Michelle DiMuro of Imprints of Honor: 5 Things You Need To Know To Successfully Lead A Nonprofit Organization
…Storytelling from one generation to the next is how we share experience, impart lessons, preserve legacy, and inspire youth. Lesson of service and sacrifice make a positive imprint in the character of our students…
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Michelle DiMuro. Michelle DiMuro has 25 years of non-profit leadership experience, is a member and past president of the Association of Fundraising Professionals (AFP) Greater Arizona Chapter, and has worked both as a consultant and staff for non-profits ranging in size from the grass-roots level to a national reach. As Executive Director for Imprints of Honor, Michelle leads strategic planning, fundraising, financial management, program capacity building, and board development; while building a mission-centric work culture that values teamwork, effective communication, accountability, and outstanding programming and service.
Thank you so much for doing this with us. Before we begin our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”?
I am what is affectionally known as an “Army Brat,” having grown up in a miliary family. I was born in Alaska, and during my childhood I moved 12 times, living in 7 states and overseas once. I came to Arizona for college, and graduated from the University of Arizona in 1991 with a Bachelor of Science in Business Administration.
I started my career in Phoenix as a public relations and event planning professional for manufacturing and software technology firms. In 1999 I entered the world of non-profits and fundraising, serving as a Development Director for both small and mid-size organizations.
Each role I held, both with non-profit and for-profit companies, was a new position for the organization, requiring me to craft and grow the position. I enhanced my skills through CFRE (certified fundraising executive) certification, and the Association of Fundraising Professionals, Greater Arizona Chapter, where I chaired their nationally recognized Professional Mentoring Program for 3 years, was a mentor for 4 years, and served on their Board of Directors for 7 years, including as President.
The skills and relationships developed from these experiences helped me to establish a successful consulting practice in 2009, where I specialized in working with smaller non-profits. My consulting business is how I became involved with Imprints of Honor. I ultimately stopped consulting so that I could become Imprints of Honor’s first executive director.
Can you tell us the story behind why you decided to start or join your non nonprofit?
I first became involved with Imprints of Honor in late 2014 as a consultant, writing grants to raise funds, but as I grew to learn more about the program, I volunteered my knowledge to support overall fund development, board development and organizational capacity building. In April of 2015, I attended my first book reception and was so moved by the impact of that day. The book reception is the culminating program activity, where students present the completed collection of published veteran stories to their veterans, and hold a book signing. Student emcees and scholarship winners shared how their veterans taught them about service, leadership, teamwork, and perseverance, just to name a few character traits and values that are transferred through the resulting mentorship relationship. Veterans were overcome by the appreciation and respect show for their service. The experience was so energizing. I had goosebumps. And then I had tears. My step-father, a career Army officer and helicopter pilot in Vietnam passed in 2013, having never spoken about his combat service. How I wished he could have had the opportunity to unburden himself and be appreciated for the sacrifices he made.
I also saw the value for the students. Moving around a lot as an Army brat, I experience good and bad educational environments, and I could see the difference this program was making for students. Not just their understanding of history, and their writing skills, but in their outlook, the development of their confidence, and setting standards and goals to challenge themselves to make a difference in the world.
I knew the Board was seeking their first Executive Director, so I began sharing the book reception experience, the program’s impact, and the potential of the organization, with colleagues who I thought might be interested. One of them said, “Why don’t you it? I’ve never heard you talk about any organization or client with such passion before.” That was a pivotal moment for me, because I began to seriously consider what that would mean, although I kept it to myself.
Not two weeks later the Board President asked me if I would their first Executive Director. I was elated, but knew we had to first spent the rest of the year building awareness and strengthen finances. By January 2016, I contracted part-time to fulfill the role, and on January 1, 2017, with my consulting practice closed, I was officially hired full-time.
I feel my life experiences prepared me for this challenge. Flexibility, adaptability and patience came from growing up in a military family; perseverance, confidence, and communication and collaboration skills came through professional growth; and successful consultancy provided comfort with trying new things. I am where I am meant to be.
Can you describe how you or your organization aims to make a significant social impact?
The mission of Imprints of Honor is to Connect Students with Veterans in order to honor veterans, preserve America’s heritage, and develop future leaders. We do this through our after-school character and civic education program, where students record interviews with veterans, write their service stories, and publish them in hard-bound books titled Since you Asked.™ The video interviews are preserved in the Veterans History Project at the Library of Congress, and the books become a family heirloom. Students honor veterans at community book receptions and book signings. Additional program activities include veteran presentations, civic engagement activities, and student scholarships.
Less than 1% of Americans serve in uniform; the gap between civilians and veterans has never been larger, resulting in a population with little understanding or appreciation for service. Veterans sharing their stories of service with students fostering empathy between generations and a stronger sense of connection between civilians and veterans. It also promotes a deeper understanding of conflicts and appreciation for military service and sacrifice, which reduces veteran social isolation and preserves historical narratives, creating a more cohesive and supportive community environment.
