Mastering Fundraising

Mastering Fundraising: A Conversation with Ray Watts - Episode 14

In this episode of the Mastering Fundraising, host Chris Looney sits down with Ray Watts, Interim Vice President for Advancement at California State University, San Bernardino, for a thoughtful and practical conversation on plannual giving.
Plannual giving is the intentional integration of annual giving and planned or asset-based giving. Ray challenges the traditional separation between these strategies and makes the case that loyalty, consistency, and generosity today are often the strongest indicators of legacy gifts tomorrow.
This conversation moves beyond technical planned giving mechanics and focuses on donor behavior, mindset, and relationships. Ray reframes planned giving as a celebration of asset-based philanthropy and shares real-world examples from his career in higher education advancement.
In this episode, you will learn:
• Why planned giving should be understood as asset-based philanthropy, not a technical specialty• How annual giving behavior predicts future legacy giving• Why most donor wealth is not held in cash and what that means for fundraising strategy• The Three Circles of Philanthropy and how they help identify donor opportunity• How loyalty, leadership, and legacy intersect in donor relationships• Why planned gifts are often simpler than nonprofits assume• How annual fund and planned giving teams can work together more effectively• Practical ways to invite donors into conversations about perpetuity and long-term impact
This episode is ideal for nonprofit leaders, fundraisers, and board members who want to build sustainable philanthropy while honoring donors as whole people, not just transactions.
Be sure to like, follow, and subscribe to Mastering Fundraising, and check out our other podcasts, Lead for Good and The Nonprofit Edge, for more conversations on leadership, governance, and the future of the nonprofit sector.

Mastering Fundraising: A Conversation with Ryan Marshall - Episode 13

Mastering Fundraising Podcast: Capital Campaigns with Ryan Marshall, Assistant Vice President for Development at Atrium Health Foundation
In this episode of Mastering Fundraising, Chris Looney sits down with Ryan Marshall to explore one of the most important and misunderstood areas of fundraising: capital campaigns. Ryan brings more than a decade of hands-on campaign experience, from national consulting work to leading major philanthropic initiatives within Atrium Health, one of the most dynamic healthcare systems in the country.
This conversation pulls back the curtain on what it really takes to prepare for a successful campaign long before the first gift is solicited. Ryan shares candid insights on organizational readiness, feasibility studies, early donor engagement, and how to build momentum that carries through the quiet phase and beyond.
Key takeaways from the episode include:• Why organizations often fall in love with solutions instead of the problems donors want to solve• The five conditions every nonprofit should evaluate before entering a campaign• How leaders can build early buy-in through curiosity, listening, and donor partnership• Why the quiet phase is where campaigns are won or lost• How to guide volunteers with realistic expectations and clearly defined roles• Strategies for recharging momentum when a campaign feels stalled• Why adaptability is one of the most important leadership skills in campaign management• What healthcare systems will face in the next decade and why philanthropy must sit at the strategy table• The mindset shift that turns transactional giving into transformational support
Ryan’s blend of humility, clarity, and practical wisdom makes this a must-listen for any fundraiser preparing for a campaign, considering a campaign, or currently in one.
Listen, learn, and subscribe for more conversations that help you master the art and science of fundraising.

Mastering Fundraising: A Conversation with Victor Martin - Episode 12

Integrating Storytelling, Marketing, and Philanthropy with Victor Martin – University of Puget Sound
How do you build a communications strategy that inspires generosity and strengthens donor relationships?
In this episode of Mastering Fundraising, host Chris Looney sits down with Victor Martin, Vice President for University Relations at the University of Puget Sound, to explore how his team has successfully integrated a centralized marketing and communications function within the advancement office.
Together, they discuss how storytelling, brand, and philanthropy intersect — and how aligning these disciplines can elevate fundraising results, enhance donor stewardship, and deepen community engagement.
You’ll learn:
How an integrated MarCom-Advancement model transforms institutional storytelling
Ways to infuse philanthropy and donor impact into communications across all channels
Strategies for improving collaboration between fundraisers and communicators
The leadership mindset needed to unite teams around shared purpose
Whether you’re a chief advancement officer, communications director, or frontline fundraiser, this episode offers a practical and inspiring look at how authentic storytelling drives meaningful philanthropy.
🎧 Listen now on YouTube, Apple Podcasts, Spotify, or Podbean — and subscribe for future conversations that help you master the art and science of fundraising.

Mastering Fundraising: A Conversation with John Scola - Episode 11

A huge thank you to John Scola for joining me on the Mastering Fundraising podcast for a powerful and timely conversation on Ethical Fundraising — a topic that sits at the very heart of our profession. As Chair of the Association of Fundraising Professionals (AFP) Ethics Committee and a respected leader with decades of advancement experience, John shared deep insights into what it really means to uphold integrity while navigating the complex realities of philanthropy today. 💡 Key Takeaways from our conversation: ✅ Why defining and living out your ethical framework matters more than ever ✅ How to navigate gray areas when donor intent and mission don’t perfectly align ✅ The importance of transparency, accountability, and values-based leadership ✅ How to build an organizational culture where ethics aren’t just policies—but practice ✅ What the future holds for ethics in an age of data, AI, and shifting donor expectations If you care about elevating trust, integrity, and impact in fundraising, this episode is a must-watch.

