Berkeley Lake resident and debut author, Cynthia Eads Currence, has lived in the quiet lakeside community since 2012. She originally moved to Atlanta in 1990 to work for the American Cancer Society where she was VP for Branding and Marketing.
After retiring from a successful career in nonprofits two years ago, she sat down to bring one of her dreams to life — to write and publish a book focused on the importance of building strong relationships and alliances between for-profit and not-for-profit organizations.
The result is “Beyond Checks & Halos: Insights to Elevate Partnerships and Achieve the Improbable.”
Released in January 2025, the book draws on Currence’s decades of experience along with interviews and stories from 35 other high-level experts to present an intriguing look at how the right connections, motivation and strategic communication can bring positive change to the world.
She recently took time to answer a few questions about the book, the experience of being a first-time author and her plans for the future.
What inspired you to write the book?
The work I loved doing most during my career in nonprofits was creating strategic alliances between companies and nonprofits. I began to see how business relationships would be powerful win/wins for all parties, including customers and beneficiaries.
Most relationships between profit and nonprofit entities were transactional and simple in nature. There’s nothing wrong with simple and transactional, but I could see that so much more was possible. I’ve wanted to write a book ever since then to spur more innovative partnerships.
I retired two years ago and finally had the time to do it. I wanted it to be more than just my stories, so I interviewed 35 other experts in this kind of work. The book is “story-based” so that people can more deeply understand what is possible and how to get there.
Had you written or published anything prior to this?
I wrote a lot as part of my work — things like case statements, grant requests and reports and some articles, but Beyond Checks and Halos is my first book.
Where did the idea for the title come from?
I want readers to expect information in the book that can help them build relationships that go well beyond the traditional gift [that provides] a temporary, good corporate citizen glow. Sponsorships and grants are great, but there is more available.
Was it difficult to arrange interviews with so many leaders and experts?
No. Everyone I approached was so very kind to give me some of their time and allow me to list them as interviewees in the book. Half of the people I interviewed were from my network, and the other half were referrals from people I had interviewed. All had done partnership work in the past either in the profit arena, nonprofit or both. This allowed for a wide range of perspectives.
What was the most difficult or unexpected thing you encountered writing and publishing the book?
I thought I was finished with the book after the first year of writing and began to seek a publisher. None of the traditional publishers were interested. That was very hard, but I am thankful I found Ripples Media, which is a hybrid publisher that gives authors a great deal of support, including a network of other authors that can help encourage and provide advice at various stages in the process of publishing.
That wasn’t the hardest thing though. The most difficult thing was when Andrew Vogel and my fantastic editor, Jon Reese, at Ripples told me I should “flip the book.”
I had organized it by the interviews and listed insights from the stories of the various interviewees. Andrew observed that there was a lot of duplication in the insights and felt that I should start with the insights and draw stories in to illuminate the tips and suggestions.
It was a great suggestion, and I’m glad I did it, but it took me another year to do it.
What lessons did you learn from the process?
First, I learned that I wasn’t nearly the great writer I thought I was. Jon Reese helped me make the book read well and was a great writing coach as well as an editor.
Next, I was reminded about how important it is to keep and nurture your relationships. As I moved through my career, I lost touch with some people as I focused on the new adventure. I regret losing track of some really phenomenal people I’ve had the opportunity to meet and work with.
Lastly, I learned that writing isn’t easy, but it also isn’t the only phase of getting a book out there. Getting the name, the design and the feel of the book is another marathon, as is the marketing of the book after you’ve published it.
What’s the main thing you’d like readers to take away from Beyond Checks & Halos?
To think big and boldly about profit/nonprofit partnerships.
Feeding America grew from a $20 million organization to a $2 billion organization because they had assets that could solve a significant problem for companies dealing with perishable foods. They didn’t see only narrow pathways to furthering their mission of feeding people, and as a result, many more people with food scarcity were served.
That is just one story the book offers. I hope people in the business of partnerships today will glean many ideas from the book that can help them expand their businesses and missions.
Are you doing any upcoming events to promote the book?
Yes, I’ve been invited to do a three-part session on partnerships for the Georgia Center for Nonprofits in May, and the Indian Consulate has invited me to their Women’s Day event to present.
I love talking with people about this topic and am available to speak to any group where the topic is relevant.
Where can readers find your book?
Amazon is the best place to find it, and it is available in paperback, hard back and soon in audio format.
Do you have plans to write another book now that this one is published?
I do have another book in my head and heart, but I need to focus on getting Beyond Checks & Halos launched well before I start that one.
Is there anything else you’d like to share?
Thank you for the opportunity to tell my story. It is my hope that it will help people currently doing partnership work to create even more good in the world.
About the book
Featuring interviews with 35 high-level experts, including Vicki Escarra (former CMO at Delta) and Hala Moddelmog (president and CEO of Woodruff Arts Center), Beyond Checks & Halos weaves insightful stories, real-world examples and practical strategies to show how blending bottom-line considerations with relationship-building skills can create winning partnerships that change the world.
More information, along with links to online shops where the book can be purchased, can be found at ripples.media/books/beyond-checks-and-halos.
For more about Cynthia Eads Currence, visit currenceassociates.com.
