Galas

S.2 Episode 4 Uncovering the Inc 5000 Event

We are joined by the VP of the Inc 5000 Event Breana Murphy. Tell us about you!

I’ve been doing this for almost 20 years. I started in Marketing, I’ve worked in Media my entire career. I’ve worked in the corporate marketing department, and I grew up there, we put on varying types of events. We did roadshows, tours, pop up stores.  I was there for 10 years. I worked for rolling stone and did stuff on the festival circuit. Then I ended up here as a freelancer. Was recruited by a friend of mine who worked in the industry and she needed someone to help produce the Inc 5000. This will be my 16th 5000 next year.

Tell us about the Inc 5000 event.

The Inc magazine is the premier magazine that services small business magazine.  Every year we publish the Inc 5000 list, the fastest growing small businesses in America. It’s a three day event that celebrates their achievement. It’s not easy to make the list. The folks there are people really excited to come and celebrate their achievement and be recognized for their hard work. Its rooted in content. Everything about our event starts with the content and how we can better empower our audience and readers.

1 day pre conference

2 day conference

1 day gala event.

Tell us about the conference.

The attendees are people who have made the list. Business owners. The speakers are generally other founders. We try to put on the stage notable founders, Mark Cuban to Ben Chestnut, people who have had remarkable success. Or we also do teachers, people who are inspirational. Our audience is across the industry so we don’t cater to any specific industry.

How many attendees?

Just shy of 2000

Where is it?

We move and try to keep it in resort areas. We are in San Antonio this year, coming up it will be in Scottsdale, then Palm Springs.

When it comes to the event, tell us about your process.

There’s two parts, multiple actually. We have the logistics side and the content side. Last week I sat down with my editorial team and my programming team and we brainstormed who will be the big names, who will be interesting, who will make impact, who is relevant, we made a laundry list of people we’d like to go after. That’s on the content side. On the logistic side, the floral plan, anticipating if we have enough rooms, our setup how we like it, keep our sponsors in line.

We have a lot of return sponsors because we deliver a lot. We give them a lot of ROI on their investment. If they keep coming back we are doing something right.

Tell me about the design.

We redesign. Every year we try to inject something new. What we did this year that was successful and unique was a session in the round. We do concurrent sessions and gave the options of really small pointed conversations with business leaders. 30 minute topics with a maximum of 10 people per table. Then they switched and moved tables. Or they could do a breakout session.

It wasn’t just providing them with keynote, it’s interactive.

And that is probably the note we get back most. How can we provide more networking opportunities and that is something we strive to do. We do a kick off networking before our opening session. We do purposeful networking. We do an in depth survey to drill down the content pieces. They are there to be inspired and they want to meet other people.

It’s lonely to be an entrepreneur. You get them in a room it’s amazing they start solving each others problems.

How much does a company need to grow to make your list?

There’s not a set number, you have to be in business for at least 4 years and you have to have over a million in revenue. The growth percentage ranges. Some grow 3000%.

Do you include the room and other things with the ticket?

The ticket is just itself. The marketing department handles that. We have a room block, almost 800 room nights reserved. We have a portal where they can book and get a discounted rate. We do not arrange for travel or pay for hotel.

Tell me about when you are doing the coordination and working with hotel, are you negotiating directly with them?

I work with an organization that I connected with a few years ago. Hotels for Hope. They help us negotiate the room block. I work with them because my contact there is amazing and because the process of managing that block is hard and I have a small team. That process is made turnkey with working with them.

What do they do?

Part of their commission goes to a charitable organization.

When it comes to pricing your ticket, have you had to move it around?

It has stayed, we have separate consumer marketing team that handles that. The price has been pretty consistent year after year. We have to keep in mind inflation. The industry average is 10% i do my best to negotiate that. But food goes up by 10%.

Tell me more about your programming.

I have an executive producer, I’ve worked with her for six years. We sit down and do a draft agenda. We do a lot of planning with our editorial team. We look at who is making waves or has something new coming out, something that will be relevant and topical. We start with key names we want to put in and we try to round out the content and make sure we hit all the notes. Talk about money, company culture, human resources, economically, we empower them to grow their businesses.

Meeting Minds by Eidecom

S.2 Episode 3 Live Auction Tricks that Actually Work

Tell us a little bit about you, how does someone get started?

Most people that become an auctioneer grow up in the business. All the auctioneers that work for us, most of them have a family member that was involved. My dad became an auctioneer in 1978 and I had no plans to go into the business. I went to Wilmer high school graduated, went to Hamline University and have a degree in communications. I was working for WCCO tv in college and out of college.

Then my dad had a heart attack and a stroke. He had a stroke the morning of my wedding. I left my job at WCCO and went back to our family business. My dad wanted my sisters and I to go to auction school, the World Wide College of Auctioneering in Mason City Iowa. We all went there, I went in 1994 and in college, I started doing these events when I was 19. I had no money I was living in St. Paul. People found out this kid in Drew Hall at Hamline University had his license. I was 20 years old and I was doing little events to raise money. By the time I graduated from college I was doing 30 of these a year in the early 2000’s. Then it went from 30 to 50 to 90 to 150 and today this year our company will do 300 all over the country.

You fell into it in a way?

I did fall into it. I will tell you a fair amount of growth and success we’ve had is a little bit of God given but also who we are. You have to have a heart for non profits to be successful in this. You have to care about why this is important to the community. You have to care about what it will do for people. It is hard to be successful at what I do if you stand on a stage in front of 1000 people and don’t have empathy for what your raising money for.

Yes you have to be excited about the vause or you can’t do your best job.

The business today is so different than what it was 5 years ago and 10 years ago. The audience can sense if your not authentic. They can sense if you’re there for a paycheck. They can sense if you haven’t done your homework. You can’t just be standing on the stage going through the motions. I tell the auctioneers that work for us all the time is the real key is can you build a bond with the audience. You are building a bond and they are saying I trust this person cares I know what the money is going for. Today, the two portions were involved with, the live auction being one and the fund to need giving moment being the second portion. The second portion is raising 80% of the revenue. I tell people, if I’m on an airplane and somebody asks what I do for a living, my lead answer is I own a company that consults and advises and facilitates giving moments for non profits. So much of the revenue is from people pledging financial support, not me auctioning items.

Maybe you can speak more to someone who doesn’t understand the difference between the live auction and fund to need?

