Making the Numbers Work for Make-A-Wish

BY KATHLEEN HOFFELDER, NJCPA SENIOR CONTENT EDITOR

Chief financial officers typically work to reduce costs, but Della Hammer Cherchia, CPA, CGMA, the recently retired CFO of Make-A-Wish New Jersey in Monroe Township, had another equally important task of stretching the budget to serve even more critically ill children than the 560 served on average per year.

“Our chapter finds as many eligible kids in New Jersey as possible,” says Della. “Studies have shown that, on average, 700 kids (in New Jersey) are diagnosed a year with a critical illness. Our goal is to reach every one of those kids.” Since 1980, the 501(c)(3) tax-exempt organization, which receives no federal or state funding, has granted more than 11,000 wishes.

All of the skills she learned along the way in her accounting career, she says, came to serve her well at Make-A-Wish New Jersey. “Every year, we start from scratch to raise money and grant as many wishes as we can,” she admits. That lofty mission never deterred her. “It’s a charity with a business focus.”

So what drew a CPA with a career in mortgage banking and strategic planning to assist critically ill children? Nonprofit volunteering and her enjoyment from giving back. After spending six years in public accounting at Touche Ross (now Deloitte & Touche) and the next 27 years in mortgage banking with the likes of Chase, PHH and MetLife, a colleague informed her about a CFO opportunity at Make-A-Wish New Jersey she couldn’t pass up. Della seemed a natural fit from her accounting expertise but also from her time serving on the board of her temple in Marlboro for 13 years, primarily as treasurer. “I just found the work as a temple volunteer really energizing. I was able to apply my skills to an organization in the evenings that really needed the financial expertise after working full-time during the day so it was like moonlighting,” she explains. This experience, she says, was relatable to Make-A-Wish New Jersey. Recalling her initial visit to the nonprofit, she explains, “It was one of those things, they had me at hello.”

She also liked the Make-A-Wish global brand with 59 chapters nationwide to connect as a network. “Their mission is so profound. I’ve always worked for global brands. That’s been something that I’ve always felt was important — to work for something that’s bigger than me,” she says.

COVID’S CHALLENGES

The well-recognized Monroe Township castle that comprises the façade of the Make-A-Wish New Jersey headquarters is a fixture in the community, but during the last few years even that wasn’t enough to garner all the donations needed. The COVID-19 pandemic slowed much of their fundraising. In fiscal 2019, Make- A-Wish New Jersey granted 595 wishes. In fiscal 2020 and 2021, they granted approximately 250 wishes per year. As of this writing, they granted 335 wishes for fiscal 2022, but their goal is to get back to the pre-pandemic level of wish-granting.

The pandemic also provided a great opportunity for Della to leverage her business experience with solving operational and strategic challenges. As she explains, they had to adjust to new and safe ways of holding fundraising events and community outreach. “During the pandemic, we pivoted to granting primarily online shopping sprees, room makeovers and camper wishes. We focused more on individual cultivation of donors and had to postpone travel-related wish-granting.”

Della also successfully navigated the myriad of challenges to obtain federal relief funding through the Paycheck Protection Program, which became a lifeline for the nonprofit.

STILL GIVING

In retirement, Della doesn’t plan on slowing down too much, but she will concentrate on granting the wishes of her first grandchild, Jeremy. She will continue to support nonprofits, and, of course, be an ambassador for Make-A-Wish New Jersey to anyone who will listen.