The OTHER thing to never say on stage at a benefit auction

Back in 2009, I penned an article that got quite a bit of traction on both my blog and social media outlets. It was called, “Never say this onstage at a fundraising auction.” (You might want to read that, if you haven’t.)

It’s time to revise. I now have TWO things to never say on stage.

When I wrote the original article, I was doing so in the midst of an economic recession.

Some of my clients were hell-bent on reminding their auction guests that the country was experiencing an economic downturn.  They felt obligated to remind everyone of precarious times. In some twisted way, they thought that reminding guests of life’s instability would somehow inspire everyone to make larger donations.

It doesn’t work that way.

• When people feel insecure, powerless, and pessimistic, they are LESS likely to give.
• When they feel confident, capable, and optimistic, they are MORE likely to give.

Make sense?

So it follows that when we are crafting our gala’s timeline, we want to structure it in a way so that we don’t somehow — even accidentally – make our guests feel insecure, powerless, and pessimistic.

Think you got it?

Here’s a 1-question pop quiz to find out if you understand.

If you feel obligated to mention a recent tragedy (a bombing, a school shooting, a devastating hurricane) at your fundraising auction, or have a moment of silence for those affected, or hold hands and pray for anyone recently hurt who is not directly related to your nonprofit, do you think you should schedule that BEFORE you ask for donations or AFTER?

The correct answer is AFTER.

Extra credit if you wrote, “This wouldn’t be mentioned at all.”

This can be a touchy subject. When bad things happen, empathetic nonprofit leaders may feel that highlighting the tragedy is the “right thing to do.” 

And when it’s mentioned, I’ve noticed that the pregnant pause — that moment of silence — is often scheduled early in the evening,before the fundraising. 

Wrong, wrong, wrong.

Here’s my point.

The goal of your auction is to raise money for YOUR programs.

If something (like mentioning a tragedy) doesn’t advance your goals, and perhaps even DETRACTS from it, why mention it? 

In my mind, the only groups that should consider bringing attention to disasters are those managing disasters.

One year I worked for the Humane Society of the United States in New York.  Shortly before the paddle raise, they showed a video which included footage showing dramatic devastation from Superstorm Sandy.  It made sense for them to show this footage because HSUS went into the devastation to help.  It was part of their mission.

If you work for the Red Cross (or similar charity) and a tragedy occurs shortly before your gala, reminding guests of it might be appropriate.

For instance, remember the Boston Marathon bombing?  If I had been running an event for the Red Cross at that time, I would mention it.  “Other people were running away,” I’d pound on the podium, “But Red Cross ran IN to help!  That’s what they do!  And next time YOU need help in a crisis – whether it’s a bomb at a marathon or a fire in your neighborhood – Red Cross will be there for YOU.”

That’s a mission story. It’s applicable.

But should a social services agency in Indiana offer a moment of silence for the Boston marathon victims?

What about a children’s hospital in Colorado?

Or a historic preservation group in Oregon?

No, I don’t think they should.

Furthermore, how do we fairly select our tragedies?  

Should we mention California wildfires AND North Carolina flooding, if they happen within days of each other?

Should we base it on the number of lives affected?

But if that’s the case, shouldn’t we look abroad and start acknowledging countries experiencing famine?  (Typically a famine affects considerably more people than a run-of-the-mill flood.)

Do we only acknowledge American suffering?

Once we start picking tragedies, how do we fairly draw the lines?  By geography and time?

“We want to remember this past week’s victims of tragedies within a 90-mile radius of us.  This includes the horrible Boston bombing last week and the two guys randomly killed in that drug deal gone bad over in Camden this past Tuesday. Also remember little 13-month-old Samantha Cole, whose lifeless body was found in a ravine two days ago. Please join me in a 30-second moment of silence to remember these victims.”

Awkward.

Is this what we want our guests to dwell on? Do we want everyone to recall those scary images from the TV?  The screaming, the blood, the tears? Do we want them to remember little Samantha Cole’s tiny body wrapped in a towel being carried away by the police officer?

And then – hey! – let’s ask for some donations to support our charity!

This is NOT meant to diminish the experiences of individuals and families suffering from tragic outcomes.  My point is about relevancy. 

• If it’s not relevant to your mission …
• If it’s not relevant to your goals …
• If it doesn’t help you raise money …
• why include it?  What’s the justification?

Here’s another big tip based on real-life:  If you’re using a news anchor to emcee your gala, they often enjoy mentioning this stuff.

It’s only natural; reporting the news is their job, and tragedies increase ratings. They might inadvertently believe they are appearing to be current or compassionate when they casually mention a tragedy on the stage.

They aren’t. They are bringing the house down emotionally.

If you don’t script your news anchor, you might want to suggest that they shouldn’t sing the blues onstage, even offhandedly.

Remember, if it doesn’t help you towards your goals, don’t include it.

You’re holding this gala once a year. You’re pouring thousands of dollars and hours into it. Keep everyone’s eyes on YOUR prize and don’t invite diversions into your ballroom.