Last Look: Rebecca Raible, director of development, Equal Justice USA

Rebecca Raible, director of development, Equal Justice USA

Equal Justice USA was founded in 1990 as a program of the Quixote Center, a multi-issue social-justice umbrella organization based in Maryland. In 2008, it separated to become a fully independent organization and moved its headquarters to Brooklyn, N.Y., and just recently opened a West Coast office in Seattle. EJUSA's mission is to build a criminal justice system that is fair, effective and humane, starting with repeal of the death penalty and increased services to families of homicide victims. Its recent organizational accomplishments include ending the death penalty in New York in 2005 and New Jersey in 2007, and gutting Maryland's death penalty in 2009.

Here, we talk with Director of Development Rebecca Raible about the organization and its fundraising strategies and techniques.

FundRaising Success: How do you fund your mission?
Rebecca Raible: We fund our mission through grants and individuals via mailings, phone outreach, e-mail and events. We are expanding our donor cultivation and outreach to include more personalized attention through one-on-one meetings and intimate donor events.

FS: What are the biggest challenges your organization faces as far as fundraising is concerned? How do you overcome them?
RR: I see our largest fundraising challenge as diversifying our funding streams to achieve a healthier revenue balance, where we are not so heavily reliant on foundation funding. This is a difficult task in this economy; however, we are investing time and resources into our donor relationships now, so that when the economy rebounds, we will be poised for even greater success.

FS: Do you foresee any big changes in the way you reach potential donors and other supporters in the near future?
RR: We are investing resources: board and staff, time, and training into creating more personalized approaches and meeting opportunities for us to get to know our donors better and for them to feel closer to our organization.

FS: How would you describe your fundraising philosophy?
RR: My fundraising philosophy is fourfold: 1) If you don't ask, you don't get. 2) Everyone can be taught to fundraise — this is not a mysterious skill. We all have the ability to talk about something we believe in and develop a connection with someone around that common passion. 3) Asking for money for a good cause should not be personal. You are asking on behalf of a good cause, therefore rejection is not personal and your own money issues and fears should not apply. 4) Fundraising is no different from any other kind of organizing. Whether asking for a financial gift or someone to call their legislator or host a public education event at their church, doesn't matter. They all start with developing meaningful relationships with people who care about the issue, and giving them an opportunity to do something that will move the campaign forward.

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