Does chasing big donor bucks leave you feeling shook? Here’s a little secret to flip the switch on our inner dialogue so you can start bringing in major gifts: When you fix your mindset, you fix your money probs.
But don’t take my word for it! I’m all about a case study too.
Once upon a nonprofit, Emerald felt like an imposter around donors. But together we unpacked limiting money stories and reframed fundraising as an adventure, not a burden. Soon after, she received her first record $2.5 million donation for her nonprofit, Moves and Grooves, inc., and her budget has been growing strong and steady ever since.
Tune in as Emerald shares her journey as a woman of color from scarcity to confidently leading with inspiration. You’ll hear how one bold conversation and the power of authentic connection sparked her inner transformation and opened the floodgates of support.
The moral? All we need to unlock our inner fundraising rockstar is inner permission plus a solid plan. 💥 So if pesky money blocks feel like obstacles, let’s shatter them!
Abundance awaits, friends. Now…click play! 🎧
Important Links:
Big Ask Gifts Program: https://go.rheawong.com/big-ask-gifts-program
Book – Get that Money, Honey!: https://go.rheawong.com/get-that-money-honey
Connect with Dr. Emerald Mitchell https://www.linkedin.com/in/dr-emerald-mitchell-37a93679/
Episode Transcript
RHEA 00:00
Welcome to Nonprofit Lowdown. I’m your host, Rhea Wong.
Hey podcast listeners, Rhea Wong with you once again with Nonprofit Lowdown. Today is a special edition. I am here with my friend and guest, Dr. Emerald Mitchell. And we’re going to talk about all of the success that she’s seen with moves and grooves. And it’s a little bit of a case study.
So even though Emerald hasn’t been in my program, I did have the honor of being able to train her and people she has done big things. So I will let her tell you all about it, but Emerald welcome to the show.
EMERALD 00:34
Thank you so much. Thank you for the 1st, for having me. It’s. It’s been a pleasure just getting to know you and I’m excited about this podcast.
RHEA 00:43
Excellent. Excellent. Well, As am I. So before we jump too far into it, tell us a little bit about yourself. I know that you’re the founder and executive director of Moves and Grooves in Nashville, Tennessee. Tell us about what was the inspiration for you?
EMERALD 00:54
Moves and Grooves is a non profit that I started my freshman year in college at Fisk University.
I’m originally from Portland, Oregon, believe it or not. And I was I did not know that. I know, people always get a kick out of that. Every time I say that, they’re like, oh my goodness, there’s black people in Oregon? And I’m like, yeah, there’s a lot of us. I came to Nashville in 2000 to attend Fisk University and being that I was a part of an amazing non profit growing up, I had just a heart for children and coming to Nashville, there was a lot of poverty near my university and I just decided to be proactive about it.
I’m like, let’s give these kids a place to go. I have dance as my background. I use that as my form of expression. I started to volunteer at a community center and soon my class of five turned into 15. I’m like, Hey, Got to do something with it. Enhance moves and grooves 20 years later. moves and grooves just to give a little background and what we’re doing.
We are a nonprofit mentoring arts and education program with contract with the district reaching about 1600 youth annually. We’ve been around since 2002, so we just celebrated our 20 year anniversary and yeah, we’re just trying it along. Thank you. Yeah, yeah, yeah, yeah.
RHEA 2:00
Okay. So let’s give the folks a little bit of context here.
So you and I met via one of your funders about a year and a half ago in Denver, Colorado. And at the time, I remember you and I had a conversation and you were like, Rhea, I gotta raise, I can’t remember what you were trying to raise. And I said, that’s not a problem. And your head just about exploded.
EMERALD 2:17
It really did. So yes, we met in Denver, Colorado part of the cohort with new profit of one of our funders as you shared. You were a guest speaker and after a long day of guest speakers, you were like the shining light. You came in. It was your energy guarantee. It was your energy. It was the information that you were sharing because it was a pivotal part of my career where we needed to raise 10 million for our capital campaign.
Our goal was to provide a forever home for our 1600 kids. And so just hearing your story and how you just made fundraising seem so fun and easy, it just, it captivated me. And from then on, once you gave, I think I won the book. I think I was so in tune with your presentation that I answered a question correctly.
