The Dave Thomas Foundation for Adoption shows exactly how today’s nonprofits can accelerate mission and amplify revenue by putting marketing and development on the same team! CEO & President Rita L. Soronen and SVP of Marketing & Development Jill Crumbacher explain how an approach that started 11 years ago matured into an integrated structure with shared goals, clear ownership, and board alignment. As Rita puts it, “there’s just this intuitive sense…that one feeds the other,” adding that the shift “became very much an organic, ongoing conversation based on results.”
Jill brings for-profit rigor to the model: a VP of Marketing and a VP of Development co-lead paired “mini teams” for every fundraising channel, tracked in Asana with crystal-clear metrics. “Building a brand builds fundraising and building fundraising builds a brand. It just does,” Jill says. She adds, “For every fundraising team, we have a marketing team that supports the fundraising team”—a simple but powerful mechanism that reduces friction, speeds execution, and raises standards across content, design, and segmentation.
Rita details how leadership benefits from unified messaging: presentation materials, program context, and donor narratives are synthesized by one group that also collaborates tightly with program staff. She emphasizes stewardship and brand guardianship: “we’re not just protecting the brand of children in foster care, we have Dave Thomas in our name… We’re protecting that brand as well,” including the Foundation’s decades-long partnership with Wendy’s. The conversation also takes on today’s polarized climate. “We’re putting resources into the effort of how do we bring polarized conversations back together?” Rita notes, reinforcing the Foundation’s focus on solutions that broaden support without losing mission clarity.
Talent development is intentional. Jill shares how their marketers attend the Lilly Family School of Philanthropy to learn fundraising dynamics, while fundraisers learn marketing language and channels—so both “come out of the same gate.” The approach scales: the department grew from a handful of staff to 25, roughly split between development and marketing, with half of marketing embedded on fundraising squads and half focused on awareness, brand, and sector thought leadership.
The result is a disciplined, collaborative culture that moves faster, communicates smarter, and raises more—while advancing permanency for children in foster care.
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