AFP Member Spotlight: Yesenia Gonzalez

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 afpmarcom@afpglobal.org. 

In this AFP member spotlight, we interviewed Yesenia Gonzalez, development manager for the Latino Community Fund of Washington State. She shared with us the importance that she places on relationship building in the fundraising sector and how AFP’s Latinx affinity group has served as a source of mentorship and collaboration. 

Q: How did you start your career in the fundraising profession and what led you there?
A: My journey into the fundraising profession began during my teenage years and has been marked by various experiences. I initially engaged in non-professional fundraising, volunteering with different nonprofit organizations and fundraising independently to support specific international children's issues and individuals. Despite these early experiences, I hadn't considered pursuing fundraising as a career until the onset of the COVID-19 pandemic.

As the pandemic unfolded, I found myself thrust into the world of grant writing when I became the sole staff member for a coalition of BIPOC organizations in King County (Seattle). Despite initially lacking experience in this area, I became increasingly involved in the grant writing process. Recognizing the need to develop my skills, I seized the opportunity to enroll in the Fundraising Management Certification program at UW after seeing an advertisement. Throughout the program, I gained valuable knowledge and insights, driven by the encouragement and stories of success from my fellow classmates.

Shortly after completing the program, an exciting opportunity emerged to join the Latino Community Fund of Washington State, where I currently work. In this role, I've continued to learn and grow, supported by various individuals and my local Association of Fundraising Professionals (AFP) chapter, where I've found a sense of community and mentorship.

Overall, my journey into fundraising has been shaped by a combination of passion, serendipitous opportunities, and a commitment to continuous learning and growth. Each experience has contributed to my development as a fundraising professional, and I look forward to continuing to make a positive impact in my community through this rewarding career path.

Q: When and why did you decide to become an AFP member?
A: I decided to become an AFP member in early 2023 after attending several events hosted by the local chapter and volunteering with them. One of our teacher assistants, who served as the board chair of the local AFP chapter at the time, invited us to a mixer and shared her positive experiences with AFP, highlighting how it had helped her grow in her career. Initially, I hesitated to become a member, despite already volunteering with the organization, as I was seeking a sense of belonging. However, the welcoming, supportive atmosphere created by the AFP community eventually convinced me that I belonged there. Their encouragement and acceptance made me realize the value of becoming a member, and I am grateful for the opportunities for growth and connection that AFP has provided me.

Q: Are you doing anything innovative at your organization (or a past organization) that you think other fundraisers could benefit from?
A: Absolutely, I believe that innovation in fundraising isn't just about introducing new techniques, but also about deeply understanding the community you serve and actively engaging with them to create meaningful change in their lives. At our organization, we prioritize building strong relationships with our community members, understanding their diverse needs, and supporting them in transforming their lives for the better.

One approach we've found effective is to actively engage with the community by meeting them where they are. Whether it's through community events, social gatherings, or online platforms, we strive to be present and accessible to our constituents, allowing us to better understand their needs and priorities.

Furthermore, we've implemented audience segmentation strategies to ensure that our messages resonate with different segments of our audience. By tailoring our communications to address specific interests and concerns, we can effectively engage with individuals on a more personal level, fostering stronger connections and deeper engagement.

Additionally, we've adapted our content delivery methods to better meet the preferences of our audience. Whether it's through storytelling, multimedia presentations, or interactive workshops, we strive to deliver content in a way that is engaging, informative, and relevant to our community members.

Overall, our approach to fundraising innovation is rooted in building authentic relationships, understanding the needs of our community, and adapting our strategies to effectively engage with and empower those we serve. We believe that by prioritizing relationship-building and community engagement, fundraisers can create lasting impact and drive positive change in the world.

Q: What is your favorite word? (only one word) How has this word influenced or inspired your career?
A: Optimism - This word holds profound significance for me. It wasn't until I entered this field that I truly recognized my inherent optimism. It has served as validation for the perseverance I exhibited throughout my academic journey and career transitions. Optimism continuously reminds me to approach challenges with a positive outlook, believing that I will uncover the best outcomes in any situation. It instills confidence in my ability to succeed and reinforces my belief in emerging victorious despite obstacles.

Q: What professional accomplishment are you most proud of?
A: One significant achievement that stands out to me is earning my Associate in Childcare Development Certification (CDA). Balancing full-time studies, a full-time job, and raising a young child simultaneously presented a real challenge and blessing. It required immense dedication, sacrificing sleep, and enduring sweat and tears, but the experience was uniquely beautiful.
What made it even more special was that both my mother and sister were studying alongside me, making us classmates at some point. This shared journey is an experience I will cherish forever.

Q: How has being an AFP member and participating in the AFP affinity groups benefited you in your career?
A: Joining the Latinx affinity group within AFP a few months ago has transformed my fundraising career, providing a supportive community and valuable resources tailored to our shared cultural identity. Through this group, I've connected with peers who understand my experiences and perspectives, fostering mentorship and collaboration. Participation has enriched my understanding of Latinx fundraising challenges and opportunities, empowering me to leverage my cultural heritage in my work. Additionally, engagement in AFP affinity groups has facilitated professional development, leadership growth, and expanded networking opportunities, enhancing my visibility and impact in the fundraising community. Overall, AFP membership, particularly within the Latinx affinity group, has been essential for my career growth, offering support, cultural affirmation, and avenues for meaningful contribution.

Q: In your opinion, what is the biggest challenge facing the nonprofit fundraising profession today?
A: In my view, one of the foremost challenges confronting fundraisers today lies in the shifting landscape of donor and funder behavior. Donors and funders find themselves compelled to reassess their strategies, methodologies, and allocation of funds in response to a variety of crises, including natural disasters, public health emergencies, social unrest, and evolving societal needs. This necessitates a paradigm shift in how they perceive and execute their philanthropic endeavors.
Furthermore, the prevalence of donor fatigue, exacerbated by the surge in fundraising appeals and intensified competition for funding from both established and emerging organizations, compounds the complexity of the fundraising environment. As a result, donors and funders are compelled to reevaluate and reshape their giving practices to maximize impact and relevance.

In light of these multifaceted challenges, fundraisers must cultivate adaptability, strategic decisions, and innovation in their fundraising approaches and donor engagement strategies. By embracing flexibility and creativity, fundraisers can effectively navigate the evolving landscape of philanthropy and drive meaningful change within their organizations and communities.

Q: What advice do you have for other fundraising professionals, or people interested in getting into the field?
A: For fundraising professionals and aspiring individuals entering the field, my advice is to prioritize relationship-building, continuous learning, seeking peer support and transparent practices. Building authentic connections with donors and supporters is essential, as it fosters trust, loyalty, and long-term commitment. Embrace opportunities for professional development, staying up to date on industry trends, technological advancements, and best practices to enhance your effectiveness as a fundraiser. Uphold the highest standards of integrity, transparency, and accountability in all your fundraising efforts, ensuring that donors feel valued, informed, and appreciated for their contributions. Embrace collaboration, creativity, and resilience, recognizing that fundraising is both an art and a science that requires adaptability, perseverance, and a genuine passion for making a positive impact in the community you’ll serve.