Connecting The Dots with our Vice President, Chief Development Officer Rick Leonard
Rick Leonard joined our staff at the national office this past August as Vice President, Chief Development Officer. He came to us from City of Hope, a leading cancer hospital and research facility based in Duarte, outside Los Angeles, where he served as Associate Vice President, Development for many years. Inside Track recently sat down with Rick to discuss one of our development staff’s favorite topics: Connecting the Dots! Which is an especially hot topic given that we are announcing our $200 Million by 2020 fundraising goal this month.
IT: First, do you have a personal connection to pancreatic cancer, Rick?
RL: My uncle died of pancreatic cancer. I also lost both of my parents to [other types of] cancer, and so I understand that powerful feeling of needing to do something to fight back.
IT: Although you recently joined the Pancreatic Cancer Action Network staff, we’re betting it hasn’t taken you long to get a feel for how driven and dedicated our volunteer community is.
RL: A few weeks ago I was one of close to 2,000 people at PurpleStride San Diego. In my many years of fundraising, I found PurpleStride to be unique. My instant gut reaction was that the participants were there because they are bound and determined to be part of the solution to the challenges of pancreatic cancer. Which is completely in line with our mission. I wasn’t surprised by this, but I certainly was moved by it. I noticed a tightknit sense of community. People are coming to our PurpleStride events not just because a friend of a friend asked them to, but because they have a real affinity for this cause…an affinity they probably never wanted to have, but they’ve got it now.
IT: We announced at COLT that we have set a goal to raise $200 million by 2020. Many have told us they want to know how they can help. What should they do?
RL: My first experience meeting many of our volunteers was at COLT, a few weeks after I came onboard. It was a great introduction to the organization. Not only was I meeting the extraordinary people I had heard so much about, but I was also witnessing firsthand their incredible passion for this cause. I could immediately tell that they had a strong sense they were making a huge impact working together toward a common goal. The most important thing you can do is share your passion with anyone and everyone. And when you share your passion, it’s infectious. What you are doing in your day-to-day volunteer work is changing the lives of thousands, and sharing that with your network is important. You are in an extraordinary position to make people aware of this organization and pancreatic cancer. The whole idea behind Wage Hope is to communicate the urgency of pancreatic cancer and the opportunity every single person has to make a huge impact.
IT: As you know by now, we love to talk about “Connecting the Dots.” What does that phrase that mean to you?
RL: Well, to me, connecting the dots is about connecting our organization, our cause, with people’s values – with what resonates with them. The number-one reason people make a gift is because they identify with the underlying mission and values of the organization. They have an “a-ha!” moment where they look at an opportunity to donate and they go, “I get it! That resonates with me!”
IT: As it relates to volunteers connecting the dots, please expand on this.
RL: I mentioned the importance of sharing your passion. Another important thing you can do is connect us with people in your community who stand out or that you think may have a reason to care. And really, who doesn’t have a reason to care? Most people have heard of pancreatic cancer, and they know it’s an extremely tough diagnosis. But when they hear the five-year survival rate, it’s mind-boggling. Even if they haven’t experienced it, they can imagine what it would feel like to get this diagnosis and to be told to go home and get their affairs in order. Because of the statistics, and because you are passionate about what you do, people are going to take an interest in it. So let your network know how unique the Pancreatic Cancer Action Network is. I’m still trying to get a grip on all that we do! The comprehensive nature of our organization is just incredible.
IT: What if our volunteers aren’t certain about whether someone they know has potential to give.
RL: Giving, in a general sense, is about getting involved in a way that feels good. People have the potential to give, either without – or in addition to – writing a check. In other words, people can also give of their time. Again, it’s about finding out what people value and presenting an opportunity. Whatever is important to them, we can invite them to dream big with us, put their time or money behind that dream, and Wage Hope with us.
IT: Speaking of dreaming big, what will it take to reach our 2020 goal to double survival?
RL: Broadening our community is critical. It’s a numbers game. Of the nearly 50,000 diagnosed with pancreatic cancer this year, to date, only a small number of patients are enrolling in clinical trials. We need to make more patients aware of the potential to have longer survival with better quality of life and that starts, in part, by learning about clinical trials. So, the more people who are telling the community about the cause, the more impact we’ll have on the lives of patients. We need more proselytizers!
IT: What is the biggest myth about fundraising?
RL: Over the years I’ve found that people tend to think we, as fundraisers, “pick the pockets” of wealthy people when they’re looking the other way. OK, I’m obviously exaggerating, but a lot of people don’t understand what asking for money is really all about. What fundraisers do is show people how they can add meaning and richness to their lives by making the world a better place. Fundraising is not about taking people’s money. It’s about enriching donors’ lives by connecting them to something…a cause…that they find of value. And then, stewarding their trust by communicating the difference their gift is making. There’s really no mystery to fundraising.
IT: What’s one thing people here don’t yet know about you?
RL: I love meeting people and connecting people, so much so that at City of Hope, some people called me Kevin Bacon. But don’t put that in the article. (IT note to readers – we couldn’t resist putting this in the article. If this reference is lost on you or you’re not sure who Kevin Bacon is, Google “The six degrees of Kevin Bacon.”)
IT: Any closing thoughts?
RL: I’d really welcome the opportunity to meet as many volunteers as I can. Each person has an important story to tell, and that, combined with the vision of the Pancreatic Cancer Action Network, is a very special thing – it’s quite inspiring!
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