About us

President, Dog Whisperer and Sports Enthusiast

Rachelle (Rikki) Bouts

Rikki’s love of the healthcare mission might stem from her days as a kid, watching one of Grandma’s “stories”, the Guiding Light, where the drama of doctors and nurses at Cedars Hospital forged an impression over afterschool cookies and milk.

More likely though, the love of the human sciences and the powerful mission of care were the driving appeal that led to her undergrad degree in health systems administration and the ultimate pivot toward hospital foundation work.

Our fearless leader may be all of five feet tall but in every inch is an all-in gamer, coach, and cheer section when it comes to the hospitals HLA serves. For more than 30 years, she is continues to be inspired by the teams of people, civic-minded and generous, who work to build the very critical capacity for care in their communities.

She joined the team as a consultant in 1998 following ten years of professional development work in the healthcare and social welfare arenas, becoming President of the firm in 2006.

Before joining Hillary Lyons Associates, Rikki worked extensively with the Development Council at Ingham Regional Medical Center in Lansing, Michigan, and served as Vice President of Development for the Capital Area United Way where her responsibilities included Major Gifts and Community Campaigns.

Rikki has an MBA from Michigan State University, so she’s an avid Spartan fan, maybe second only to cheering on her client champions. And is an equally fierce advocate for animal rescue missions.

Senior Vice President, Avid Bird-Watcher, and Lake Lover

Sherri Birkeland

Sherri’s first “official” job was de-tasseling corn at the age of fourteen, a true country girl! The next year she became a Certified Nursing Assistant and discovered her love of caring for others. Sherri obtained a Bachelor of Science in Nursing from the University of North Dakota in Grand Forks, ND. She joined Hillary Lyons Associates in 2006 and has more than 30 years of experience in health care. Sherri enjoys helping clients grow and thrive, like a great corn crop!

Raised on a dairy farm in Minnesota, Sherri understands rural communities. She is passionate about strong, quality healthcare for her countryside counterparts. Sherri coined the phrase “Ornery Farmer Syndrome” in honor of her father. She understands how to connect to those who choose to live outside of the “Big City”. As a nurse, she also relates well to the clinical side of healthcare. Sherri served as a Home Care Nurse and Manager; she appreciates the challenge and gratification of working on the frontlines. Prior to joining Hillary Lyons, Sherri held the role of Vice President of Development and Planning at her local hospital. During that time the Foundation completed its largest project ever- raising over $5 million for a hospital addition and a new nursing home.

A fierce competitor on her high school speech team, Sherri developed the skills to become a frequent presenter on healthcare philanthropy for several state hospital associations. She enjoys inspiring others to flourish with their development programs. It is her greatest pleasure to watch a client sprout and succeed!

When she is not traveling, Sherri enjoys her time at home with her husband and rescue pets, Libby and Loki. With a little acreage on a small lake in northern Minnesota, she appreciates nature and the many wildlife sightings in her backyard. Sherri is also a “wannabe” chef and a wild bird expert.

Vice President, World Explorer, and Beach Walker

Barbara Cunningham

Sister. Mother. Bubbe. Buckeye.

Three and a half decades of helping others discover the joy of generosity.

Barbara’s passion for healthcare philanthropy is second only to her love of family.  Bringing with her a wealth of experience and fundraising success, we were thrilled when she agreed to join Hillary Lyons Associates in 2008 after retiring as Vice President of Development for St. Elizabeth Medical Center in Edgewood, Kentucky, for 20 years.

As a key member of the Association of Healthcare Philanthropy (AHP), Barbara served as Midwest Regional Director, Regional Conference Co-Chair, Vice Chair of Membership and Communications, and as member of both the Strategic Planning Committee and the International Conference Committee.  She served as Vice Chair of Regional Affairs, as well as Secretary/Treasurer on the AHP Board of Directors.  Barbara has presented at AHP International and Regional Conferences, as well as at OAHP and AFP conferences.  Barbara received her Bachelor of Science degree at Ohio State University School of Education in Columbus, Ohio and has her Certified Fund Raising Executive (CFRE) accreditation.

