just build those relationships.
S4 (24:18):
I agree and totally forgot to mention. And and she's
going to she would laugh at me, but I forgot
to mention Melinda Phillips. So she actually works. She's a
consultant with the annual Giving Network. And, you know, giving
network is a lot like what I would imagine like
to be mean, like that group. It's, um, you know,
really just this higher ed and they have other spaces
(24:39):
but where they really master an annual giving and she
you know, thankfully our organization, you know, the University of
Houston has invested in the annual giving program to where
we were able to use this resource. And I have
this person that almost, you know, it's just the timing
of things where I'm able to work with her and
have this prolonged relationship with her. And I joke with her,
(25:01):
but she's like my annual giving therapist on a couch
like she is. She is the most one. There's no
way I'd get through it without her. And I say
that because she has just she really gets it like
she understands in a very unique way exactly what I'm
trying a challenge or a celebration and a win. Like
she she understands and I talk to her really often.
(25:23):
I'll tell her, like we have a lot of these
conversations where I'll say, like, is this normal? Like, is
this normally how this works? And she's like, that's normal.
That's normal.
S6 (25:32):
Yes.
S4 (25:33):
Here's what I would do. Here's how I would handle that.
And I'm like, Oh, and I'll tell her like, I'm
so glad you're here. Don't you know? But literally all
I need is like a little therapy couch and then
she can walk around and do the thing because she's
just she's. She's absolutely a lifesaver. She's wonderful.
S2 (25:49):
Oh, my gosh. That is awesome. Oh, man. It is
so helpful and reassuring to have someone like a partner
like that where you can bounce off these, you know, ideas,
these problems, things that like, is this right? Is this
not right? Like it really is. I know you use
this word before, but it's very empowering, you know? Yeah,
(26:11):
it is. Yeah. Yeah. So one other thing I wanted
to ask you about that we haven't really gotten that
we haven't talked about is you are also doing a
lot of work with fundraisers and within, you know, within
your organization and your team. So tell like, like what
(26:33):
kinds of things are you working on that's exciting.
S6 (26:36):
Well.
S4 (26:37):
So here's kind of the fun part. So in public media,
I think we were at a really an amazing place
where we were really taking this time to really look
at our audience and go, okay, how can we impact
and reach this audience? And a lot of times, Jen,
and I'm sure you you find the same is you
have to have the right people in the right positions.
(26:59):
And some people don't necessarily agree with that. But I
feel like a person of color and somebody with a
unique background, a different background than what oftentimes is the
majority has a very different perspective coming into a position
and and can see the work really differently. So, you know,
(27:20):
in the public media space, it was changing the messaging,
it was changing the faces, and it was thinking about
the different campaign messaging. It was trying to look at
things from the lens of inclusive, inclusive giving. And it's
not a controversial topic when we talk about, you know,
how do you ensure that your messaging is reaching everybody
(27:42):
so everyone feels like they're part of your mission? And
so often, you know, I love this topic, by the way.
It just.
S6 (27:48):
Really.
S4 (27:49):
Drives me, draws me up. But so often you hear
things right from people and in passing who will say like, Well,
we need to lower the ask amount if we want,
you know, Latinos to give or we need to, um,
you know, they just don't give. And you hear that
about people of color and young people. It's like, oh,
they don't give, they just don't give. I'm like, I
(28:09):
would challenge that organization or the group to go is
our messaging is what we're saying is our impact reaching
that group of people? Are we saying something that resonates
with them? Do they see themselves in our organization and
our mission? And oftentimes, like, the answer is no. So
I think that's when you have to look inward and go, okay,
(28:30):
what are some of the things that we can change
and we can tweak? So coming into this new role, um, I,
I'm a graduate of the University of Houston. It's one
of the most diverse campuses in the country, a leading institutions,
Hispanic serving institution. And so you, you know, there's a
lot of thought that goes into how we're reaching those groups. And,
you know, thankfully, you have a team that's very mindful
(28:52):
about it and how we approach it. And it's things
like using faces versus, you know, in your appeals and
some of your fundraising, you know, collateral going away from,
you know, a tree and a background to let's actually
feature somebody that looks like somebody who's walking around campus. Um,
let's use real faces, which requires more work. But it's
(29:14):
important that the people receiving our appeals see themselves in
the organization and then to think it's just the natural
representation of how you're hiring. I, I was hired in
this role because I am suited for this role and
am qualified for the position. I then when I go
to hire, I do the same thing. It just so
(29:36):
happens that my hiring pools are a lot more diverse
and I think a big part of that is you.
You gravitate towards what you see and it's the representation
part of it just being a person of color, hiring
you automatically your pool opens up and I don't think
people think that all the time, but I swear it's true.
And your teams, everything just starts to look like the
(29:59):
world that we walk around in every day. So and
then it's just diverse perspectives at the table. It's not
it doesn't have to be forced. It's not, you know,
a committee. It's, it's it's more organic than that. It's
just even the messaging, you know, how we're saying things,
the the different subject lines, like all of that plays
(30:19):
a role. And so that's kind of for me, the
first step is how looking at that messaging and then
thinking about how we can be really inclusive.
S2 (30:27):
Yeah, yeah. And I think that it's so important, you know,
especially when you're, as you had said, developing your collateral,
developing your campaign materials, that you're bringing lots of diverse
voices to the table so that there can be a conversation,
you know, about are these materials really intended for the
(30:49):
audiences that we're aiming for and and the ones that
we're that we're targeting? You know, if we're if we're
telling the stories of certain communities.