Mastering Fundraising: A Conversation with Keegan Bell - Episode 10

In this episode of Mastering Fundraising, host Chris Looney sits down with Keegan Bell to explore one of the most important and underutilized concepts in modern fundraising: layered donor relationships.
Drawing from more than two decades of nonprofit leadership experience across education, youth development, healthcare, arts, and environmental organizations, Keegan shares how organizations can move beyond transactional fundraising and build deeper, more resilient donor relationships through intentional collaboration between staff, board members, volunteers, and executive leaders.
Throughout the conversation, Chris and Keegan unpack:
Why donor relationships should never rely on a single point of contact
How organizations can create a true culture of philanthropy across departments
Practical strategies for engaging board members in meaningful donor cultivation
The “triangular strategy” of executive leadership, program staff, and peer volunteers working together
How stewardship creates future frontline fundraisers within organizations
Why fundraising should be viewed as leadership work, not just financial work
Keegan also shares compelling real-world examples of layered cultivation strategies leading to transformational gifts, including how a simple holiday office tour evolved into a long-term endowment commitment supporting student scholarships.
This episode is packed with practical insight for nonprofit leaders, development professionals, executive directors, CEOs, and board members seeking to strengthen donor engagement, deepen trust, and create sustainable fundraising systems that outlast any one individual relationship.
Whether you lead a small nonprofit or a large institution, this conversation offers actionable guidance on how to build fundraising cultures rooted in shared ownership, authenticity, and long-term mission alignment.

Mastering Fundraising: A Conversation with Brian Hervey - Episode 9

When a fundraising leader helps guide two billion-dollar campaigns, builds world-class advancement teams, and reshapes the future of one of America’s leading public universities, people pay attention.
In this episode of Mastering Fundraising, Chris Looney sits down with Brian Hervey, Vice Chancellor for University Advancement and Alumni Relations at University of California, Irvine, to explore what it truly takes to lead transformational fundraising at the highest level.
Brian shares his remarkable journey from financial advisor, police officer, and community volunteer to becoming one of the nation’s most respected advancement leaders. Along the way, he reveals how a deeply personal family experience sparked a passion for philanthropy that would eventually lead him to help complete University of California, Irvine Foundation’s historic $2 billion Brilliant Future campaign.
In this powerful conversation, you’ll discover:
• How Brian’s personal story shaped his calling in fundraising• What it takes to build and lead high-performing advancement teams• The infrastructure, systems, and leadership required to execute billion-dollar campaigns• Why alumni engagement, grateful patient fundraising, and principal gifts matter more than ever• Lessons learned navigating campaign leadership through COVID, organizational change, and shifting donor behavior• Brian’s perspective on the future of philanthropy in higher education and what may come after the era of mega-campaigns
This episode is a masterclass in strategic leadership, campaign execution, and mission-driven fundraising at scale.
Whether you lead a university advancement shop, healthcare foundation, or growing nonprofit, Brian’s insights will challenge your thinking and expand your vision for what’s possible.

Mastering Fundraising: A Conversation with Kenya Beckman - Episode 8

In this episode of Mastering Fundraising, host Chris Looney sits down with Kenya Beckmann, a dynamic leader in healthcare and higher education philanthropy, to explore one of the most under-discussed yet powerful strategies in modern fundraising: the shared support model.
Drawing from her experience at Providence, one of the nation’s largest health systems, Kenya unpacks how coordinated, enterprise-wide fundraising infrastructure can dramatically elevate performance across multiple foundations and communities. From donor research and communications to data analytics and principal gifts, she explains how shared services can drive greater speed, expertise, and impact without sacrificing the local relationships that fuel philanthropy.
This conversation goes far beyond theory. Kenya shares practical examples of how this model has led to record-breaking fundraising results, accelerated the adoption of strategies like comprehensive campaigns and endowed chairs, and strengthened physician and board engagement across diverse markets.
Equally compelling are her insights on leadership. Kenya outlines the mindset required to successfully manage complex, multi-entity fundraising environments, emphasizing emotional intelligence, humility, process discipline, and a deep commitment to local empowerment. Her philosophy of “high accountability and high love” offers a refreshing and actionable framework for nonprofit leaders at every level.
Whether you’re leading a hospital foundation, working within a federated nonprofit system, or simply looking to scale your fundraising impact, this episode provides a rare and valuable look into how shared support models can unlock new levels of performance and mission advancement.
Tune in to learn how to balance scale with local connection, leverage expertise across teams, and build fundraising systems that truly deliver on their promise.