And I received one of your books, which was the tool of my dreams. And I freaking love the title. Because I say that, that phrase all the time, get that money, honey. I freaking loved it. So that was really the guy that helped me really put the information into a transactional plan that I still use today.
RHEA 3:20
Yeah. Oh, wow. So kind of you to say, but when I met you, I was like, this woman is a powerhouse. There’s just no way that she is getting held back. Your energy, your vision, your passion for the work, all the things, but tell me a little bit about what happened recently. Cause When we saw each other, I guess it was in Oakland recently. You told me a story. I just was blew my mind open.
EMERALD 3:39
So as I shared Move and Groove just celebrated its 20th anniversary and we are, we’re embarking on this capital campaign to raise 10 million and, for a new, Entrepreneur and especially getting into the major donor field. I had a tough time telling my story.
There’s so much that has gone on in 20 years. I didn’t know where to start where to end. I didn’t know what really resonated. And so after reading your book, you gave me a plan. You told me to share the story itself. The story of us in the story of now, and that gave me a framework to tell my story in a strategic and compelling way.
And that ultimately is what we got our new, what, 1 million donation from. So it was definitely worthwhile. It was actually 2.5 million, if I’m being exact that we received, which is the largest donation we’ve ever received, in the two decades we’ve been in existence. So I definitely credit you in your framework to help me share my story in an authentic way.
RHEA 4:34
And I’m gonna give credit, work credit to see that is Dr. Marshall Gantt. But I’m happy that that framework helped you and I think we did some practicing as well, but, okay. You know, I’m gonna ask the details, tell me how it went. ’cause I know there are people out here. You’re like, all right, I’m roll 2.5 million. I’m not going to be able to do that. So at the time your budget wasn’t, if recalling correctly, like you were below a million at the time. Was that right?
EMERALD 4:57
That is very true. We’ve been an organization that’s been growing, but growing, small increments. want to say two years ago we were at, 500, 000 operating budget.
And then last year, I think we were at maybe 800, 000. So we were growing, but never met that 1,000,000 mark. And for any entrepreneur, that 1, 000, 000 is where you are in there. And that’s how we felt in the nonprofit world, but it definitely was not easy. I do not want to lie.
I definitely heard a lot more no than I heard yeses. And to be truly honest, it was me stepping out of my comfort zone. That was a secret. It was me going out, building those relationships. Because, I want to say when I first started Moves and Grooves my freshman year, my mentor said something really poignant after I tried to write 50 grants, by myself and I didn’t get any of them.
He said, Emerald, people don’t fund programs, people fund people. You got to get out there, build those connections, let them see your passion, let them understand who you are and the why behind your work and that’s what secures those donations. And to be honest, that’s what it was, those relationships. Getting comfortable with being uncomfortable.
RHEA 6:05
That’s right. That’s right. And I’m curious because part of, as I recall, the training that we did was about money mindset and really unpacking some of the stuff that we all have about money. Was that helpful to you in thinking about stepping outside of your comfort zone?
EMERALD 6:19
Absolutely. I don’t think I understood the money trauma or the money baggage that I held until I read the book. And realized that a lot of it came from childhood trauma. The things I was told my mother was saying, Oh, we can’t afford that right now. Or, that’s too much. And so that mindset about money made me feel small.
Who am I to step into this room of millionaires and ask for money? Does that make me look desperate because I’m the poor young girl asking for money? But I had to change my entire mindset about, people with money and even, the way that I felt about money. But realizing that, we’re helping each other in this work, the people with money, they’re human, just like we are.
And they’re looking to make a difference. And I’m the vehicle and the tool to help them do that. And so once I changed my mindset about that and realize it was a partnership and relationship, the floodgates opened. And, that was the best feeling because I think once I became comfortable and realizing my position that, hey, I’m not a beggar, but I’m a partner in this work, I felt more empowered and my donors did too.
That’s where the magic happens.
RHEA 7:23
I love that. Because the other thing is, when we believe that we’re in the scarcity mindset we do become desperate. We’re like, this is the last donor I’m ever going to talk to, right? And so our energy about that becomes really desperate and it’s almost like we accept less than, right?
