Going Back to the Classroom

WMFE CEO hopes to gain new skills, sharpen existing ones

By Sarah Kabourek, Orlando Business Journal

José Fajardo's schedule is about to get a lot busier.

The 44-year-old president and CEO of WMFE-TV/DT and WMFE-FM is going back to school, enrolled in the Rollins College Crummer Graduate School of Business.

In addition to his full-time job, Fajardo is on the National Public Radio board of directors, holds numerous leadership positions in key community organizations and is the father of three teenagers.

Despite that full slate of daily activities, Fajardo believes the time is right for him to obtain his MBA.

"I can gain a new set of skills and sharpen the skills I have to be a more effective CEO," said Fajardo.

It is the changing nature of nonprofits that prompted Fajardo to gain additional business experience.

"In the old days of nonprofits, we could run a business very loosely, because there wasn't a lot of competition and people were very philanthropic and had spare dollars. Now we really have to run a nonprofit like a for-profit business."

The change within his industry also was a factor in Fajardo's return to the classroom. The broadcast veteran of 25 years said technology is causing many within public broadcasting to rethink how they continue to lure the consumer to their product and keep donations rolling in.

Devices like a digital video recorder allow viewers to skip fundraising spots, and some are watching programming on

iPods, cellphones and other devices.

"That's great for the consumer, but that changes the business model," said Fajardo. "I still need your contribution, so how do I create a business opportunity that allows me to acquire revenue?"

Going back to the classroom could cut into his family time, but he believes his children will benefit from the time he spends studying for his classes.

"Hopefully if they see my study habits, they will want to emulate those study habits as well," he said.

Fajardo will be delegating more tasks to create time for classes and studying, stepping down from some of his civic activities and spending extra time in the office to stay ahead of the week's activities.

But he won't have to worry about how he is going to pay for his schooling. Fajardo was named the recipient of the Martin Bell scholarship, which covers tuition, books and other expenses. The scholarship is given annually to a senior-level executive of a nonprofit organization.

The MBA program is expected to take Fajardo 19 months to complete.