According to the National Center of PTSD, moral injury significantly affects veterans by causing persistent feelings of guilt, shame, anger, and distrust stemming from actions taken or witnessed during combat that violated their personal moral code. These symptoms often lead to mental health issues like depression, anxiety, relationship problems, and suicidal thoughts, impacting their daily lives and ability to fully reintegrate into civilian society.
Our program is a powerful way for veterans to find healing, connect with others, reclaim their narrative, and take pride in their resilience. Simultaneously, they inspire students to live a life of honor by providing real-life examples of courage, leadership, and overcoming adversity. For loved ones, the stories can deepen their understanding of sacrifices made and challenges faced, strengthening bonds and fostering appreciation for their experiences. For many of our participating veterans, sharing their stories, often for the first time, has been deeply cathartic and healing.
Meaningful connections are made between veterans and students. Storytelling from one generation to the next is how we share experience, impart lessons, preserve legacy, and inspire youth. Lesson of service and sacrifice make a positive imprint in the character of our students.
Our students learn first-person history that isn’t provided in today’s world history textbooks or classrooms. Students also build important 21st century skills like critical thinking, problem solving, and writing. They build communication and collaboration skills, and learn how to engage with the greater community.
Through veterans’ stories, ongoing mentoring relationships, and immersive program activities, our students gain awareness of the world, an appreciation for freedom, and learn the values of honesty, integrity, hard work, reliability, achievement, and empathy.
Without saying any names, can you share a story about an individual who was helped by your idea so far?
We have a student who grew up with a difficult home-life, experiencing poverty and being exposed to drugs and abuse. He knew his way out was through education, and chose to fully commit himself to growth opportunities in high school. He joined our program, interviewed five veterans, became his chapter president and lead editor in the publishing of the book. His veterans supported his growth and development, recommending him to participate in Boys State, and encouraging him apply to Ivy League universities. He earned a full-ride scholarship to Yale, and looks forward to a career helping others either as an educator or social services provider.
We all know the stories of how Vietnam veterans were treated upon their return to the United States, even those who were being transported to hospitals had rocks thrown at them. One of our Vietnam veterans had this experience, and upon entering the civilian workforce stopped talking about Vietnam after being ridiculed by colleagues. For 40 years he never spoke of the trauma of being ordered to lead men into what he knew was a suicide mission, being surrounded and shot by the enemy, trying to survive in the pitch-black jungle, knowing that when morning came you would be captured and killed. And the relief that came when you were rescued in a harrowing feat that earned your rescuer the Medal of Honor. He finally shared his amazing story when interviewed by one of our students in 2010. The respect, care, and appreciation shown by the student interviewer and by the public who obtained his autograph at the book reception, “restored my sense of duty and patriotism. For that, I am very grateful.” He continues to speak to school and community groups, and has established a scholarship in perpetuity that provides four-year support for a student who has “demonstrated their commitment to the program, their community, their patriotism and desire to continue their education beyond high school.”
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
Civic and character education, and funding within the school system, should be a priority. Research shows that civic learning programs like ours improve school culture, have been found to predict high school graduation and college success, and build skills students need to be engaged and informed citizens.
Our program can be implemented as an after-school club, and elective class, or a senior capstone project. Ask your school to learn more at https://www.imprintsofhonor.org/chapter-program, or consider bringing in a veteran speaker. https://www.imprintsofhonor.org/veterans-classroom Even if we don’t have our program at your school, 7th -12th grade and college students can participate through our Independent Contributor program. https://www.imprintsofhonor.org/independent-contributor
The stories from experienced veteran presenters can help inspire employees, cultivate an atmosphere of teamwork, and enhance corporate culture. https://www.imprintsofhonor.org/inspire-your-workplace
How do you define “Leadership”? Can you explain what you mean or give an example?
I see leadership as setting the example. Everything you do sets expectations and will be reflected back to you by those you lead. Your enthusiasm for your mission will be contagious; the level of respect, empathy, patience and appreciation you display for others will be considered the acceptable norm; and the culture of the organization is created by how you communicate, problem-solve, collaborate, execute tasks, acknowledge challenges, handle disappointment, and celebrate accomplishments. It’s a tall order; and of course there are times you fall short. You are only human. However, how you acknowledge mistakes and work to do better is also an important aspect of leadership.
In our weekly staff meeting we go around the table, share status of current projects, offer ideas, and brain storm solutions for challenges as needed. Our founder sits in on those meetings, and while she is good about listening to others, and praising staff when a job is done well, she also isn’t afraid to voice her option. When she and I see things differently, staff tease that “mom and dad are bickering.” However, our actions demonstrate willingness to listen to each other, a culture of speaking freely and respectfully, and informed decision making.