S6 (30:59):
Are.
S2 (30:59):
Is that reflected in the stories that are in our appeals?
You know, and even, you know, as you had mentioned,
it's not a matter of how much or the giving
ladders it like people give because they feel a passion
for the organization like that is just the basis of
(31:21):
of why people give like they are you know there
there is a heart that they have for the for
the organization. So is that reflected in the materials that
you have.
S4 (31:35):
And yeah it's it's important. And you know to that
end I think I think that people think it's a
bigger undertaking than it is. Right? So and you get
like a natural hesitation. I've been blessed not to have
that at any organization I've ever been in where I mean,
think down to like, you know, my boss, her name's Courtney,
(31:55):
but she's very, um, even when it comes to like,
being impaired in a different way or, um, making sure,
like your, you know, your accessible and how are you
meeting those requirements? And it's making, it's the online experience.
What does that look like? Can everyone give online? Is
it inclusive for everybody? And it's it's just such a forefront.
(32:17):
It's it's it's always at the forefront of what we're doing.
And I think that's a big step. And so if anything,
you know, I hear a lot of small organizations, you know,
that the first thing they say is like, well, you know,
we can't, you know, think they automatically think you have
to institute a new program that's going to be, you know, well,
we this this brand new program that's going to be
(32:37):
for this specific group of people, I think that's a
great place to get to. But think just audit what
you're doing currently. Look at your collateral, look at your
communication pieces, look at the team around you, and it
will help you start to figure some things out. It just,
you know, it. And those things can be changed really quickly.
S2 (32:57):
Yeah, yeah. Even, you know, it's even looking at your website,
looking at the, you know, we talk a lot in
digital fundraising about user journeys, but using those lenses within
the user journeys as you're going to your home page,
as you're clicking on to, you know, the support page
(33:17):
or the program page, like what is the language there,
what are the visuals? And even to your point of
like accessibility online, you know, do you have alt tags?
You know, do you, you know, like those kinds of
things for screen readers? Like all of these things kind
of come into play. And so, yes, it does take
(33:38):
a little bit more time to audit those materials, but
it is such a valuable investment. I agree. Yeah. Yeah.
So NSA, oh, my gosh. I feel like we could
talk forever.
S4 (33:52):
I know at the beginning I was like, ooh, I'm nervous.
And then as we started talking about certain things like, Oh,
I love this topic about this.
S6 (34:00):
It's like so easy.
S4 (34:02):
Yeah. Forgot. I'm like, We're doing this. I don't even know.
I'm like, What's going on?
S2 (34:06):
No. Okay. So I have one final question for you,
and this is just off the cuff to kind of,
you know, just get a sense of like who NSA is.
So my question is, what is it that you did
last weekend and what would be your ideal weekend if
(34:31):
you didn't do that last weekend?
S6 (34:33):
What did I do last weekend?
S4 (34:35):
What did I do So like this, this weekend, this this.
S6 (34:39):
Weekend, either this past.
S2 (34:40):
Weekend or the weekend.
S6 (34:41):
Before.
S2 (34:42):
Whatever comes to mind as a recent weekend that you did?
And then what would be your ideal activities on a weekend?
S4 (34:54):
Hmm. What did I do this weekend? Well, I'll tell you.
I celebrated someone very close to me being a essentially
no evidence of disease on a cancer scan.
S6 (35:07):
Oh, my God. Yeah.
S4 (35:09):
So that was that. And answer. I have nothing else to.
I mean, I don't have a better weekend than that.
That's the weekend of my life.
S6 (35:20):
Yes.
S4 (35:20):
And so that's what I did this this past weekend.
It was one big celebration. And. Oh, that's so funny
you asked me that. That is so weird. Yeah. Don't
don't have a better weekend than that again. That's. Yeah.
S2 (35:33):
I agree. I think that's probably the best weekend you
could ever have. Oh, that's wonderful. Well, congratulations to your friend.
And I'm sure that it was just such a special time.
But that brings.
S7 (35:48):
Tears to my eyes. That's wonderful.
S4 (35:51):
I've had I've since from from Friday to now, I'm like,
I'm drained. I was like, when I got on here
today was like.
S6 (35:58):
Just make sure. Right. Yeah. Here.
S2 (36:02):
Yeah. Where's that cream that like, makes you like I,
you know, like.
S4 (36:08):
Exactly. I had like a whole cucumber just on.
S6 (36:10):
My eyes before.
S4 (36:15):
Thank God. What a wonderful question.
S2 (36:17):
Oh, that's. Oh, okay. So thank you so much for
sharing because that is a very special and personal story.
So I really do appreciate you sharing that with our audience.
And now they can also celebrate with you and your.
S6 (36:32):
Friend.
S4 (36:34):
All celebrating that. Yes, we're dancing with that.
S6 (36:36):
Wonderful. Yes.
S2 (36:38):
Oh, that's awesome. Okay. So NSA, how if people wanted
to reach out to you and get in touch with you,
what would be the best way for them to do that?
How can how can we how can our audiences reach you?
S4 (36:52):
Well, you can email me at Anisa Rios five at gmail.com,
or you can also find me on LinkedIn. I wish
I could like link, like click the link. I know,
but I'm on, I'm online and it's NSA is on LinkedIn,
so you can find me there as well. But I'm
a big LinkedIn person. I feel like I'm on your
all the time, just like articles and.
S6 (37:13):
That's a good way to do.
