“Step right up, ladies, gentleman, and boys and girls of all ages!”
This is the well-known patter of the old-fashioned carnival barker – or, as those who work in this field preferred to be called, “carnival talkers.”
But underneath the slick, shouting, and staccato speech patterns recognized by most anyone who has attended a circus or local carnival, there are at least 2 steps to the strategy of the carnival talker that any good advancement professional should employ.
First, a carnival talker has a clear, concise, and compelling message that highlights a transparent and easy call to action: “step right up!” The carnival talker communicates this message with enthusiasm and consistently.
Second, when someone “steps right up,” the carnival talker has a specific invitation based on what the person has responded to: “You look like you might be interested in trying some of the yuzu juice, sir! Come taste the flavors from East Asia!”
Of course, I’m not suggesting that we fashion our work in a carnival talker style. There is no need to go out and purchase a big top tent!
But, when we think about major gift fundraising, or being in a campaign, for instance, the strategies employed by a carnival talker are good reminders for us.
First, we should have a clear, concise, and compelling message that we share with enthusiasm consistently. This is the case statement. Why are we inviting gifts? How will the gifts make a difference? And, don’t you want to learn more?
Second, we should be ready to provide more specifics about our priorities once someone shows some interest and “steps right up.”
A good advancement professional doesn’t attempt to get the attention of everyone who walks by.
But, a good advancement professional does consistently invite with enthusiasm and is ready to engage more deeply those who show interest.
