Does Your Museum Use the Scolding Model with Future Donors?

By Mary Baily Wieler

That was the question Keynote Speaker Paul G. Schervish, Director, Center on Wealth and Philanthropy, Boston College posed to attendees at MTA's Spring forum at the North Carolina Museum of Art. He cited the dental model - "floss or die" and "drill, fill and bill" give donors the sense of not giving enough, not giving at the right time or giving to the wrong projects. He advocated that museums invoke another model of mobilizing donors based on experiences and using an Inclination/invitation model." Ask, don't tell - is there anything you want to do that meets the true needs of others, that you wish to do that uses your interests, talents and competencies or that allows you to identify to with the fate of others as if they were members of your family?"
           
What are the experiences that lead you to wanting to make this donation? TMM- tell me more.

Schervish cited 5 possible approaches to donors:

1. Identification with the Museum: Skip selflessness and Altruism and discuss mutual benefits for your donor and your museum. 
   
2. Gratitude: Holding biographical conversations can help potential donors to follow their emotional connection to the museum.
3. Hyper-Agency: Appeal to a donor's ability to make a substantial gift that single-handedly achieves one of your museum's priorities. 
4. Build an Experience: Focus the donor on his or her ability to provide a mutually enriching experience for others. 
5. Satisfaction/Happiness: The draw of these qualities is rich, enduring and potent.