Career Profile

Tori O’Neal-McElrath, director of development for The Center for Community Change in Washington, D.C.

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How many years have you been in fundraising?

I entered the nonprofit sector in 1989 and since that time I have either been a full-time development professional or fundraising has been a key part of my broader role. But truth-be-told, I have been fundraising for most of my life, starting with going door-to-door collecting change to fill the bread loaf banks as a part of Sunday School; bake sales, car washes and Girl Scout cookie sales; leading a service club in high school; and coming up with creative ways to generate the $100 needed to host the holiday party at the senior center. I’ve never been shy about asking for the gift because it has always felt right—I always believed passionately in the causes with which I was involved.

What achievements are you most proud of in your career?

From 2000 to 2009, I was the principal of O’Neal Consulting Services, a full-service organizational development firm. I consulted with both nonprofit organizations and foundations, providing a variety of services, with fundraising being one of the most requested. Born with an entrepreneurial spirit, I thoroughly enjoyed running my own business, and am particularly proud of the assistance I was able to provide in a consulting capacity for all those years.

When I was the vice president for development at Planned Parenthood Los Angeles in the early to mid-1990’s, I initiated a list rental co-op and invited affiliates across the state to join when I realized that some of the smaller affiliates could not participate in donor acquisition efforts. It just made sense to me that the larger affiliates could leverage our resources with everyone using one list rental source, and we could add in the zip codes of the smaller affiliates. I’m told that the Planned Parenthood list rental co-op still continues. I’m proud that the seeds I planted in an organization nearly 15 years ago not only sprouted and grew, but also continue to bear fruit.

What is your motto?

My motto is—and has always been—“Plan your work, then work your plan.”

Name at least three things you like to do when you’re not fundraising.

I cherish spending time with my family and close friends. My husband and I have two incredible sons, Reece and Kyle, and spending time with them is bliss. Even the chaos—and there IS chaos—is good. At 8 and 6, both are still at an age when parents are cool and they want to be around us. Nothing is sweeter than the four of us walking together holding hands and enjoying each other’s company. And I have some very special sister-friends in my life who bring a richness, added value and grounding. I am blessed.

Reading is a passion of mine. If I had to choose between a movie and a book, I’d choose a book every time. In those rare moments when I do have some time for me, I love curling up with a good book and an even better glass of red wine.

Something I definitely do not get to do but enjoy immensely is traveling for pleasure. Exploring new places, spaces and people is an exciting adventure of which I’d certainly like to do more.

About diversity:

In your own words, describe diversity.

Good question. When I think of diversity, three words immediately come to mind: wholeness, inclusion and respect.

In my view, to be truly diverse there needs to be open space for people to bring their whole selves. I am African American, a woman, a wife, a mother, a friend, a community activist, a Gen Xer and a host of other things. We all are more than “one box,” and true diversity welcomes wholeness.

Inclusion is critical to diversity because it’s one thing to look and “see” diversity; it’s quite another to experience and benefit from it. When diversity in its true form is present, the richness, fullness, tension, complexity, challenges and payoffs occur. But if someone is brought into the mix because they are Latino, but are not allowed to bring their experiences as an immigrant, or if someone is Asian, but cannot bring their experiences as also being a woman and/or a working mother, full inclusion is not present. And frankly, that’s where the magic happens—when people bring their whole selves and are fully included.

Respect is self-explanatory. It’s approaching diversity through the lens of both welcoming and valuing diverse experiences, opinions and perspectives.

What do you think fundraisers can do to foster deeper inclusion in fundraising and the nonprofit sector?

Challenge assumptions, both the field’s and your own.

About fundraising:

Is there anything about fundraising that still surprises you?

I remain joyously surprised at just how generous we are as a country. It’s no secret we have our issues, but our capacity as a nation to come together and give when needed is simply amazing.

Ideal donors are …

Everywhere and just waiting to be asked!

What advice would you give to new fundraisers?

I would tell new fundraisers to resist the urge to approach fundraising as sales. I have never thought of myself as a “salesperson” or considered fundraising as “sales.” From my heart I believe that fundraising is a transfer of enthusiasm—a vehicle that allows staff the privilege of connecting people’s passions to action through the act of giving. That is a completely different mind-set from sales.

I’d also advise them never to take a position with an organization whose mission they either don’t quite understand or do not have a passion for. If fundraising is a transfer of enthusiasm, you need to be genuinely enthusiastic about the organization and its work. At the end of the day, it speaks to your credibility and authenticity. And that’s important professionally and personally.

Tori O’Neal-McElrath is director of development for The Center for Community Change in Washington, D.C. She wrote the third edition of Winning Grants: Step by Step (Jossey-Bass, ) and she will be contributing to an upcoming Jossey-Bass publication tentatively titled Nonprofit Management 101: A Field Guide for Social Sector Professionals.

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