I wouldn’t be here today if the fund to need hasn’t’ grown to what it is. About 20 years ago in the industry, people would do the events, raffles, silent auctions. They identified there are so many people in the room that don’t win or don’t care if they get the wine basket. You have to create an opportunity for guests to pledge financial support. That’s the moment where the MC or auctioneer stands up and makes a case why you should donate to the mission of the organization and people pledge financial support. For those of you listening, if you don’t remember anything I say remember this, do a fund to need and focus 90% of your energy on mission based giving where people can pledge financial support. I think years from now it is absolutely the future and direction of fundraising. It is the total key. The big thing now is a lot of people are not driven by buying something, they don’t care. They’d rather write a check to build wells than purchasing a night on the town.

We have been talking about the shift in millenials and how different the mindset is of giving.

Before the end of the show I will highlight there still are live auction items that are selling really well. There is one interesting that’s happened, last year congress made some tax changes on the deductions you can make. We have seen an uptick in people spending money in live auctions because now there’s a limit to how much you can donate to a non profit to have a tax consequence. Dinners are the best, in home dinner with a chef is the best item, and how we’ll sell those things for $7,000-$15,0000. Some people are wanting to give 15 thousand but in this case I’m giving and getting a dinner.

To your point about millenials, the big change that we’re seeing with younger people aging into the marketplace, this is probably the second most important piece I’m observing right now in the business. 15 years ago this business is about seen to be seen dress to the nines, what is the new hot ice raffle bar etc. What’s the new trick and gimmicka?  The new change is millenials want to think and feel this is important. It’s not what’s the hot new thing, people still like to be entertained, the biggest thing for younger donors is, is there there behind it.

Sometimes people show up to have a party and it’s hard to weave mission and fundraising in that.

Not only is it hard but sadly, the planners have miscalculated what they’ve created has put downward pressure on the fundraising environment. They’ve actually created an environment that is more difficult to raise money because they believe it should have been about a party or something unique or cool.  My wife, when we were dating, she’d come and sit down, I’m going night after night, she’d sit down and in the first 20 minutes she would say I totally get it, I get why this is important. She wouldn’t know about the organization but based off the opening the show, how they communicated she would know. There were other nights where she would sit for an hour and say, I don’t get why people care. The mindset of the donor changes throughout the night.

When people come to these events you can tell the ones that came because they wanted a party vs the ones that are there to have fun, but they are there for the cause. I want to get back to the statement about how the planners can make it more difficult to raise money. What are things they can do to make it easier?

We now know, on any given saturday night that we will raise more money at 8:20 than 9:05. You will raise a significant more money, they are more engaged there mindset is more clear, their buzz is a little bit better. It is significantly easier to raise money earlier. Timing is a really big thing, the time at night. One of the greatest mistakes you canmake is getting into your fundraising too late.

The second big thing is it has to be mission focused. Does it really make a personal connection about why this is important. Design your showflow so it leads in right before the fund to need, are they sitting in their seats and are they able to say I get it. There has to be clarity in messaging as well. A lot of event planners will set it up but do not connect the dots on what it means and what it will do.  Talk to people in advance see the momentum donors. When I am standing on stage and trying to raise money, 99 times out of 100 when I am asking for a large sum I know one or two people will give. They are called seeded or momentum gifts. If you don’t have that in place, people don’t want to be the first one to raise their cards, but after 2 or 3 people do it they’d be happy to do it. You have to alter the mindset, if 2 or 3 people give 25 thousand dollars there’s 600 people sitting in the room and they think more about there donation. Create the perception there is organic enthusiasm around what you are raising money for.

The program length is critical, tell me what’s the perfect program like?

Almost everyday we get a call from a new perspective client. I’m handling these calls and I’ll tell people now, we will roughly know how you will do three days before your event. After we look through the shoflo, we know who is in a more tricky spot and whos going to be in a great spot. The right length of the program, if you can make it about an hour and fifteen minutes I think that is helpful, that’s assuming a fifteen – twenty minute break for dinner. You have to build in time for the live auction, air on the side of caution.

How many items for a live auction?

It depends, it’s changed, the short answer is fewer today is better. There are nights now where we are doing two or three items because the fund to need has grown, it is rare in the midwest to see events with other 500 people with more than 9 live auction items. A general answer would be someplace 4-7 live auction items depending on the size and history of your event.

Often times we will raise more money with fewer items. You’re not creating competition within itself for the items, and the environment and energy around the live auction is usually higher. The other thing we are evaluating is if the fund to need giving moment is coming after the live auction, I’m looking at how much money and energy is there in the room, because those two items are contingent on eachother.

You’ll laugh when I say this, there are so many nights that I walk out and think, why did people ever hire me when I was 23 years old?  In the moment, the decision you are making and experience helps, you have to be intuitive and thoughtful, you have to be data driven. In the moment many clients don’t realize the choices and decisions the auctioneer makes makes a $7500 difference in the moment.

The other piece, if you ask me aside from mission based giving and fund to need, if I said where’s this business at five years from now, I would say it’s not based on just how much money we raise night after night. That’s a big mind shift. It’s a shift about how we are thinking about this. We also have to make decisions based on how to keep donors more active and involved and keep those relationships strong regardless of the financial gift they make that night. The big thing is the auctioneers I hire, they have to be mission focused, look at the big picture, and they have to make people feel valued and appreciated. It can not be driven by did we top last year’s financial goal. Now there are so many non profits, the real question is can you keep your donors longer than anybody else. It can’t be a revenue equation, it has to be a relationship equation that is built on trust, accountability, communication, and authenticity.

The other thing that surprises you over the years, there’s nights where somebodies giving $100 and maybe that’s all they can give or used to giving. Then six months later they will gift a farm to them. Sometimes these relationships that are based on a $100 gift, the long term upside to sincerity and thankfulness is a big deal.  

I’ve seen some of your tricks, what tricks do you have?

When you have a double item you can sell twice, it’s super helpful. A lot of committees don’t understand how complex and in the moment that is for the auctioneer. A lot of times when I am doing that I can’t sell that second dinner unless I’m at x amount for an example. Then I have to get both of these people and keep them both with me. As they are bidding you have to gauge their interest. You have to stop before you lose the second person. It’s a lot of dynamics and in the moment.

A really helpful trick or experience is, so much of the value of these items has nothing to do with the item, it’s the relationship around the item.

