Touring for Dollars
What impression do you give you want your visitors to get when they tour your facilities? Are all visitors treated the same? Is a funder treated the same as a potential client? Does any thought what-so-ever go into planning the outcome of a tour? What do you want your visitor to do when they leave your agency? My husband often recounts the story of the young man who gave the tour of Earlham College. He clearly knew who the decision maker was, Frank’s parents. Everything was pitched to them. Frank and his parent’s were so impressed with this young man, that not only did Frank go to Earlham College, but Frank also followed this young man to Washington University to Medical School. That was a guy who knew how to give a tour!
I started to think about this whole subject of tours when I visited a site last year. I know a teacher isn’t suppose to fall in love with her students. I’m not sure if the same holds true for a consultant. I know I fell in love with Bittersweet Farms last year when I went to work with them. Vicki Obee-Hilte, their executive director, has given me permission to share our story.
After I gave a keynote address for the Ohio Association for Nonprofit Organizations, some of the trustees for Bittersweet Farms decided that I would be the right person to facilitate their board retreat. They called me, hired me. I then began to call staff and board to set goals for their retreat. The love affair began. The mission of Bittersweet Farms is to provide both day and residential care for adults with autism. I have a nephew with autism. His sister lives with us because his behavior has been so problematic. I was fascinated that there might be a place for Matt to live if something happened to my brother and sister-in-law.
I completed my interviews, we set the goals for the retreat, and I arrived early the day before the retreat to meet with staff and board and to tour the farm. And this is when I had my epiphany.
There are so many people like me who want to fall in love with a charity. We need you as much as you need us. We have family members who need your services. We have a need to be a part of something. We have money. We have wills and some of us have trust funds.
I was taken on a tour by a wonderful social worker. I am a social worker. She talked about treatment plans. She showed me the beautiful group homes. She showed me the animal pens and told me about their therapeutic use of animal care. She showed me the craft rooms. La, la, la, la, la. At no time did she tell me that there was a waiting list of 150. That they could use another 80 acres for a second site, that they have a single provider, the state of Ohio, and that they could lose all of their funding. What she left out was where could I fit in. Where was my place at Bittersweet Farms? When we finished the tour, I started asking her questions. I asked her if they had enough sewing machines and fabric for their fiber arts room. She said no. My sister Nancy is an avid quilter. I knew that she and her quilt guild would be glad to send fabric and perhaps some sewing machines. I had no idea how they were funded. I didn’t know what their challenges were. I didn’t know what they needed. Ultimately, I didn’t know where I could fit in.
For those of you who have been to London and ridden the tube or subway, the recording announces, “Mind the Gap.” I have the same message. “Mind the Gap.” Where is the gap and how can you bring it to the front of mind to the people who are touring? What is your vision?
