Once a month, I go over to my Great Aunt Trish’s for a visit. Our ritual is dinner, then Coronation Street, followed by shows that Aunt Trish has taped in between visits, usually House Hunters and Secret Millionaire.
Over a bowl of popcorn and a glass of wine, we settle in.
Secret Millionaire, if you’re not familiar, is a reality TV show based on a millionaire going undercover for a week in a low-income neighbourhood and then ultimately makes donations to local charities in the area. They leave their wealth and possessions behind for a week and are given local accommodations and a tight budget to live off of. For many, that alone is eye-opening.
During the week, the secret millionaire connects with local charities under the premise of volunteering. Really, they are trying to find worthy organizations to donate their money to, all the while keeping their identity and wealth under wraps. The time the millionaire spends with charities is the kind of ‘taking donors to the scene’ we all dream of as fundraisers. They cook alongside staff in soup kitchens, play with kids at after-school programs, and get their hands dirty.
Every time, stories are shared and emotional connections are made. It’s not based on a stuffy case for support. It’s based on real people sharing their actual stories and being vulnerable. At the end of the week, they’ve seen first-hand just how much good can be done with their money.
The millionaire spends their last day going to each charity, revealing their true identity and making a donation, which can range anywhere from four to six figures. These final moments of the show are what Aunt Trish and I wait for; because when they hand over the cheque, something magical happens.
The staff don’t politely take the cheque, give it a quick glance, do a photo-op and take it to the bank. They cry out in disbelief. There’s hooting and hollering, fist pumps and full body reactions. They exude joy and gratitude. They praise the donor for everything they are about to make happen.
There’s no polite smile and a curt “your tax receipt is in the mail.” There are hugs and cheers. And tears, oh there are tears (both on and off screen). You can’t help but feel like you just witnessed a special, transformative moment - because you did.
Beyond the aspect of donations being made, how does this relate to what we do as fundraisers? After watching many episodes of the show, I realized that there were some really good reminders for us embedded within it, including:
Make no assumptions
The secret millionaires show up as volunteers. Although the audience knows their motives, the charities don’t. It’s an important reminder that anyone who has that kind of connection with your organization could be your next big donor. Assumptions shouldn’t be made about capacity to give just because someone doesn’t show up in a suit.
Don’t underestimate the importance of emotion
It’s nearly impossible to read anything about fundraising without a mention of emotion or storytelling. It essential and it bears repeating. The secret millionaires come on the show knowing they are going to give away money. What isn’t known is which causes will get it. It’s through those emotional moments, connecting with the staff and the people the organization serves, that the decision is made.
Get in touch with vulnerability
Brené Brown, of the infamous TED Talks on shame and vulnerability, has a great quote: “vulnerability is the birthplace of innovation, creativity and change.” Isn’t that what we do every day? Change people’s lives with innovative and creative solutions to problems in our communities. It wouldn’t hurt for us to be a little vulnerable and really open up to donors, inviting them to do the same.
Let yourself be moved by gratitude
Seeing the pure joy and elation in the faces of the staff when they receive a donation from the secret millionaire is amazing because they are genuinely grateful. What’s interesting is that gratitude is not only experienced on the part of the recipients, but by donors, too. They are grateful for having the experience and for having the opportunity to have an impact.
So, the next time you receive a donation, let yourself really feel it. Take a moment before moving on to the next task on your to do list to get a little vulnerable and be truly grateful.
More importantly, let the donor feel it, too.
Sarah McKinnon is the Senior Development Officer, Annual Giving & Membership at Spinal Cord Injury Ontario and is passionate about donor stewardship and improving the donor experience. You can reach Sarah at sarah.mckinnon@sciontario.org.
