Director of Strategic Partnerships Diana Dalsin Celebrates 20 Years at Bridging
A Glimpse into How She Drives the Mission and “Makes the Magic Happen”
Out in the community or in Bridging’s warehouses, Director of Strategic Partnerships Diana Dalsin is doing what she does best, inspiring community partners to engage in Bridging’s vital work of furnishing homes with hope.
She is a Bridging champion who can often be found guiding groups of people through Bridging’s two giant warehouses. The mission is tangible amid the rows of couches, kitchen tables, beds, dishes, linens — everything an individual or family might select for a foundational home setup. The group can see the donations coming in. Volunteers are abuzz, stocking the shelves, loading trucks, and doing whatever is needed to facilitate daily operations.
Diana is in her element! She is showing people Bridging’s mission in action!
With her unyielding energy and passion for Bridging, and always her fun sense of humor, Diana illuminates the inspiring story of Bridging, its history and Founder Fran Heitzman, the community’s need for Bridging services, and the expansive team of volunteers and community partners who make Bridging’s work possible.
She waits for the “ahas” and the questions as community partners want to learn more. Soon the community partners are asking, ‘What is Bridging’s greatest need?’ and ‘How can we help keep the warehouse shelves full?’”
From here new partnerships begin. And grow.
Diana Dalsin, a true Bridging champion, has for two decades contributed her dynamic and entrepreneurial spirit, incredible vision balanced with attention to every detail, love of people, and passion for the mission, to grow and strengthen Bridging to what it is today.
Why Bridging?
In an interview with Bridging communications coordinator Beth, Diana shares her Bridging story in a way that is most meaningful to her: by celebrating the partnerships she has cultivated and strengthened and honoring the legacy of the volunteers and their immeasurable impact. She reflects on where Bridging has come from and where it is heading, intertwining favorite memories and the fun of her 20 years with Bridging.
Q: Diana, 20 years with Bridging is a huge milestone. Why have you stayed all of these years?
Diana: “I’ve stuck around because of the mission. Our mission is simple and remarkable. People can select what they like and need for their home. They don’t have to justify why they are here. They experience dignity and excellent service. It’s an extraordinary and personalized connection we make in a one-hour appointment.
It’s about the important work we do and the incredible people who come to Bridging. It’s also about the agency partners and volunteers that strengthen the impact of our mission. It’s a collaborative, community feel. People give their time, create a welcoming experience, and make the magic happen. It’s truly remarkable.”
Growing the Volunteer Program
After serving as a volunteer, Diana joined the small Bridging staff of 12 as the organization’s first volunteer coordinator in 2004. During her first decade at Bridging, she grew the volunteer program by getting to know each volunteer and engaging them with meaningful experiences that directly supported the mission. Volunteer Marie Ford has worked with Diana for 20 years and had this to say about their time together at Bridging:
“Diana firmly believes in the mission, and she is so dynamic in what she does. When she does her media spots on TV, they are so engaging and right on. She is so genuine. Right after she speaks on TV, there is a bump in calls and donations. Someone will say, ‘I saw you on TV, that you need more donations.’ More people contribute to Bridging and get involved in the mission after listening to Diana.
Diana truly understands what a gift the volunteers are. Even the most critical functions at Bridging are staffed by volunteers. She has always been great at showing appreciation for volunteers, talking with them, listening, and letting them know how much their contributions are appreciated. You feel very appreciated when you talk to Diana.”
Diana’s Many Hats
Q: Diana, during your tenure, you have been closely involved with nearly every aspect of Bridging’s services. What are the different roles or “hats you have worn” while at Bridging?
Diana: “I started as a Bedrace volunteer. My parents volunteered with Bridging, so I volunteered too. Next, I volunteered on the Gala committee, and I was asked if I would step in and be the Gala chair. Soon after, I was hired as the volunteer coordinator. As our operations grew, we expanded our volunteer program and built out our community relations team. As of 2023, I’m the Director of Strategic Partnerships working with a team of people to get more groups and stuff into our warehouses to meet the needs of clients. I love to engage with people, and I’ve been able to do that in each of my roles at Bridging.”
In every role, Diana has exuded her passion for Bridging’s mission, model of extraordinary service, and commitment to partnership. Several Bridging staff share their gratitude for Diana and her leadership in these roles:
“Diana is the champion of Bridging champions! She has had a profound impact on my work at Bridging. Her model of customer service, excellence and relationship building helped me prioritize those aspects of volunteer management. I am very grateful for her leadership and mentorship through the years.” — Wendy Erickson, Volunteer Manager
“Diana is passionate, energizing, and motivating in all she does. She’s an amazing leader and mentor who genuinely cares about others.” — Joel Bisser, Group Volunteer Coordinator, Roseville
“I would like Diana to know that much of Bridging’s growth and forward progress over the past 20 years is directly related to her ideation and vision.” — Mark Wilkening, Executive Director
Diana in Her Element
Q: What do you enjoy most in your role as Director of Strategic Partnerships? When are you “in your element?”
Diana: “It’s a beautiful thing to take people around the warehouses and see us in action. It’s something I love to do! I also like to get people thinking about what they can do to support Bridging’s work in the community. I want them to ask, “What problem can we help you solve?” and join us as partners by giving their time and financial resources, for one time or the long haul. It’s a constant challenge, and we have so much fun.”
Diana has developed partnerships with hundreds of corporate, civic, and nonprofit partners that have lasted for decades. And she and the Strategic Partnerships team are continually cultivating new partnerships.