S2 (37:14):
It. Yes, I love going on to LinkedIn because as
I said before, you can see sort of the sort
of changes with all of your friends and all of
their all of their, you know, sort of professional journeys.
And I just love that. Yes. Well, this has been wonderful.
And say thank you so much for taking the time
to talk with us today. So delighted to have you
(37:37):
on the podcast and we.
S4 (37:40):
Appreciate your time. Thank you so much, Jen. Thank you.
S7 (37:44):
Guys. Thank you.
S2 (37:51):
Vanessa is such an inspiration. I just love her work
as a woman of color to ensure representation within the
organization and her creative energy is just infectious. I hope
you've enjoyed this episode. If you'd like more nonprofit fundraising resources,
visit my website at charity, where you can sign up
for my monthly newsletter, Access Free Guides and learn more
(38:15):
about my book, The Insider's Guide to Online Fundraising. This
has been from The Nest, where fundraising takes flight. Thanks
for listening.
S1 (38:32):
This episode was produced by Ola's Media Network in San Diego, California.
Jessica Garcia serves as general manager. Lina Alvarez is associate producer.
Elia Ramos is creative director. Jesse Polk is executive producer
and founding partner. And Chad Peace is our president and
founding partner. Thank you for listening.
S8 (38:55):
Lost media.
The views and opinions expressed in this podcast are those
of the hosts and guests and do not necessarily reflect
the views and opinions of Ola's media or its sponsors.
S2 (00:15):
Welcome to From the Nest with Charity. Jen I'm your
host Jen Neumeyer. On this podcast, we have casual conversations
with folks in the nonprofit field, so listeners get an
inside look on topics like fundraising strategies and consulting tactics.
Today you'll get a chance to listen in on my
chat with Anissa realized she's the director of Annual Giving
(00:36):
at the University of Houston. She will share the challenges
and the rewards of transitioning within nonprofit sectors and the
value of mentors in supporting her career growth. And Anissa
will also share a very touching experience that you don't
want to miss. So stay with us. This is from
The Nest with Charity, Jen.
S3 (01:06):
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At Summer Schwarz, they've helped thousands of workers just like
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S2 (01:42):
Hi, NASA. How are you?
S4 (01:45):
I'm doing so good. It's so nice to see you.
I like being seeing someone in public. Media is like,
coming home again. I'm like a home friend. I know,
I know.
S2 (01:57):
It is so great to see you. And I am
so thrilled that you are joining me on the podcast.
S4 (02:03):
I know I'm so excited that you reached out. I mean, um,
like I said, it's like coming home again, so it's
so exciting to be here. Yes.
S2 (02:12):
Yes. Well, thank you for joining us. Let's so we
have a lot to talk about. I am super excited
for all of our topics. Yeah, but first, just to
kind of give everyone a little bit of background, you know,
a little bit of a flavor of who is NASA,
a little bit of your tell us a little bit
about of your background, of course.
S4 (02:33):
So. Well, my name is NASA and I spent so
I started my career kind of doing all things in
public media, which feel like everyone is is pretty aware of. So,
you know, I did seven years at Houston Public Media,
and the last title I had was director of membership,
which was amazing. Had the people, uh, gosh, our GM,
(02:56):
Lisa Shumate, she's wonderful. And that was just a really
great experience. And I started off in major gifts area
and then ended up in the membership area. But through
that time I did on air fundraising, I did grants
and just kind of as, you know, like pop popcorn,
you know, I did the I did everything that could
(03:16):
be done at a public radio stations. It was really,
really fun time and you know, then was able to
to get the director of membership position which was really
exciting for me um, you know, was able to go
and kind of look. And one of the things that
a mentor told me before was, you know, look and
see when you get a title, like what does that
mean for you? And I was super excited to find
(03:37):
out was the youngest women and the youngest woman and
youngest Latina ever at the station in the station's history.
So that was a really exciting time. And I just
it was I, I ended that part of my career
on such a high note. I mean, I literally the
highest note and I went into the higher ed space.
So I'm now the director of annual giving at the
(03:59):
University of Houston.
S2 (04:00):
So I love that you have shared so much of
your background at the station, because I remember when we
first met through the mentoring program and as you are
aware that I've written about in my book, Public Media
is a little behind on some of the digital fundraising practices.
(04:21):
We met through the mentoring program. And as soon as
you started telling me all of the amazing things that
you were doing at the station and all of the
ideas and the digital fundraising and integrated campaigns that you
were working on. Like I, I just felt like the
the clouds parted and the and the angels started saying.
S4 (04:42):
Well, I just remember saying it.
S2 (04:44):
Was amazing.
S4 (04:45):
Vibe. It was such a vibe. And like, that kind
of happens. And the mentorship program was so fun in
that way and that I, you know, I got to
meet you. I got to meet a few others, that
it was that bond immediately of like, Oh, man, there's
some there's so many great things that we're going to do.
And I just remember, you know, when you're like and you,
I'm sure so aware, like when you're in that ecosystem
(05:06):
that is your current career or your current job or space,
it's like you're you're searching out and looking for mentors
or somebody to talk to about some of the work
that interests you. And it was like it was like
finding a home. And you have a lot of those
aha moments like, okay, so it's not just me, but
I'm not the only one. Um, and so that was
really fun. So that was time.
S2 (05:27):
Well, I remember what was really awesome about just kind
of seeing your kind of skyrocketing career because, you know,
every time there was a new LinkedIn post about something
new and, you know, a new title and a different
title and a greater title, and then moving into a
(05:48):
completely different sector. Like I just I just wanted to like,
you know, get my pompoms out and cheer for you.
