As part of United Way of Central Alabama’s (UWCA) ongoing LEARN United series, local nonprofit leaders recently gathered for a session focused on one of the most vital skills in community impact work — fundraising.
The final session of the Fundraising Excellence Track, hosted at America’s First Credit Union (AmFirst), brought together experts and practitioners who shared real-world strategies, creative ideas and lessons learned from years of inspiring generosity in Central Alabama.
The discussion featured Stirling Hutchins of A+ Education Partnership, Maggie McDonald of United Way and Susann Montgomery-Clark of the Megan Montgomery Foundation.
Each offered a unique perspective on what it takes to run successful campaigns and keep teams motivated throughout the giving season.
Stories and Relationships Drive Support
“When we share the ‘why’ behind our work, people see themselves as part of the change,” said Katrina Watson, Senior Vice President of Community Impact at United Way, who has spent 15 years raising funds for causes that impact the community, including Oasis Counseling for Women and Children and The Literacy Council of Central Alabama.
Data alone rarely moves people to act.
“Numbers matter,” said Hutchins, “but the stories are what stick with people. When employees hear how their dollars helped someone in their own community, it changes how they see giving.”
All panelists agreed that strong relationships make all the difference in fundraising. When people feel part of the mission and see the impact of their gifts, they want to keep giving.
“Everyone is a fundraiser,” said Montgomery-Clark, “even if you don’t think you are. Every conversation, every social post, every thank-you note is a chance to share your mission and invite someone to be part of it. Fundraising isn’t just about asking for money — it’s about building belief in what you do.”
LEARN United Empowers Leaders to Make Lasting Change
Attendees left with practical insights they could immediately apply within their organizations, from rethinking donor engagement strategies to better communicating their impact stories.
“The panel of experts has motivated me to seek high-impact gifts to sustain and expand our mission at Childcare Resources,” shared Joan Wright of Childcare Resources.
For Carole Lyons of The Arc of Shelby County, the workshop provided new perspective and confidence.
“The LEARN United Fundraising Workshop gave me the tools and confidence to approach fundraising with purpose,” she shared. “The expert panel was inspiring, and the message that if we don’t ask, someone else will has stuck with me ever since.”
As the LEARN United series continues, so does the commitment to equipping local leaders and volunteers with the tools to make a lasting difference in our community. From fundraising to leadership and impact measurement, each track offers an opportunity to grow and connect professionally and to bring about positive change in people’s lives.