The year was 1919, and professional public relations and fundraising were considered one and the same in those days. Pittsburgh was an industrial and manufacturing hub, which created a healthy philanthropic environment; there was immense wealth in the community, and large numbers of professionals that could be recruited to serve as volunteer fundraisers. The innovative use of volunteer leadership and the method of peer-to-peer solicitation were developed by Carlton Ketchum; he is viewed as one of the pioneers of professional fundraising and public relations. He established many of the fundamental ideas that became integral parts of both professions.

Mr. Ketchum was also the co-founder of the public relations firm that became Ketchum Communications, now one of the top ten public relations firms in the United States. The Giving Institute (formerly the American Association of Fundraising Counsel) was also founded with Mr. Ketchum's help in 1935, and he served as its president on two occasions. Mr. Ketchum also served as the finance director of the National Republican Party and helped establish the fundraising organizations for the Pennsylvania, Ohio and Michigan Republican parties.

Mr. Ketchum retired as Chairman and CEO of Ketchum in 1976 but stayed active in philanthropy until his death in 1984.

The Ketchum organization is recognized as a leader in the industry, training thousands of professionals and volunteers in the fundamentals of fundraising and donor stewardship. In 1995, Ketchum joined with RSI, a leader in the church stewardship fundraising. The partnership of two leaders in their respective areas created Viscern, Inc., the most comprehensive service company dedicated to the not-for-profit sector.