Like it was just really amazing to sort of watch your,
you know, all of the changes that you've had in
such a very short time.
S4 (06:03):
I'm blessed. All I can mean. All I know how
to do is feel grateful. Mean really just so grateful
for the opportunities mean. I you know, I come from
a family where you know, I have I mean, this
position that I hold is just not normal. And I
think for every promotion or career ladder move I've had,
I've just felt nothing but gratefulness. And just that feeling
(06:26):
of like, you know, I'm glad to be here. I'm
glad I get to do what I do, and then
I get to love what I do. Like that, that
concept of having a job that you want to wake
up and actually do. And it's not a job, it's
a passion. I think that like, for my family, that wasn't,
you know, it's like you're working to put food on
the table. And so, like that second piece of that, like,
(06:48):
all I know how to do, is feel grateful for
that opportunity just to actually love what I do. So, um, again,
just so happy that I've had the opportunity to do it.
S2 (06:57):
Yeah, yeah, yeah. I completely agree with that sort of,
you know, in fundraising and in the nonprofit sector, it's
such meaningful work. And when you find yourself surrounded by
people who are excited for you and great opportunities and
(07:17):
the ability to really, you know, sort of spread your
wings and try new things and and, you know, different
kinds of ways to reach the community and do different things. Like, Yeah,
I mean, there's nothing like it.
S4 (07:30):
No, definitely not. There's nothing like it. It's just been
so fun. I mean, I think the change in industry
has been really, really fun in general. I you know,
it was always it's I saw this like graphic the
other day. It was like, it's so scary to change
an industry or mean you're doing the same very similar things. Right.
Multi-media fundraising is kind of. That is a thing in
(07:53):
itself that translates any kind of fundraising, you know, sector
you go to. But it's still such a scary thing
to leave behind your what is it like your birth industry?
Like that's what feel like it was to me. It's like,
oh man, it's it's, you know it, right? Like I
could my boss is a joke. She's like, You got this.
You can do it in your sleep. You definitely, definitely
(08:14):
don't feel that way. I definitely don't. So it's, you know,
but it's those uncomfortable moves are so refreshing and it
just feels like I'm like, I'm growing because it's uncomfortable
and like that, that being uncomfortable just makes me feel like, okay,
I'm moving somewhere, I know I'm growing some skill, so
(08:35):
that's good.
S2 (08:36):
Yeah. So I had a very similar experience going from
the human services sector. I was with a food bank
in North Carolina for like ten years and, you know,
had the opportunity to really just expand on all sorts
of campaigns and do really amazing things. And the opportunity
(08:57):
to go into public media came around and I thought,
you know what this is like. Let's take let's take
the show on the road kind of a thing and
try something different. And I and I and I literally
remember doing during my interview, it was sort of like
the way that they were outlining the audience and the
(09:17):
size of the audience and that they weren't really doing
any digital fundraising. I was like, Oh, this is going
to be a cinch. I'm going to walk in here
and make $1.
S4 (09:24):
Million the first.
S5 (09:26):
Year.
S2 (09:27):
And nothing was farther from the truth. Oh.
S4 (09:32):
My gosh.
S2 (09:33):
Well, I would love to know, like what that was
like for you going from public media into like, you're
in alumni fundraising.
S4 (09:43):
Yeah. So, so annual giving. So like, you essentially, you know,
it's alumni. It's kind of the same thing. You have
a various group of constituent groups, so parents, faculty and staff,
friends of the university, fans of the university, alumni, young alumni,
students mean it's like in the way that public media has,
(10:04):
you know, your TV viewers and your radio viewers. I mean,
you have these different constituent groups. And, you know, the
goal is obviously to get all of them to really
participate in that inclusive giving that you and I are
super passionate about. And but but, you know, same very
similar situation. So public media are Houston Public media is
actually part of the University of Houston. We're a unit.
(10:27):
And so we you know, I'm very I'm a graduate
of the University of Houston. So it was kind of
like I'm a passion person, so I have to feel
attached to the mission to really feel motivated to fundraise
and like, you know, be part of the game. So
for me, it was really exciting because I was like,
All right, so I see this, you know, opportunity and
(10:47):
it seems really interesting and it's going to be a
stretch for me and, you know, the kind of the
fun part was I got to learn, you know, the
interview I had, they really got to lay out for me. Like,
here's kind of where the program is. Here's some of
the growth opportunities. And to your point, you know, I'm
looking at some of the different, you know, annual giving metrics.
And I'm like, you know, thinking of our campaigns, right?
(11:09):
Thinking of what one email can do in a public
media space with a matching challenge attached to it. I'm like, Oh,
this is gonna be great. Yeah, I know. There's all
this low hanging fruit and it's gonna be wonderful, and
I'm just gonna have to throw a match in there.
It's gonna be great. Like, Oh, easy and, and say
that like, easy. Like, for any higher ed, people are
(11:30):
going to be listening to this. They're gonna be like,
It's not easy. You are correct. And I was humbled. Um,
it just wasn't. And I and I think for many reasons, right.
I think the techniques are there and the strategies are there,
but it's the donor behaviors and it's reestablishing, reestablishing some
of these patterns that you, you kind of nurture and
(11:51):
grow in the public media space. As far as like
you're used to them. They're used to matching emails and
outbound texting and inbound texting and inbound call and like
it's part of, you know, a telethon, quote, unquote. It's
part of the process. It's part of the culture of
the institution. Whereas when you go into more of a
higher ed space, it's more major gifts focused. So it's
(12:12):
more of that one on one. Take you to lunch,
make the big endowment gift. It's not it's not that same, um,
like inclusive giving culture of philanthropy. You have to build that.
And so coming into the new space, I think that'd
be the most challenging. That is the most challenging part
is like, how do you build that from the ground up?
(12:35):
And I say that but like every annual giving director,
obviously anyone that comes before you just kind of takes
it to the next level. Um, so just I just
like taking the baton and like running it to the
next level and that's what it feels like. But it's
exciting because it's so new. And. I will say, and
I don't know if you dealt with the same thing,
but it's in public media. You do it all. So
(12:58):
you're like, I'm over donor engagement. You're like And I'm
also doing some of the donor recognition pieces and I'm
also in events and I've also got the gift processing
and and the campaigns. And then you come into higher
ed and it's you actually get to focus on the
piece that you want to focus on because you're surrounded
by all these experts in their field. So that part
(13:20):
is the best part. It's made me a better fundraiser
and it's just let me really drill down and hone
a skill. And that's the best part. So I mean, like,
you know, like with anything, there's these really wonderful plus
and minuses that you can kind of take from. But
it's it's been so fun. Really, really fun.
S2 (13:40):
Yeah. Yeah. And so how long have you been at
the university? It's only been like a couple years or so.
A couple of.
S4 (13:48):
Years. So I've been at the University of Houston for
going over seven years. But um, at the actual, you know,
in the director, the annual giving space. So actually at
the university, outside of public media, it hasn't even been
a year yet. I think I'm on like month nine
or month ten. So I'm in my, I'm in my, uh,
(14:10):
I'm in my learning era, which I feel like I'm in.
And I joke because like, you know, you're a lifelong
learner forever, But really, I mean, every every day it's
picking up something new that I didn't necessarily know, whether
it's a process or, um, and then trying to figure
out what's the, what's the next thing. And it's just, um, yeah,
(14:35):
I'm in my learning girl era. Yeah. Fun time. Yeah.
S2 (14:38):
I think that it is really interesting when you go
like into a new environment and new culture, there is
you are trying to kind of absorb so much and
then comes the exercise of pulling like, how do you
(14:59):
pull all of these pieces together in sort of a
cohesive way where you can start putting together your campaigns
or your outreach or your plan? You know, it takes
a little while to do that.
S4 (15:11):
It does. It definitely does. And I didn't know that.
S6 (15:15):
Oh, so so.
S4 (15:18):
You know, like I came in immediately. I know. So
keen on the job. Yeah. You learn as you go learn. Um,
I just came in kind of immediately, like wanting to
do all these things and think it's, it's natural and I'm,
you know, think that's a personal thing. But I was like,
really want to do this and I really want to
do that. And it was so important for me to, like,
take that time and slow it down a little bit
(15:39):
and go, okay, what do I have in front of me?
What can I do? Can I do with the team?
And then what resources do we have and all of that.
But I definitely, um, came in sprinting and, and that
was fun. I mean, I loved it. It was part
of the process. But to your point, I mean, and
to think one of the things that we don't talk
(16:00):
about often enough in the industry is. Switching industry to
interesting and industry to industry and then building relationships in
those industries. Because I had built a really good peer
network reputation and peer relationships in public media but didn't
necessarily have that in higher ed. So and you're coming in,
(16:21):
you have totally different colleagues and totally different, totally different team.
And you know, you look at my resume and it's like, well,
she spent all her career in public media. How is
this going to translate? Um, fair. But like it all
does mean right. Yes. Every single piece of it. Yeah.
Mean and and different mean like right there's in our
(16:45):
industry there's a we have still the on air fundraising
component that obviously no other industry really has. Um, but
then like you know, because of that and you know
this so well is like a lot of people don't
develop their digital fundraising muscles enough in the public media space.
But then other nonprofits and higher education is doing that
(17:06):
a lot better. And the the direct mail I mean,
it's industry and industry. There's different strengths and and things.
But the tool set as you know like stays the same.
So for me it was coming on I think was
a challenge in that it's like you want to make
the changes and you want to make a difference and
you want to, um, you know, do that, but then
(17:27):
you also want to do it in a way where
everyone around you feels empowered and like they're part of
your movie and and you're part and we're all part
of the same movie. So that was kind of a
fun part. Yeah.
S2 (17:39):
Yeah, yeah. I agree that when you're, when you're coming in,
I think that when I've made, you know, job changes
over the years, there is so much excitement because you
can see so much potential. But at times you do
kind of have to slow things down, do a lot
(18:01):
of listening and, and bring the team with you in your,
you know, in your vision and in your in your journey. Yep.
S4 (18:09):
Yeah, yeah. It's a fun process. But, I mean, I
completely agree with you.
S2 (18:13):
Yeah. Yeah. So we had kind of touched on a
little bit in the beginning about the mentoring programs, and
that's kind of how we came together. And I remember
when we had our first meeting, you had said that
you had some other mentors before we, you know, developed
our relationship. And I remember thinking, Oh my gosh, I
(18:37):
don't even know if I said this to you. I
was like, Well, I hope that I can compare to
your other mentors. I'm not really sure that that I can.
But and it was also during Covid, so it was
a little weird. And then things kind of fell apart
and I was like, Oh, I've been a terrible mentor
to another.
