The Value of CFRE for Healthcare Fundraising Professionals

By Josué E. Hernández, MA, CFRE | California, USA

I’ve worked in the nonprofit world since 2014 and as a professional fundraiser for over seven years—currently, as Director of Development at Memorial Medical Center Foundation.

Since the start of my career, I focused on healthcare philanthropy because I understand first-hand how having access to quality healthcare can save lives. I lost both of my parents to cancer, a cousin to the AIDS epidemic, and I live with a chronic illness.

My lived experience has shown me how critical access to quality healthcare is. I want to use my skills to help make compassionate health care accessible to those who need it most and be part of the healing in my community.

Engaging the Community to Support the Helen and Will Webster Heart & Vascular Center at Huntington Hospital

As the Annual Fund & Donor Groups Manager at Huntington Hospital during the planning phase of our 2021 year-end appeal, I discussed having a matching challenge with one of the major gift officers on the team. The challenge would support the hospital’s heart and vascular center—a state-of-the-art heart program that brings heart services and the latest technologies under one roof to meet the region’s needs.

A major gift officer identified a family with the linkage, ability, and interest to make a $200,000 gift. The matching challenge allowed us to engage this family who was interested in supporting the hospital … while also supporting the year-end appeal a boost. The family was thrilled to make a gift, especially knowing it would motivate the community to give, too.

The community response was heartwarming. The matching challenge yielded well over $600,000 total and surpassed any previous matching challenge to date at that hospital. Every dollar invested through this campaign and other investments from the community at-large has allowed the heart and vascular center to increase the number of patients treated there by 30 percent and meet increased demand for specialized care in Pasadena, the San Gabriel Valley, and beyond.

My greatest passion is witnessing the positive impact philanthropy has on people’s lives. I’m always amazed at community members’ generosity when they help make compassionate care accessible. When I see how patients and their families greatly benefit from receiving extraordinary healthcare and I witness their priceless smiles, I am reminded of why I chose the work that I do.

How CFRE Supports My Work in Healthcare Fundraising

Holding the CFRE credential has provided me with four primary benefits:

1. Confidence in My Career Journey

Earning my CFRE credential has been instrumental in building my confidence in my career journey. Preparing for the CFRE provided me with a solid foundation in fundraising principles. For example, while planning a year-end appeal, I drew on Domain 2: Securing the Gift, where I learned about developing a compelling case for support by engaging stakeholders to effectively communicate the rationale behind the organization’s mission. In this case, to raise critical funds to buy a piece of equipment for the heart and vascular center at the hospital I worked in at the time. When I learned about a generous family eager to deepen their involvement with the organization, I felt confident in suggesting a matching challenge, knowing it aligned with best practices I had mastered during my CFRE preparation.

The process of studying for the CFRE not only deepened my knowledge of fundraising but also honed my ability to think strategically about campaigns, how to strengthen relationships, and how to engage stakeholders to create a greater impact on advancing an organization’s mission. Combining this foundation with hands-on experience, I’ve grown more assured in my ability to navigate complex situations and drive results. Gaining my CFRE credential has been a pivotal step in building my confidence and growing professionally.

2. Access to a Network of Fundraising Professionals

Early in my fundraising career, I made it a priority to attend networking events, including those hosted by my local AFP chapter. It was there that I began meeting professionals with the CFRE designation after their names, sparking my curiosity about the credential. I was fortunate to have a supervisor who was a CFRE, and generously shared their experiences—offering valuable advice about the process, requirements, and benefits of earning the certification. These conversations provided me with insight into the dedication and professionalism the credential represents and inspired me to pursue the CFRE myself.

Now, I’m proud to pay it forward by serving as a CFRE Ambassador. I’m honored to be part of a global network of more than 7,800 accomplished fundraising professionals who have passed a rigorous examination, committed to upholding Accountability Standards and the Donor Bill of Rights. This community of seasoned fundraisers has been an invaluable resource in my career, offering advice, guidance, and support whenever I needed it. The CFRE designation has not only advanced my career but also connected me to a network of professionals dedicated to excellence in fundraising.

3. Improved Skills and Knowledge

Earning my CFRE credential has not only deepened my expertise in fundraising but also continues to inspire my growth as a professional. The CFRE’s recertification requirement every three years motivates me to actively seek out webinars, conferences, and training sessions that provide CFRE credits. This ongoing education ensures I’m continually improving my skills and staying current in best practices, enabling me to perform my role at the highest level.

This commitment to lifelong learning has opened doors to incredible opportunities. In my pursuit of educational credits, I became actively involved with the Association for Healthcare Philanthropy (AHP) International Conference. Serving as a peer reviewer for conference abstracts, participating on the communications committee, and leading a first-timer session have all allowed me to connect with and learn from seasoned fundraising professionals. Attending this conference every year not only helps me fulfill part of my recertification requirements but also helps me refine my expertise and expand my professional network. The CFRE credential is more than a certification—it’s an ongoing journey of growth and excellence.

4. Dedication to the Fundraising Profession

In healthcare philanthropy, I interact with doctors, nurses, pharmacists, and many other people who have achieved various credentials and invest in ongoing education. Just like I trust my healthcare provider to be a qualified expert in their field with their demonstrated credentials, I, too, demonstrate my commitment to my profession with the highest standards of ethics and professionalism by holding the CFRE. Having the credential inspires confidence and increases credibility with colleagues and donors.

Advice for Fundraising Professionals in Healthcare

If you are thinking about getting the CFRE, my advice is to go ahead and do it—get your CFRE certification.

Becoming a CFRE was a personal and professional goal for myself. It was my way of committing and formalizing my decision to pursue a career in healthcare philanthropy. Not only did I learn a lot about fundraising while I prepared for the exam, but as a lifelong learner, my goal to keep my CFRE certification active helps me stay motivated to continue to learn every day.

Fundraising is multi-faceted and there is no one place you can go to get all the answers on how to do your job well. To anyone seriously considering pursuing a career in philanthropy, go out and create opportunities for professional development.

Seek out resources and books on fundraising, make a list of personal and professional goals, network with other fundraising professionals from similar and different experience levels, and find mentors who can guide you along the way.

Becoming a CFRE is a great way to advance your career in philanthropy and to learn all the fundamentals when it comes to fundraising. The path of education, community, and growth that the CFRE has offered me has been key to my professional development.