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September/October
2005
Breakthroughs
in search of an audience
Some
confessions of a conference junkie
Amongst professional fundraisers and their suppliers, wherever in the
world they congregate to practise their profession or promote their wares,
there exists it seems a near insatiable appetite for fundraising seminars
and conferences. On the face of it these events are designed to improve
their professional performance and even enhance the career prospects of
those lucky enough to bear the badge that proudly proclaims ‘delegate’
or, better still, ‘speaker’.
Some of
these conferences are really rather grand, even sumptuous affairs with
all the razzamatazz of show-time, bright lights, spectacular effects,
theatrical video and audio shows and seemingly endless supplies of fine
wines and exotic foods. To fundraisers who would experience these extravaganzas,
it further seems, cost is no object, neither is frequency, quality, nor
reputation of speakers, standard of content, nor even relevance of subject
matter. Inconvenience of location or timing, perhaps, will deflect a few,
but even these irritations wouldn’t deter most determined, ambitious
fundraisers from shifting heaven and earth (or at least any planned meetings
with potential donors) to attend one of their many industry conferences,
where they can gather in conducive surrounds and convivial atmosphere
to feed their addiction to fundraising, to meet, interact with and listen
to, even sometimes learn from their peers, or at least those among their
peers brave or foolish enough to take the stage in an attempt to teach
‘fundraising’ to this most demanding and discriminating of
audiences.
But justification
if it’s needed isn’t hard to come by, although in practice
many if not most fundraisers will still fall short. If you can get just
one really good fundraising idea from just one of these seminars, the
cost, time and raised-to-be-dashed expectations all become instantly worthwhile.
If you get more than two, you’re well ahead. Five, and you’ve
hit paydirt.
The speakers,
I sometimes think, are the sad acts of these events. From the oldest most
overexposed sages and gurus (who believe me are usually still a bag of
nerves pre-performance) to new instant stars plucked from among fundraising’s
freshest faces in ‘Big Brother’ style (and with similar star
qualities), all vie for our admiration and approval and most of all, for
our positive evaluation. Subjects ranging from posture and grooming for
fundraisers to how to stay sane, serene and savvy in the face of change,
with every possible nuance of theme and content in between, are all accompanied
by a score sheet upon which delegates dissect, rank and score presenters
in terms of relevance, content, presentation skills, use of visuals, quality
of handouts and sometimes other attributes too lurid to mention here…
The poor, timorous presenters live or die by the casual verdicts of these
damning documents. It’s enough to send speakers to drink (if they
weren’t most likely to be found in the bar anyway).
For my sins if not for a living (it would be a meagre one for sure were
I to attempt it), I lecture around the world on subjects allied or akin
to fundraising, marketing and communications for nonprofits, and have
done so for 20 years or more. Over this long time I’ve learned more
than a few tricks of the speaker’s trade and most painfully have
come to accept that presentation counts for far more than content in this
topsy-turvy world. After all that time I’ve at last become almost
proficient or at least acceptable at the public speaker’s art, and
I’ve nearly mastered my nerves and dread of exposing myself before
a gaggle of my peers, enough to be reasonably good at it, even if not
to earn sufficient to forgo my day job.
Speakers on the fundraising circuit gain many benefits, not always the
most obvious. Sure, I get to travel a lot to exotic places like St Louis
and Baltimore, Budapest, Nairobi and Melbourne, always in economy, with
chin on knees. I’ve become an expert in finding small flat surfaces
on which to balance the almost inedible eats they give us, without disturbing
my sleeping, over-large and obnoxious neighbour. I get to hang around
dismal, airless airports for hours on end and to frequent seedy, glum,
cheap hotels, utterly indistinguishable wherever I might be so I can watch
the same news, commercials and rerun movies everywhere. My collection
of miniature soaps and shampoos from hotels around the world is the envy
of my friends – well, those who don’t travel much, at least
– and a reliable fallback if conversation flags at dinner.
But of course there are benefits that real people might covet. As the
same faces tend to show up as speakers pretty much everywhere, I get to
meet and re-meet lots of charming fundraising chums from around the world.
I like that. Sometimes we’ll all go out to eat at a nice restaurant.
Being a speaker can at times make one feel nearly famous, like when delegates
leave their bags to book a seat saying ‘in case it’s a sell-out’.
That feels good, though nowadays anti-terrorist measures may inhibit this.