S4 (18:53):
Great, You're wonderful. I got a book, Let's have you
in my book. And you were like in the middle
of a job change. And you're like, And then we
were talking and then all of a sudden I see
the announcement. You're like. And she's going, I was like,
Look at her living her life. Um, no, you're a
wonderful mentor. Mean. Yeah. So had Well, first off, I'm
like a huge proponent of. Of mentorship and those kind
(19:18):
of peer to peer relationships in general. I of course,
that one was the Public Media Woman and leadership program,
which it's I'm a I really do feel like if
you can see it, you can be it. And being
able to see other, you know, very strong women succeeding
and powering through in their careers and seeing how they've
(19:38):
tackled some of their challenges. And I feel like my
whole life I've been surrounded by really good mentors mean
or people that feel like I can take things from
and learn from in how they approach situations. And sometimes
they may have not even known they were mentoring me
at all, but I would consider them one ones. Um,
(19:58):
but yeah, I know I had my first, you know,
just as a college work study student. As an intern,
I had a wonderful mentor. Her name is Elena Geral,
and she was just absolutely wonderful. And she took me
under her wing immediately just to teach me the basics.
Like I was joking with my current boss about like,
I couldn't stamp an envelope, Right? It wasn't that awful. But,
(20:20):
you know, it was pretty bad. And, um, Elena just
was able to kind of show me so many things.
And then, you know, I. Courtney Lam, she's actually my
current boss, but I've worked with her for a very,
very long time. And, um, you know, she same thing.
And it just, you know. Lisa Shumway You know, I
now have, you know, you know, VP, VP Eloise Brice
(20:41):
and Rebecca Gentry, and there's just this list of people
and women and, and I say women, but like, it's
just everybody where I feel like I've been able to
take from things and learn from them and see the
way they move and how they handle things. And I
feel like it's only made me better. And I, I
just I'm a really big proponent of. Putting in investing
(21:05):
in those relationships and finding allies and people who are
going to not agree with you all the time, but
tell you like you could have handled this differently or
here's where I think you could be better. And those
honest relationships have been so important. And then on the
flip side of that, I'm trying to do the same for,
you know, my colleagues and people that I'm are, you know,
(21:28):
excited enough that they feel like they can ask me
for advice or they, you know, need help and guidance.
I'm happy to do that, too. So mean I'm trying
to pay it forward. In the same way that I
feel like it was done for me and it didn't
have to be and you didn't have to spend your
time with me. And you still don't. And but you do.
And I am just trying to pay all that forward
(21:49):
because I just would not be in this situation if
not for that. So yeah.
S2 (21:53):
Yeah. What I loved about what we had at public
media is we did have that kind of organization, public
public media, women in leadership that encouraged those mentoring relationships.
And currently I'm with the on the board of the
AFP Association of Fundraising Professionals, DC Chapter, and there's lots
(22:16):
of mentoring opportunities there as well. But like when I
think back years, you know, years ago to when I
was at the food bank, like I'm not sure that
there was as much available or you kind of had
to seek it out a little bit. So, you know,
the the experience though, is so valuable. So just kind
(22:40):
of looking for where those opportunities are, because even people
who are in different sectors, you know, like, you know,
I mentioned that I just come back from, you know,
the AFP icon conference and haven't really had a lot
of time to spend with my new board members and
the incoming chair. I had an opportunity to kind of
(23:04):
sit down with him and he's in a totally different
sector dealing with totally different, you know, more on like
the plan giving side of things. But he has such
like decades of experience of working in fundraising and just
to sort of be a fly on the wall and listen.
S6 (23:21):
To him.
S2 (23:22):
Talk to other people and give advice. And, you know,
people are questioning like, well, what do you think about,
you know, and he just has answers for just like
a wealth of knowledge, you know? And I think that
I mean, that's not only what you get from sort
of that mentoring experience, but any sort of opportunity that
(23:43):
you have for going to conferences, meeting with other fundraisers,
even if they're in different sectors, like there's still that
baseline fundraising approach, you know, relationship building stewardship, all of
those kinds of things that are so important. And that's how,
that's how I've learned over the years is going to
(24:05):
those webinars, going to those conferences, going to those networking
events and talking with other people. It's so important in
our industry, I think, to just build those relationships.
S4 (24:18):
I agree and totally forgot to mention. And and she's
going to she would laugh at me, but I forgot
to mention Melinda Phillips. So she actually works. She's a
consultant with the annual Giving Network. And, you know, giving
network is a lot like what I would imagine like
to be mean, like that group. It's, um, you know,
really just this higher ed and they have other spaces
(24:39):
but where they really master an annual giving and she
you know, thankfully our organization, you know, the University of
Houston has invested in the annual giving program to where
we were able to use this resource. And I have
this person that almost, you know, it's just the timing
of things where I'm able to work with her and
have this prolonged relationship with her. And I joke with her,
(25:01):
but she's like my annual giving therapist on a couch
like she is. She is the most one. There's no
way I'd get through it without her. And I say
that because she has just she really gets it like
she understands in a very unique way exactly what I'm
trying a challenge or a celebration and a win. Like
she she understands and I talk to her really often.
(25:23):
I'll tell her, like we have a lot of these
conversations where I'll say, like, is this normal? Like, is
this normally how this works? And she's like, that's normal.
That's normal.
S6 (25:32):
Yes.
S4 (25:33):
Here's what I would do. Here's how I would handle that.
