Changemaker Spotlight: JD Trueblood, Turtle Creek Association
This Q&A series aims to provide readers with valuable insights from changemakers across the social impact community.
JD Trueblood is the president and CEO of the Turtle Creek Association (TCA) in Dallas, Texas. TCA is a 2024 Blackbaud Impact Award Winner for The Changemaker Award which recognizes organizations that have embraced new tech capabilities to overcome challenges and deliver transformative results.
Q1: Turtle Creek Association is a small nonprofit with just two employees dedicated to preserve, protect, and enhance Turtle Creek and the surrounding corridor in Dallas, Texas. What is your biggest piece of advice for other small organizations to operate, grow, and transform?
For small nonprofits, my biggest piece of advice is to embrace technology. When resources are extremely limited, technology can help you streamline operations and maximize impact. At TCA, we turned to tools like Blackbaud eTapestry®, which became a game-changer for us. It centralized all of our client and donor data, making it much easier to analyze and understand the needs of our supporters. This allowed us to create measurable goals backed by actionable data and to personalize our approach to donor engagement.
With eTapestry, we could track interactions, understand giving patterns, and even tailor our communication to resonate with individual donors. This level of efficiency and customization would have been impossible without a robust database. Ultimately, the insights we gained helped us grow our impact while staying true to our mission.
For small organizations, investing in tools that simplify complex processes can free up valuable time and resources to focus on what really matters—fulfilling your mission. Whether it’s managing donor relationships, tracking progress, or measuring outcomes, leveraging the right technology can transform your organization and help you achieve goals that once seemed out of reach.
Q2: You transitioned from the corporate sector to become CEO at Turtle Creek Association. What motivated this career change, and what advice do you have for others considering a switch from corporate to nonprofit?
After spending 33 years with the largest property & casualty insurance carrier in North America, I was ready for a new challenge that aligned with my personal values. One of my final roles as director of recruiting deeply influenced my career trajectory. During President Obama’s call for corporate America to support returning service members from Iraq and Afghanistan, I felt personally compelled to act. I immediately tasked my team with creating a recruiting platform tailored to military veterans, and the results were remarkable. Our program was so successful that we were invited to the Pentagon three times to present it to three branches of our military.
Traveling the country, meeting these extraordinary individuals, and helping them craft resumes and participate in mock interviews opened my eyes to the incredible work being done by nonprofits also in this space. Despite having limited resources, these organizations were driving real, meaningful change. Their passion and resourcefulness inspired me, and I realized that my future needed to involve helping others in a more direct, impactful way.
For anyone considering a transition from corporate to nonprofit, my advice is this:
- Recognize that your skills do transfer. The strategic thinking, leadership, and problem-solving abilities you develop in the corporate world are invaluable in the nonprofit sector.
- Adopt the mindset of an entrepreneur. You’ll need to be creative, adaptable, and self-driven to make things happen with fewer resources.
- Be willing to take risks. In this space, you won’t always have all the answers or guarantees, but progress requires action. I’ve embraced the “fail fast, fail forward” mentality. It’s better to try and learn from failure than to do nothing at all.
This career change has been one of the most rewarding decisions of my life. If you’re considering a similar path, know that it’s a journey full of challenges, but it’s also an opportunity to create a lasting, positive impact.
Q3: In less than 5 years, TCA’s membership has surged by an impressive 309% and revenue increased by 126%. What are the main contributors to this level of success in a short period of time?
Achieving this level of growth, especially with two of those five years occurring during the COVID pandemic, came down to two key factors: embracing technology and effectively communicating a vision.
First, as I mentioned earlier, we embraced technology to better understand our donors. Using tools like eTapestry allowed us to centralize data, track giving patterns, and personalize our engagement efforts. This efficiency was critical in building trust and deepening relationships with our supporters.
However, the real game changer was the ability to communicate a clear and compelling vision. Unfortunately, past leadership had not defined a direction for the organization. It felt like we were driving a bus without a destination. Developing a five-year strategic plan was pivotal. It gave us clarity on who, what, and when, and created a roadmap for where we were headed.
In the nonprofit world, donors want to see their money in action. The challenge is that you need money to create the desired action. That’s why it’s essential to craft a vision that inspires and resonates—and then sell the hell out of it! When you can articulate not just where you’re going, but also why it matters and how their support creates a tangible impact, people will line up to get on your bus. Once they’re on board, don’t wait—hit the road and start delivering results.
The combination of actionable data, a clear plan, and a strong narrative has been the foundation of our success. It’s a formula I’d recommend to any nonprofit looking to achieve sustainable growth.
Q4: Partnerships seem to have had a great impact on your organization. How did you approach your partners to help increase reach and impact?
My corporate background laid the foundation for developing strong and effective partnerships. One of the most critical lessons I learned is the importance of clearly communicating your need, the resources you have available, and the desired outcome. Successful partnerships start with a vision, and the ability to articulate how collaboration will drive success for both parties.