How should an auctioneer be charging for their services?

Some charge a flat rate or a commission fee. A flat fee is better in the nonprofit world. I don’t want people to think we are giving different advice based on our compensation. The fees across the country vary, and they’ll change. A lot of auctioneers will prorate their fee based on their revenue. I also tell folks whether they hire us or somebody else, I encourage them to grill the auctioneer before they hire. If you spend a half hour asking the tough questions you’ll figure out who the right fit for you are. You should interview a couple two or three. The challenge depending on the size of your event, we schedule a year or two out so you have to be really on top of that.

Meeting Minds by EideCom

S.2 Episode 2: Generosity in Events

You’re using events to create awareness, welcome to the show! Tell us about Matter and what you do.

It’s an organization that was started here in our community by some people in the commercial real estate space. I love the way it started. It started by asking what can we do with our own two hands to serve the world. As successful business people there were people coming to them all the time saying can you support our cause and they said well what do we have that we could use to help others. In their case their answer was unique they had real estate space. They had all these warehouses. At times they were empty at times they were full with tenants. They said how can we leverage that to serve others? They started to adopt this concept they called repurposing corporate surplus.

They took in different items from the community. It started with food, sometimes office equipments, it got quickly into medical equipment. Over the course of the last 18 years the organization has matured and grown into this movement really of people that believe there are a lot of great people that don’t have access to a great life. But we can provide that access to have a great life. We are working primarily in the food space. Of course asking the same questions our founders asked, what does Minnesota have in our community we can export to the world? We have incredible food companies, we also work in the agriculture space, lastly we’re often known in Minneapolis as medical ally. Access to all this medical equipment. We take in millions of dollars of medical equipment that we repurpose all over the world. The last 15 years we’ve worked in over 70 countries around the world. It’s fantastic! Our community is such a generous one. We really become a beneficiary of the equipment and food that we can then repurpose so everybody in the world can have a shot at having a better life.

Everything is new in our hospitals, the equipment is being constantly turned over and I was thinking where does it go?  There are places in the world that would love to have gently used equipment. You guys do that!

Exactly, we live in a competitive hospital environment. Especially in Minnesota. It’s very competitive and we become the beneficiary of that.  This year I was in Congo and walked into a large hospital. Inside the maternity ward there were about 40 women giving birth and there wasn’t one bed in the room. They were all giving birth on the floor, there was blood and fluids all over.  It’s one of those moments where you think to yourself this is not right this is not ok. Here we have a warehouse full of gently used hospital beds. That really becomes our urgency and mission. It’s the right thing to do to give these women beds to give birth on. It’s just the beginning of it. It’s something we have great access to here in Minneapolis. Thankfully we can serve others around the world. I have the best job in the world.  I get to serve people.

How do you choose where you are serving?

It’s a good question. The line is long this list is long of people who would like to partner with us to get this medical equipment.  Really for us it comes down to partnerships. It’s about the relationships you can build with people. Find those shared values, visions, outcomes that meet and align. We look for those partners around the world where we can go hands on face to face. What is the vision you have? Are we the right group to help?  It starts there, once we establish that then it becomes detail work. Figure out what needs to be done.

Getting your hands on stuff is a task on its own, then deploying them is another, it takes time and money.  Something you do a great job with is engaging people in your mission. How are you using events to grow your engagement?

There are two areas I’d like to touch on. I started reading the book the Power of Moments. It’s a very intriguing book. They are making the case that when you reflect on your life there are these moments that stand out. It’s the power of those moments that shape your life moving forward. It forces you to make certain decisions of what you are going to do. It’ impacts where your family will be involved. He has so many cases in the book that he draws to prove this point. I found it helpful and interesting especially for events.

That’s what events become, a powerful moment. At least at Matter that’s what we are hoping to do. We want to create a powerful moment where people consider what’s important to them what do they need to invest in. The two areas for us, in the food area we have a Matter Box. It’s a box of healthy shelf stable food. It’s really a healthy eating starter kit. We collaborate with hospitals in the community and different organizations. The design is to help kids primarily understand what healthy eating looks like. It’s not that confusing or difficult but sometimes if you don’t have a tangible example you don’t know. ‘

We assemble these boxes and our strategy is called companies that matter. We engage corporations in town, and ask them to consider coming with their team and packing these boxes. We create an event. One of the things we’ve said is we want it to be the Disney experience. In that context it’s not oftentimes a big event sometimes it is though. It can be a work team of 10-20 people sometimes up to 100 people. It really becomes a moment for them to consider, I’m getting my hands dirty helping the community and we try to bring beside that what is the meaning you can bring to your community and whole life. Those are opportunities to create an experience for people to have that powerful moment. That’s the one space to grow engagement.

It creates an experience that is memorable and that’s what a lot of non profits or people conducting events struggle with.  You want a take away people can have that is memorable. We are trying to create that. One of the interesting things we came across, we did a large event with General Mills. It became a nation wide experience. Ellen Degeneres got involved with her million acts of good campaign.  What we developed was a movement around this you matter idea. We created these little you matter notes. Every volunteer writes a note of encouragement. It could be as simple as you’re special, keep going. Every volunteer that packs a matter box writes a you matter note. A kid gets that and read that. That became almost more so than the food the inspiration, really that was the moving piece for them. That was a powerful thing that we incorporated into a event, a simple idea that I thought it was a silly idea, but it’s amazing. Sometimes it’s the simple ideas that can be the spark.

One of the events I’d like to mention is an event we created with Cargill called Matterbox Madness.  It’s an opportunity especially this year with us hosting the final four event. We bring companies together, last year we had 30, and they each form a team and get really competitive and compete against each other bracket style to find a champ that is a Matter Box packing champion. It’s a fun opportunity, another principal we employ, people like to have fun. To come together and create something fun.

Another thing we’ve tapped into is the corporate groups are type A personalities and they like to compete. That’s an event that is coming up this spring around the final four tournament. We are going to try to incorporate as many companies as we can.

A lot of people ask the question, when you approach these companies with these ideas, you have to have them flushed out, but at the end of the day, how do I go approach them?

I wish there was a silver bullet for this one or a magical answer. Our development team is always looking for what’s that sneaky magic, I hate to break it to our team and myself, it really is a lot of hard work. Classic networking, getting out, knocking on doors. I would say there are some strategies we use. We work with our board of directors, we have this group of influencers we’ve brought together and ask them who do you know. We ask our board members every quarter that they would make one connection to an influencer in the community for our development team.

