theONEgroup brings years of successful private-sector and social-sector experience to organizations and their staff, helping them plan better, execute better, achieve organizational goals, reach personal goals, and create the right culture for sustained success – your own and others’.

1. Trusted
Partner to
America’s
Nonprofits
STRATEGIC PLANNING FUNDRAISING MARKETING COMMUNICATIONS

2. ABOUT US
theONEgroup brings years of successful private-sector
and social-sector experience to organizations and their
staff, helping them plan better, execute better, achieve
organizational goals, reach personal goals, and create
the right culture for sustained success.

3. THE GOOD NEWS
Despite America’s struggling economy, last year some
was donated to charity.
That is 2% of our Gross Domestic Product.
If we could advance mission effectiveness, and
raise revenues by , that’s another
Think how many
more lives could be saved? How
many more children could be fed
dedicated to the work of and educated? How many animals
the country’s nonprofits. could be protected? How much
cleaner and healthier our
environment
could be?

4. THE BAD NEWS
• Competition remains fierce among nonprofits for donors’
attention and loyalty.
• In a still-sluggish economy, donors are limiting the size of their
contributions.
• Many nonprofits are grappling with rising operational costs,
slow to adopt best practices, and unable to invest capital in the
organization’s future.
• Mission creep has caused some nonprofits to veer from their
core mission and founding purpose.
• Some organizations experience leadership fatigue at Board or
senior staff levels.

5. theONEgroup
theONEgroup brings the very best of for-profit and
nonprofit practices to organizations and staff
helping them:
1 ADVANCE THEIR MISSIONS
2 RAISE MORE MONEY
3 ENHANCE THEIR EFFECTIVENESS

6. We’ve helped these leading
nonprofits ...

7. We’ve worked with these global
companies...

8. theONEgroup helps you suceed
We bring years of successful private-sector and social-
sector experience to bear, helping you:
PLAN EXECUTE
BETTER BETTER
CREATE THE
RIGHT CULTURE
SUSTAINED
SUCCESS

9. theONEgroup principals have
• Extraordinary breadth and depth of experience and knowledge.
• Diverse backgrounds and points of view.
• Strong passion for achievement.
• Cross-sector experience.
• Helped those they work with
succeed, too.
• Placed a high value on loyalty,
trust, honesty and integrity.
• Contributed to professional yet
enjoyable work environments.

10. John Heron
MANAGING DIRECTOR
• As Executive Vice President of Barton Cotton,
John created strategies and new fundraising
products that benefited clients such as National
Geographic, Ducks Unlimited, National Audubon,
Sierra Club, American Museum of Natural History
and the US Golf Association.
• John’s vision led to the formation of The Balance Bar Company, which was a
pioneer in what has become the $176 billion dollar functional food category.
• As an investment banker, John raised capital from large hedge funds,
private-equity firms, institutional money managers and private individuals.
John also closely analyzed companies and came to thoroughly understand
what separates high-achieving businesses from the ordinary.

11. Fred Vallejo
CREATIVE STRATEGY
• Fred has written award winning direct mail
packages for many of the nation’s leading
nonprofit organizations, including the
American Red Cross, the Museum of Modern
Art, the National Holocaust Memorial Museum,
the National Trust for Historic Preservation, the
National Wildlife Federation, The Nature Conservancy, The New York Public
Library, Sesame Street and the Smithsonian Institution.
• Fred is the recipient of several of the direct marketing industry’s most notable
awards, including Caples Awards, ECHO Awards and MAXI Awards.
• Fred’s work has been cited in the Complete Work of Model Fundraising
Letters.

12. Mary Heron
BUSINESS AND BRAND DEVELOPMENT
• Mary has served on nonprofit boards including
the Junior Guild of Goodwill Industries and The
Barker Foundation, and volunteered for numerous
others including the Make-A-Wish Foundation.
• Mary was co-founder and CEO of Cricket Natural
Beverages and established many business relationships including Starbucks
and Whole Foods. Cricket won a CLIO for packaging and design.
• During her career, Mary has worked with numerous Fortune 500 companies
including Valero Energy, Johnson & Johnson, Sysco, Aramark, Starbucks,
Hershey and Allergan.
• Mary serves as business development advisor to VueCare Media, a multi-
media company, and Nation LTD, a fashion company based in LA.

13. Celia Calvo
LEADERSHIP, DEVELOPMENT STRATEGY
• Cecilia has 18 years experience at senior levels
of nonprofits, government, and international
development campaigns in both the U.S. and
the United Kingdom.
• She has led development efforts at the Smithsonian
Institution, Commonwealth Education Fund, Save
the Children, ActionAid and Oxfam.
• Cecilia also has advised partners and clients – Fortune 500 businesses,
governments and international and local nonprofits – on a range of issues
affecting their philanthropic investments.
• She is a veteran of presidential election campaigns and served in senior
positions at the U.S. Department of Health and Human Services and at the
Corporation for National and Community Service during the Clinton
administration.

14. William Stephens
DIGITAL AND NEW MEDIA STRATEGIST
• William (Billy) has over 10 years of experience in
digital design, new media, and marketing and
communications.
• Billy has worked on the web and new media teams
at Discovery Communications and PlumTV. In his
role as Creative Director of Topics Education, a strategic communications
firm in Charlotte, NC, Billy lead teams around the strategy, planning, design,
and development for print, video, web, social media, and direct mail/email
efforts around cause marketing initiatives for clients including the Weather
Channel, BET, Microsoft, TruTV, Wells Fargo, and PBS.
• Billy has served as a consultant in redesigning the web experiences for non-
profits including the National Aquarium and the National Women in the Arts
Museum, and recently assisted Blackbaud, the leading software provider for
nonprofits, in the planning, development, and launch of a new business unit –
a full service design agency exclusively for nonprofits.