In corporate America, I was always tasked with connecting an ROI back to every expense. That understanding has carried over to my work in the nonprofit sector. I approach every partnership with a focus on mutual benefit—how we can help our partner achieve their goals while advancing our mission. It can’t be one-sided; that’s why it’s called a partnership.
When we work with potential partners, we spend time learning about their priorities and desired outcomes. Whether it’s increased visibility, community engagement, or measurable impact, we ensure our vision aligns with their objectives. By focusing on how both parties can succeed together, we’ve been able to build relationships that amplify our reach and deepen our impact.
Strong partnerships are built on trust, shared goals, and the ability to deliver on promises. When you approach collaborations with this mindset, the results can be transformative for everyone involved.
Q5: What is one of your favorite fundraising events that another small organization could also utilize?
That’s a tough question—mainly because fundraising events, while rewarding, are a lot of hard work. For us, one of our most successful events is our annual weekend celebration. It starts with a gala, where we recognize the year’s accomplishments and honor those who have made significant contributions to our mission. The following day, we host the Tour of Homes, showcasing the beauty of the Turtle Creek corridor and the architectural charm of the neighborhood.
This event strikes a balance between celebration and community engagement. It creates a fun, lively atmosphere where members and supporters can mingle, network, and reflect on our shared successes. It also generates excitement and pride for the work we’re doing.
The effort has paid off. This year, the event raised $302,000—an incredible jump from the $80,000 it raised just five years ago. It’s a testament to how far we’ve come and how much we’ve accomplished as an organization.
For smaller organizations, this type of event could be scaled to fit their resources and community. The key is to combine celebration with a clear connection to your mission, giving people a meaningful reason to support your cause.
Q6: What accomplishment are you most proud of in your career?
I’m incredibly proud of the turnaround we’ve achieved at the Turtle Creek Association. When I first joined, the organization was on the brink of collapse. By implementing sound business practices and refocusing on our core mission—preserving, protecting, and enhancing Turtle Creek—we’ve transformed TCA into a thriving entity delivering meaningful impact.
The mission was always solid; the organization just needed a fresh perspective and someone to challenge it to fully embrace its potential. When I arrived, the focus was primarily on landscaping medians with seasonal flowers. While important, that alone didn’t reflect the depth of what Turtle Creek deserved.
Today, we’re doing that and so much more. We’ve developed a master plan, secured $1 million from the Dallas City Bond Program for dredging and bank stabilization, and tackled serious issues like trash remediation, which impacts the creek’s ecosystem and wildlife. Seeing the creek’s ecosystem improve and witnessing the community’s growing support for our work has been incredibly rewarding.
It’s been a challenging journey, but knowing we’ve strengthened the organization and made a tangible difference for Turtle Creek makes it all worth it.
Q7: What are some of your tips to get a board of directors more actively involved in the mission of an organization?
Everyone wants to be part of a winning team, and that mindset is key to engaging a board of directors. Initially, it can be challenging to get people interested, especially if the organization is struggling. But much like winning over donors or partners, you have to win over the board first.
The most important step is ensuring the board has a clear understanding of your vision and where you want to take the organization. They need to see not just the direction but also the passion and energy you bring to achieving it. You must effectively communicate why your mission matters and how their involvement is critical to its success.
Once they’re aligned with the vision and see you delivering on your promises, momentum builds. They start to feel like champions of the mission, and that’s when things really start to change. When a board sees that their contributions—whether through advocacy, expertise, or resources—are helping create tangible progress, they become energized and actively involved.
Ultimately, creating a winning team starts with your ability to inspire, execute, and invite others to join the journey. When you do that, not only does the board become more engaged, but others will want to be part of the team as well.
Q8: For someone visiting Dallas, what would you recommend as an ideal day spent at the Turtle Creek Corridor?
Finally, an easy question! The Turtle Creek Corridor offers something for everyone, whether you’re looking for exercise, relaxation, or a little indulgence.
Start your day with some activity—if you love to run or walk, hit the Katy Trail. With both hard and soft surfaces, it’s a fantastic way to explore some of Dallas’ most beautiful neighborhoods while staying active. For a more leisurely experience, take a stroll along the Turtle Creek Trail. Its winding paths lead you through a natural oasis, where you can enjoy the sights and sounds of birds and other wildlife that call Turtle Creek home.
Midday, grab a picnic lunch from Eatzi’s, a local favorite, and spread out a blanket on the lawn of one of the many parks flanking the creek. It’s the perfect spot to relax, read a book, or simply soak in the serenity of the area. You’ll forget you’re right in the heart of a major metropolitan city!
If you’re a shopper, you’re in luck—some of the best shopping in Dallas is just a short walk away. Cap off your day with a fine dinner at one of the excellent restaurants in the area and maybe even spend the night at a nearby luxury hotel.
The Turtle Creek Corridor truly has it all, blending natural beauty with the vibrancy of city life. It’s no wonder it’s often called Dallas’ front yard!