People want to have fun and want to feel like they are enjoying themselves, how do you design an event that is fun and entertaining?

That’s the second category I want to reference, it’s the gala events, we have a handful events we do that are more what you’d call traditional gala events. One of the things we looked as is trying to really push on the status quo or how things have always been done. We get in the room and do what we call the fight unite strategy. Let’s get in a room and fight about ideas and then unite on something in the end. We push for outcomes through that strategy. It’s helped us to challenge some things. A lot of galas we go to we see stereotypical things. What happens is it becomes a little mundane. We are always looking for things we can do that are different.

Two years ago we decided to do our gala event at the sun country airline hanger. The owner is a friend and supporter of ours. There were a few things that happened. It allowed us to reduce cost on venue space, it gave a lot of flexibility on what we could do in that space, it allowed us to put the financial resources into a creative outlet. We were able to pull off our most successful event raising over 1 million dollars and everyone that was there was blown away. I don’t think it was that we were magical in our execution or set up, I think it was so many different elements that people were taken back by that.

When you do something like that, tell me the benefits with not dealing with a hotel or traditional hotel.

It’s a great thing to comment on because we took a different approach to it this year. There are cons as well. It’s a lot of work, you are trying to figure things out every time. There are benefits to going to the Rivercentre. It creates a lot of work for our team and the folks we work with. But there are real upsides, for example, we did our Gala at our own warehouse. The venue was free, and then we were able to work with food vendor’s in town. We had 7 different restaurants that agreed to donate. When we went to each of those, they donated an item or a couple of items so it wasn’t a huge burden to each group.  We took our food budget from $55,000 to $0.

So what does that money go to?

It’s a combination, some of that goes to the bottom line then we are able to leverage that for other things. What’s really cool is during the event we announce that! There is a round of applause. There’s an element of stewardship, we have the flexibility to do that, but you can’t do that for every event.

You brought up a really good point. A couple of principles we employ is we are always looking for those win-win situations. Where a company comes, donates, we acknowledge them, they gain business. We win from the financial side and they win as well and feel good about it. We are continuing to look at what are those win-wins. Two of the words we use when starting the planning process are fun and meaningful.

Tell me more about the fun element.

I’ve become a believer in data driven decisions. Data can help. We try to do as comprehensive of a survey as we can to find out what the elements are that people like. It’s nice to get the data and have data to prove people like these elements. That’s one place we start. We do a team debrief and look at those elements. People here in the midwest like other interesting people that come to town outside of Minnesota, celebrities, artists, comedians, whatever that might be. Most people won’t say they do, but the reality is, from our research and surveying, people actually do like it.

How do you tie the meaningful part in while keeping it fun?

One of the constant critiques we get is that the event is too long. I don’t think anybody complained about a short event. I think that’s a challenge for organizations, you have so many things going on and you want to tell them it all in one night. It’s a difficult thing to widdle that message down. That’s an area of growth and opportunity for us. You can kill the fun if you try to get too much information across. Other things get hurt along the way.

When it comes to using these events to get the message across, how much of the program is helping the audience to understand the mission?

We survey the audience to see what works. It’s something we can continue to improve. For us the power of the story is really one of the things we put at the top to drive the meaning. The most effective story is video, you can limit and control what’s being presented and how long. This year was a little bit unusual, we had a gal, a new partner is in Zimbabwe and had all our friends from there come over. One of them, when we got to know her, could tell she had a gift for sharing stories and captivating your interest so we had her before the appeal get up and share a story.  There’s a little risk in that, but she has a true gift to be able to understand the audience and she hit a home run.

Check out Matter

q@matter.ngo

Meeting Minds by EideCom

Episode 19: Working with A-List Talent

We were able to bring Kat Perkins into the EideCom studio to talk about her experience working with A-List talent.  She shares what makes an event engaging and successful.  This is an episode you won’t want to miss!

 

Tell us about your story, being on the voice and all that.

 

It was crazy. I actually was out of the music industry for a while. I had a rock band we had a record deal. I moved here at 18 and started a band in the early 2000’s. It was quite the music scene here, we got a record deal within a few years of forming our band. I ended up having a cyst on my left vocal cord that paralyzed my whole left side of my voice. It inhibited me from speaking or singing. I thought I’d have surgery and be fine, but it was not. 3 months turned into 8 months turned into 12 and I lost the record deal, agent, manager. They had to move on with their lives and I get it.  It was totally random people get them on their wrist or shoulder and I got it on my vocal chords.

 

Now I can say it was the best thing to happen to me.  It was hard to say that for a while. I had to change my sites which led me to a nanny job in Edina, MN. 5 kids, so fun. I came from a long line of teachers so it made sense for me to foster and educate kids. A family that is going to hire a tattoo rocker chick is a pretty cool family.  I connected with these kids and one of their favorite things was watching the voice, otherwise I’m not sure I would have watched it. A year after being introduced to the show I got an email on youtube from the producers of the show and they asked me to try out for their show. It was a video that went viral, I didn’t even know about it. It was from my past life, I was singing at a piano in an airport and the rest is history. A few months later I was on team Adam and my life was completely changing.

 

From a small town in North Dakota to moving to the big city to having everything at my fingertips to nothing to then being on the voice and now my life is like whoa! I can’t even believe I’m sitting here with that story. I was pretty content with being a nanny and fine with it.  I was just about to start playing out again and doing some bar gigs. Suddenly I was in front of 15 million people.

 

What is it like when you are on the voice?

 

The word for it is intense. Although I don’t want that to be negative because it is really fun. Imagine being around 200 people that do the exact same thing that you do and want the same thing out of life.  That is inspiring. If you don’t get intimidated by that then you can use that energy and try to become a better singer. The schedule is hard. There’s competition in it which makes it hard. That’s what makes it a great TV show because music and competition don’t normally go together. It’s a hard schedule if you’ve ever been behind the scenes of any TV show it’s like a circus. It’s going so fast and all you can do is sit there and get your makeup done and sing the best you can.  Your mind will never let go that 15 million are watching and you need votes. You become super competitive and want to win.

