The Dave Thomas Foundation for Adoption shows exactly how today’s nonprofits can accelerate mission and amplify revenue by putting marketing and development on the same team! CEO & President Rita L. Soronen and SVP of Marketing & Development Jill Crumbacher explain how an approach that started 11 years ago matured into an integrated structure with shared goals, clear ownership, and board alignment. As Rita puts it, “there’s just this intuitive sense…that one feeds the other,” adding that the shift “became very much an organic, ongoing conversation based on results.”

Jill brings for-profit rigor to the model: a VP of Marketing and a VP of Development co-lead paired “mini teams” for every fundraising channel, tracked in Asana with crystal-clear metrics. “Building a brand builds fundraising and building fundraising builds a brand. It just does,” Jill says. She adds, “For every fundraising team, we have a marketing team that supports the fundraising team”—a simple but powerful mechanism that reduces friction, speeds execution, and raises standards across content, design, and segmentation.

Rita details how leadership benefits from unified messaging: presentation materials, program context, and donor narratives are synthesized by one group that also collaborates tightly with program staff. She emphasizes stewardship and brand guardianship: “we’re not just protecting the brand of children in foster care, we have Dave Thomas in our name… We’re protecting that brand as well,” including the Foundation’s decades-long partnership with Wendy’s. The conversation also takes on today’s polarized climate. “We’re putting resources into the effort of how do we bring polarized conversations back together?” Rita notes, reinforcing the Foundation’s focus on solutions that broaden support without losing mission clarity.

Talent development is intentional. Jill shares how their marketers attend the Lilly Family School of Philanthropy to learn fundraising dynamics, while fundraisers learn marketing language and channels—so both “come out of the same gate.” The approach scales: the department grew from a handful of staff to 25, roughly split between development and marketing, with half of marketing embedded on fundraising squads and half focused on awareness, brand, and sector thought leadership.

The result is a disciplined, collaborative culture that moves faster, communicates smarter, and raises more—while advancing permanency for children in foster care.

#TheNonprofitShow #Adoption #NonprofitLeadership

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Nonprofits are being yanked into culture wars they never asked for. In this Nonprofit Power Week conversation, Jill Crumbacher, Senior VP of Marketing and Development at the Dave Thomas Foundation for Adoption, lays out how to keep your message steady when the public square gets noisy. This episode is a field manual for keeping your purpose intact—and your voice effective—when the temperature rises!

Jill’s team spans both marketing and fundraising—by design. As she puts it, the Foundation treats the whole enterprise “as one big communication strategy,” where audience segmentation, message discipline, and timing live in the same room.

Are foster care and adoption political? Jill’s answer: yes—and no. The Foundation operates at the back end of the process, after courts determine a child cannot safely return home. That’s where “finding forever families” becomes the mission—while the front end (why a child enters care) is where debates about poverty, racism, and systems flare. That nuance matters, and Jill’s team crafts language for each audience: “adoption” for the public; “permanency” for child-welfare professionals who also consider guardianship and reunification.

Jill’s playbook mixes discipline with restraint. She says it plainly: “Just because a reporter calls you doesn’t mean you have to reply.” Years before headlines heat up, her team works with crisis-comms experts to pre-write long and short answers for likely “arrows”—from Dobbs to immigration—paired with a decision tree about whether to engage at all. The goal is to protect mission focus when others try to conscript your voice for their fight.

Inside the house, rigor rules. The comms calendar is “beautifully organized chaos,” mapping channels, suppressions, and variants for donors (new, returning, Wendy’s-affiliated, etc.), followers, and child-welfare audiences. Message control isn’t censorship; it’s service to clarity. The team maintains a “say this, not that” lexicon and sends materials to outside reviewers to catch phrasing that could be misunderstood in other contexts.

There are also non-negotiables. “We will celebrate all children and we’ll advocate for all children in the system, regardless of how they identify,” Jill says. The Foundation’s images and words stay consistent year-round—they don’t “poke,” they persist. And when criticism pops up, they’ve seen the community often step in first, defending the work organically on social media.

If you steward a mission in a volatile moment, borrow these moves: define your lane, choose words precisely, prepare answers in peacetime, monitor hot-button issues for possible linkages, and decide in advance what you will never trade away.

#TheNonprofitShow #FosterCare #CrisisCommunications

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In this key conversation, Dave Thomas Foundation for Adoption President & CEO Rita L. Soronen maps out a modern playbook for governing with purpose while sustaining momentum after years of change. She begins with the Dave Thomas legacy—not as a branding exercise, but as a lived journey that shaped a national public charity with a singular focus: permanency for children in foster care. “If you can do one good thing in life,” Rita reflects, “the fact that he created two iconic brands—the Wendy’s Company and the Dave Thomas Foundation for Adoption—is just remarkable.” That origin story still informs board design, revenue strategy, and leadership cadence today. The throughline for governing is respect for leaders’ time and a culture where advice is welcomed, staff are empowered to execute, and collaboration fuels outcomes for children and families.

Rita details a deliberately blended board: seats for Wendy’s C-suite leaders (tone from the top), franchisees who steward restaurant-level campaigns, Thomas family members, and public members—researchers, policy experts, legal leaders, and child welfare practitioners—who bring depth to complex decisions. The result is governance that can guide a mission working at local, state, and federal levels without being mistaken for a corporate foundation. “We want donors to see a public charity doing serious work,” she notes, “and not assume we’re fully funded by Frosty sales.”

Her approach to engagement is disciplined and human. Board meetings are two in-person and two virtual per year, each paired (for the in-person sessions) with intentional social time to build trust. Meetings themselves are crisp—two and a half hours—because the real work happens in committees that meet quarterly, report out, and keep decisions moving. Between meetings, Rita runs a high-touch communication rhythm: January one-on-ones with every director, timely updates to the executive committee, and monthly check-ins to prevent surprises.

On fundraising, she favors shared responsibility over quotas: franchisee-driven campaigns; a gala at Wendy’s convention; personal giving from all members; and thoughtful introductions to new corporate and individual partners. Equally important is recognizing non-monetary value—when a board member’s policy expertise or research acumen is as catalytic as a major gift.

Finally, Rita describes their operational maturity: a formal platform (Nasdaq Boardvantage) for materials; a consent agenda; predictable deadlines; and smart seasonality—virtual meetings in December and June to avoid travel disruptions.

#TheNonprofitShow #BoardGovernance #Adoption

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Our national co-hosts and amazing guests discuss management, money and missions of nonprofits!
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Visit us on the web:The Nonprofit Show