We accept being treated poorly because we were like I just need to do it for the money. And I just think if you truly understand that there’s so much money out there, you Put up boundaries and you train people to treat you.
EMERALD 7:50
Well, I agree. I agree. And I make some great friends. Now one of my largest donors, we go hang out for coffee.
We do walks, in the park. I was just there for one of her son’s celebrations. It was birthday. So it does really help when you understand number one, your own trauma and your own thoughts about, money and being able to overcome those. adversities or that’s that mindset of scarcity as you share.
So once you do that, like I said, the opportunities are endless.
RHEA 8:17
These major donors that you had, were they in your pipeline before the training or did they come as a result of the work that you did after the training?
EMERALD 8:25
t was almost like a touch and go meeting. I would see them in passing.
But I never felt confident enough to put myself out there and create the conversation. one thing that I was really good at was putting myself in the rooms of opportunity. But one thing that was bad at, I was taking action in those rooms. I’d be a body in the room, but I’d never start the conversation and I’d never make the acts.
So it’s kind of like, Oh, how you doing, Sue? Oh, great. Oh, how’s the kids? Oh, they’re doing great. Oh my goodness. And then that’s it. But knowing in my heart, that’s a major donor, that’s someone that I need to get to know if I simply let down my guards and, allow that relationship to flourish. So I think they were around, but it wasn’t until after reading your book that I had to do my own trauma.
And I got the guts. To get past that imposter syndrome that a lot of us female leaders have to say, Hey, I belong in this room. I’m worthy. And that, Hey, this is a new friend and a new, partnership that I could, develop if I just get past my fears.
RHEA 9:25
So talk to me a little bit about the rejection.
I know what holds people back a lot is the rejection, the fear of rejection. I’m going to be rejected and people are going to think some kind of thing about me. How did you get over your fear of rejection?
EMERALD 9:36
Oh my goodness. My fear of rejection. Oh, I don’t know if you’ll ever quite get over rejection. I think I just take it on the chin, now, and I know that.
For every no, it’s one step closer to that. Yes, that I need. And I also realized that a no doesn’t always mean no. Sometimes it means not yet. And I’ve had a lot of situations like that where it was maybe no at the time, but then we continue to develop. continue to communicate with that particular donor, just sharing the impact, inviting them into our events and that no came into a resounding yes.
And so that building that track record Of that repeated thing happening. Okay. They may have say no during that time, but yet someone else came. I just got a, that, that fear subsided my, I’ve been here before. No. Okay. That means either just not you or not yet. So I’ll just keep on trucking along and I have what I call my power lipstick, which I’m wearing today because it, I’m all about, Dion Sanders, his theory, some like them, some don’t.
When you look good, you feel good when you feel good, you do good and you do good. You make more money. That’s how I think about my power lipstick. I put my power lipstick on and I am super woman. So that’s how I build my confidence in rooms.
RHEA 10:50
I’m looking at you. I’m hearing you in the word that just keeps coming to me is unstoppable.
You are unstoppable right now. It’s incredible. I want to talk about this big ask gift that you got of a million dollars using this framework, this story, what happened? Are you comfortable sharing the details?
EMERALD 11:11
Yeah, I can share a little bit of the details. I think for me, it really happened in the most beautiful way.
It happened in the room that I wasn’t even a part of. And that is the power of relationships and building those connections. Essentially what happened, it was actually the federal grant. A particular person who was in this room, knew me well, was very invested in the community. She was a part of my board.
And so when my name came across the table as a particular candidate for this funding source, she’s like, Oh, I know her. She’s amazing. her organization has two decades worth of, success. She is doing amazing things for this entire community. I’m going to bat for her and she did. to me, like I said, that is once again, just the power of relationships.
Now, yes, she was a part of my group when I told my story of self, my story of us and story of now, but not only did she listen, she actually, took it into a room where it made a difference and she remembered me. that’s ultimately how that happened. to me, it’s the best way because, hey, I don’t have to do too much work, but simply plant the seed and be authentic to myself and the organization.
RHEA 12:20
That is so beautiful. The thing that strikes me too, Emerald, like you’re a founder of this organization and what I find sometimes with founders is that they, do the things that they know how to do and they keep doing it the same way. What I think is really exceptional about you is that you’re willing to invest in your skill set and then continue to do things differently.
