Maayan Aviv of American Friends of NATAL: Five Things You Need To Know To Successfully Lead A Nonprofit
Keep your mission alive and relevant. Hire great PR and social media teams because they are the ones that act as the communicators to your key stakeholders. Some organizations think they should do it on their own, but it’s essential to connect with professionals who can help you and support you to do that. Everyone has a pie for a budget and you choose where to put it. Use professionals who can highlight the mission and keep it out there.
As part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Maayan Aviv, Executive Director/CEO at American Friends of NATAL.
Maayan Aviv joined American Friends of NATAL (AFN) as Executive Director in 2023, bringing with her 15 years of dedicated service and expertise in the Jewish non-profit sector. With a background in international relations, Maayan brings a wealth of knowledge in strategic planning, community partnerships, fundraising, stewardship and marketing.
Thank you so much for doing this with us. Before we begin our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory?”
I grew up between New York and Israel. I served in the Israeli Army and have family in both the USA and Israel. So, I think supporting Jewish organizations speaks to something deeply meaningful and important to me.
When I was fresh out of college, I started looking for a job. This was before LinkedIn and Indeed and all of the other online job search platforms. There was a listing service called Jewish Jobs and that’s the only place that I wanted to look. It’s as if I had a calling to work with Jewish organizations from the very beginning.
For more than 12 years, I worked at the American Friends of ALYN Hospital, a leading Israeli pediatric rehabilitation center. First, I served as the Executive Director then as CEO.
In 2023, I joined American Friends of NATAL (AFN) as Executive Director. NATAL, based in Israel, is the go-to organization for trauma treatment. I am deeply committed to AFN’s mission with a focus on ensuring global health and fostering resilient societies.
Much of my background is focused in international relations, strategic planning, community partnerships, fundraising, stewardship and marketing.
Can you tell us the story behind why you decided to start or join your not-for-profit?
My first introduction to NATAL was with Efrat Sharupt, CEO and Executive Director of NATAL and Jude Yovel Recanati, NATAL’s co-Founder and Chairperson, a social activist and philanthropist who has devoted her life to strengthening and empowering Israeli society. They had reached out to me to see what an executive director at another not-for-profit could do, what the position looked like, and how they might be able to expand the same role in the organization. We had two lovely meetings.
After our initial conversation, I was inspired by NATAL’s female leadership. I really had not seen that before in the not-for-profit sector. I really liked the unique openness about what they were doing. They were willing to put all the cards on the table to get to a better solution or approach.
Six months following our first meeting the opportunity presented itself and I felt ready. I really believed strongly in NATAL’s mission on a professional and personal level. I had served in the Israeli army and lived through the multiple suicide bombings in the 1990’s. On more than one occasion, I found myself in the vicinity when terror attacks struck and, while narrowly missing the explosion itself, the chaotic aftermath shook my core. I could really relate to the work that NATAL was doing in mental health, particularly with trauma.
Can you describe how you or your organization aims to make a significant social impact?
Mental health is extremely important. In Israel, we measure social impact by making trauma care accessible, destigmatizing it, and constantly adapting to rising needs and situations. In the USA, social impact means exporting our expertise and methodology, partnering with organizations, and then making an impact in local communities. From the southside of Chicago to war torn Ukraine, NATAL’s reach is expansive, and our partnerships are growing.
On October 7th within the morning hours, we received calls from people who have supported us for more than 20 years and some who just learned about our organization. That’s social impact. We accumulated knowledge, made it accessible, and made our brand recognized. The social impact was made before October 7th in Israel and started over 26 years ago. Today we are building upon that in the US.
Without saying any names, can you share a story about an individual who was helped by your idea so far?
Our community of supporters spans the entire US, and we’re inspired by the creative shows of generosity from individuals and organizations alike.
One that comes to mind was a fundraiser this winter. We were approached by a group of women who needed support in coping with their own emotions, and wanted to channel this into an event in support of Israel. They felt like they had to do something.
One organizer kept saying, “What am I going to do when this is over?” For two months we spoke daily about preparing for the event. During the planning and afterward, I communicated to her the impact and importance of her work. It has been more than three months and we still stay in touch because she made an impact on our organization and we made an impact on her. It’s an experience that she will remember for a long time — maybe forever. It was important to help her find meaning in her hard work and cope with what is happening in Israel.
Are there three things the community/society/politicians can do to help you address the root of the problem you are trying to solve?
