Meet-A-FLiP: Nina Sharma West

The Advertising Council’s reach is proven by the general population’s familiarity with its one liners that send a message, e.g. “Friends Don’t Let Friends Drive Drunk,” “A Mind Is a Terrible Thing to Waste,” “Only You Can Prevent Forest Fires” A private, nonprofit organization, the Ad Council is unique. There is not a singular “tug-at-the-heartstrings” story to tell, rather, donations and sponsorships sustain the Ad Council as it helps other nonprofits promote their messages through the media.

As Assistant Director of Development in Corporate Relations at the Ad Council, Nina Sharma West is responsible for cultivating and building relationships with the financial sector and helping to raise more than $5 million for the Ad Council’s operating expenses. FLiP sat down with Nina recently to discuss her responsibilities at the Ad Council and the path that led her to the organization.

Future Leaders in Philanthropy: What is your educational background? What brought you into the nonprofit sector?

Nina Sharma West: I received my Bachelor’s Degree in English Literature from Hamilton College in Clinton, New York. I recently began graduate classes at NYU’s Wagner School of Public Service. When I graduated from Hamilton, I was unsure of my focus and so my mother, who runs a volunteer center in New Jersey, offered to help me by passing around my resume to her professional contacts. One of my resumes ended up at the at the New York Public Library and I eventually interviewed for and accepted a position as Development Associate for the Conservators and Young Lions programs.

One of my bosses there eventually left to start her own philanthropic consulting firm and was then hired by Carnegie Hall. She contacted me about a position to be filled there, someone was needed to head up the Young Donor program and revamp it. My experience at the New York Public Library gave me the perfect skill set to apply for the opportunity. I spent two years at Carnegie Hall in that capacity, reinvigorating the membership program - the Carnegie Hall Notables - for music enthusiasts in their 20s and 30s.

Following that, I accepted a position at Yale University as a development officer for the Alumni Fund. My specialty there was to reach out to alumni in the class years between 1962 and 1971 for annual, unrestricted contributions. It was a great experience; I managed 250 volunteers and raised more than $3 million annually.

After my husband graduated Law School, we decided to move back to NYC.  I applied for the job at the Ad Council, not knowing very much about them, and the rest is history.

FLiP: Describe your role within the Ad Council.

NSW: The Ad Council is much different than other non-profits. Traditionally, we depend on corporate and foundation gifts, rather than individual gifts. 50% of our operating budget is raised through our corporate giving department, so I mostly solicit marketing departments, advertisers, and marketers. We are recognized as the “conscience of the advertising industry,” and so, they are our constituency.  My day consists of prospect research, scheduling and attending meetings, developing and cultivating partnerships, drafting proposals and introductory letters…the list can go on and can vary.

FLiP: What is the most satisfying aspect of your position? What is the most challenging?

NSW: When I attended our Annual Dinner late last year, there was a DVD presentation of all of the Ad Council campaigns produced in 2006 -  seeing all of that work in one place was very moving.  With each campaign were detailed statistics about the social change that the Ad Council had set in motion. The personal experience of being impacted by an Ad Council campaign made me realize how much of a difference we make. 

The challenge for me is convincing a prospective donor to meet with me. It is essentially a cold call and the challenge is to get your foot in the door. I’m relying on the brand of the Ad Council because my case is for the continuation of its work. 

FLiP: What would be your recommendations to someone who is interested in pursuing a similar path?

NSW: I think the best advice I have ever received regarding this field is to get as much experience as possible. Even in your current position, always work to expand your knowledge base and do not get comfortable with what you do everyday. You gain the respect of your peers in trying something new and learning from it. I’m a big believer in asking a lot of questions. This is the best sector to try something new and ask questions because everyone involved in it has a common motivation - to help others. There is such a history of collaboration from its grassroots beginning to now, as a recognized and legitimate sector that affects the U.S. economy.

FLiP: In your opinion, what are some issues within the sector that may be relevant to Future Leaders in Philanthropy?

NSW: The fact that the non-profit field has not always been a “sector” can be advantageous. Your skills can be applied in so many ways in your non-profit job. That can also be the issue - while there is recognition of this sector, there is still a long way to go because for the most part, we are still working through becoming more transparent or establishing a more recognizable employment structure within organizations. Right now, it is difficult for a young professional in the sector to follow a focused career path, since paths vary so much from institution to institution, and since there is no continuity with titles, job functions, etc.

FLiP: What would you be doing if you were not working in the non-profit sector?

NSW: I would be a travel writer…or an English professor…or a kayak guide.