What is the lesson to be learned from Elizabeth Taylor and ABC’s “Secret Millionaire”? If I tell you now you won’t read on…
Liz Taylor was instrumental in raising of funds for AIDS and giving voice to a cause, in the 1980s, that had been muffled by fear and prejudice. Many feel that, because of her, the fight against AIDS made huge advances and, more importantly, other funding and other voices were brought forward to help in the cause.
ABC’s new show, “Secret Millionaire” is about rich individuals who go out into impoverished communities and learn about the nonprofits that are “doing good,” giving out money to various organizations. I’ve seen an episode and I can tell you that it is not at all condescending towards the causes or the individuals. Instead, it raises them all up to heroic status and, as one would expect from network television, tugs at the emotions.
What both teach us about major donors is that is it all about passion. Both Elizabeth Taylor and the Secret Millionaires are (or become) passionate about their causes. And that passion comes from first-hand experience - or being touched personally by the cause. In the case of Elizabeth Taylor, much has been made of her friendship with co-star Rock Hudson, who had AIDS himself, as well as others she was close to in the entertainment world. The secret millionaires witness and share the experiences and struggles of leaders in the nonprofit world. This experience grows into a profound respect and admiration for their cause(s). It is because of the dedication and the giving they witness that they become so passionate.
Nonprofits must always remember this lesson: that (a) personal involvement and (b) passion are key for engaging major donors and supporters.
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