Barbara is an amazing mother and grandmother, an accomplished professional, and if it wasn’t for her love of all that is Buckeye, she would be near perfect! (Editor’s note: This is what happens when you let a Spartan edit a Buckeye’s bio. Go Green!)

Associate Vice President, Aspiring Health Nut, and Pop Culture Aficionado

Penny Echternach

Born and raised in Ohio, Penny always said she’d never live anywhere cold when she grew up and graduated from Miami University, the one in Ohio, not Florida. Fast forward a few years, she did leave Ohio, but her home now is usually the cold spot on the map of the United States when it comes to the weather forecast since she lives in Minnesota. After that, she’s learned to never say never and that anything is possible!

This mantra has served her well over her career raising millions of dollars while Executive Director at United Way of Bemidji area for four years and then Director at Sanford Health Foundation also in Bemidji for nearly fourteen years. Her competitive and positive spirit guided her to exceed each and every campaign goal set before her at both dynamic organizations.
Penny’s career and leadership experience has brought her a broad array of fundraising knowledge such as strategic planning, campaign development, fund management, event planning and board organization. Her healthcare philanthropy experience came full circle when her father in law had surgery for cancer with the very equipment she helped raise the funds to purchase several years prior.

Her favorite parts of development are finding creative ways to surprise and delight donors for their generosity and working with amazing volunteers to help move local healthcare missions forward. There’s nothing like planning, collaborating and having a little fun along the way while side by side the most genuine, kind and talented people in a community to make miracles in medicine possible.

Executive Director and Muscle Car Enthusiast

Michelle Butler

Michelle has been working with Rikki to enhance the landscape of healthcare philanthropy since 1994. Joining Hillary Lyons Associates in 1999, she is our chief cook and bottle washer, overseeing the day-to-day operations and providing consultant and client support.

A consummate multitasker, Michelle loves developing and working with creative content of all kinds – from brainstorming new fundraising initiatives to developing print projects, playbooks, social media, website copy and anything else you can think of that helps HLA consultants meet their client’s needs.

She says the most rewarding part of her job is getting to know clients and their volunteers and watching Hillary Lyons Associates’ approach to development build or transform their program into a sustainable, successful program that reaches their philanthropic goals and missions.

Prior to joining the staff at Hillary Lyons Associates, Michelle worked at Michigan Capital Medical Center for twelve years serving as Volunteer Coordinator for the two-system hospital and the hospice program. She previously worked in Public Relations for Olympia Arenas in Detroit, Michigan. A graduate of Michigan State University and mother of two beautiful Spartans, Michelle bleeds green and white. GO GREEN!

Outside of work, Michelle, a Florida born transplant to Michigan, enjoys all things summer and hibernates in the winter. Her happy place is at a classic car show, fishing, or just taking the road less traveled while cranking the tunes.

If you would like to learn more about how Hillary Lyons Associates can help your organization achieve and exceed your philanthropic goals, or if you know of a ’68 or ’69 Chevelle for sale cheap, give Michelle a call!

Senior Vice President, Emeritus

Charles R. Hillary

Chuck joined Lyons Associates in 1995 following fifteen years as Vice President of Development for Ingham Medical Center and later as President of the merged Michigan Capital Healthcare Foundation in Lansing, Michigan. Chuck was President and owner of Hillary Lyons Associates from 1998 to 2006 and continued to serve as Senior Vice President until his retirement in 2018. Chuck was active nationally in the Association for Healthcare Philanthropy, serving on the national board, teaching at the Institute for Healthcare Philanthropy and serving as President of the AHP Foundation and was a frequent speaker at both regional and national philanthropy programs. Chuck continues to be active locally serving as Vice President of the Williamston Theatre Board, on the Board of Burcham Hills Retirement and Rehabilitation Community and the Burcham Hills Foundation, and former President of the Lansing Symphony Orchestra In 2007, Chuck was recognized for his leadership, commitment, vision, and support of the arts when he was awarded the prestigious Applause Award by the Arts Council of Greater Lansing. In 2010, he was recognized as Outstanding Volunteer Fundraiser by the Association of Fundraising Professionals, Capital Area of Michigan Chapter. Chuck and his wife, Nadean, were awarded the Outstanding Volunteer Award from the Williamston Theatre in 2011. Chuck received his Master’s degree from Western Michigan University.