Podcast Summary: "Words That Move the World: Tim Kersten on Leading with Vision, Creativity, and Courage"

Podcast Information:

• Title: Going Big! with Kevin Gentry
• Episode: Words That Move the World: Tim Kersten on Leading with Vision, Creativity, and Courage
• Release Date: April 7, 2025
• Host: Kevin Gentry
• Guest: Tim Kirsten, Chairman and CEO of RKD Group

1. Introduction

In this episode of Going Big! with Kevin Gentry, host Kevin Gentry welcomes Tim Kirsten, the Chairman and CEO of RKD Group. With over 40 years of experience in nonprofit direct response fundraising and marketing, Tim has led RKD Group to become America's largest agency in its field, boasting over 600 employees. Known for his creative prowess, Tim has orchestrated fundraising campaigns for prestigious organizations such as the Smithsonian Institution, the Salvation Army, Covenant House, and the American Red Cross, raising hundreds of millions of dollars.

2. Tim Kirsten's Journey into Nonprofit Direct Response

Tim begins by sharing his academic background and early inspirations that steered him towards nonprofit marketing. While pursuing an advertising degree at California State University of Fullerton in the late 1970s, Tim was deeply influenced by Professor Paul Hugstad, whose expertise in nonprofit marketing sparked his interest in the sector. Additionally, Tim cites Russ Reed, founder of the Russ Reed Company, as a pivotal role model whose leadership and innovative approach left a lasting impression on him.

Notable Quote:

“I decided in college that I wanted to be like Russ and grateful that I had the opportunity to actually meet him, spend some time with him.”
— Tim Kirsten ([04:27])

3. The Importance of Mentors and Role Models

Highlighting the significance of mentors, Tim emphasizes how influential figures and role models shape one's leadership journey. He discusses his passion for reading biographies and learning from the lives of great leaders, including controversial figures like Henry Kissinger and revered statesmen like Winston Churchill and Ronald Reagan. Tim advocates for the "great man" theory of history, believing that impactful individuals drive meaningful change through vision and effective communication.

Notable Quote:

“Leaders need to approach life with a heavy dose of humility, knowing that we stand on the shoulders of giants.”
— Tim Kirsten ([08:00])

4. Pursuit of Excellence in Direct Mail Copywriting

Tim recounts his early career as a direct mail copywriter, striving to excel in crafting persuasive messages that resonate with donors. His commitment to perfection was driven by a personal ambition to ensure that his work required minimal editing, thereby making the job easier for his clients. This dedication earned him numerous accolades, including multiple Direct Marketing Association John Caples Awards.

Notable Quote:

“I have always driven myself to perfection because I think it's such a fascinating power to be able to capture someone’s attention and move them to act.”
— Tim Kirsten ([22:29])

5. Transition to RKD Group and Leadership Philosophy

In the summer of 2011, Tim was approached to take over RKD Group, marking a significant turning point in his career. Embracing Viktor Frankl’s philosophy from Man’s Search for Meaning, Tim redefined the company’s mission to focus on connecting donors with organizations that provide meaning and significance in their lives.

Notable Quote:

“RKD Group exists to help people find meaning and significance in their lives by connecting them as donors or members with organizations that are working to make the world more humane, just, and compassionate.”
— Tim Kirsten ([43:30])

Tim also integrates Max Dupree’s principles from Leadership is an Art, emphasizing honesty, gratitude, and defining reality for his team. This approach fosters a culture of trust and accountability within RKD Group.

6. Successful Campaigns and Lessons

Tim shares insights from some of his most impactful campaigns. One notable example is the fundraising effort for the Goldman family following the tragic death of Ron Goldman alongside O.J. Simpson’s wife. Crafting a message that resonated deeply with the public, the campaign successfully raised substantial funds for the civil trial against Simpson.

Another significant campaign involved the restoration of the Statue of Liberty’s forgotten sections. Collaborating with prominent figures like Lee Iacocca, Tim helped raise funds to preserve this iconic symbol of American immigration history.

Notable Quote:

“Crafting a direct mail package that resonates emotionally with people is an extraordinary challenge, but when done right, it can drive incredible results.”
— Tim Kirsten ([24:13])

7. Challenges in Direct Response Fundraising

Tim addresses the evolving landscape of direct response fundraising, highlighting challenges such as a shrinking donor base and changing donor behaviors post-COVID-19. He underscores the necessity for innovation and the willingness to take risks to stay relevant and effective. Despite the inherent risks in adopting new strategies, Tim advocates for a balanced approach that incorporates testing and data-driven decisions.

Notable Quote:

“We can't keep doing the same thing over and over again because it's not working as well as it used to. So, we need to go big and innovate.”
— Tim Kirsten ([27:49])

8. The Future of RKD Group and Donor Engagement

Looking ahead, Tim outlines RKD Group’s focus on donor engagement, aiming to move up the donor pyramid to engage mid-level and major donors through personalized and meaningful interactions. He emphasizes that while tools like AI and machine learning are valuable, the core of their success lies in the strategic and creative thinking of their team.

Notable Quote:

“Machine learning and AI are just tools. They're not saviors. The solution lies in smart human beings who can connect meaningfully with donors.”
— Tim Kirsten ([48:17])

9. Final Words of Encouragement and Leadership Advice

In his closing remarks, Tim offers profound advice for aspiring leaders:

1. Continuous Learning: Strive to end each day smarter than when you began.
2. Humility: Embrace humility and acknowledge that leadership is a collective effort.
3. Know Yourself: Understand your values, beliefs, and direction to effectively rally others.
4. Find Meaning: Connect your work to a greater purpose to inspire both yourself and those you lead.

Notable Quote:

“Leaders are readers. Immerse yourself in the lives of others, biographies, and history, and learn from them with humility.”
— Tim Kirsten ([51:23])

Conclusion

Tim Kirsten’s extensive career in nonprofit direct response fundraising showcases the power of visionary leadership, creativity, and unwavering commitment to making a positive impact. Through his strategic insights and personal anecdotes, Tim illustrates how going big requires both boldness and humility, leveraging the strengths of a dedicated team to drive meaningful change. This episode serves as an inspiring guide for leaders and changemakers aiming to elevate their organizations and create lasting difference in their communities.

Connect with Going Big!

To explore more inspiring conversations and gain further insights into transforming your marketing and fundraising strategies, tune into Going Big! on Spotify, iTunes, Amazon, iHeart Radio, Pandora, and YouTube. Follow Going Big! on social media and visit TenXStrategies.com for additional resources and content.