Team members know they will be treated the same way. Recently we had a contest with students to develop conflict art to be included in our published book of veteran service stories. I had a strong opinion regarding one entry, and the staff member who coordinated the contest felt strongly about another entry. She asked if we were voting on the entry. I said no, because leadership is also ownership. I own the responsibility to make decision that are best for the organization and showcase our mission in the best light. However, through back-and-forth discussion, two things happened. First, we were able to identify key aspects which should be included in the art to better align with our goals. Going forward, our contest instructions will provide clearer instruction. Second, I learned how with digital art, we could ask the artist to make some alterations, so the final pieces better aligned with our publishing standards and goals. The ability for the staff member to advocate and educate, resulted in me changing my mind and selecting the digital art entry.
Based on your experience, what are the “5 Things A Person Should Know Before They Decide To Start A Non Profit”. Please share a story or example for each.
- Do similar services already exist?
The last thing you want to do is duplicate efforts unnecessarily and compete for funds. Within the first ten years, 30% of non-profits will fail. Combine your passion with a business mindset. Get a good understanding of the need in your community. Look to see what other programs or agencies exist. Think about what makes your idea different, how you can execute against it more efficiently and strategically, or perhaps reach more of whom you are trying to benefit.
2. Can you partner for great impact?
Collaboration with like-minded non-profits can increase your exposure and program offerings, or it may even be the success factor in your model. Imprints of Honor is built on collaboration. We partner with teachers who volunteer to lead our after-school character and civics education program at their school. We contribute the oral history videos of our veterans and donate their published stories in our student created book, Since You Asked, to the Veterans History Project at the Library of Congress. This is incredibly meaningful for our veterans and their families. The Arizona Veterans Hall of Fame Society is a referral source for veteran participants, and they provide scholarships for out students. We also join forces with dozens of civic minded organizations for activities in which our students can participate, our veterans can continue to share their service stories, and we can continue to build awareness for our mission.
3. What time commitment are you willing to put in?
Starting a non-profit is not a 9 to 5 job, but more a labor of love. Imprints of Honor’s founder worked 80 hours a week for three years between her teaching job and the non-profit. She then retired from teaching so she could focus full-time as the program director, although un-paid, and continued to work at least 60 hours a week because she loved the work, and the people. While she hasn’t been involved in the operation of the non-profit for several years, she continues to volunteer with the program on a regular basis.
When I first contracted with the organization it was to raise grant funds, but I volunteered my knowledge, skills, and time supporting overall fund development, board development, and non-profit management. My first year as Executive Director was contracted as part-time; yet I chose to work full-time to help grow the organization because that was the only way to move the needle. For the next several years I worked on average 60 hours a week because I believe in our programs, their impact, the enormous potential for continued growth. It’s only been in the past year that I’ve been able to have a better work-life balance. You will always have the desire to move the mission forward, and there will always be more to do.
4. Do you have a strong support system around you?
You can’t do it alone, and you need to be willing to work with a team of engaged volunteers with the right skills and networks who will join your Board. They need to be willing to make a long-term commitment. Your first Board will be an operating Board, helping to execute the mission, in addition to raising funds and setting strategic goals. Be open to ideas. Having a shared consensus of your mission, and how you will achieve it is critical. Your family will also need to understand how your time, focus, and financial resources might be impacted.
At Imprints of Honor, the board president spent eight years, thousands of dollars in personal contributions, and countless volunteer hours to help transition the after-school club into a documented and replicable program. Another board member assisted the founder with school visits, conference presentations, veteran interviews, and book publishing. All board members were building relationships with veteran organizations, corporate funders, and individual donors.
5. What skills do you need to develop?
Maybe you have a background in social work, or education, or art, depending on the mission and programs you hope to create. You should have Board members with legal, financial, and marketing expertise, but as a non-profit leader, you will wear many hats and need to build your skills and understanding in these and other areas. The ability to communicate your vision both in writing and through public speaking is paramount. Organizational and time-management skills are a must. Learn about social media, take a class on Quickbooks and non-profit accounting (yes, it’s different), find some workshops or webinars about volunteer management, and building a fundraising program. Research technology platforms that will make your life easier.
Learning and innovation is part of the non-profit culture. You create out of necessity and build your confidence as you do what needs to be done. I’ve learned about publishing, researched and implemented a learning management system to house our program curriculum, have become comfortable with public speaking, and gained new skills in technology, branding, and employee development. Always seek opportunities to learn and grow.
Can you share your favorite “Life Lesson” Quote? How is that relevant to you in your life?
Just like our students, I am constantly learning life lessons from our veterans, that resonate in one way or another. One that makes me smile is ‘Practice the 5 P’s: prior planning prevents piss-pour performance.”
How can our readers follow you online?
Follow us on Facebook, Instagram, LinkedIn, or X, and sign up for our quarterly newsletter and special announcements at https://www.imprintsofhonor.org
This was very meaningful, thank you so much. We wish you only continued success in your mission.
Michelle DiMuro of Imprints of Honor: 5 Things You Need To Know To Successfully Lead A Nonprofit… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.