So any advice for founders out there who may be listening and think Oh, I feel like I’ve hit a plateau or I’ve hit a block.
EMERALD 12:45
I would definitely say, Change is inevitable. And so you’ve got to be flexible changing with the times. I think I, there was a quote that says the idiots of the 21st century will be those who cannot learn, unlearn and relearn, since our environment is changing, you’ve got to put yourself out there realize what’s all the cutting edge, whether you feel comfortable or not, I think, right now, the buzzword is, AI and tech and how it, can be the monster or how it can be a savior to help make things easier.
So as long as you’re keeping your ear to the streets, you’re connecting, in rooms where, they are. Progressively thinking, I think you always be on top and just be open. No one and nothing stays the same. So change, grow, embrace the change and get in where you fit in.
RHEA 13:31
So when you started 20 years ago, I’m sure it was like a small startup and you were chugging along and then you hit this exponential growth. What do you attribute the growth to? You spoke a little bit about mindset being uncomfortable. What else made the difference for you?
EMERALD 13:46
So Moves and Grooves actually started out as a dance program, hence the name Moves and Grooves, and even further, behind that, it was a classroom project. So I’m not even sure people know that story. I took an entrepreneurship class, and we had to create our own business, and I merged my passion for dance and my love for kids, and hence Moves and Grooves was on paper.
So I just was that crazy person going, Huh? What if I actually put this into action? What would happen? So moves it grew started out as a dance program. Like I said, I used to volunteer teaching dance to a low income kids in the community center and my classroom of five turn into 50. I think, once we got that contract, we received a contract with the district to provide those arts mentoring services because.
Arts is what connects kids, it gets them excited. It’s, been proven to help improve math and reading scores. And so we had something that the school district wanted, but didn’t know how to implement. that was when we begin to grow. Once we contracted with the district, we had access to students, I was able to build more relationships were able to collect data.
And just make a difference because we had access to over 86, 000 kids. Definitely attribute, the growth and success to the relationships that we’ve built along the way.
RHEA 14:57
Something I hear from a lot of folks and I’d be curious about your thoughts on this is, I’m the only one doing fundraising.
I’m out here, running program, doing this, that, the other admin, et cetera, et cetera. What would your advice be to other nonprofit executive directors or founders, particularly as it pertains to fundraising? Like how much time do you spend in your day fundraising?
EMERALD 15:19
Ooh, to be honest, I’m constantly in fundraising mode. I call it I’m, in friend raising mode to be honest. Because fundraising is about raising money, doing good with friends, and so I don’t know how to turn it off. I think, it’s so funny ’cause one of my major donors. They said, to me Dr.
Mitchell, we have a nickname for you. I’m like, what is it? We call you Celebration because I always have an outgoing personality and it’s a celebration every time. So to be honest, I don’t think that I’m ever off of friend raising mode. I love connecting with people. I love sharing the story of moves and grooves that are impacting in Nashville and beyond.
And so to me, I know that’s something I’m trying to balance because that’s another thing. I am a mother and a wife. I know I’ve got to try to, keep a start and stop time to my life and I do that. So I think realistically, if I put into hours, I’m probably percentage wise, percentage wise.
Yeah. 60, 60 to 70 percent of the time.
RHEA 16:16
I love that because I tell everyone out here, you should be spending 65 to 80 percent of your time fundraising.
EMERALD 16:23
Okay. Great. I’m in that mode then. Yeah, I didn’t even know that. Yeah. Yeah.
RHEA 16:27
Yeah.
No, because the thing is, especially founders, cause they like to do program stuff and so they spend a lot of time, especially if they’re not comfortable with fundraising, we’ll spend a lot of time doing all the other stuff and then be busy.
And then they’re like, why is the money not flowing? I’m like, cause you didn’t spend the time fundraising.
EMERALD 16:42
I agree. I agree. And I think, also what helps with that is just having a great team, too. And I’ve got to tribute my team. I don’t think that I would be able to dedicate as much time to fundraising as I do if I didn’t have, my team who operates in the programming and my secretary who keeps my life in order.