 

They don’t let you drink on the voice which I think is really great. I couldn’t imagine doing that or being hungover. They try to keep you safe. You do pretape the blinds, battle, and knockouts.  You know how far you’ve advanced before america does. It’s hard to keep that secret. A million dollar clause, if you break that you are sued immediately. I had to tell the family I was nannying for but I was telling people I was off at rock and roll camp or some sort of bootcamp.  RIght before it starts airing you can say I auditioned for the voice until it catches up. You pretape it then you go back. Everyone’s finding out the same info you are in real time.

 

How far in advance are you taping?

 

It’s a long time.  My blind audition was in October, the whole month. It’s four weeks for a 90 second audition. That was October and I didn’t air until March. You’re coming back home every few weeks for the breaks and people are like, “where are you what’s happening.” I had the best job in the world and the family held onto my position.  They just wheeled around their schedules to not hire another nanny. There are so many people with full time jobs, or going to college, or have kids. I can say this now, you don’t get paid for the first part. At a certain point you have to join the union, then you get paid for the airtime, but that’s months into the process. And it doesn’t make up for what you lost.

 

Thank god I had a family that supported me. Friends, people started a go fund me, we sold t-shirts. My boyfriend was holding down the fort at home, paying the rent.

 

What did you tell people in your not close circle?

 

I’m doing extensive training in Los Angeles, I was thinking people thought I was at rehab. I’m a rock chick, I mean, no stranger to a cocktail. I was telling people I was trying to get back in the business. They said great keep going, take meetings in LA.   There were people at the actual hotel you’re staying. They see you kumbaya – ing around the fire and singing constantly. It’s super loud you can hear people warming up. They would ask if we were filming and we said we were at rock and roll camp.

 

You were on team Adam, tell us about that.

 

I feel like now that I know people on a bunch of teams especially since I’m on a Facebook forum, Adam showed up and filmed but he also loved to loiter.  He was a people’s person, once it got down to 6 of us on our team, I would go hang out with him while he’s waiting to film. As far as voice lessons go, and what you’re seeing vs not, we spent about 45 minutes a week with him. It was more than I thought it would be, but a lot of people go Oh god that’s nothing. At one point we had a three hour rehearsal with one of my songs because it wasn’t going well, he was there and he rode it out with all of us. I’m sure getting union over time.

 

Was he really coaching you?

 

He really was for me. He really took special care into picking the songs and making sure I was comfortable and that the producers weren’t driving the bus too much.  He wanted me to swim down a certain lane and if we went a certain way we could get the votes. It was winter in MN so we could get a lot of votes. We still keep in touch, I don’t know if anyone else has that story but I could text him now. He threatens we’re going to golfing one day. He came through town recently and I asked to hang out, we had sushi and beer. He loves to help me, he tweets about my new singles. He’s the real deal for me. I don’t know if i’m the only one. He has no business remembering who I am it’s season 15 now. I gave him a prince onesie for his newborn, and he hand wrote a thank you. I gave him some little t-shirts when he came through town. He’s so excited about being a dad, loves his wife, she’s amazing.  He’s 6 2’ everyone thinks he’s so little but he’s not. Blake is 6”5’ so he makes everyone seem little.

 

Now that you are done with the voice and you’ve moved on, 4 years, what are you doing now?

 

Well we came home and I went back to my nanny job for 2 months because I was under contract. I had to wait until I was free and clear from anything NBC universal wise, and I decided to dive back into the music industry.  Released a single called Fearless. I wanted something that encapsulated my experience, I know I was a rocker and it’s not a rock song but it’s the inspiration I wanted out there. It compelled me to talk about overcoming obstacle, like the surgery and never thinking I’d be in the industry.  I would get all these twitter messages from teachers about coming to their classes. I would pop into these classrooms and talk to these kids, let them ask me questions and sing for them. It was a surprise for them. All these teachers said why don’t you put together assemblies and see if you can go to the legislature and if they will fund you to do this. So we did. WE go the ND legislature behind this, the MN people behind this. I started to make it an anti bullying campaign with the follow your dreams message, be kind you’ll get farther, I wasn’t on the voice because I was unkind. I didn’t get the votes because I was a meany.

 

The teachers love it, they talk to the kids everyday about it, but after I leave they say that the kids are using their manners. “Kat says to be kind, etc” it inspired me to keep going. I was still doing concerts, I was on a full tour trying to fit the school assemblies in. I never worked harder in my life ever. It started to get me going, you know this may be good for adults and we put together a corporate campaign. We went into companies and turned my message to being fearless in your workspace.  Stepping over the line of fearful to finding success on the other side. A lot of times we are not dealing with fear, we are dealing with doubt. You are doubting yourself and your self confidence. It’s been a crazy journey and great ride, to be able to talk to people like that and share my experience.

 

Aside from going out and performing at galas, what else are you doing?

 

Now we are in preparation for my big christmas tour. I was a huge Loreline fan growing up. I grew up playing piano and playing her songs.  I met her finally, she’s little, she’s my height. She’s so inspiring and started doing this christmas tour and I thought why can’t i do that?  IN the concert world it’s hard to work in December January February. It’s great to do summer festivals and fall and spring fests, but when it comes to winter now what?

 

I put together this variety show. It’s way different. I know a lot of people think of me as the girl that sings Heart or Fleetwood Mac. We do traditionals, I write a ton of christmas music each year, we record records, I tap dance in the show, I play my french horn, my dad tours with me and plays horn with me, it’s a family affair. I tell people to bring their kids. It’s Christmas, nobody is more Christmas than me, I was born December 23rd, just in time for Christmas.

 

Tell me more about that…

 

We really focus on the midwest, especially when you are in a van and trailer in the winter time.  You get stuck places so we keep it close. MN, SD, ND, WI, IA. We do about 20 dates a year.

 

We do it at Chanhassen, we were approached a couple years ago, they have the fireside theatre. I said let’s give it a shot. Instead of doing one big ordway or Orpheum, we do five at Chanhassen. It’s super intimate, we pull people on stage and it makes sense in the 500-800 person theatre. Chanhassen is 300 so we do more. It’s all wood and has the A-frame, it feels like Christmas.  That starts November 29, 30, December 1,2, 3. We’ve been in rehearsal, been prepping the tour. We have costumes custom built for all of us. 10 person band we have an orchestra. Tickets are on sale for all locations. Go to katperkins.com It’s a christmas extravaganza!

 

The people who listen to our podcast are in the meeting and event space. From a performer’s perspective. How do you engage with an audience and make them feel more connected?

 

When it comes to meetings and events, the music part- every big event I’ve been at it’s fun to celebrate the end of the night with a party and dance, enjoy a concert at the end after they have raised money for a great cause. When it’s within a show we use my songs that are more inspirational to tug at the heartstrings. During the program.  I have a song called you are not alone that just fit totally for the Ronald McDonald house. Fearless works a lot within meetings and corporations because it’s inspirational.

 

Speaking is kind of self serving. Talking to people about how to live a better life, a more successful life, how to be happy and enjoy the success and not dwell on the things that go wrong. Redefine win. On the voice I didn’t win I got fourth place but I won in the sense that 600,000 auditioned for that show and I got 4th. So I won! I love giving that message too. It doesn’t always mean the trophy or new car, which I wanted on the voice. The top three got a car, on my season it was a kia.  Now they do Nissan, maybe toyota. Redefining winning is big. Helping people step outside of their comfort zones. I don’t want to date myself too much, but as we get older and the audiences that I’m speaking to it’s harder to be brave. It’s harder to get over that dwelling failure thing that we have in our peripheral. I’ve learned to overcome that every single day. I have to make that choice and a lot of people won’t put that together unless they are told it’s a decision.

 

You seem very grateful and happy and not stressed by people wanting to be fans. You stay around to talk to everybody.

 

It goes far with fans and that’s why I do it. People asked if I’m bugged by going to the mall of america and being bombarded by people. I love that, I have to add an extra half hour. I worked all my life for that thing and to have those fans. On my side of it, I want those fans because I want to be able to inspire them. Do you know how many artists inspired me to be where I am?  If I had the chance to tell them, I would totally take that chance and hopefully they would receive that. That’s part of it, I love my life and job that way. Even if I am the ending band at a meeting or a gala or something I definitely stick around to say thank you. A lot of people have never heard of me until then, and that’s great, I just want to connect and brighten their day and celebrate.  That’s my job.

 

I have the story where we had a ton of lysiums back in the day. We had a ton of people come through my school from poets to singers to world war 2 survivors holocaust survivors magicians anti drug campaigns there were so many I remember. I remember being inspired by a WW2 survivor. I saw him at our school and I did all my speeches about that man and his journey.  He changed my life. He’s no longer with us but it was that moment that really helped me become who I am. I hope i have kids all over the place talking about this 20 years down the line. I hope people are inspired by me. The great thing about the voice it appeals to ages 5-85 and when I got off the show that was my goal. Keep appealing to ages 5-85, why wouldn’t you?  

 

Katperkins.com

Contact page goes straight to her phone

 

 

Meeting Minds by EideCom

 

Episode 12: How to Raise $10 Million in One Night

On today’s episode we talk to Brady Forseth from the Starkey Hearing Foundation and most recently the African Community & Conservation Foundation. He shares how he, with a team made the Starkey Hearing Foundation gala become an event that raises over $10 million in one night. Hear the importance of truly internalizing the mission of your organization. Contact Brady at brady@africanccf.org

Tell us about you and your history with the Starkey foundation.
Son of a preacher, that tells you something, watch out! I grew up in Long Island, New York. Out of college I was a history major.  Thought I was going to be a history teacher and coaching football and baseball because I was drafted out of high school to play professional sports with baseball. Wound up hurting my arm, thank God for that. I met my wife, and have my kids and have my beautiful family now.
Out of college I really got into the non-profit management world right off the bat.  1993, it’s coming on 25 years already, that I’ve been doing this work. For me it’s always been about passion, purpose, and what’s the impact you’re going to make. It’s about the heart, the dignity, the respect, and showing people value and self-worth.
Out of college I started off in education for a few years. From there I quickly moved to a non-profit that was providing about 1500 families in Long Island, New York with autism, developmental disabilities, and the whole spectrum. I became a lead advocate for children and adults who wouldn’t have that opportunity otherwise. Think about that. Not just raising money, cause that’s not what it’s about, yes raise the money that’s the end goal. How do you become and advocate for these people how do you define your purpose, passion to make impact. At the end of the day a lot of it has to do with the cultivation, the stewardship, and ultimately the friend-raising which we will talk about. Did that for about 8 1/2 years.
About that time, I decided it’s time to go back to my roots, I’m from Minnesota. We moved with my wife and three daughters to Minnesota. I was at a University over at the Northwestern Health Sciences University, formerly the College of Chiropractic, one of the leaders in a natural approach to health. When I came into the role as a chief development officer, they had nothing going on. It was grass-roots, no communication.
When you look at development and fundraising it’s never really about just the development attack at all, it’s more about how you communicate how do you develop the relationships and get people on board. I did that for 7 1/2 years. What had happened, I was doing an event at Hazeltine National Golf Club, it was called the president’s invitational.  It wound up becoming one of the larger events for golf. 5 years into that the board had said “Hey what’s another non-profit here locally that’s doing good work here, nationally, and globally.” And I said, “That’s a good question, you tell me, I’m new to Minnesota” There’s all these wonderful groups out there and there was one guy on the board that said, “You should share money with the Starkey Hearing Foundation.” I chuckled, not in a bad way,  in a way, “yeah right these guys raise about 2 million in a gala. I don’t know if they are going to want to get involved with us”. Next thing you know he explains to me, “Well did you realize the first chiropractic patient that was ever treated was a guy by the name of Harvey Lillard. He had his spine adjusted to help with hearing loss. Every chiropractor in the world knows that message.”
That began a strategic partnership with The Starkey Hearing Foundation and Northwestern Health Sciences University and the foundation. I never knew that five years later I’d go to work for the Starkey Foundation. Well 5 years fast forward I got to connect with Bill and Tani Austin who I consider a father and mother to this day. They’ll always be family to me. When I began with them Bill and Tani Austin were doing great work they were helping anywhere from 25,000-40,000 hearing aids a year. In one years time, what I was able to do because Bill was so laser focused really connecting to the patient, connecting that back to life through hearing.  I started turning over the rocks of opportunity. If you think about who Bill Austin is as a man, he is someone who is changing not just the community but the world. And there’s a lot of people that want to help. I was the guy who started to develop the opportunities. There was a meteor storm of opportunities that started coming to our plate. I was starting to get calls seemed like every other week whether it was Ethiopia, or the West Bank, and the heart of the Arab Springs called to say can we help. It became not just a hearing mission to help the people but a mission of peace and understanding.  It grew where President Clinton, part of the whole Clinton Global Initiative, Starkey Hearing made a commitment to do a 100,000 hearing aids annually through the decade. It was amazing to see to see how this last year that was already fulfilled.
The Starkey Hearing Foundation has gone to a whole different level. I appreciate what you said about me earlier about how I’ve created this and I’ve created that to be honest with you I believe in the philosophy Bill Austin believes.  Alone you can only do so much, really together you can make a difference. For me it’s about collective impact. That’s how the fundraising/friend-raising really works. Connecting the dots, dotting the I’s crossing the T’s, and figuring out how you take the landscape of where you need to be at a future point so you have true sustainability moving forward. We’ve done it in a variety of ways. When I started with the Starkey Gala they were raising millions of dollars and it seemed like each year it started to grow and grow and grow. As a lot of that connectivity, that friend-raising, doing the cultivation of the relationships, stewarding those relationships, and ultimately there’s a conversion point. For me it’s not just about this fancy proposal that you are going to give someone, when you really connect with a donor, at whatever level, they really believe in it. It will be sustainable and its going to be transformational for many years to come.
That foundation event has grown to a different level, it’s raised millions. The Starkey gala is a weekend of passion and purpose to make a difference. You see this global event that’s right here in Minnesota, they come from all over the world. That really is a testament to who Bill and Tani Austin really are.  They don’t just talk the talk, they walk the walk. That’s been really easy to help promote it, it’s not selling, it’s promoting it to people who care who want to make a difference.  50% of that audience comes from around the world. They converge on Minnesota for a weekend. They’ve honored everyone. That weekend has become an inspiration it has really catapulted to a different level. The momentum has grown to a different level. We’ve been able to build and army, if you will, of ambassadors who are ambassadors of change and for good who really want to see a transformational impact on the world. Today that has grown to such a level under Bill and Tani Austin that they have sustainable programs in the world. When I started there were “x” amount of countries now there in 5 continents, in 103 countries.  What I’m most proud of in my 10 year career is that they now have sustainable community based hearing healthcare programs that also provide after care services in 62 of those countries. Starkey has shown that they can do the work its become a world hearing health plan that is being accepted by even governments around the world.
When I’m thinking of taking an event to a new level, how do you create an environment that attracts the right people to sit in your audience?
A lot of it has to do with introductions, a lot of research.  As you’re connecting with the networks involved you have to understand what people really believe in.  They have to understand what your purpose, mission, and vision are about. They have to know if they are going to get involved the money is going to be used for the right reasons. That’s been very clear, I’ve always been involved in all these organizations where I knew the money was going to go right back into it, there’s low overhead. 80 cents to the dollar non-profit standards is an A rating , I could tell you it was way above with Starkey.  A lot of it has to do with the connectivity of the donors as well. Not just the donors by the way because all people can help at different levels. Theres that 80/20 rule, I actually call it 90/10– 10% of the people giving 90% of the money. What about the masses of the people as well. They can help in a different way, shape, and form as well. You have to be able to connect with the people they have to understand. When you’re doing an event it takes a team to do what you’re doing, you’ve got 100’s of volunteers, in the case of Starkey.  You have to be able to work and manage with all of them. You have to be able to articulate the message, you have to be able to use the PR the Marketing expertise of the teams that are around.  The social media impact, I talked earlier about some of these celebrity ambassadors, they got platforms that will scare you. I don’t care if its 500 to a million, to 50 million. We’ve had them all step up to say, “How can I help?”  they might not write that 15-20 thousand dollar check that’s fine.  They can say “Today was one of the best days of my life, I got to see what it’s like for a child to hear.  And what it’s like for the future of that person’s life”. There’s a lot of social media with calls to action. On the marketing, PR, and social media sides of things the friend-raising permeates not just through donors but also through PR, the media, tv, and radio stations. There’s an opportunity like this for me to use a platform to get the information out.
When you know you are going to have world-class guests, how do you create the environment and experience that is world-class for them?
It’s from the moment they step off the plane or get out of the car, or in the case of the Starkey Hearing galas, a lot of it had to do with the weekend of events. When you get to that size of an event you need people who can host their experience along the way, getting them from event to event, being able to have them understand what the message is and the purpose of the weekend to make that impact and how they can help articulate that. They become in the case of the Starkey Hearing Foundation hearing angel ambassador for that weekend.  They are there to put that message out, because it’s going to raise more awareness and support for what you are doing.  That person who sponsors or buys a ticket, who comes to the event, from the moment they come, once they get on the red carpet of the Starkey Foundation Gala to the top of the steps after their registration and see what’s going on with the silent auction, knowing exactly where to go, how they can actually be able to support that evening.
