Woman Of The Year Nominee: Bonnie O'Neill

For nearly a decade, Bonnie O'Neill has been instrumental in devising the fundraising strategy for some of Atlanta's most worthwhile organizations.

by Blane Bachelor

October 1, 2005

I n a way, Bonnie O'Neill's work has helped shape the face of Atlanta: its arts, theaters, schools and other nonprofit organizations that play a major role in the city's quality of life. O'Neill is president and founder of O'Neill & Associates, a consulting firm that works with nonprofits through every phase of the fundraising process: feasibility studies, finding and working with volunteers and implementing campaigns. The company has helped hundreds of clients, including the Atlanta Opera, the Latin American Association, Callanwolde Fine Arts Center and the Girl Scouts of Northwest Georgia raise millions of dollars with their fundraising efforts.

Born in Philadelphia, O'Neill has nearly 25 years of experience in the nonprofit world. She worked in public relations in New York City before coming to Atlanta in the 1970s to raise a family. It was here where her career in nonprofits began. In 1996, after working with one fundraising firm and co-founding another, O'Neill started O'Neill & Associates, where she oversees a staff of eight.

What kind of a role do nonprofits play in our society? Do people understand the scope of their impact?
When Atlanta goes shopping for companies to come and build their headquarters here, I wish they would also talk up the vital role philanthropy plays in our city. There are remarkable things about Atlanta that would never exist without community support. Take them away and what's left is a very grim landscape.

What do you see as some of the biggest challenges organizations face in trying to raise money?
I want to get a bumper sticker made that says, "I brake for leaders," because there are never enough of them. We are faced with a community where there are fewer and fewer leaders who really commit the time to go out and raise money. The single greatest reason that people do not give money is not because they do not have it -it's that they're not asked.

What are some of the fundamental concepts involved in a successful fundraising campaign?
In fundraising, it is not about raising money, it's about building relationships. One of the first things you do with a client is to get them to understand that. It's really about finding out what people care about, and then informing and engaging and cultivating their interest over time. The best fundraisers understand that.

That's why boards are so important. No nonprofit organization rises above the level of its board. That's where the relationship building begins. If you recruit the right kind of board members, they will be entrusted with advancing the mission of the nonprofit and everything will flow from that.

Next year your firm will mark its 10th anniversary. What are some of the ways O'Neill & Associates helps organizations with their fundraising efforts?
Our core business is managing and directing major capital campaigns for nonprofits. We do internal and external studies before to make sure they're ready for a major campaign. Then we put together a campaign plan that rolls out a strategy for success, how the campaign will be positioned, the volunteer structure needed, the role of the board, where are those critical lead gifts and how they can be secured and how long it will take. Then we do every detail of the management, from planning every meeting to writing every proposal to producing all the collateral. We're a one-stop shop. We also help nonprofits through our recruiting and training division, SearchTrain. We're also committed to volunteering by giving seminars and workshops for the community. 

What keeps you motivated?
It's always a different cause, a different group. All are doing important things, whether it's mental health or counseling for the working poor, or a youth center. Whatever it is you get so caught up because it's inspiring to be around these people and knowing that's what they dedicate their life to. And the volunteers are inspiring. So there's always good energy in this business.

You lived and studied in Paris and have visited countries all over the world. How has travel impacted your life?
I never come back from a trip, whether it's to India or Tibet or Paris or Guatemala, where I haven't broadened my perspective and altered my feelings about life and all its diversity. I am always different when I arrive home. I am more committed to this work, to trying to make a difference. I don't know why some people have to travel far to learn more about themselves and others, but I am one of those. It helps me think more creatively, and understand and appreciate the richness of diversity. When your horizons are broader, I just think you bring more to any assignment that comes to you.

What's the best advice you've ever been given?
Follow your heart.

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Bonnie O'Neill
Founder and President
O'Neill & Associates
Age: 58
Birthplace: Philadelphia
Family: Children John and Heather; 4 grandchildren
Favorite Place: San Marcos, Guatemala
Hobbies: Travel, collects art, writes children's books and poetry

''I don't know why some people have to travel far to learn more about themselve and others, but I am one of those. ''