Trading Filet Mignon for Chicken Pot Pie
Feb. 26, 2009, The New York Times — In the Gilded Age of the 1890s, when the local opera company held a benefit, it might have included world-class singers and ice sculptures ringed with caviar. Tickets would have been steeply priced, and the bedizened guests would have lined up to spend lavishly on games of chance that helped the charity.
In the equally gilded 1990s, organizers of benefits competed to arrange the most flower-embellished dinner dances with the most famous rock musicians, complete with obligatory (slightly warmed-over) filet mignon, often at the fanciest hotel in town. Admission prices were astronomical — but so were the costs of giving the bash.
Now, with unemployment at record highs and the stock market at alarming lows, even the wealthy — no matter whether they personally lost money or not — are toning down the benefit, that yearly fund-raising ritual, in a number of ways.
Peter Duchin, the bandleader, said he was being asked, “Instead of a 12-piece orchestra, could you do a 10-piece — and charge us less?” (His answer? "We tell repeat charity clients, We’ll work with you in these hard times,” he said.)
In St. Louis, Stephanie Riven, executive director of the Center of Creative Arts, is known for her big events. As an incentive to prospective donors who are worried about their pocketbooks, she has now put tables for the museum’s spring fund-raiser, a 1960s theme party, “on sale” for a limited time. “If you buy your table before April 3, the price is $2,000,” she said. “If you buy it after, it’s $2,500.”
John Dobkin, who has been active in the museum world for 30 years, first as director of the National Academy of Design in New York City and now as vice president of Wilderstein, a Victorian house museum in Rhinebeck, N.Y., said the Wilderstein board has “discussed the restructuring of the annual fund-raising party, in order to minimize the expenses and maximize the profit.”
“It’s somehow considered kind of gauche now to be too aggressive about the décor, and the price, of galas,” he said. “Rather than a seven-piece combo, what about a D.J.? Rather than filet mignon, country food: shepherd’s pie. Rather than have the extravagance, what’s better than chicken pot pie?” Wilderstein’s big fund-raiser this year will be a tea dance with light fare, as opposed to a full, costly dinner.
Mr. Dobkin said Wilderstein would try to persuade tea companies and porcelain manufacturers to sponsor the dance — that is, to give big money. The silent auction will be beefed up to include high tea parties given by homeowners at neighboring historic houses. The result? Almost no money will be laid out by the charity, with almost 100 percent profit.
So with those examples in mind, here are ways to tone down the benefit, without losing the benefits:
LOWER TICKET PRICES (WITHOUT LOSING MONEY)
This is tough, because to make a noticeable difference, ticket prices have to be toned way down — like by half, so the charity makes half the money. Another less drastic solution is for the board president to write a letter explaining that the prices have been lowered slightly — perhaps 15 percent — with encouragement to give more as an additional donation. That way, donors will think the charity is being responsible, and they may be willing to further reward that restraint.
FEWER FLOWER ARRANGEMENTS, LESS CAVIAR
“Use balloons instead of flowers,” said Cuppy Kraft, a real estate agent who spends half the year in Delray Beach, Fla., and the other in Pittsburgh and is active in many charities. “Even when speaking to the caterers, one might say, I don’t know that we need truffles.” Mr. Duchin advises still working with the best caterer and the best florist, but negotiating with them to reduce costs. One huge flower display in a prominent spot might be better than 20 or 30 scattered through the hall, on every table.
NO MORE BUSTLING WAITERS
“There’s not as many seated dinners now,” said Ms. Riven, of St. Louis’s art museum. “There are more and more food stations, which are neat. You kind of graze around, sampling different foods.” Some dinners are served from a buffet table, with only dessert and coffee served at the table by waiters.
FIND NEW VENUES
You don’t have to pay for a ballroom at the Ritz. Think a trustee’s grand apartment in the city or a neighbor’s apple barn in the country. Or at the very least, shop around (far more than in the past) for the cheapest deal on the space you want: some places will cut prices in half if you select a Thursday night, rather than a Friday or Saturday.
SOLICIT FOOD AND WINE DONATIONS
At the Center of Creative Arts, the cocktail hour for a coming benefit has been totally donated — for the first time. Increasingly, nonprofits are reaching out to businesses to sponsor or contribute their products, or perhaps one of the supporters owns a vineyard. So, instead of Château Margaux on every table, the charity may end up serving bottles from the local winery — in fact, offering “local” menus has become even more popular in these environmentally conscious times. (It’s easier to persuade local farmers and restaurants to donate than it is more far-flung sources.)
COMMUNICATE IN DIFFERENT WAYS
In the first broadside about the benefit, explain to donors that the board recognizes that times are hard for everyone, and tell them the steps being taken that will make the benefit less lavish — and therefore increase the percentage that goes directly to the charity. In hard times, it probably isn’t enough just to send out the usual invitations and expect the normal response. Some boards give each board member 20 or 30 invitations and ask them to personalize each one to a friend or colleague, offering to make a table of acquaintances.
GIVE THEM MORE FOR THEIR MONEY
In St. Louis, Ms. Riven said that for the $450 patron ticket contributors would be invited to a reception to greet the television star Jon Hamm, of “Mad Men” and “30 Rock,” who grew up in St. Louis. In addition they will be given free cosmetics and the opportunity to be made up by local artists. “All the guests will get more goodies in their goody bag,” Ms. Riven added. In the Hudson Valley of New York, attendees at some sites are now being given free annual memberships.
Without paying attention to the appearances — as well as the realities — of tighter times, the professional party-givers agree: these fund-raisers may get toned down all by themselves.
No one will show up.
