AFP Member Spotlight: Terry Cunningham

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 know an inspiring fundraising professional who deserves to be featured, please email [email protected].

In this member spotlight, we interviewed Terry Cunningham, development officer at Heart of the Valley Animal Shelter. From helping transform a hayfield into a beloved community dog park to reimagining fundraising events that energize donors, Terry brings a creative, community-focused approach to philanthropy. His perspective highlights how imagination, connection, and shared passion can strengthen fundraising efforts.

Q: How did you start your career in the fundraising profession and what led you there?
A: My fundraising career path is actually the merging of a few different paths. I was the volunteer chairperson of the local health system, Bozeman Health, and quickly learned the power of philanthropy in funding major capital initiatives. I co-chaired a campaign to build a new ICU, advance cancer care, and fund community outreach programs. Simultaneously, I started a small nonprofit to build off-leash dog parks in city and county parks, which relied on the generosity of a pet-loving community. As I was winding down a marketing consulting company after 25 years, looking for a way to continue serving the community, the executive director of Heart of the Valley Animal Shelter mentioned that they were hiring a part-time development officer. I had been volunteering for the shelter for over 20 years (and had adopted from the shelter) so it was an easy “yes” for me.

Q: When and why did you decide to become an AFP member?
A: When I joined Heart of the Valley four years ago, I had never heard of AFP, but our executive director had decades of positive experience with the organization. After attending the AFP ICON conference, participating in national and local chapter webinars and learning labs, and participating in affinity group discussion threads, I now know why she recommended AFP membership so enthusiastically.

Q: Are you doing anything innovative at your organization (or a past organization) that you think other fundraisers could benefit from?
A: Planned giving is an essential part of our funding mix, so we conducted a deep dive into how the process of charitable bequests unfolds. We interviewed the primary estate-planning professionals in our community, asking them about every step in the process: what life events motivate people to start the process, how the subject of charitable bequests comes up in those discussions, what role the care of surviving pets plays in the conversations, how clients decide which nonprofits to support, and what impact legacy societies play in retention, etc. These interviews really helped inform how we discuss and market planned giving with our donor base.

Q: What is your favorite word? (only one word) How has this word influenced or inspired your career?
A: “Imagine” is my favorite word. Donor conversations that begin with “Imagine if..” are powerful since they challenge supporters to envision a different vision of the future that a transformative gift to a nonprofit can generate. It allows me to sit with a donor and we can jointly imagine a world where at-risk pets are given second chances at life, where unwanted litters are prevented, where barriers to pet guardianship are reduced so we can serve both ends of the leash.

Q: What professional accomplishment are you most proud of?
A: Two accomplishments jump to mind. 

• Anderson Dog Park. My previous nonprofit – Run Dog Run – asked the county to allow us to develop an off-leash dog park in a 13-acre section of a 100-acre regional park that was essentially a flat hayfield. Thanks to the generosity of local donors, we fenced the park, excavated three ponds, planted trees and wetland grasses, installed a trail system, a diving dock, an agility course, shade pavilions, benches and waste stations. We transformed a barren field into a doggie Disneyland, making it the most popular dog park in Southwest Montana.
• Heart of the Valley’s Dog Ball Fundraiser. In a relatively small community such as Bozeman, Montana, gala events can become predictable and routine. We made a conscious decision to make the Dog Ball a fun, surprising and engaging event that becomes the talk of the town. With fresh themes (Woofstock, Paw-di-Gras, Happy Tails, Rock & Roll Over., etc.) outrageous skits (beaming down space explorers onto the surface of Planet WoofMeow, a second-line dance of costumed dogs and cats, a visit from a time-traveling Woodstock concert attendee) we make the event a joy to attend.

Q: How has being an AFP member and participating in the AFP affinity groups benefited you in your career?
A: Attending the AFP ICON event in San Diego left me with a notebook full of ideas I can’t wait to implement. Each AFP webinar – national or local chapter – I attend provides a few valuable nuggets that I can try out. Through the animal welfare affinity group, I’ve learned that animal shelters throughout the country are facing the same challenges. Being able to share concepts and compare notes with other fundraising professionals is valuable.

Q: In your opinion, what is the biggest challenge facing the nonprofit fundraising profession today?
A: The national trend where smaller-dollar donors are a shrinking portion of the overall philanthropic “pie” is disturbing to me. Whether the phenomenon is attributable to less disposable income due to inflation or higher cost of living, or a sense that smaller donations don’t matter as much as major gifts, we need, collectively, to reverse this trend. Our stewardship communications need to focus on every giving level and we need to find ways – through community giving days and balanced outreach – to inspire the collective power of giving, no matter the amount.

Q: What advice do you have for other fundraising professionals? 
A: Remember that, at its core, fundraising is about having positive conversations with people who share the same passions as you do. Can you think of a better way to spend your day, your week, or your year?