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The fundraising profession in Canada: Past, present and future
By Andy Levy-Ajzenkopf
December 10, 2007It’s the mark of any good career that there are institutions dedicated to fostering the next generation of leaders. Whether it is lawyers, doctors, executive directors or machinists, if there’s a recognized school or program that takes students and churns out expert professionals, then that profession has made it. So it is with the Canadian fundraising professional, perhaps the voluntary sector’s most vital cog in the charitable machine.
One example is Humber College’s Fundraising and Volunteer Management certificate program, where Canadian Certified Fund Raising Executive (CFRE) guru, Ken Wyman, holds court as a professor. Another is CFRE International, a multinational organization whose purpose is to “be the premier global provider of professional certification of proficiency and practice in fund raising and to position the CFRE as the primary credential for career fundraisers for practitioners, employers, and the public.” And of course there’s the Association of Fundraising Professionals (AFP), one of the preeminent organizations in the field, boasting 26,000 members in 172 chapters in Canada, the United States, Mexico, and China. It's mandate is "to advance philanthropy through advocacy, research, education, and certification programs.”
There’s good reason to have these groups around. After all, without the fundraising professional, where would nonprofits get their operating budgets and find the revenues to continue their good works? But the nature of the fundraising profession is morphing as governments tighten their belts and donors become increasingly wary of e-marketing floods and read about the not-so-above-board charities that continue to crop up and give a bad name to a noble profession.
The pros are truly committed to it
Sharilyn Hale, director of philanthropy for the YWCA of Toronto and a member on the board of directors of CFRE International, gives her take on what she’s learned about her line of work and what mindset the current fundraising expert should have.
“In preparing for the CFRE exam, I learned so much about types of fundraising that I had not done before and was exposed to the rich literature and body of knowledge of our field of practice,” she says. “[It's] critical that those of us doing this work demonstrate a commitment to embracing professional standards of practice, including ethics and accountability.”
So what’s different in the profession today than in the past? Simple: education and rules.
“To become a CFRE, and to be able to recertify every three years, you must fulfill requirements in professional practice, continuing education and service to the community,” Hale explains. “This provides great motivation to stay current, participate in professional development opportunities and to volunteer regularly. Being a CFRE demonstrates a high level of commitment to the profession and to the community at large.”
Len Gamache, CFRE and president of St. Joseph's Health Centre Foundation, concurs. “The hardest part is applying yourself on all these fronts to be well-rounded,” he says. “I've been in this profession now for two decades and have loved every bit of it. Getting my CFRE was just a logical step in confirming my skills and ability as a professional.”
Professional fundraisers and today’s climate
Education and continuous upgrades to professional standardization are some of the major evolutionary steps for fundraisers, but these experts say the profession is just now touching the tip of the iceberg and ready to really explode as a major, serious career choice for new graduates in the coming years. “I still feel that we're only in the early years in the development of the fundraising field," asserts Gamache. "Opportunity abounds for anyone interested in taking this path.” Hale agrees.
“There is great demand for fundraisers in organizations, particularly in the larger urban centres, and not enough experienced fundraisers to fill these roles, creating opportunity for those new to the field,” she says. “There is a tremendous amount of opportunity for fundraisers in Canada today as so many organizations are looking to expand their fundraising activities to be able to respond to greater needs in the community. Organizations are under so much pressure to raise funds, produce results, operate effectively and ethically, and maintain a strong focus on their mission. More than ever, they need experienced, knowledgeable and committed staff [that] understands both the heart and mechanics of philanthropy.”
Hale says that obtaining a certification in fundraising really should be on the radar of any would-be fundraiser. “Being a CFRE distinguishes a fundraiser in this marketplace as someone who has made a commitment to the field, knows the core body of knowledge and has a minimum of five years experience.”
Still, both experts caution aspiring fundraisers to know what they’re getting themselves into before choosing this path.
Ease on down the fundraising road
“In terms of taking the certification exam for CFRE and from what I've heard from colleagues over the years, the exam has evolved to become more comprehensive and sophisticated. So from that standpoint, I think it has definitely [become] more demanding,” says Gamache.
For her part, Hale enthusiastically enjoins others to join her in the ranks as a CFRE.
“I encourage anyone who works in philanthropy and professional fundraising to pursue certification as a CFRE as soon as they are able, joining an international network of more than 5,200 CFREs around the world,” she entreats. “Fundraising is a demanding career that requires a breadth of knowledge, energy and compassion and organizations should be able to look to us with confidence that we are experts in our field.”
Future forward
With close to 100,000 charities across the country (and counting), it seems likely that fundraisers will be in high demand. But Hale warns that both current and future fundraisers need to keep their eye on what’s truly important, lest the profession suffer from a dilution of talent and public trust.
“Canadians are generous people and they support many worthy organizations and groups creating positive change in our communities and making Canada a better place to live,” Hale says. “By definition, philanthropy is about compassion and fundraisers help facilitate this expression of care in our community, and that is about much more than raising dollars. The future of fundraising will be strong as long as we keep the heart in philanthropy and continue to focus on skillfully creating meaningful giving experiences among donors and volunteers.”
Gamache is of the same mind, envisioning great things for the profession moving forward.
“The fundraising profession has matured immensely over the period that I've been involved,” he states. “We're on the right track to ensure that our profession has greater and greater respect, integrity, and standards toward advancing the philanthropic sector along with our important role in achieving results.”
If that’s true, then all Canadians who benefit from the numerous campaigns to elicit the spirit of giving at this time of year (and year round) owe a modicum of thanks to the hardworking, fundraising professionals who ensure that a steady flow of goodwill revenue remains accessible to charities and nonprofits nationwide.
Keep that generosity coming and happy holidays.Andy Levy-Ajzenkopf is president of WordLaunch professional writing services in Toronto. He can be reached at andy@wordlaunch.com
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