Hope Media Group

A Career Shaped by Mentors and Mission

Don’t be too shocked, but it all started when I was 14 years old. I wanted to push all the buttons. I was a high school student, thrilled and nervous to be invited as a guest on a local AM radio station in Puerto Rico for a teen talk show. That opportunity led to a part-time job while I was studying Communications in college and launched a radio career spanning more than 30 years.

Was I inspired by media fundraising? Honestly, no. I quickly fell in love with being on air, promotions and marketing. Fundraising took a little longer. My first experience with it came in 1999 at WBMJ (The Rock Radio Network), a Christian radio station supported by its listeners.

Over time, my perspective changed. Looking back, it wasn’t fundraising itself that inspired me. It was the people who came alongside me. They mentored me, challenged me and helped me go from thinking, “This is something we have to do,” to realizing, “This is something we get to do.”

One of the first people to shape my leadership journey was my boss, Janet Luttrell. She was a powerhouse woman leading in what was often a man’s world. Janet loved God, led with excellence and saw gifts in me long before I did. She taught me strength, consistency and the confidence to move forward.

Lessons that have Shaped My Leadership Journey:

1995–2005

The Rock Radio Network in Puerto Rico is where I experienced my first media fundraiser in 1999 and grew from weekend board op to Director of Programming. One coworker called it a “radio bootcamp,” and it really was.

2005–2011

I worked at EMF with K-LOVE and Air1, first in promotions and later as a DJ. I learned from some of the best media fundraisers in the industry, including Bill Scott, Dave Kirby, Jason Parker, Todd Isberner and Coach Brock. Todd shared something that shifted my mindset: when you ask a listener to support the station they already love, you’re inviting them to act on something they already care about.

2011–2019

When I moved to KSBJ in Houston and later its sister station, NGEN Radio, I had the privilege of working with media fundraising legend Jon Hull, a boss, mentor and friend. Sharathon showed me that fundraising is absolutely a team sport, bringing volunteers, listeners and staff together around a shared purpose.

2019–2023

My favorite lesson in media fundraising came during my time at Z88.3 and La Z in Orlando under Dean O’Neal. I remember leaving our fundraiser planning meeting thinking, “This is the least stressed out I’ve ever been before a media fundraiser!” The Z taught me that fundraising doesn’t have to be hard when you focus on listeners and their stories.

2023–Present

In this season, I’ve returned to media fundraising in Houston, this time with Hope Media Group at KSBJ’s Spanishlanguage sister station, Vida Unida. It’s been amazing to bring together everything God has allowed me to learn and combine it with my perspective as a Latina as we serve listeners through Vidatón.

The Human Connection Still Matters

Go out of your way to look people in the eye. Shake hands. Meet in person. So much of our world is digital, and AI is becoming part of almost everything we do. That only makes genuine human connection more valuable.

It wasn’t fundraising itself that inspired me. It was the people who came alongside me and helped me realize this is something we get to do.

I recently spent my birthday weekend in New York City meeting donors for the first time before joining the Puerto Rican Day Parade with our Vida Unida float. It was amazing.

Those moments reminded me that fundraising is ultimately about relationships. Sharing the love of Jesus, making a difference and connecting with people where they are is what it’s all about.

Relationships before Transactions

I’m grateful to be where I am today with Hope Media Group. Through our Latino brand, Vida Unida, I get to serve alongside a mission and values that are deeply personal to me. Our mission is to encourage people to love Jesus, serve others and spread Hope.

Vida Unida will celebrate its fifth anniversary in November 2026, so we’re still growing. Our dedicated donor advisor, Rosanna Rios, brings our on-air team together to sign thank-you, Christmas and Easter cards. We also send care packages, share event tickets and look for opportunities to connect beyond fundraising.

 

I’m excited to keep building those relationships as Vida Unida continues to grow.

Leading with Faith through Every Season

My faith has always been the main driver. There’s a Bible verse that says, “Whatever you do, work at it with all your heart, as working for the Lord, not for human masters.” If you put your whole heart into your work, it’s going to impact both you and the people around you.

Balancing motherhood and work has been one of my greatest challenges. Returning to work after maternity leave with both my son and daughter was among the hardest things I’ve ever done. It’s difficult leaving your babies, even to go do something you love.

There will always be challenges. How do you keep going when you want to quit, when your boss doesn’t understand or value you or when you don’t feel heard? I’ve had seasons where I cried on the way to work and on the way home. It wasn’t easy. But I’m still here.

Whether life is going well or you’re walking through a difficult season, my advice is the same: work at it with all your heart. Stay open to new opportunities. Sometimes, change comes at exactly the right time.

Innovation with a Human Touch

I asked ChatGPT to help me answer this question, and I liked what it shared. Out of everything, these are the points I want to highlight:

•Keep building trust.

•Value authenticity. Be real.

•Nurture meaningful relationships.

•Stay curious. Ask questions.

•Embrace new tools.

•Don’t lose sight of the people behind the data. Pull a name from the spreadsheet and call them.

•Combine innovation with genuine human connection.

AI can help us look ahead. Just don’t let it do all the work.

If you’re new to media fundraising, reach out to colleagues you admire and learn from them. And as my mom, Camille, always reminded me, listen to God. He tells us to “work at it with all your heart.” You can’t go wrong by living that advice.