The Placemaking Round-Up
A biweekly newsletter with public space news, resources, and opportunities.
The Biweekly Bazaar
A curated dispatch on all things public markets plus the latest announcements from the Market Cities Program.
A biweekly newsletter with public space news, resources, and opportunities.
A curated dispatch on all things public markets plus the latest announcements from the Market Cities Program.
Project for Public Spaces’ Market Cities Program Manager Kurt Wheeler spoke to Mandy Moody, Executive Director of Green City Market, about fundraising for markets. Overseeing a network of successful markets in Chicago, IL, Mandy offered helpful insight into ensuring sustainability for your market, underscoring the importance of a strong financial story that aligns with your mission, revenue diversification, care for your community, and effective systems to address both financial and operational challenges. Learn more from Mandy and other market experts at our upcoming "How to Create Successful Markets” online training from September 24 to October 10, 2024. Click here to learn more and register.
Kurt Wheeler (KW): Tell us about the mission of Green City Market. What gets you most jazzed about your role at the organization?
Mandy Moody (MM): We are all eaters. We all have a vested interest in ensuring we have access to nutritious food now—and for generations to come. To invest my time, energy, and expertise for such a ubiquitous mission is deeply meaningful. At Green City, we are securing the future of food—for everyone. We lift up local growers, deepening support for sustainable farmers. We expand access to local food, working to ensure all folks have access to the most nutritious food. And we educate our communities about the local food system, the role each of us plays in ensuring we can feed ourselves in the future. I love seeing our impact in real time and most importantly, connecting folks with my same passion into opportunities to invest in the work.
KW: What sets Green City apart from other nonprofit organizations you’ve worked with or managed? Which nonprofit management skills have you cultivated that have been especially beneficial in this role?
MM: I have spent nearly 20 years—my entire career—in the nonprofit sector and I have a Master of Nonprofit Administration. I have significant experience and connections in the field and so I have heard and experienced some great practices and plenty that are not so great. In my role with Green City Market, I’ve been grateful to cultivate skills crucial to the success of a strong nonprofit. From our incredibly intentional and equitable hiring practices, to our implementation of open book management, to our approach to professional development, and so much more—our approach to the work sets GCM apart.
KW: Did the COVID-19 pandemic have any long-term impacts on Green City Market’s operations, programs, or fundraising strategy?
MM: The pandemic absolutely had a major impact on our operations, programs, and fundraising. Too many to name here in a short amount of time; but the consistent theme throughout is how COVID-19 forced our organization to really dial in and focus on who we are and who we aren’t. We held a lot of discussions to drive to executing efforts that we are uniquely positioned to do. And ever since then, we have been making significant progress toward our vision.
KW: Fundraising and financial planning can be challenging, no matter the management model. What are some major pitfalls or common mistakes in establishing stable and sustainable market finances for markets?
"Ask, 'Are we strategic in our approach to securing income, focusing on activities that have the highest ROI?'"
MM: I think the most major pitfall is a lack of systems thinking. For example, not understanding and planning for the cycle of your equipment (tents, tables, etc.) can result in a need to incur a lot of capital expenses all at once. Having no, or a poorly executed, procurement process can also lead to frivolous spending. The biggest pitfall however, is to focus only on your outgoing costs at the expense of ensuring your income is positioned for growth. Is revenue diversified? Could the market sustain itself if a major funder exits? (Funders could be major donors, corporate sponsors, municipal budget allocation, a vendor who accounts for a large percentage of your vendor income, etc.) Ask, "Are we strategic in our approach to securing income, focusing on activities that have the highest ROI?"
KW: Aside from the financial health of a market, how else do you measure success?
"When you care for your community, your community cares for you."
MM: We take care of our people. Starting with our staff who execute an enormous amount of somewhat invisible labor; it is absolutely essential to GCM’s success to care for our team. This care extends to all of our stakeholders, our vendors, our volunteers, our donors. When you care for your community, your community cares for you.
KW: Do you have one key piece of advice you would give other market executive directors or managers to strengthen their market’s finances that is often overlooked?
"Being able to clearly and passionately convey your finances to donors is key to catalyzing support."
MM: You must know your numbers inside and out—and this doesn’t just mean knowing your income and expenses. I mean that you need to be able to tell a financial story of impact. How does your financial planning map to your impact? How are your investments driving towards impact? Can you clearly communicate your financial story to those capable of investing in the work? Being able to clearly and passionately convey your finances to donors is key to catalyzing support.
KW: Anything else you’d like to share about what’s on the horizon for you personally, or for Green City Market?
MM: Green City Market is growing. We are laser-focused on ensuring that with our every action, we are driving toward our mission and ensuring that the work we take on has an impact. What’s on the horizon for me? Lots and lots of conversations to connect folks more deeply to our work!
Throughout her career, Mandy Moody has inspired support and provided strengths-based leadership in the nonprofit sector. She finds joy in discovering the passions of others, helping people to discover impactful ways to transform their communities.
Mandy’s dedication to sowing the sustainable future of food through the support of small-scale farmers is rooted in her rural upbringing in Southeastern, Indiana. Her commitment to educating communities on where food comes from and why it matters and increasing access to locally-grown food has grown through her time with Green City Market.
Mandy holds a master's degree in nonprofit administration from North Park University. She also holds dual bachelor's degrees from Loyola University Chicago – in communications as well as French language and literature. She contributes regularly to the advancement of the nonprofit sector and sustainable food community as a mentor and spokesperson.
Project for Public Spaces’ long-standing "How to Create Successful Markets” online training features new content from our Market Cities Program, along with enduring lessons and examples for developing and sustaining an extraordinary public market. Over the course of three weeks, market operators, developers, policymakers, and advocates will learn the essentials for creating a thriving public market that is economically sustainable, maximizes community benefits, and contributes to the creation of inclusive public places.
Dates:
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