ProFile: Kory Christianson

Executive director of development, St. Joseph’s Indian School, and DMA Nonprofit Federation Max L. Hart Award recipient

FS: What fundraising strategies, both internally and externally, have you employed over the past 16 years at St. Joseph's Indian School?

KC: Well, the good Lord has richly blessed us, first and foremost. We also implemented a number of measures that have helped us grow.

First, we implemented a series of five-year strategic plans. These really helped us determine what kind of organization we wanted to become and how we would achieve that vision.

Second, we changed our mind-set in terms of direct-mail fundraising. Instead of always looking for the least expensive option and managing from the cost side of the equation, we began managing our program from the growth and net-income perspective. This led to changes in our packages and many more donors.

Third, we focused our planned-giving efforts on bequests, gift annuities and memorials, and expanded promotion of them through the mail, telephone, online and donor luncheons.

Fourth, we implemented a direct-marketing program in Germany, and we have recently initiated a program in France.

Fifth, we updated our brand image from a graphic and content standpoint.

Finally, and most importantly perhaps, we are very focused on donor service. We want to be a "development" office, not a "fundraising" office. So, we are very prompt with thank-you letters, returning phone calls, answering mail and e-mail, etc.

FS: What do you like most about working with nonprofits?

KC: First of all, our donors continue to amaze me. The USA is the most generous country on earth, and daily we see that generosity with the contributions made to our school.

Second, the direct-marketing professionals inside our organization and within other organizations make it special. People are always willing to share what has worked for them, trends they are seeing, etc. This willingness to help others is evident throughout the sector.

FS: What challenges do you face as a fundraiser?

KC: In terms of direct marketing, often the challenges are outside of our control. The economy, postal rates, regulation, etc., are always challenges. So, we do the best we can to deal with conditions beyond our control, but focus our main energies on those areas we have control over: our messaging, our donor service and our strategies for success.

FS: How have you seen the nonprofit/fundraising field change and evolve over time?

KC: Obviously, a lot has changed over the past 16 years, whether it's the economy, technology or social-giving attitudes. We have certainly seen the types of mailings that worked in 1993 really don't work as well today. Packages have certainly evolved over time.

Changes in technology with barcode readers, scanning capabilities, and the platforms and systems necessary to manage our donor system have allowed us to move personnel from production functions to marketing and donor-service functions.

Also, donor-giving behavior has changed and is continuing to change. A decade or so ago, our donors would give simply because of what we were doing. We are clearly seeing a change now, where donors have higher expectations. They want to know the program outcomes and the long-term results of our programs and services. For us, these results and effectively communicating them are very important and increasingly correlated to the progress of our development efforts.

FS: What ways do you reach out to donors and potential donors at St. Joseph's Indian School?

KC: Nearly all donors come to us from the lists of other organizations. So, our list rental/exchange program is very important.

We also initiate involvement strategies with our donors. [For example], with our donor luncheon program, we travel to six to eight cities each year. Our annual Benefactor Banquet and American Indian Day Pow Wow celebration on campus also brings in about 300 donors and approximately 1,000 attendees. We engage in online activities [such as] blogs, Facebook pages, etc. We operate a museum on campus with art and artifact displays and a mission to honor the Native Americans in our region; over 20,000 individuals visit each year. And, finally, we are planning a Hall of History that will provide our visitors with more insight into the 80-plus years since St. Joseph's Indian School was founded. FS

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