The body that aims to drive standards and training among financial planners in the US has made a high-level appointment to drive further development.

The CFP Board Center for Financial Planning has appointed Rochelle Zeidman as its managing director, development, a newly-minted role through which she will push for more diversity in the industry and improve development of the workforce.

Zeidman will lead how development and fundraising campaigns, programs and events are put into action, as well as identifying partnership opportunities.

“Rochelle has a proven track record of success in identifying, engaging and cultivating relationships with corporations, individuals and foundations that will help the center tackle critical issues within the profession,” the organization’s executive director, Marilyn Mohrman-Gillis, said.

Zeidman has raised more than $600 million in campaigns and fundraising. At the American National Red Cross, she increased support by forming and managing an executive Fortune 100 Corporate Council as well as developing a branded initiative, the Annual Disaster Giving Program. As Executive Director of Individual Giving at NPR, she created partnerships and led efforts to significantly increase donations by individuals. She has also held development roles at United Way Worldwide, NEXUS Global Youth Summit and the Jewish Federation.

The center’s role is to grant the CFP® certification and uphold it as the recognized standard of excellence for competent and ethical personal financial planning. The organization brings together CFP® professionals, firms, educators, researchers and experts to address profession-wide challenges in the areas of diversity and workforce development, as well as conduct and publish research.