The ‘room full’ sign, something delegates dread, is for a
speaker the sign of real achievement. Those who do get in leave muttering
‘was that it?’, or similar. But those turned away by a ‘room
full’ sign are really impressed. ‘Wow!’ you hear them
exclaim as they leave, bereft, ‘He must be good…’
So, when a speaker asks for a small and intimate room for his or her ‘workshop’,
you now know what’s behind the request.
When I’m in seminar delegate mode (a modest benefit as a speaker
is that I usually get free entry to others’ sessions) I’m
shamelessly on the prowl for new ideas, constantly rummaging around for
a concept I can adapt, or a new way of looking at something, or a phrase
or fashion that I can latch onto to make my own. A lifelong plagiarist,
for me no stone is too lowly to overturn, and I’ve become quite
accomplished at sniffing out the unlikely ideas that others overlook or
discard unappreciated. Surprisingly, I find most other delegates, perhaps
because they are less experienced than I, are much less focused. In fact
most seem not to have a clue as to why they are there, or what they might
stumble across. Their loss, I’m sure. They wouldn’t recognise
a good idea if they found it in their soup.
Here’s just three ideas I picked up at recent conferences:
1. AFP Baltimore, April 2005. From a presentation
given by Dr Paul MacFadden of Yorkstown University on major donors’
attitudes to leaving a bequest, I learned the three most important little
words in fundraising. He asked a select group of major, major donors,
all of whom had confirmed their decision to leave a big charitable bequest,
if they had told the nonprofit or nonprofits they’d included in
their will of the largesse that was coming their way. Almost always the
answer was ‘No.’ He then asked why. Almost always the answer
was the same. One particular mega-donor, who had decided to leave his
entire estate to just one national nonprofit, put it most succinctly.
The reason he wouldn’t tell them, he wrote concisely on his questionnaire,
was ‘may change mind’. The bequest he was planning? Over $100,000,000.00.
Those three little words apply to every donor, and alone justify whatever
investment you care to make in donor stewardship.
At Paul’s seminar, as far as I could see, I was the only one in
that packed room who wrote those magic words down. Wisdom, it seems, is
not equally available for everyone.
2. UK Institute of Fundraising Convention, July 2005
New York’s brilliant stewardship visionary Karen Osborne of the
Osborne Group made an almost throwaway remark that all but the most alert
of her audience might have missed. She showed how the leading British
nonprofit NSPCC has learned that internal stewardship is as important
as external. She cited the example of a non-fundraising member of NSPCC’s
staff – the guy who makes their videos – being awarded an
internal certificate of recognition as a ‘Donor Delighter’,
because he makes such great donor-centred videos. This, Karen reported,
has the guy in question so motivated and enthusiastic he’s going
to make even better videos in the future. But though most organisations
I know have no concept of internal stewardship, only a few of her audience
would be taking that idea back home. Ideas, it appears, are selective,
and only latch on to the attentive few with receptive minds.
3. Professional Fundraising Convention Scotland, June 2005.
Trust and confidence expert Stephen Lee showed his highly appreciative
audience that nonprofits habitually lose out because they are appallingly
bad at new product development. They don’t, he claimed, invest anything
like as much as they should on research and testing of new products and
propositions. While this elicited spontaneous applause and much nodding
of heads, not many made a note of the concept. So the chances of changing
the status quo in their organisations are perhaps remote.
Great opportunities, seemingly, are not visible to all eyes. Winning concepts,
apparently, are inaudible to most ears.
*
* * *
In
my idle moments I have taken to watching other speakers and delegates
at fundraising conferences. Mostly, fundraisers old and new seem to adopt
a timid mode, sitting as far to the back of the room as possible to be
safely out of reach, perhaps in case the speaker might choose suddenly
to hit out at them, or equally serious, to ask them a question. While
some take notes, others lean back with arms folded as if saying ‘go
on, entertain me’.
A seemingly new phenomenon is also evident, perhaps resulting from the
range and choice of entertainments with which we surround the modern fundraising
conference. This concerns those delegates whose employers pay their entry
fees but the delegates don’t actually attend any of the sessions.
Other than those in the bar, perhaps. I dismiss suppliers whose staff
follow this trend because I don’t care how these people waste their
company’s money. But it does trouble me to see how common this is
becoming among people from nonprofits.
But then maybe these are people who know that even if they do attend,
however good the speakers and however appropriate the subject matter,
they still won’t learn anything. As with a horse to water you can
take the student into the classroom, but you can’t make him, or
her, learn. Not if he or she hasn’t got eyes to see or ears to hear.
© Ken
Burnett 2005
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