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In the latest episode of Changemaker Conversations, we had the pleasure of talking with Kelly Mattox, Vice President of Campaign and Principal Gifts at Connecticut Children’s Foundation.
Kelly brings more than two decades of nonprofit experience—including 14 years at Horizons National—to a conversation that cuts to the heart of one of the most persistent challenges nonprofit leaders face: bridging the gap between marketing and fundraising.
She shares insights from her career journey, including her work on the Horizons Giving Day initiative, her approach to launching major campaigns and how to foster true alignment between two of the most important (and often siloed) functions in any nonprofit organization.
How to Align Nonprofit Marketing and Fundraising Teams
Marketing and fundraising are distinct disciplines. However, in nonprofits, they’re deeply interdependent. When they’re not in sync, confusion about messaging, target audiences, and timing can weaken campaign outcomes.
Kelly emphasizes that nonprofit leaders must invest time and energy into aligning these teams. That means creating shared goals, holding joint planning sessions, and ensuring each team understands its unique—and complementary—role.
“When they’re not aligned, you end up duplicating efforts or missing opportunities to communicate your message effectively,” she explains.
How Nonprofits Can Use CRM Tools to Improve Donor Communication
Your CRM (constituent relationship management system) might not be flashy, but it’s essential. Kelly describes it as “the foundation of everything,” helping her team track donor engagement, personalize communication, and measure results.
When marketing and fundraising teams share CRM insights, they can develop better audience segments, personalize their messaging, and time their communications strategically. The result? Stronger connections with supporters.
What Nonprofits Can Learn from Successful Giving Day Campaigns
Kelly helped create Horizons Giving Day, a coordinated online fundraising effort that empowered more than 60 local sites while reinforcing the power of the national brand.
The secret to its success wasn’t just a strong call to action. It was alignment. National and local teams collaborated on messaging, planning, and execution—ensuring consistency and amplifying each other’s efforts.
“It wasn’t about a single day of giving. It was about building a campaign that deepened relationships over time,” Kelly notes.
How Nonprofit Fundraising Campaigns Can Strengthen Internal Culture
Campaigns aren’t just about raising dollars—they can also build team culture and morale. Kelly sees them as a chance to bring everyone together around a shared message and purpose.
That means involving program staff, board members, and volunteers—not just marketing and development. When everyone sees themselves as part of the campaign, it creates energy and buy-in that money alone can’t generate.
How to Keep Your Nonprofit’s Mission Front and Center During Fundraising Challenges
Kelly shared that in times of economic uncertainty or internal change, the mission becomes even more important. It serves as the anchor for communication, decision-making, and fundraising priorities.
By clearly articulating the “why” behind your work, you give your team and your supporters a reason to stay engaged—even when circumstances are difficult.
From Kelly Maddox: Practical Advice for Nonprofit Leaders
To close the conversation, Kelly offered this advice:
“Be patient. If you’re trying to build alignment and shift culture, it won’t happen overnight. And listen. The people doing the work often have the insights you need to guide your campaigns.”
Messaging Meets Momentum: What We Learned from Kelly Maddox
Here are a few of the biggest takeaways from this conversation:
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Don’t merge marketing and fundraising—align them. Give each function space, but insist on shared planning and goals.
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Use your CRM intentionally. It’s a powerful tool for building smarter campaigns.
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Treat campaigns as culture-builders. Engage more than just your fundraising team.
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Anchor everything in mission. In times of uncertainty, clear messaging can guide the way.
Resources Mentioned in This Episode:
About Connecticut Children’s Foundation:
About Horizons National:
About Changemaker Conversations
Changemaker Conversations is a podcast for nonprofit leaders who are ready to build smarter, more strategic organizations with less friction and more joy. Join hosts Alyssa Conrardy and Lindsay Mullen, Principals at Prosper Strategies, every other week as they pull you out of the day-to-day grind and refocus your attention on the big picture through candid conversations about the challenges facing nonprofit leaders today.
Subscribe wherever you get your podcasts and visit changemakerconversations.com for show notes and additional resources. If you have ideas for future episode topics or guests, email us at hello@changemakerconversations.com.
