Wisdom of WOC: Insights on Building Trust and Fundraising with Evelyn R. Hernandez, MPA, CFRE
The Wisdom of WOC is a weekly advice column where the WOC Community can submit its questions about fundraising and philanthropy, and have them answered by our founder, Yolanda F. Johnson, and special guest editors from the WOC community.
From Our Mailbag
Q: You’ve built your career at the intersection of healthcare, higher education, and philanthropy. What has most shaped how you define your purpose today?
A: I am mission driven, so it has always been important for me to work for an organization that is improving people’s lives. Prior to higher education, I worked in healthcare because I wanted to help people. Every role was important in making sure the patient had a positive experience even when the reason for their visit was not.
Now, I have the opportunity to make an impact on higher education. I believe education is a human right. Our medical students are exceptional humans who know at an early age that they want to be doctors. Our physician assistant program is one of the oldest in the country. I am inspired and energized by our students who have limitless potential. They are the future of medicine.
Through philanthropy we can transform higher education. It is exciting to use my experience and skillset to engage our alumni and build the foundation of our donor base, which ultimately supports our students. I am exactly where I am meant to be doing the work I am passionate about.
Q: From your early work in events to now leading alumni engagement and annual giving, what was a defining moment that shifted how you saw your path and potential?
A: When I began working in development, fundraising was originally only a small part of my role. Eventually, my responsibilities changed resulting in competing priorities, including a growing portfolio. I discovered that I enjoyed working with donors more than any other aspect of my job. It was at that point that I signed up for the WOC Mentorship Program.
It was the first time I was mentored by an experienced development professional and a woman of color. Our sessions changed everything for me. She validated my work, provided encouragement and helped me see my potential. Since then, I have worked with two additional mentors. Each one has a distinct style of mentorship and in their own unique way have raised me up. I am grateful for their candor, their realness, their friendship, and for leading by example.
Q: As someone deeply rooted in relationship building and ethical fundraising, how do you approach building trust and credibility in spaces that are often both mission driven and metrics focused?
A: Most organizations place an emphasis on meeting metrics, especially during the end of the fiscal year. Metrics are important to keep fundraisers on track and to help organizations project whether they will meet their fundraising goals. However, maintaining relationships with your donors is more important. You have to meet the donor where they are. I have strategically not pushed a donor to sign a gift agreement after the donor shared they were turned off by another organization that suggested one.
I knew the donor was passionate about the mission: the capacity was there, but they were not ready to make the commitment. Continuing to cultivate the donor eventually led to a much larger gift than I could have imagined. Fundraising is both an art and a science. It’s a delicate balance. As a frontline fundraiser, my role is to instill trust that facilitates closing gifts in alignment with a donor’s values.
Q: How has your identify as a Latina shaped your leadership and the way you build community within your field?
A: Being Latina has made me a better leader. All my life, family and community have always come first. You are expected to take care of one another, to support each other, to lift each other up. When asked to facilitate a Latinx Affinity Group session at AFP ICON two years ago, I was thrilled to meet so many Latino fundraisers in one place. After the conference, I became the designated lead. Although I came into the role by chance, it has been immensely rewarding. Two years in, the group is more energized than ever.
My vision for the group is to double our members and create a succession plan to keep up our momentum as we grow. To that end, I recruited a co-chair and additional volunteers to assist with programming. The group is a safe, virtual space for every Latino fundraiser across the globe who wishes to join. Members are highly encouraged to share their ideas for future meetings. It is a brave and joyful space where we can learn from one another, support each other, and be our vibrant selves. It is a community I am truly grateful to be a part of.
Q: In environments like academic medicine and healthcare, how do you stay connected to the human impact behind the work, especially while driving forward ambitious goals?
A: I am privileged to work for the CUNY School of Medicine, one of the most inclusive organizations I have been a part of. Our mission is rooted in providing pathways to medical education to produce healthcare professionals who will care for communities in healthcare shortage areas.
As I walk through the halls of the school I see the impact every day. Every time I speak with a student, I see a future doctor or physician assistant who is learning that the patients they care for need to be at ease, that cultural competence improves patient care, and whose multilingual skills set them apart.
Q: As a leader in your field, what do you hope your work creates or opens up for the next generation of women of color?
A: First of all, if you had asked me two years ago where I would be now, I doubt I would have come close to describing my reality. I am in a leadership role where I am encouraged and expected to share my ideas. It was a future I had not considered. Representation matters. Seeing yourself in a leader can inspire you, motivate you, and open your mind to the possibilities. However, it is not enough to have the ability to lead. You also need to be in the right environment to have the autonomy to do it.
Since pivoting to fundraising, I have yet to see enough women of color working in the sector. When I find myself in situations where I can be of service to other women of color in this space, I share my experiences, offer encouragement and provide support.
My hope is that the next generation of women of color who aspire to do this work will see themselves in me.
Dream big. Know your worth.
Q: In one sentence, what is a piece of wisdom you live by that continues to guide you, both personally and professionally?
A: When you bring your authentic self to every interaction you have the ability to build meaningful relationships, remain grounded, and find your purpose.
This Week’s Expert
Evelyn R. Hernandez, MPA, CFRE
Executive Director of Alumni Engagement and Annual Giving (Interim)
CUNY School of Medicine
Evelyn Hernandez (she/her) is the Executive Director of Alumni Engagement and Annual Giving (Interim) at CUNY School of Medicine. She is a seasoned relationship builder who is responsible for the overall leadership, management, and oversight of alumni relations and annual fund programs. Evelyn collaborates with senior leadership on alumni engagement strategies to promote a culture of philanthropy and support of the school.
Evelyn holds a Master of Public Administration, with a concentration in Ethical Leadership, and a Bachelor of Arts in Communications from Marist University. Evelyn is also a Certified Fund Raising Executive (CFRE) signifying her commitment to ethical fundraising and best practices. In 2025, she was invited to join the newly formed Grievance Committee of CFRE International.
An active member of the Association of Fundraising Professionals (AFP), Evelyn was selected in 2024 to join the AFP Global Inclusion, Diversity, Equity and Access Committee and began serving as Co-Lead of the AFP Global Latinx Affinity Group. Her role as Co-Lead allows her to be in community with Latino fundraisers across the nation. Being Latina is an important part of Evelyn’s identity, so she is grateful to be able to integrate this part of herself into her professional life.
A native New Yorker and life-long learner, Evelyn believes education is a human right and is passionate about making an impact in higher education and the future of medicine. She has worked in the healthcare space for over 14 years; most recently at NewYork-Presbyterian Hospital as a frontline fundraiser.
Got a Question?
Got a question about fundraising or philanthropy? Are you a woman of color non-profit professional with a question on career growth? Don’t be shy! We’ve got the answers. Send them our way.