Absolutely. Find a solution includes: continuing to destigmatize mental health, raising awareness about trauma beyond borders and how it is impacting innocent people, and raising funds to support Israelis pre and post-October 7th.
How do you define “Leadership”? Can you explain what you mean or give an example?
A leader is a selfless individual who prioritizes the collective success of their team or organization. They lead with empathy, humility, and a willingness to adapt and learn. A true leader inspires others not through authority, but through their actions, integrity, and the ability to bring out the best in those around them. This includes connectedness, humility, adaptability, facilitative leadership, and resilience.
One example that I really like is letting a team member shine and lead. A leader needs to know how to support and be supported. The best example is our incredibly successful Real Estate Network led by Kym O’Meara, Director of Community Outreach, at American Friends of NATAL. The Real Estate Network, which brings members of the industry who support Israel together, was her idea. She leads communications on that and takes ownership. I knew that was the best way for the program to be successful. And it truly has been. We’re working on expanding it to other industries.
Based on your experience, what are the “5 things a person should know before they decide to start a non-profit”. Please share a story or example for each.
Be ready to learn and know the materials well. Being informative is not something you can wing or fake. I was still in the learning process leading up to October 7th. I believe it takes a CEO about a year to see the bigger picture before they can make a dent in everything that’s going on. I was thankful that I kept asking questions and learning as much as I could about the organization and its dynamics. This is something you can’t fake. You have to know and understand it. It’s people’s time, money, action, efforts, and trust that power a not-for-profit and you have to be fully invested and knowledgeable.
Surround yourself with board members, staff, and organization supporters that support you. They need to understand that you will be responsible for successfully leading the organization. The best example is Howard Cohen, Financial Advisor at Strategies for Wealth, who attended an event in Montclair, NJ after attending another AFN event in NYC a few days earlier. He’s continually showed up, showing his investment on a professional and personal level and making an impact on our AFN community. When a community goes through an event like October 7th, there is a sense of community. It empowers you to continue and validates everything that you are doing.
Ability to manage up — board members are volunteers and YOU. As CEO I feel it is required to adapt to their schedules and needs. Make yourself available. I went to New York University (NYU) for a not-for-profit program for professionals. The professor asked, “Who thinks their board is dysfunctional?” I was the only one that didn’t raise my hand. The only one. The professor asked me why I felt this way and I responded, “How can they be functional if they don’t know what to do?” They have to have a passion for the mission. When you think about it, a board does not have the same schedule, lifestyle, or maybe even career as other board members. Managing up is being able to connect on their level. As CEO, I’m there to make them look good in front of the organization and their peers. I know that I can’t have an ego and or a hidden agenda.
Be Flexible. Things don’t always go as planned. Whether it’s timing or a lack of resources, there are campaigns that don’t take off and events that pivot. Flexibility it key. Looking through the lens of finding opportunities to think outside the box and connect with donors in different ways, it is essential to identify what is meaningful to them, tune into current events, and adjust the approach accordingly.
Keep your mission alive and relevant. Hire great PR and social media teams because they are the ones that act as the communicators to your key stakeholders. Some organizations think they should do it on their own, but it’s essential to connect with professionals who can help you and support you to do that. Everyone has a pie for a budget and you choose where to put it. Use professionals who can highlight the mission and keep it out there.
We are very blessed that very prominent leaders read this column. Is there a person in the world who you would like to talk to, to share the idea behind your not-for-profit? He or she might just see this, especially if we tag them. :-)
Melinda French Gates. She’s an impressive female philanthropist and supports women’s causes including mental health.
Can you share your favorite “Life Lesson” Quote? How is that relevant to you in your life?
A former board president of American Friends of ALYN Hospital said, “If you’re surprised by feedback you didn’t do a good job.” It means don’t be surprised by negative or positive feedback. Take ownership of it and make it into a constructive conversation. That extra awareness about what’s going on around me keeps me on my toes. It’s feedback that I’m receiving or giving. I live by that quote personally and professionally.
How can our readers follow you online?
https://www.linkedin.com/in/maayan-aviv-%F0%9F%8E%97%EF%B8%8F-80843428/
https://www.linkedin.com/company/american-friends-of-natal
https://www.instagram.com/americanfriendsofnatal?igsh=ZmtzeDl3czV3Mzl4
This was very meaningful, thank you so much. We wish you only continued success in your mission.
