Tom McGuire brings more than 20 years of experience and expertise in strategic planning, marketing communications, management operations and fundraising to his consulting clients. He has a proven track record of developing successful marketing and fundraising programs from initial strategy development through to execution, evaluation and follow-up. Many of Tom’s engagements have centered on deploying technology ranging from mobile apps to integrated, multi-channel customer relationship databases.

Most recently, Tom was executive director of the Friends of the National Arboretum (FONA) where he reinvigorated and refocused the organization, putting it on a solid growth trajectory. He led FONA through strategic reinvention, creating a state-of-the-art fundraising program including launching a capital campaign, building coordinated communications strategies, and engaging citizens in advocacy and conservation action.

Prior to FONA, Tom was a principal in the Shearwater Marketing Group, dividing time between consulting engagements and managing, a boutique digital publishing business. Tom’s consulting engagements at Shearwater ranged from strategic planning projects for numerous nonprofits to creating digital transition plans for print magazines and developing a comprehensive B2B marketing communications program for a Fortune 500 insurance company.

Previously, Tom served as the National Wildlife Federation’s (NWF) vice president of membership programs, responsible for its million plus membership program, including online and offline fundraising, magazine publishing, grass-roots advocacy and volunteerism. One of his most significant accomplishments was building a consolidated, organization-wide database of all NWF’s supporters and advocates, incorporating data held by more than 30 different units.

Tom also worked in Silicon Valley as vice president of marketing and development for the Electronic Frontier Foundation and in Washington, D.C. as director of membership and marketing programs for the World Wildlife Fund.

Tom served in leadership positions on the boards of both 501(c)3 and 501(c)4 nonprofit organizations. He is a regular contributor to industry publications and conferences and has been quoted in The Wall Street Journal, The Chronicle of Philanthropy and Bird Watcher’s Digest as well as on CNN and NPR’s Science Friday. He has a bachelor’s degree and an MBA from the University of Virginia and attended the Stanford Professional Publishing Institute.


Special Content: The Roadmap to Recovery

As nonprofits everywhere face unprecedented challenges, S&W is stepping forward to help—working on rapid response strategies with our clients, curating resources for easy access, offering answers from our expert team, and bringing people together from across the nonprofit world to share ideas. The point, as we say, is Powering Missions That Matter—now at the moment they matter most.

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