"Don’t Be Afraid to Talk about Money": My Interview with Laila Cook, CEO, Make-A-Wish Oregon

Laila Cook has been the CEO of Make-A-Wish Oregon since 2011. She has worked in nonprofit fundraising for more than 20 years.
 
And, she has roots in the United Methodist Church. Laila was introduced to the United Methodist Church in Salem while attending Willamette University. 

She has been a member of various UMC churches – mostly in the Portland Metro area – and has served on various committees throughout the District in addition to attending many Annual Conferences. 
 
Fun fact: Laila used to babysit my kids; they are now 30 and 26 years old. She’s the best and deserves a medal.

This interview has been edited for length and clarity.
 
Cesie: How did you get into fundraising?
Laila:  A friend told me I would be great at it. I was very reluctant as I was not raised in a philanthropic household, so I went to an informational interview to learn more about it, and they offered me a job on the spot. I didn’t even know it was a real interview! But I love the work. It was instantly a fit for me, connecting people who have help to give with people who need help. I love the magic of introducing people.
 
Tell me about your job. What do you do?
As the CEO of Make-A-Wish Oregon, I have the amazing privilege of helping to grant wishes to children with critical illnesses. That entails fundraising, recruiting volunteers, telling the story, staffing the Board of Directors, managing a staff, and problem solving on wishes.
 
How much money do you need to raise per year? How much of that comes from individuals?
These days we are raising about $5,000,000 each year to grant nearly 300 wishes in Oregon and Southwest Washington. The vast majority, about 75% comes from individuals through direct giving or through event fundraising.
 
That’s a scary amount of money! How do you approach raising that amount so that you’re not paralyzed by fear?
Like the old elephant adage, one bite at a time! I have been at it for a long time, and I know some of the most generous people in the state, so that makes it a bit easier. I truly believe in the mission of Make-A-Wish and feel deeply that people want to do good in the world. Helping them find a way to leave the world a better place brings them joy too.

I still think of the work as match-making donors to the mission. In this case, if I can connect the dots to a child’s wish-come-true, I help bring more meaning to a donor’s life, and that is such special work.
 
What are the top two or three skills you need in this line of work?
Relationship building, listening, and individualization. This is not a one-size fits all game, and the more people feel seen and connected, the more they want to give.
 
Do you see a distinction between the kind of development work you’re doing and raising money for the church?
In my experience, I don’t think the church does a great job of individual stewardship or connecting giving to mission. The generation who gave because they were expected to and were trusting where the money went is dying. Newer younger donors expect an entirely different approach, and I don’t think the church has caught up with the professionalization of philanthropic giving.
 
Getting parishioners excited about mission work, individualized stewardship, or even direct asking in a 1:1 meeting is the direction most giving has gone. Events, friends-asking-friends, and DAF’s (Donor Advised Funds) are really the wave we are already riding. 
 
If you had a magic wand, what are one or two things you would encourage clergy to do “better” as they raise funds for their churches?
Don’t be afraid to talk about money. 
 
Asking for help gives someone the chance to be helpful. In my experience people nearly always want to be helpful. Thank people directly for their pledge, help them be seen and feel recognized and important for giving.
 
And, my always tip is ask for the legacy gift. “Do you have a will or estate plan, and have you considered leaving a charitable provision to cement your legacy as a donor to the church?” I have had the most life-changing conversations in this space. It is not an overstatement to say helping people prepare for the inevitable is a sacred space.
 
From your experience in fundraising, is there one donor story that stands out?
One of my first 1:1 living room asks. I was so nervous to ask, and the donor was every bit as nervous to be asked. Once we both admitted it, and laughed about the awkwardness of the situation, we got to the need I was presenting. I had a number in mind and she had a number in mind when she took the meeting. She ended up giving DOUBLE what I thought she would give. The connection between us remains 20 years later.
 
Laila, you have the last word…anything else you’d like to say/share?
If you don’t ask, it’s always a no. 
 
And, in and amongst all of the things on your plate, this is super important to do. No mission can happen without money.

In the words of my friends at Nike, Just Do It. The first time or two is awkward, but practice makes improvement. If it is WAY too scary start with thank you calls, “Thank you for your generous gift, can you tell me what motivates your giving” is a great opening line…go from there.

 
***Last week to register! Julia Frisbie, Executive Director of the Faith Foundation Northwest and I will be leading a webinar on September 18 from 6:30-7:30: Pledge Campaign Best Practices. It will be recorded. Be sure to sign up now! ***

Cesie Delve Scheuermann (pronounced “CC Delv Sherman,” yes, really) is a Stewardship Consultant for the OR-ID Annual Conference. She is also a Senior Ministry Strategist with Horizons Stewardship. For 25 years, while working as a volunteer and part-time consultant, she has helped raise over three million dollars for numerous churches and non-profit organizations. She wants you to read some of the amazing stories from Make-A-Wish Oregon
 
You can reach Cesie at inspiringgenerosity@gmail.com, at CesieScheuermann.com, or at cesieds@horizons.net. Want to schedule a meeting? She’s got you covered!
 
Schedule a meeting now.
 
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