Mastering Fundraising: A Conversation with Jim Boyle - Episode 7

In this powerful episode of Mastering Fundraising, host Chris Looney sits down with veteran fundraiser Jim Boyle, chief development leader at the Charles Darwin Foundation, to explore what it really takes to sustain hope, energy, and purpose in a profession defined by urgency and scale.
From leading one of the most ambitious ecological restoration efforts in the Galápagos Islands to navigating decades of fundraising across sectors, Jim offers a candid and deeply human perspective on burnout, resilience, and the emotional realities of the work. This conversation goes far beyond tactics, diving into the mindset required to stay motivated when the challenges feel endless and the stakes couldn’t be higher.
You’ll hear how small wins, like the unexpected return of a species after a century, can reignite belief in what’s possible. Jim also shares practical wisdom on managing stress, building support systems, and embracing both vulnerability and optimism in leadership. Most importantly, he reframes fundraising not as asking for money, but as inviting others to change the world.
Whether you're a seasoned fundraiser or just beginning your journey, this episode is a reminder that your work matters, your effort is enough, and sustaining yourself is essential to sustaining the mission.
Listen in for a conversation that will challenge, ground, and inspire you to keep going.

Mastering Fundraising: A Conversation with Duane Rohrbacher - Episode 6

Mastering Fundraising with Duane RohrbacherAI, Operations, and the Future of Fundraising
What happens when a seasoned development leader leans fully into artificial intelligence?
In this episode of Mastering Fundraising, Chris Looney sits down with Duane Rohrbacher, Executive Director of Development at UC Irvine, to explore how AI is already transforming fundraising operations and what leaders must understand to stay ahead .
Duane brings a rare perspective. With a background in higher education administration and years of frontline and operational leadership, he has been actively experimenting with AI tools since their earliest public releases. What began as curiosity quickly became a strategic advantage.
This is not a theoretical conversation about the future. It is a practical discussion about what fundraisers can do right now.
In this episode, you will learn:
How AI can reduce writing time for proposals, stewardship reports, and donor communications by as much as 80 percent
Why project management may be the most underappreciated fundraising skill and how AI strengthens it
The distinction between low touch, high volume fundraising and high touch major gift work
How smaller shops can leverage AI to operate like larger teams
Why personalization may actually increase, not decrease, in an AI enabled world
The critical importance of protecting donor data and implementing ethical guardrails
Duane challenges fundraisers to move beyond casual experimentation. Instead of using AI for novelty, he argues that professionals must train it intentionally, integrate it into workflows, and treat it as a strategic partner.
At the same time, he makes something equally clear: AI does not replace relationships. It enhances preparation. It strengthens follow up. It improves discipline. But major gift work still demands in person engagement, active listening, and authentic human connection.
For leaders wondering whether AI belongs in fundraising, this conversation provides clarity. For those already experimenting, it offers direction.
If you care about efficiency, accountability, and staying competitive in a rapidly changing field, this episode is essential listening.
Listen now and consider one simple question:
Are you using AI as a novelty tool, or are you building it into your operating system?

Mastering Fundraising: A Conversation with Dr. Sheryl A. Bourgeois - Episode 5

Mastering Fundraising with Dr. Cheryl A. BourgeoisReinventing Organizations, Building a Culture for Philanthropy, and Executing with Discipline
In this episode of Mastering Fundraising, Chris Looney welcomes Dr. Cheryl A. Bourgeois, President and CEO of the St. John’s Health Center Foundation in Santa Monica, California .
Since stepping into her role in 2023, Dr. Bourgeois has led the foundation through its 50th anniversary while surpassing ambitious fundraising goals, raising more than $41 million to advance medical care, research, and patient services. But this conversation goes far beyond revenue totals.
Dr. Bourgeois offers a candid look at what it takes to step into long established institutions and thoughtfully lead change without dishonoring legacy. She shares how listening tours, data analysis, and board engagement laid the groundwork for reinvention while preserving trust.
You will hear practical insights on:
Leading through imposter syndrome and learning in real time
Honoring the past while introducing bold new strategies
Building a true culture for philanthropy across an entire organization
Why nonprofits must operate with the same discipline and accountability as any for profit enterprise
Designing five year strategic plans that are aspirational, measurable, and actionable
Using dashboards and clear KPIs to drive performance and transparency
Remaining nimble when environmental disruptions threaten even the best laid plans
Dr. Bourgeois also challenges leaders to reject complacency. Continuous improvement is not optional. It is essential for relevance, growth, and long term impact.
If you are a nonprofit executive, chief advancement officer, or board leader seeking clarity on strategic planning, culture building, and execution, this episode delivers both inspiration and a practical roadmap.
Listen now and consider: Is your organization evolving fast enough to remain essential?