Candace McRae Walsh, Associate Professor of Teaching and Coordinator in the Department of Public and Nonprofit Administration at the University of Memphis, spoke to the PRSA Volunteer Chapter and the Association of Fundraising Professionals Great Smoky Mountain Chapter on August 22, 2024. Her presentation focused on effective fundraising strategies, the importance of building relationships, and the need for adaptability in the evolving nonprofit sector.
As nonprofit leaders and professionals, there are many unpredictable circumstances and factors that force great flexibility within the field. Walsh began by discussing her role in the Institute of Philanthropy and Nonprofit Leadership (IPNL) and the challenges faced during the COVID-19 pandemic. She highlighted how the pandemic introduced new obstacles, such as halted donations, staff losses, and diminished stakeholder interest, which led to widespread panic.
Walsh emphasizes that when faced with such crises, it is her job as a communicator and teacher to first listen to the needs of others as their priorities change. Walsh takes a deeper dive into the issue of slowing donations during the pandemic and notes that while donations slowed for some nonprofit organizations during the pandemic, others experienced a boom as donors discovered value in nonprofit organizations offering immediate pandemic relief. By listening and understanding these shifts, Walsh and her team were able to adapt their strategies and effectively engage donors during a difficult time.
As for advising others on how to tackle various challenges, Walsh states that it is necessary to encourage others to think about transformational leadership, find their “flexible gene”, and focus on resource development. Walsh recalls a favorite quote from Robert F. Kennedy stating, “some men see things as they are and ask, ‘why?’ I dream things that never were and ask, ‘why not?’” as a reminder that successful nonprofit leaders learn to pivot to keep operating, while others may freeze under new conditions.
Walsh states that transformational leadership is an essential tool to success and positive change. When a leader combines their visionary thinking and courage to take action, progress will happen even in the face of obstacles.
In conclusion, Walsh underlined that nonprofit professionals must embrace creativity and flexibility to navigate the unpredictable nature of the field. "We’re in a different world," she said, and it is essential to adapt and keep moving forward.