Corporate Partner Mary Sellke of Surly Brewing has worked with Diana for 14 years by supporting Bridging through group volunteer efforts and Bedrace corporate sponsorships:
“When Diana is doing what she loves, she’s ON FIRE! When she stands up in front of a room full of volunteers and tells the story of how Bridging started, tells folks about [Founder] Fran and how the work they are about to do matters, no one walks into a dresser build or sorting/rolling event not wanting to give 110%. She elicits that response in volunteers. It is amazing! Diana’s joy and love for Bridging are infectious, and she shares it with her partners as well as the volunteers that come to lend a hand. She singlehandedly makes you want to help others and then share your experience of Bridging with the world.”
Changes Over the Years
Q: I imagine you have seen many changes at Bridging over two decades. What have been some of the most exciting changes?
Diana: “Bridging has evolved because we approach questions and ideas with the mindset of ‘Let’s try it!’ Many of the changes that have happened at Bridging have emerged through conversations with our community partners.
If you had asked me in 2004, I would say we wouldn’t consider going into the delivery business. However, the caseworkers asked, so we stacked hands and did what’s best for clients and agency partners. Since 2008, delivery has been a vital part of our program. We deliver to 75% of our clients’ homes.
Since 2010, our focus has been on Serve More. Better. We created a basic home setup and a consistent shopping experience.”
Facilities Manager Steve Jameson has worked with Diana for the past fifteen years at Bridging. In the early days, the Bridging staff was small and mighty. He describes Diana’s leadership in driving important changes at Bridging that continue to make a significant impact at Bridging today.
“Diana played a huge part in helping our basic home setup come to fruition. It has evolved over the years. She asked, ‘what should a basic home setup look like?’ and helped us decide which items, the larger ones, like couches, beds, kitchen tables, and smaller ones, like bedding and dishes, should be included. She got the staff and volunteers behind her. She led that charge, had the focus to get to this consistency of what a foundational home setup should be.
Diana was also instrumental in getting groups of volunteers in to work on projects. She started bringing in groups from different places like Target, Medtronic, and Donaldson. Her enthusiasm was contagious and helped grow the number of groups over the years.”
Most Memorable Moments
Q: What are some memorable challenges and accomplishments during your time at Bridging?
Diana: “Our operations and team effort during COVID. We needed to serve clients, so it was “all hands on deck” with staff and core volunteers shopping with our new virtual options until clients could safely come back in to shop. We also needed to get partners back into the warehouses, so they could see what we were doing and help us increase our inventory. I have a much longer list of what we gained than the challenges it posed. COVID provided an opportunity to ideate and strengthen as an organization.”
And another huge accomplishment Diana remembers:
Diana: “When we moved the Roseville warehouse to our new building across the street. Imagine taking everything in the Roseville warehouse and getting it across the street! We still took donations the whole time during that 10-day move. We stopped shopping in Roseville for just five days. It was no small feat!”
Bill Cook, a past Bridging board member and retired CEO of Donaldson Companies, a Bridging partner of nearly 30 years, has worked with Diana since her early years at the organization. He is pleased to share his thoughts about Diana’s contributions to the growth of Bridging.
“Diana is sort of an institution when it comes to Bridging. She is positive, personable – a pleasure to work with, and passionate about Bridging’s mission. She has always been so good at getting people in the door of Bridging to do something. She worked with volunteers who were 40 years older and kept them engaged. Sometimes she would call us up and say we need towels. And the Donaldson team would do a towel drive. She got people involved beyond donating. It was more interactive: doing a towel drive, going out on pickups and deliveries, volunteering at the Bedrace and going down the hill on a mattress!
This work with Donaldson and other companies has really helped Bridging grow to what it is today. Getting companies involved can really magnify what Bridging can do and accelerate its growth.”
Q: With two decades of so many milestones and connections, what are a few of your most cherished memories?
Diana: “One of my greatest moments was the honor of helping Fran get back to his role of founder and volunteer. We worked together to create a transition plan. For years, Fran and I would go out for speaking engagements and share the mission of Bridging. It was beautiful to see him doing what he loved – talking with the clients. He trusted that Bridging’s operations would work without him on the front lines.
Shortly after Fran passed away in 2020, I came in on a Saturday to help go through his personal items at his desk for the family. He had a calendar, an old-school monthly planner, on his desk. Underneath his calendar were a couple of blank client shopping sheets. He had them there in case he wanted to bring someone through the warehouse to shop. It was such a mission moment. He wanted to be ready to serve at a moment’s notice.”
Diana and Fran
Mike Heitzman, son of Founder Fran, describes Diana’s profound impact on his dad and Bridging:
“Diana has been a constant for all the years of Bridging. She has always been committed and passionate about the mission. Dad absolutely loved her and all the hard work she did to help him make Bridging what it is today. Most of all she kept Dad in line. He always just wanted to do what he wanted, and Diana always made sure he did it the right way. I am so appreciative of all she has done for Dad and Bridging. Diana truly signifies what Bridging is about.”
Reflecting on 20 years, Diana closes her interview with a favorite story about connections and the impact of a furnished home through Bridging:
“Years ago, we were at a Martin Luther King Jr. Day service award ceremony sponsored by General Mills at the Minneapolis Convention Center. Three people, Fran Heitzman, Colin Powell, and a Roosevelt High School student were being honored for their extraordinary service. As the award ceremony was about to start, the young man leaned toward Fran and whispered, ‘I’m sleeping on a Bridging bed.’ This moment has stayed with me for all these years. The fact that a visit to Bridging and a furnished home can be such a vital a part of a young person’s path to community leadership proves that this work is valuable and worthy of my 20 years of dedication to Bridging.”