RHEA 16:59
Yeah.
Actually speak to that because I think especially for small nonprofits, there’s always that tension of, I don’t have enough money to hire people, therefore I don’t have enough time. And so you’re on this catch 22 treadmill. How did you resolve that?
EMERALD 17:12
I have some great friends who are just crazy enough to believe in me.
Like I, I always go back to my very first summer. I wanted to host a summer camp. I was only 19 years old. On, full time student and I didn’t have any money. So I solicit my friends who also have the same passion, to work with kids and to want to do good in the neighborhood and they volunteered.
So that was my first staff. I connected with colleges. A lot of the local colleges here in Nashville, they’re looking for community service hours, fraternities and sororities. So I got the free help, we don’t have money. You’ve got to be creative. So I got creative and I use my resources in that way until I was able to pay my staff and my team, which is where we are now.
But. Yeah, it was a struggle, but that was the best struggle because I look back on those times now, and it really speaks to the heart of what we do where it wasn’t about the money. It was truly about the kids, about the impact and the service, and I think that’s, what Moves and Grooves is all about.
When you’re doing good, you’re believing in what you’re doing, the money is gonna come, and it did.
RHEA 18:16
I’m just wondering from your perspective What was the tipping point for you, either in terms of budget size or organizational size? Because it sounds like I maybe caught you like right at that tipping point.
EMERALD 18:27
So budget size you definitely did catch me at a tipping point. Like I said, the 2. 5 million just put us in a whole realm and league of our own, which we love. And that just happened, this past, December 2022 That was definitely tipping point for us.
I use this other model. It just says we think about poor we think about, economic. But to me, ports for it stands for passing on opportunities regularly and that for me is something that I never want to do. I never want to have a poor mindset because it is the opportunities.
And like I said, when you step out of your comfort zone that you’re able to make the difference. I did not know that this conversation with this particular funder what we received a 2. 5 million that I didn’t know that was going to happen, but I did take an opportunity. to connect with this particular person to share my story.
And she made the difference in that room when I wasn’t even there. And that’s just the power of influence, at the root. You can make a difference.
RHEA 19:27
So well, and speak to that because I think sometimes, especially when I’m doing training, I feel like people can get into this, like this narrative that they tell themselves like, Oh, because I’m a woman, because I’m a woman of color, because I don’t have money, I won’t be successful.
And so I’d love for you to just speak to that because, both of us as women of color, you know, and I didn’t come from money, but we have raised millions of dollars. So what’s that story that you tell yourself that you’re like, okay, imposter syndrome, That’s not real. Be quiet. We’re going to go do this.
EMERALD 19:55
the story, I tell myself, Emerald, you come from a strong family. I put on my power lipstick, but even before power lipstick and this mindset came I, my mind goes back to my very first time getting comfortable with being uncomfortable. At the time I was a teacher. People don’t know that I taught kindergarten before I took on Moves and Grooves full time.
Yes, I was a kindergarten teacher, taught fourth grade. Yes, shout out to the teachers and educators out there. But I always wanted to pursue Moves and Grooves full time. Because like I said, it was my baby project. And so I’ve done some research, found out this woman in Tennessee who was philanthropic and passionate about the arts.
Her name was Martha Ingram. She was being celebrated at this particular event. In my neighborhood. I took my little teacher salary and purchased 125 ticket to see Miss Martha Ingram at this event. So the event is, going great. I’m sitting at this table. I don’t know anyone in the room, but I’m Kiki King.
And then the event is over. So as people are rushing this, amazing woman, trying to talk to her, I get so nervous. My palms are shaking. I run to the restroom. And I told myself in the restroom, Emerald, if you’re going to do this. She’s got to at least know who you are, which means you’ve got to speak to her.
So the moment I walked out of the restroom, Ms. Martha standing in front of me, and so she’s talking to someone else at the time, so I sit there in the background, cheesing, and then trying to calm my fears at the same time, And so the moment the person walks away, I threw myself in front of Ms.
Martha, and I extended my hand, and I introduced myself, I said, Hello, Ms. Martha, I am a teacher at So and So Elementary School, but I have a passion for the arts, and I want to pursue this nonprofit. And she said amazing words to me. She said, Emerald, you only get out of the arts what you put into it. So if you truly want and believe in this nonprofit organization, you’ve got to pursue it full time.
And I’m like, Oh my goodness, I just leave everything behind. But the fact that, she was willing to share knowledge with me. It allowed me to get over my fears because I was like one of the only young, people of color in the room. This is this billionaire of a person. And look, 20 years later, Ingram Charities is one of our largest sponsors.
RHEA 22:08
I love that.
EMERALD 22:09
Yes. I love that. one conversation. Take that leap of faith.
RHEA 22:14
Fortune favors the bold, right? The fear can keep us playing small, they can keep us in our little corner. And for you, when I first met you, I could see that you had a big vision for the world.
And I don’t think that I did anything for you, you didn’t already have, except for maybe give you permission to be as amazing as I know that you are.
EMERALD 22:33
And sometimes that’s all you need. You need to see, that someone believes in you someone who’s done it that gives you, the freedom to say, Hey, I can do it too.
I’m like, one of my favorite quotes is by Marianne Williams says that our greatest fear is not that we’re inadequate. But our greatest fear is that we’re powerful beyond measure and that those words just resonated with me because I think we all feel the power, is in us and I think it’s just all about tapping into it and sometime it needs to be ignited. And I think that’s what you did. You ignited my fire. You ignited the power that it was always in me. I just needed, like you said, permission to let it go. And once I did, that’s when the freedom came.
RHEA 23:14
I love that so much. Cause I literally remember it was like, you came up to me and you got kind of whispered, you’re like, I have to raise 10 million. I, you’re like, ah, and I was like, yeah, you can do it. What’s the problem.
EMERALD 23:25
you were such. A calming spirit. You made it seem easy.
You made it seem fun and you gave me a blueprint on how to do it. And that’s all I needed. It’s just show me how I’m such a human sponge. know that I can, but I don’t know what to do. My number one strength is activation. I’m a doer. And so I think sometimes if, you have a great idea, you just need someone to help, give you a plan.
And a little motivation to say, Hey, I’m cheering for you. I’m rooting for you. And that’s what you did for me. So.
RHEA 23:55
thank you for saying that because I really see my role in this world as being the Yoda. my job is amazing. I get to meet all of these folks like yourself who are out here changing the world.
And if I can just be a little part of that journey, like here’s the direction we’re going to go, it’ll be great. I just think it’s such an honor and privilege in my life to be able to do that for folks.
EMERALD 24:14
And we’re grateful for you. we met in Colorado, you’ve planted a seed, and that’s why the entire cohort were in agreeance.
Hey, we want Rhea back. Bring her here. We love your fundraising expertise. I need you as my mentor. And hopefully, to keep you here, you know, for years to come because you definitely have a gift.
RHEA 24:33
Oh, thank you, Emerald. Listen, I’m only a phone call away. Last question for you, because I know there’s some folks who are listening to this and some of them might be thinking about enrolling in my program, which is opening up for enrollment.
What would your advice be to them as far as working with me and what we’ve been able to do together?
EMERALD 24:46
Rhea is just amazing. You want a no bullshit approach. She’s going to bring it to you straight, no chaser in a very authentic and fun way. she’s going to help you realize your mindset about money and maybe even impact some of that trauma, but she’s also going to give you the tools on how to get over it and really get the job done and raise the funds that you need to make a difference.
Hey, if you’re scared, do it anyway, feel the fear, get out there and do it anyway. Connect with Rhea and Your life will change for the better for sure.
RHEA 25:14
Oh, thank you so much, my friend. And congratulations to you. I am so proud. I’m so pleased. I’m so honored to be a part of your journey. And now you have a building you need to build, yeah?
EMERALD 25:22
Yes, open in 2025. So I’m going to be circling back and letting you know when the ribbon cutting ceremony is because I definitely want you to be front and center for sure.
RHEA 25:32
Call me. I am there. saved my ticket.
EMERALD 25:33
I got you. Got you covered.
RHEA 25:34
All right. Well, Thank you so much. I really appreciate your time and we’ll talk to you soon.
Call me if you need me.
EMERALD 25:41
Will do. Thanks for having me.
RHEA 25:43
Thank you.
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