Member Spotlight: Krystina Wales

Krystina Wales
Director of Donor Relations & Stewardship
GBMC Healthcare

ADRP Member for 2 Years

How long have you worked in donor relations/stewardship and how did you get involved in this profession?

I have been working at GBMC for six years, and this will be my fourth in donor relations. I was hired as the events coordinator, but saw a hole that needed filling in our stewardship work. I created a plan and a job description for myself and took it on. I have a journalism background, so the work perfectly blended my skills in writing and communications with service.

Could you tell us something about the organization you work for?

GBMC is unique in its space because we are one of the only independent hospitals left in the Baltimore area, but our services expand beyond the main hospital campus. We are truly community-focused and patient-oriented, and I think our patients—and donors—feel that.

What do you like most about being a member of ADRP?

The access to others in the industry to bounce ideas off or ask for advice. There is so much innovative work being done in our sector and it's nice we can all share and learn from each other.

What is your greatest donor relations/stewardship achievement?

Instituting handwritten thank you notes was a big deal for my work. It's a lot to take on because I personally write all notes to every donor, but it's incredibly rewarding and allows me to be really personal, which hopefully touches donors in a special way.

What is the most important professional goal you are currently pursuing, i.e., attaining a degree, preparing to give a presentation, launching an initiative at work or in your community, etc.?

I'm getting to that point in my career where I have enough expertise to share my knowledge with others. I get a lot of joy out of doing that, whether it be by serving on a board, consulting another non-profit or writing articles for outlets like ADRP.

How big a role does the use of social media play in your work?

None. Our Marketing Department does our social media.

Is there a resource, i.e., book, blog, website, etc., that you would recommend to other ADRP members?

I just finished Penelope Burk's book, Donor-Centered Fundraising, and it was so informative. I also love the Donor Relations Guru. Her website/blog is incredibly helpful, knowledgeable and accessible.

What is the best piece of professional advice you have ever received?

Honestly, people say a lot of things. What sticks with me is watching people I admire crush it every day and be humble about it. Those people that work hard, lead with amazing humility and genuinely care about people and their work set a far better example for me of the type of person I want to be than anything else.

Are there any particular stories, insights, etc., from your experiences in donor relations and stewardship that you would like to share with our colleagues?

I struggle sometimes with constantly trying to come up with new and innovative ways to excite and delight donors and keep them coming back, but I think the important thing to keep in mind is "who is my donor?" I put that on a Post-It and stuck it to my computer to remind me daily who I work for. You can come up with the best idea, but if it doesn't resonate with your constituency, it won’t land. Don't let perfect be the enemy of good.