And I'm like, Oh, and I'll tell her like, I'm
so glad you're here. Don't you know? But literally all
I need is like a little therapy couch and then
she can walk around and do the thing because she's
just she's. She's absolutely a lifesaver. She's wonderful.
S2 (25:49):
Oh, my gosh. That is awesome. Oh, man. It is
so helpful and reassuring to have someone like a partner
like that where you can bounce off these, you know, ideas,
these problems, things that like, is this right? Is this
not right? Like it really is. I know you use
this word before, but it's very empowering, you know? Yeah,
(26:11):
it is. Yeah. Yeah. So one other thing I wanted
to ask you about that we haven't really gotten that
we haven't talked about is you are also doing a
lot of work with fundraisers and within, you know, within
your organization and your team. So tell like, like what
(26:33):
kinds of things are you working on that's exciting.
S6 (26:36):
Well.
S4 (26:37):
So here's kind of the fun part. So in public media,
I think we were at a really an amazing place
where we were really taking this time to really look
at our audience and go, okay, how can we impact
and reach this audience? And a lot of times, Jen,
and I'm sure you you find the same is you
have to have the right people in the right positions.
(26:59):
And some people don't necessarily agree with that. But I
feel like a person of color and somebody with a
unique background, a different background than what oftentimes is the
majority has a very different perspective coming into a position
and and can see the work really differently. So, you know,
(27:20):
in the public media space, it was changing the messaging,
it was changing the faces, and it was thinking about
the different campaign messaging. It was trying to look at
things from the lens of inclusive, inclusive giving. And it's
not a controversial topic when we talk about, you know,
how do you ensure that your messaging is reaching everybody
(27:42):
so everyone feels like they're part of your mission? And
so often, you know, I love this topic, by the way.
It just.
S6 (27:48):
Really.
S4 (27:49):
Drives me, draws me up. But so often you hear
things right from people and in passing who will say like, Well,
we need to lower the ask amount if we want,
you know, Latinos to give or we need to, um,
you know, they just don't give. And you hear that
about people of color and young people. It's like, oh,
they don't give, they just don't give. I'm like, I
(28:09):
would challenge that organization or the group to go is
our messaging is what we're saying is our impact reaching
that group of people? Are we saying something that resonates
with them? Do they see themselves in our organization and
our mission? And oftentimes, like, the answer is no. So
I think that's when you have to look inward and go, okay,
(28:30):
what are some of the things that we can change
and we can tweak? So coming into this new role, um, I,
I'm a graduate of the University of Houston. It's one
of the most diverse campuses in the country, a leading institutions,
Hispanic serving institution. And so you, you know, there's a
lot of thought that goes into how we're reaching those groups. And,
you know, thankfully, you have a team that's very mindful
(28:52):
about it and how we approach it. And it's things
like using faces versus, you know, in your appeals and
some of your fundraising, you know, collateral going away from,
you know, a tree and a background to let's actually
feature somebody that looks like somebody who's walking around campus. Um,
let's use real faces, which requires more work. But it's
(29:14):
important that the people receiving our appeals see themselves in
the organization and then to think it's just the natural
representation of how you're hiring. I, I was hired in
this role because I am suited for this role and
am qualified for the position. I then when I go
to hire, I do the same thing. It just so
(29:36):
happens that my hiring pools are a lot more diverse
and I think a big part of that is you.
You gravitate towards what you see and it's the representation
part of it just being a person of color, hiring
you automatically your pool opens up and I don't think
people think that all the time, but I swear it's true.
And your teams, everything just starts to look like the
(29:59):
world that we walk around in every day. So and
then it's just diverse perspectives at the table. It's not
it doesn't have to be forced. It's not, you know,
a committee. It's, it's it's more organic than that. It's
just even the messaging, you know, how we're saying things,
the the different subject lines, like all of that plays
(30:19):
a role. And so that's kind of for me, the
first step is how looking at that messaging and then
thinking about how we can be really inclusive.
S2 (30:27):
Yeah, yeah. And I think that it's so important, you know,
especially when you're, as you had said, developing your collateral,
developing your campaign materials, that you're bringing lots of diverse
voices to the table so that there can be a conversation,
you know, about are these materials really intended for the
(30:49):
audiences that we're aiming for and and the ones that
we're that we're targeting? You know, if we're if we're
telling the stories of certain communities.
S6 (30:59):
Are.
S2 (30:59):
Is that reflected in the stories that are in our appeals?
You know, and even, you know, as you had mentioned,
it's not a matter of how much or the giving
ladders it like people give because they feel a passion
for the organization like that is just the basis of
(31:21):
of why people give like they are you know there
there is a heart that they have for the for
the organization. So is that reflected in the materials that
you have.
S4 (31:35):
And yeah it's it's important. And you know to that
end I think I think that people think it's a
bigger undertaking than it is. Right? So and you get
like a natural hesitation. I've been blessed not to have
that at any organization I've ever been in where I mean,
think down to like, you know, my boss, her name's Courtney,
(31:55):
but she's very, um, even when it comes to like,
being impaired in a different way or, um, making sure,
like your, you know, your accessible and how are you
meeting those requirements? And it's making, it's the online experience.
What does that look like? Can everyone give online? Is
it inclusive for everybody? And it's it's just such a forefront.
(32:17):
It's it's it's always at the forefront of what we're doing.
