On a sunny afternoon in Maryland, a little girl living with a critical illness got her most whimsical wish: an ice cream party with R2-D2. A life-size droid—shipped from Germany—whirred to life in front of her, and in that moment, she forgot her diagnosis and enjoyed a party with her new robot friend. For Bradley Norwood, witnessing moments like this is what makes her work at Make-A-Wish Mid-Atlantic not just a job, but a calling.
As director of giving and engagement for Greater Baltimore, Norwood helps fundraise and is a part of the team that creates life-changing experiences for children battling critical illnesses. From building backyard basketball courts to creating unforgettable sports fan experiences with the Ravens and Capitals, her work connects donors, partners, and communities to the magic of a wish.
“We granted 377 wishes last year,” Norwood says. “We always have about 450 children waiting. What we do is boots-on-the-ground. The money we raise here stays here, and every wish is tailored to what that child dreams about most.”
Norwood’s role requires both compassion and strategy. She builds corporate and individual partnerships that fuel the mission, while also ensuring Make-A-Wish Mid-Atlantic stays deeply connected to the Baltimore community. But as a nonprofit professional, she’s long faced a familiar challenge: limited access to meaningful professional development.
Enter the Dr. Nancy Grasmick Leadership Institute.
One of Make-A-Wish Mid-Atlantic’s board members recommended the Institute’s Next Level Leaders program, a high-impact experience designed to help mid-career professionals grow as leaders. For Norwood, it was a game-changer.
“I learned that leadership isn’t just about managing direct reports. It’s about how you communicate, how you show up, how you support others, and that’s everything I do.”
Over the course of six months, Norwood joined a cohort of professionals from across industries and sectors. They met once a month in person, allowing time to dive deep into leadership frameworks and share honest conversations about challenges and growth. The diversity of experience in the room was eye-opening.
“Some people’s leadership styles were blunt. Some were more measured. But we learned from each other. Our facilitator helped us see the value in all those styles. And the activities really made the content stick.”
Norwood’s project for the program focused on transforming Make-A-Wish’s performance management plans into employee engagement plans with a focus on career mapping. With limited budgets, nonprofits often can’t rely on money to retain young talent — but they can invest in meaningful growth conversations, mentorship, and shadowing opportunities. Norwood’s idea? Make professional development part of every employee’s regular one-on-one meeting.
“I wanted to shift the conversation from ‘How did you perform?’ to ‘Where do you want to grow?’” she says. “It’s about helping people see a future for themselves, whether they stay or go.”
Though not yet implemented due to national systems, Norwood hopes to one day pitch the idea to Make-A-Wish America. And the Institute gave her the confidence to pursue that.
“Going through the program gave me a toolbox I can pull from every day. Supporting people like me through the Institute has a ripple effect. I take what I’ve learned and apply it to a mission that brings joy and hope to children and families in our community.”
