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Ayudando Latinos a Soñar (ALAS) Appoints Veronica Rodriguez as Major Gifts Officer

Strategic Visionary and Founding Board Member to Elevate Philanthropic Impact

Half Moon Bay, CA  —  March 27, 2024 —Today, Ayudando Latinos a Soñar (ALAS) proudly announces the appointment of Veronica Rodriguez as their Major Gifts Officer. With a rich history as a dedicated founding board member, Rodriguez brings extensive experience in strategic development and relationship building to her new role. Stepping down as president of the board, her proven track record and unwavering commitment to ALAS's mission position her to make significant contributions to enhancing philanthropic efforts and fostering community engagement.

"Veronica brings over 15 years of experience in the field of Latino Advocacy. She has been a steadfast voice in uplifting the Latino narrative, not only in Half Moon Bay but across the Bay Area," said Dr. Belinda Hernandez Arriaga, Founder and Executive Director of ALAS. "We are thrilled that she has accepted this role, given her robust background in Nonprofit Leadership and Fundraising. She will undoubtedly continue to advance ALAS's initiatives in promoting Latino/a culture, community wellness, and social justice as the Major Gifts Officer," continued Hernandez Arriaga.

Having served in various roles, including as ALAS Mariachi Coordinator and Education Programs Specialist, Veronica has demonstrated her ability to drive impactful programs and initiatives. Her leadership was pivotal in growing ALAS's annual operating budget to $5 million and nurturing crucial relationships with donors, resulting in significant community impact. Her bilingual communication skills have played a crucial role in expanding ALAS's reach through community engagement and advocacy efforts.

"As Major Gifts Officer, I am enthusiastic about assuming a leadership role in overseeing ALAS's high-level fundraising efforts," said Veronica Rodriguez. "I am committed to driving strategic planning initiatives and actively participating in major activities and decisions. This encompasses every aspect of the fundraising process, from cultivating prospect lists and crafting donor outreach campaigns to managing stewardship arrangements. Furthermore, I am dedicated to leading and mentoring a team, orchestrating fundraising campaigns, and ensuring strict compliance with organizational policies and procedures."

Veronica's dedication to the Latino Agenda extends beyond her role at ALAS. She is a Founding Member of the Peninsula Giving Circle at the Latino Community Foundation, supporting Latino-focused nonprofits addressing Mental Health, Domestic Violence, and Early Childhood Development in San Mateo County.

Originally from Southern California, Veronica holds a Bachelor’s in Communications from the University of Southern California (USC). She actively supports the USC Latino Alumni Association and contributes to endowing scholarships for Latino students. Additionally, Veronica has completed Post-Bachelor's work in Industrial Organization from California State University, San Bernardino. 

Veronica has been married to Raul Rodriguez for 25 years and is the proud mother of three young men, two of whom are currently pursuing degrees at USC School of Business, while the third is preparing to transfer to study Pre-med in the Fall.

About Ayudando Latinos a Soñar (ALAS): ALAS is a nonprofit organization, registered as a 501(c)(3), based in Half Moon Bay, California. Dedicated to serving Latino families, farmworkers, and essential workers of the Coastside, ALAS provides free programs encompassing cultural arts, mental health, education, basic needs, and social justice. The organization's vision was conceived from the aspiration to instill pride in children and their families regarding their identity and culture while amplifying their voices. For more information, please visit:

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