About
Diane Carlson
Founder, Philanthropic Services
National thought-leader and philanthropic solicitation expert. Partner to more than 800 nonprofits in major gifts, capital and endowment campaigns, and planned giving.
40+ Years
First U.S. $1B Campaign
800+ Nonprofits
3 Firms Founded
Who We Are
Celebrating our 20th anniversary in 2027, Philanthropic Services was founded by Diane Carlson to serve nonprofit organizations in major gift fundraising, Capital/Endowment campaigns, and Planned Giving Plans.
Diane has been a national thought-leader and philanthropic solicitation expert partnering with more than 800 nonprofits to maximize major gifts, campaign giving, and planned giving initiatives — implementing unique approaches to each client’s goals and needs.
THE CALLING
Prior to launching a fundraising career some 40 years ago, Diane was on the faculty of Denison University, Granville, OH, her alma mater, teaching American Government. As a volunteer faculty member on Denison’s capital campaign, Diane was introduced to fundraising and never looked back.
Deciding to pursue a career in fundraising rather than going to law school — which had been her original plan — Diane found her calling in fundraising, which continues to bring great joy every day. Her first position was with Montclair State University in New Jersey conducting a $10M capital campaign.
Career Path
Education & first campaign
Moving on from educational fundraising and the training opportunities afforded to her by CASE, Diane began her career conducting a $10M capital campaign at Montclair State University.
Healthcare pioneer
Diane was a pioneer in healthcare fundraising, conducting a capital campaign for $15M for Mountainside Hospital in Glen Ridge, NJ.
IDC, 1981–2006
Diane joined IDC in 1981 to manage their healthcare campaign clients. IDC was founded by William Freyd in 1974 to consult to capital campaigns as well as offering the Phone/Mail Telecommunications process, which was modeled after major gift, face-to-face solicitation. Diane served as IDC’s Chairman from 1993–2006. Hundreds of universities across the United States, Canada, the United Kingdom, Australia, and New Zealand benefited from this opportunity to raise millions.
Signature campaigns
Diane is known for her work with major campaign goals, serving on the first billion-dollar campaign in the U.S. at Columbia University. She also conducted the public phase of the major campaign for the New York Public Library.
Outstanding campaigns for Cleveland Clinic, Georgetown University, Columbia University, University of Toronto, and more than 800 others were conducted by Diane, raising millions for clients.
Companies Founded
2006
1-2-1 Executive Search
Specializes in job placements for fundraising professionals.
2007
Philanthropic Services
Partnering with nonprofits from New Jersey to Hawaii to implement successful major gift programs and complete over-goal capital campaigns.
2016
Catapult Fundraising
Co-founded with Anthony Alonso in Henderson, NV, offering capital/endowment campaign consulting along with mid-level donor upgrading, campaign wrap-up, and closing large planned gifts in its Call Center.
How It Works
Diane is well-known for her expertise in major donor solicitations, developing customized solicitation plans for Annual Fund major gifts, campaign major gifts, and planned gifts for hundreds of nonprofits.
THOUGHT LEADERSHIP & TRAINING
She is often quoted as a thought leader in the Chronicle of Philanthropy and is a leading author of articles on major gift fundraising in the AFP Global magazine.
Diane has trained hundreds of nonprofit professionals and volunteers in how to “Make the Ask,” focusing on what major donor prospects want when considering a major gift commitment. She also has a training presentation, “Successful Capital Campaigns, Ingredients for Success.”