Nonprofit appoints VP of donor strategy


Ellen Carpenter. Courtesy Heart of West Michigan United Way

A nonprofit has created the new position of vice president of donor strategy, marketing and volunteer center.

Heart of West Michigan United Way has promoted Ellen Carpenter to the position from her previous role overseeing marketing and the nonprofit’s volunteer center.

In her new role, Carpenter will oversee resource development, marketing, the volunteer center and data management. Her duties include the development and implementation of a strategic annual and community campaign funding plan.

“I have never been more energized by my work,” Carpenter said. “For a nonprofit, marketing and fund development are really two sides of the same coin. You tell your story, and if you tell it well, the community will be moved to support it.

“That is the essence of what all of us do here at United Way. We take what we know about the need and the solutions to the need out into the community and invite people to join in the work.”

Before joining United Way in 2013, Carpenter was vice president of marketing for Lake Michigan Financial Corporation. Prior, she was vice president of marketing for personal care products at Perrigo and also worked in marketing for Amway.

She has a bachelor’s degree in marketing from Michigan State University.

Carpenter is board chair for the Ronald McDonald House of Western Michigan, is a board member for the Chamber Choir of Grand Rapids and has volunteered for several other nonprofits.

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