People of Masterworks | Carter Wade, EVP, Business Development

People of Masterworks is a series highlighting talented folks who contribute to the success of our ministry partners on a daily basis. Our hope is that, by getting to know some of our team members, you’ll also learn more about Masterworks and our mission to move hearts and minds to action.

We are so excited to welcome Carter Wade back to the Masterworks team as our Executive Vice President of Business Development. Carter has worked in the industry for nearly 35 years. Carter’s primary function at Masterworks these days is to lead our new business and marketing teams.

Prior to rejoining Masterworks, Carter spent just over six years as a Senior Partner at Veritus Group leading Client Services in consulting in both Major and Mid-Level Giving. He previously spent nearly 30 years at other direct response fundraising agencies leading Client Service teams at Masterworks, Merkle, The Domain Group, and the Russ Reid Company.

Carter pushes teams and clients to be remarkable and to be the absolute best they can be in every single aspect of their work.

Please take a moment to hear directly from Carter now!

You’re back at Masterworks after a season away. What brought you back?

When I left Masterworks just over six years ago, it was to consult and coach nonprofits specifically with their Major Gift Officers and Mid-Level Officers. It was highly successful. In fact, on average, most organizations saw growth of nearly 21% in revenue after the first year and over 30% more after the second year. But there were two things that I missed tremendously that brought me back. First, to build the Kingdom by working with ministry clients only, not all nonprofits of any type. Second, to work with the best top-notch agency talent assembled at one company to serve clients in highly proven ways.  

What do you think is unique about Masterworks?

I believe there are at least 4 things we do better than any other agency in our space:

  1. Serve faith-based organizations
  2. Use analytics to drive our strategy
  3. Master technology, such as artificial intelligence, to help us maximize our fundraising strategies
  4. Incorporate digital acquisition and cultivation expertise to help organizations grow

What’s the greatest challenge nonprofit organizations are facing today? 

I’ve worked with hundreds of organizations over the years, and today, the biggest challenge by far is finding and acquiring more new donors at the right cost. So, it’s more important than ever to do that through the most effective channels possible, while at the same time holding on to the donors you have. The good news is that we have proven strategies and approaches to make sure these two things happen for the organizations we partner with.

What are the 3 biggest questions you think nonprofit leaders need to be asking themselves today?

  1. How will we continue to grow the overall revenue for our ministry?
  2. Where can we find more new donors at the right cost?
  3. How can we better retain the donors that we have?

Tell us about your favorite book, blog, or podcast.

For those who know me well, they will tell you without hesitation that my favorite business book is, “Purple Cow” by Seth Godin. While it was first published in 2003 and written primarily for businesses, it’s highly relevant for nonprofits today. The focus of the book is about how you’re either remarkable or invisible. There is nothing in between. I use this concept to push organizations to be as remarkable as possible to their donors in order to stand out and be highly relevant.

Got Questions? Reach out to Carter: