AFP Member Spotlight: Rachel Holland

AFP member spotlights are a recurring series of interviews with AFP members, highlighting the unique individuals and career paths that exist within the fundraising profession. If you would like to see yourself or a colleague featured, submit your profile here. 

In this member spotlight we interviewed Rachel Holland, director of development at Liberty Theatre Astoria. She shared with us how she transitioned from a career in radio to professional fundraising after experiencing a partial layoff during COVID. Despite being new to the sector, she has hit the ground running, making impressive strides in donor retention and implementation of a monthly giving program.

Q: How did you start your career in the fundraising profession, and what led you there?
A: Before I began my career in fundraising, I was an on-air personality and account executive at a local radio station—a role that allowed me to build deep connections within my community—and I served on several nonprofit boards. After experiencing a partial layoff during COVID, I used my extra time to volunteer more extensively, which led me to discover my true passion—nonprofit fundraising. I found immense fulfillment in aligning donors’ passions with meaningful opportunities to create lasting impact. I often say that sales is about convincing someone they need something you have, while nonprofit fundraising is about helping individuals direct their generosity toward causes that resonate deeply with their values. It’s about making a difference where it matters most.

My love for the arts began in high school and college, where I found my voice and a sense of belonging through drama. Now, working for the Liberty Theatre—a nonprofit, 100-year-old performing arts venue, with a thriving children and young adults theatre program—I feel like I’ve come full circle. I have once again found "my people" in the world of fundraising, where I can merge my passion for the arts with my dedication to community impact.

Q: When and why did you decide to become an AFP member?
A: When my nonprofit mentor first told me about AFP. 

Q: How has being an AFP member benefited you in your career?
A: It has been an invaluable resource through my fundraising journey, and I couldn't imagine being where I am today without the community it provides. 

Q: Are you doing anything innovative at your organization (or a past organization) that you think other fundraisers could benefit from?
A: My small organization in a rural coastal town has done some big growing over the last few years. I am the first fundraising professional to join the team and, to be honest, after two years I'm still learning (and writing my job description!) every day. I wouldn't presume to give advice quite yet in my career, but I'm loving the ride! 

Q: What is your favorite word? (only one word) How has this word influenced or inspired your career?
A: "Impact". Because it's not just about collecting money and adding up numbers, it’s about making a tangible difference in the places that matter most to us and our donors. When it boils down to it, I think of effective fundraising, great storytelling, and lasting impact. Showing "impact" does just that. 

Q: What professional accomplishment are you most proud of?
A: I am extremely proud to be paving the way in this new position for my organization. Some things I'm especially proud of are:  

• Creating and implementing the first (effective) monthly donor program, which has exceeded expectations in its first year.
• Total giving alone has increased fivefold since I took the position in 2023, the total number of donors nearly doubled, and the donor retention rate rose from 26.4% to 51.1%. 

Q: In your opinion, what is the biggest challenge facing the nonprofit fundraising profession today?
A: I think that we are at the dawn of many significant challenges, and it's a scary time. I'm not sure if my answer to this question will be the same in a month, or a year, or tomorrow. That's how uncertain things feel right now. One thing I am certain of though, is that people will always care, and there will always be giving hearts looking to make a change and support the things they love and the things that are important to them. Those are the people we find, or who sometimes find us. We just have to be looking in the right places and telling the right stories.

Q: What advice do you have for other fundraising professionals?
A: I have a pin on the lamp on my desk at work that says, " I have no idea what I'm doing." We're all constantly learning and figuring things out. You're not alone. USE the resources you're given (like AFP), ASK the questions, follow your passion, be earnest and open, and THANK THANK THANK. Every. Dollar. Counts. Thank them all as if they're giving their last.