What was the turning point for you and your gala?
When I came in, they already had the celebrity.  That factor was already there, they already had the celebrity factor as a testament to who Bill and Tani Austin are. For me it was about how do we develop the sponsorship level, taking things to a different level with sponsors. I started to reach out who is the network that is around what Starkey and the Foundation is really about. Who is involved, and it’s just a matter of someone being their 365, 24/7 really hitting the pavement. I start to worry if I’m sitting behind the desk. You have to get out and be able to look in their eyes so they understand.  It’s also about getting out.  I needed to be out in the trenches, myself. It’s one thing to give a fancy proposal, it’s another thing to be able to say “I’ve been in the trenches.  I’ve seen what’s it’s like for a son to be able to hear for the first time and the mothers crying because it’s the first time she’s heard her son say I love you”. Those are the testimonials you have to share. I was spending 4 to 5 to 6 months of the year doing that stuff. It made my job a lot easier when you are able to get out there and be able to identify who those networks and people are.
Next thing you know the Minnesota Vikings hear about the work we are doing.  They get involved in some of the local work we are doing.  Next thing you know the Minnesota Twins are getting involved in different levels. The Minnesota Wild, and so on and so forth. So you hit the sports market and you hit all different levels. It’s about caring and sharing and they understand from the top down what the purpose and mission are. It’s important for donors and those involved to see impact reports. Beyond just the intro point to the cultivation, to the stewardship, to the conversion, the thank you is the most important thing.  I’m the guy who’s going to be calling you from Rwanda or texting you to say, “thinking about you right now, I just wanted to say thank you. What I’m doing right now you made that happen.” Your investment at all levels, its important how you engage that.  It could be a school super intendant to a principal to whatever is mobilizing people to get behind what you are trying to do.  There are multi-lateral versions of fundraising that can be done in all different channels and ways. You always have to be on that, moving those, prioritizing, and re-prioritizing, make sure you’re moving the ball forward. It’s like Bill said you can hit some singles and doubles and sometimes it might not work , no is never a no, They might say, “I can’t do the event this year but I can next year” “I can’t do this, but I can do that.” And that’s ok, for the Starkey Foundation hearing was the platform. Now I’m on a different platform where we’ve actually gone to a different level of the whole circle of life, but at the end of the day it’s important that you really stay on that. They understand that you cultivate that steward that and move forward.
What are you doing now?
It’s been an amazing journey, I’m the CEO of what’s called the African Community and Conservation Foundation.  The patron is a guy by the name of Paul Tudor Jones, he’s out of Connecticut. I don’t know if you’ve heard of the Robin Hood Foundation, it’s a foundation he started that raises overall about 60-90 million to knock out poverty and homelessness in New York. I’m not working for the Robin hood Foundation, but Mr. Jones has these properties throughout Africa, but what I’m doing is “blessing the rains in Africa” Toto/Weezer style. Ultimately on a circle of life programs. I’m a big believer of wild life management, I believe in conservation, I believe in anti-poaching. I would not have left the Starkey Hearing foundation just for that. I would have written a check for that, and everything else.  Add the circle of life to that where you are doing human impact programs, where you are providing clean safe water, education where you can give them the tools they need to be able to get jobs and care for their families. You talk about health issues, whatever it may be. That’s what I just spent that last couple of weeks on, doing needs assessments in these areas where they are surrounding the properties there. I”m on the non-profit side of it there.
We are laser focused on everything from scholarships to English immersion to all different things, safe homes for little girls who need it. We won’t have time on this to talk about it all. You talk about what’s going on with the poaching, it’s a terrible issue. They are slaughtering elephants, they are slaughtering rhinos taking the ivory for medicinal, or jewelry. It’s a terrible thing. My whole purpose is to focus on the coexistence of wildlife and humanity and the circle of life. Were doing it not just in Tanzania were spreading out throughout Africa. I’m not going to just leave there. What were doing is expanding into Rwanda, Zambia, South Africa, and Zimbabwe. That’s where I spent the last couple of weeks, seeing the property and the surrounding.  We are going to the Robin hood thing in the surrounding.
Africa has been a second home to me with the Starkey Foundation. I know Africa very well. It’s been nice to see the needs and the basic necessities of clean water, education, food, agriculture.  You give them the fish feed them for the day, teach them to fish feed them the lifetime.  It’s about empowerment. Starkey Foundation’s done a good job on the hearing side of that. There’s a menu of options to get engaged. Even though we’re in Minnesota or the USA this is a hot topic when you talk about the wildlife side the conservation side. Many great organizations are doing great work in the area, I won’t mention names but they don’t have the twist of the circle of life. That’s where I was really interested in being apart of this and taking that to a different level. Our goal is to take this to a level where it becomes a household name, not just in the US but around the world. I’m spending a lot of time  going around the world and finding those people who have an interest to make a difference in the circle of life program.
You are also getting ready to use your expertise of events as a fundraiser…
Events have been and amazing platform for us. We’ve had third-party events where rather than me put the expense into it, people say I want to host events for you. For example Liberty on the Lake, coming up this next year. We are excited for the opportunity there, we will be looking at the anti-poaching side. At the same time all different types of events. There’s a lot of these donors, friend-raisers if you will, people come to me and say listen I want to host and event, encumber the expense make it happen so all the revenue we can raise can go right back into the sustainability and transformation of the circle of life programs in Africa. We are bringing a lot of people on what I call a Safari with a purpose, you get to go see some of these properties that are off the charts, I’m not going to lie to you. More importantly, not just about that, rather get out into the community. Yeah see the animals one day, but lets follow the K-9 unit and go look for some poachers.  It’s almost like riding around with the sheriff if you will.  The next day you can go do another safari then lets see what the water programs are doing, let’s go to a school, lets see one of the safe homes where these little girls are living, see what your investment’s making into their life’s that’ll have a future. At the same time, we have a lot of small business enterprise programs there as well. Events will be very key to us.  We are looking to do more events there a lot people in the twin cities that have asked to do events. I love to deal with a lot the event planners, I know they have a lot of great expertise in these areas. I know this is something that will become a household name, not just in this area, but throughout the US as well.
If we don’t start addressing the situation through what we are doing there will be two things: the extinction of animals, these beautiful animals that we will lose.  I can tell you in Tanzania alone, where our property is, there was one rhino there in February.  In the 1970’s they had a thousand, two thousand rhinos there. One at our property, the 2nd one came from the San Diego zoo yesterday.  It’s brand new news that’s going out and it’s going viral. Next year we’re looking at reintroducing 8 to 10.  Then eventually 12. So those 14, when they eventually get there will make up 10% of the entire Tanzania population. Then you talk about the poaching of the elephants. We’re going to have the extinction of the animals, and that can’t happen.  We are counteracting that with anti-poaching units, there’s drone programs that Mr. Allen’s been involved with that are going out to help find and stop the poachers. At the same time we don’t want to lose Africa.  Africa is a jewel.  Whether you’ve been to Africa or not, or whether you never go to Africa, we can’t lose Africa. You talk about the whole human-wildlife conflict and you talk about what’s happening with the density of all the population in Africa we need to start addressing these issues and the needs assessments that are on the ground in these areas.
For the people who want to be apart of it and get involved how can they do it?
We are launching our website which will go live 10/19.  We are also going viral on a whole announcement on the brand. There’s a variety of ways. You don’t have to be a major donor to get involved.  you can sponsor a mission, we’ve had families to say I don’t have the money but I want to go. I’ve got vehicles and platforms for them. We’re doing peer-to-peer fundraising model where we have what’s called Everyday Hero.  We customize an a site.  You talk about social media kids go nuts, they can raise their way to go.  I’m looking at the schools we went to last week in Africa, where the schools want to see what American schools look like from an African perspective.  I’m creating connectivity between the two. We’re going to work with all the schools here locally and were going to hit this hard where the schools can see what Africa is about and what they are doing. We have the sponsorships levels for people to get engaged. There’s number of ways people can get engaged. Our website is africanccf.org
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