15. Charlie Orasin
DEVELOPMENT STRATEGY
• As president of Handgun Control’s lobby,
foundation and PAC Charlie helped build
Handgun Control, Inc. (now the Brady
Center to Prevent Handgun Violence) into
a counterforce to the National Rifle Association.
• Charlie specialized in implementing major donor programs as well as
significant direct-response fundraising campaigns while Senior Vice
President at Craver, Mathews, Smith & Company, a leading direct response
firm.
• As Senior Vice President at Defenders of Wildlife, Charlie grew the donor file
from 100,000 to more than 500,000, built an online grassroots force of
750,000+, and implemented a multi-channel direct-response program.

16. Lynne Brooks
DEVELOPMENT
• Lynne combines 15 years in nonprofit management
with 15 years in advertising, marketing and consulting.
• Lynne specializes in the convergence of
corporate social responsibility, cause marketing
and nonprofit development.
• Her nonprofit work includes positions as Director of Development for Keep
America Beautiful, Executive Director of the Darien Land Trust and co-
founder of the Darien Environmental Group.
• Lynne has worked with many Fortune 100 companies including UPS, The
Coca-Cola Company, Time Warner and American Express.

17. Michelle Wells
PUBLIC RELATIONS & COMMUNICATIONS
• Michele has more than 30 years’ experience in
public relations, executive media training, marketing
communications, crisis communications and more.
• Michelle has worked with entrepreneurial start-ups,
medium-sized companies and Fortune 500 companies,
including Westin Hotels, Head Sports, Miller Brewing, M&M/Mars, the R.T.
French Company and more.
• Michelle has worked with American Farmland Trust, Humane Farm Animal
Care and the International Association of Culinary Professionals.
• She currently serves on the Board of the Humane Society of Boulder Valley
and is a past board member of the Women’s Bean Project, Slow Food
International, American Institute of Wine and Food as well as Community
Food Share.

18. Gene Sofer
GOVERNMENT RELATIONS
• Gene has 30 years experience in government and
government relations. He spent more than two
decades as a senior staff person on Capitol Hill
and in the Executive Branch.
• As Counsel to the House Education and Labor
Committee, he played a key role in the enactment of landmark legislation on
education, job training, childcare, economic competitiveness, and the
creation of AmeriCorps.
• Between 1994 and 1998, he served in the Clinton Administration as the first
Director of Congressional and Intergovernmental Relations at the
Corporation for National and Community Service. He also served as Deputy
Executive Director of the President’s Advisory Commission on Holocaust
Assets in the United States.

19. Dan Robertson
FINANCE
• Dan has served as CFO, working for the
Printing Industries of America, Inc., the
Aluminum Association, Inc., the National
Community Pharmacists Association and
the Association for Manufacturing Technology.
• Dan co-founded Access Conference Call which was recognized by Inc.
magazine as one of America’s 500 fastest-growing companies.
• As a senior leader working with each group’s Board of Directors, Dan
oversaw all financial planning and financial management, as well as
information technology, facilities management and human resources.

20. Sheldon Romer
EXECUTIVE CONSULTANT
• Sheldon Romer was the co-founder and former
CEO of Rudi’s Organic Bakery, the leading
organic bread bakery in the United States.
• Following his first career as a teacher and
Clinical Social Worker, Sheldon combined his ability
to help people and organizations transform challenges
into opportunities, with compassionate business leadership skills.
• After 24 successful years at Rudi’s, Sheldon put his unique, breadth and depth
of talents to work as a business consultant and coach. Clients praise his
perceptive, one-of-a- kind insights into leadership development, change
management, team development, organizational development, facilitation and
strategic planning.
• Sheldon is a certified coach (ICF) with over 1500 hours of experience and a
trained Mediator.

21. Case Study
• Wrote and produced the 2012 Annual Report.
• Wrote and produced quarterly newsletters to replace the
organization’s expensive and less-timely magazine.
• Wrote and produced “one-pagers” to
succinctly explain the organization’s
major program areas. One-pagers
were used successfully with
funders who had expressed
interest in a particular
AFT program.

22. Case Study
• Reviewed all existing fundraising and cultivation materials and studied recent
survey research.
• Conducted new survey of members and mission-related stakeholders to
determine their knowledge of the organization, their view of its mission-
effectiveness, and how they best describe the
organization’s work.
• Interviewed staff to identify
effective core programs and
their impacts, existing threats
to mission, and immediate needs.
• Drafted new Case Statement. Beta
tested it with major donors, Board
members, and senior staff. Prepared
final Case Statement for organization-
wide distribution and use.

23. Case Study
• Founder and long-time head of organization passed away.
• Successfully handled transition issues after the loss of founding leader.
• Created a Legacy Fund as an annual
fundraising tool.
• The results: record-breaking
response rates of 7.28% with
an average gift of $244.

24. Contact
For additional information contact us: Phone: 202.540.0411
Email: info@theonegroupllc.com
Web: www.theonegroupllc.com