AFP Member Spotlight: Jing Lang

Original post: AFP Member Spotlight: Jing Lang | Association of Fundraising Professionals

• How did you start your career in the fundraising profession and what led you there?

  Fundraising found me. I spent much of my professional career as an actuary in the insurance world before gradually moving toward storytelling, media, and mission-driven work.
  
  Over time, I realized that many of the things I cared about — storytelling, advocating for animal welfare, elevating underrepresented voices, and helping organizations grow their impact — all required fundraising and philanthropy at their core. I became increasingly interested in understanding what motivates people to invest their time/money/resources in causes, ideas, and communities. Fundraising sits at the fascinating intersection of psychology, communication, and relationships, and that’s what drew me in.

• When and why did you decide to become an AFP member?

  AFP was one of the first organizations I joined when I decided to pursue philanthropy more intentionally and professionally.
  
  I wanted to learn from people who had dedicated their careers to this work and better understand the ethics, best practices, and evolving landscape of the profession. I was also looking for community. Fundraising can be strategic and metrics-driven, but at its heart, it is still about people, trust, and stewardship. AFP is aligned with that mindset. 
  

• Are you doing anything innovative at your organization that you think other fundraisers could benefit from?

  Two approaches I’ve been bringing into my work are multimedia storytelling and the practical integration of AI.
  
  Today, people are constantly bombarded with information and competing asks for their attention. I believe organizations that communicate authentically through video, photography, podcasts, and digital media can create much deeper emotional connections with their members, donors, communities, and stakeholders. Storytelling is no longer optional — it is a core part of engagement and trust-building.
  
  I’m also helping clients leverage AI to work more efficiently, personalize communication, reduce administrative burden, and free up more time for relationship-building. I see AI as a tool to support human connection, not replace it.

• What is your favorite word? How has this word influenced or inspired your career?

  Audacity. Many meaningful things in life require a certain level of audacity: asking for support, launching new ideas, telling difficult stories, changing careers, or pursuing work with unknown outcome. To me, audacity means having the courage to move forward despite uncertainty.

• What professional accomplishment are you most proud of?

  Most recently, I helped a client launch an annual fund appeal. Through that process, they also received an unexpected $10,000 gift. That made me incredibly proud — not only because of the amount, but because it reflected trust, relationship-building, and momentum for the organization.

• How has being an AFP member and participating in the AFP affinity groups benefited you in your career?

  AFP has helped me feel connected to a broader community of professionals who care deeply about mission-driven work. As someone relatively new to the profession, the affinity groups have been especially valuable because they create spaces for candid conversations, shared experiences, mentorship, and learning across different backgrounds and career stages.

• In your opinion, what is the biggest challenge facing the nonprofit fundraising profession today?

  Earning and maintaining public trust in an increasingly noisy and skeptical environment.
  
  Organizations are competing not only for donations, but for attention, credibility, and emotional connection. At the same time, many nonprofit teams are stretched thin and expected to do more with fewer resources.
  
  There is also growing pressure to adapt to rapid technological change while still preserving authentic human relationships. Navigating that balance thoughtfully will be critical for the profession moving forward.

• What advice do you have for other fundraising professionals?

  Listen more. 
  
  Fundraising is often framed around persuasion, but I think the strongest fundraisers are the ones who are genuinely curious about people — their motivations, values, fears, hopes, and reasons for caring. People need to be heard, feel heard. 
  
  Technical skills matter, strategy matters, but trust is still the foundation of this profession. People support people before they support organizations.