And I think that's a big step. And so if anything,
you know, I hear a lot of small organizations, you know,
that the first thing they say is like, well, you know,
we can't, you know, think they automatically think you have
to institute a new program that's going to be, you know, well,
we this this brand new program that's going to be
(32:37):
for this specific group of people, I think that's a
great place to get to. But think just audit what
you're doing currently. Look at your collateral, look at your
communication pieces, look at the team around you, and it
will help you start to figure some things out. It just,
you know, it. And those things can be changed really quickly.
S2 (32:57):
Yeah, yeah. Even, you know, it's even looking at your website,
looking at the, you know, we talk a lot in
digital fundraising about user journeys, but using those lenses within
the user journeys as you're going to your home page,
as you're clicking on to, you know, the support page
(33:17):
or the program page, like what is the language there,
what are the visuals? And even to your point of
like accessibility online, you know, do you have alt tags?
You know, do you, you know, like those kinds of
things for screen readers? Like all of these things kind
of come into play. And so, yes, it does take
(33:38):
a little bit more time to audit those materials, but
it is such a valuable investment. I agree. Yeah. Yeah.
So NSA, oh, my gosh. I feel like we could
talk forever.
S4 (33:52):
I know at the beginning I was like, ooh, I'm nervous.
And then as we started talking about certain things like, Oh,
I love this topic about this.
S6 (34:00):
It's like so easy.
S4 (34:02):
Yeah. Forgot. I'm like, We're doing this. I don't even know.
I'm like, What's going on?
S2 (34:06):
No. Okay. So I have one final question for you,
and this is just off the cuff to kind of,
you know, just get a sense of like who NSA is.
So my question is, what is it that you did
last weekend and what would be your ideal weekend if
(34:31):
you didn't do that last weekend?
S6 (34:33):
What did I do last weekend?
S4 (34:35):
What did I do So like this, this weekend, this this.
S6 (34:39):
Weekend, either this past.
S2 (34:40):
Weekend or the weekend.
S6 (34:41):
Before.
S2 (34:42):
Whatever comes to mind as a recent weekend that you did?
And then what would be your ideal activities on a weekend?
S4 (34:54):
Hmm. What did I do this weekend? Well, I'll tell you.
I celebrated someone very close to me being a essentially
no evidence of disease on a cancer scan.
S6 (35:07):
Oh, my God. Yeah.
S4 (35:09):
So that was that. And answer. I have nothing else to.
I mean, I don't have a better weekend than that.
That's the weekend of my life.
S6 (35:20):
Yes.
S4 (35:20):
And so that's what I did this this past weekend.
It was one big celebration. And. Oh, that's so funny
you asked me that. That is so weird. Yeah. Don't
don't have a better weekend than that again. That's. Yeah.
S2 (35:33):
I agree. I think that's probably the best weekend you
could ever have. Oh, that's wonderful. Well, congratulations to your friend.
And I'm sure that it was just such a special time.
But that brings.
S7 (35:48):
Tears to my eyes. That's wonderful.
S4 (35:51):
I've had I've since from from Friday to now, I'm like,
I'm drained. I was like, when I got on here
today was like.
S6 (35:58):
Just make sure. Right. Yeah. Here.
S2 (36:02):
Yeah. Where's that cream that like, makes you like I,
you know, like.
S4 (36:08):
Exactly. I had like a whole cucumber just on.
S6 (36:10):
My eyes before.
S4 (36:15):
Thank God. What a wonderful question.
S2 (36:17):
Oh, that's. Oh, okay. So thank you so much for
sharing because that is a very special and personal story.
So I really do appreciate you sharing that with our audience.
And now they can also celebrate with you and your.
S6 (36:32):
Friend.
S4 (36:34):
All celebrating that. Yes, we're dancing with that.
S6 (36:36):
Wonderful. Yes.
S2 (36:38):
Oh, that's awesome. Okay. So NSA, how if people wanted
to reach out to you and get in touch with you,
what would be the best way for them to do that?
How can how can we how can our audiences reach you?
S4 (36:52):
Well, you can email me at Anisa Rios five at gmail.com,
or you can also find me on LinkedIn. I wish
I could like link, like click the link. I know,
but I'm on, I'm online and it's NSA is on LinkedIn,
so you can find me there as well. But I'm
a big LinkedIn person. I feel like I'm on your
all the time, just like articles and.
S6 (37:13):
That's a good way to do.
S2 (37:14):
It. Yes, I love going on to LinkedIn because as
I said before, you can see sort of the sort
of changes with all of your friends and all of
their all of their, you know, sort of professional journeys.
And I just love that. Yes. Well, this has been wonderful.
And say thank you so much for taking the time
to talk with us today. So delighted to have you
(37:37):
on the podcast and we.
S4 (37:40):
Appreciate your time. Thank you so much, Jen. Thank you.
S7 (37:44):
Guys. Thank you.
S2 (37:51):
Vanessa is such an inspiration. I just love her work
as a woman of color to ensure representation within the
organization and her creative energy is just infectious. I hope
you've enjoyed this episode. If you'd like more nonprofit fundraising resources,
visit my website at charity, where you can sign up
for my monthly newsletter, Access Free Guides and learn more
(38:15):
about my book, The Insider's Guide to Online Fundraising. This
has been from The Nest, where fundraising takes flight. Thanks
for listening.
S1 (38:32):
This episode was produced by Ola's Media Network in San Diego, California.
Jessica Garcia serves as general manager. Lina Alvarez is associate producer.
Elia Ramos is creative director. Jesse Polk is executive producer
and founding partner. And Chad Peace is our president and
founding partner. Thank you for listening.
S8 (38:55):
Lost media.
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