Do you Hear what I Hear? (How to Fundraise without ever Having to Mention the Word "Money": Part 3)
Violinist Frank Almond served as Concertmaster of the Milwaukee Symphony Orchestra for 25 seasons, departing in 2020. Among his current activities, he's the founder/director of a chamber music series, "Frankly Music”, and was recently interviewed by John Ridley.
Mr. Ridley is the Oscar Award winner for Best Adapted Screenplay ("12 Years a Slave”) and is the creator of the critically acclaimed anthology series “American Crime”. With his sister, Lisa Caesar, he founded Nō Studios, dedicated to bringing together artists from various racial and socioeconomic backgrounds and creating platforms for the community to talk about social issues.
Earlier this year, Frankly Music and Nō Studios collaborated on a series of events, starting with Clarinetist Anthony McGill (Principal Clarinet of the New York Philharmonic).
During an interview-discussion with John Ridley, where they talked about Frank's local outreach activities, Mr. Ridley asked, "How can people support Frankly Music (Frank’s Chamber Music series) and its Bridges program?
Without hesitation, Frank replied (paraphrase): "Listen. Just listen and see if you like it. And if you do like it, listen some more."
This is a mindset that can guide any performing institution and a mindset that can develop organically and independently within the audience the more they listen.
It's a mindset for reaching current and new audiences and encourage their buy in.
It's a mindset that leads to you standing out and standing apart from everyone else asking for money.
It's a mindset that organically makes people feel like they're a part of something important.
So, when your audience, fans and supporters know you need funding, they give it the second they're asked, and often even before they're asked.
This is why I recommend artists never begin their funding requests with the words, "Donate Now." Let them know all of the good things you do, and then make your ask at the very end.
And instead of starting your funding requests with "Donate Now," maybe use this word.
