Member Story

AFP Member Spotlight: Kelly Hutchinson, CFRE

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Kelly HutchinsonAFP talks with Kelly Hutchinson, CFRE, director of development at The Salvation Army Louisville Area Command. 

Briefly explain your role at the Salvation Army Louisville Area Command. 
I oversee and plan the fundraising and community relations activity for The Salvation Army so we can meet human needs across five counties for the Louisville area. Our department is a team of five, including myself. 
How was your organization impacted by the recent tornadoes and how did you overcome any challenges? 
Well, we were even busier! The winter season is the busiest time for The Salvation Army with the iconic Red Kettle and Angel Tree campaigns for fundraising that accounts for over 60% of our annual funds. When the devastating tornadoes hit in Kentucky – we added an additional effort to raise disaster relief donations and coordinated with community members on filling a semi-truck with needed supplies in the first few days. Many or our Red Kettle Partners added an additional donation to go in support of the disaster relief. 

What are some of the most important things you value about your AFP Membership? 
 I value the opportunity provided for ongoing professional development and learning. 
How do you build community (support network, mentors, etc.) within the fundraising sector and how has it helped you professionally? 
By supporting others when asked for help and by following my mentors and being intentional to keep in touch with what is going on in their lives professionally and not just when I need something. I have a fun group of peers who work in a wide range of nonprofit, health care or academic fund development and we make sure to coordinate catch-up time by meeting for lunch or after work. 
Do you have a favorite book that you think every fundraiser should read, and if so, what is it and why? 
I love any book that focuses on relationship building and donor-centered fundraising practices. I believe fundraising is most rewarding when I connect with the donor’s heart and mind to make a difference for something they are passionate. A couple good books are “It’s Not Just About the Money: How to Build Authentic Donor Relationships” by Richard Perry and Jeff Schreifels and “Let’s Have Lunch Together: How to Reach Out and Build More Powerful Relationships” by Marshall Howard.

AFP Community and Professional Development Resources
If you need help with deciding the best course of action or you want to learn something new, these AFP resources can help: 
1. AFP Connect for answers to questions you might have about fundraising or connect with others to build your professional community. 
2. All AFP professional, young professional and small nonprofit organizational members receive a $100 credit that’s good for webinars or conference recordings through the AFP Blue Sky/Path Learning Management System (LMS). Learn more at

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19 Sep 2022 President's Perspective Blog
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