Letal Zidkony has devoted her entire professional career to nonprofits. Her nine-year experience leading multichannel acquisition and conversion programs for the American Society for the Prevention of Cruelty to Animals (ASPCA) gave her a base of perspective that blended both deep channel knowledge with extensive strategic and operational insight. During her time at the ASPCA, Ms. Zidkony was on the front lines of direct response television (DRTV), canvassing, telemarketing, and mail acquisition and conversion initiatives. Breadth of channel perspective is only part of Letal’s resume of experience. Her time at the ASPCA also provided her with an intimate knowledge of sustainer programs from payment processing and maintenance to multichannel upgrade and recapture efforts. Ms. Zidkony decided to share her experience with a broader base of nonprofits, making the leap in the winter of 2018 to MINDset Direct as senior vice president, fundraising strategies. Letal’s big picture focus and holistic understanding of nonprofit programs and strategies uniquely positions her to lead others through change and achieve growth.