The Art of Fundraising

Jock Reynolds – from The Boston Globe

The NYTimes today has a profile of Jack Reynolds, the extraordinarily successful director of the Yale Art Gallery. Reynolds explains his own fearlessness about asking for money:

“You need to remember that the number you’re asking for — whether it’s a million or a million-five or 20 million — has nothing to do with you,” he said, smiling. “You’re giving them an opportunity. You need to think: What would give them pleasure? What would make them think they’d done something significant?”

Reynolds is also a great example of “hybrid vigor”, the kind of salesman who blends terrific salesmanship with profound knowledge and experience of his subject. He is not a pure fundraiser or director. He is an artist himself, who has also installed exhibitions, even hung the drywall for them.

Kathy Halbreich, a former director of the Walker Art Center in Minneapolis and now an associate director at the Museum of Modern Art, has known Mr. Reynolds for decades. She said recently that in the museum world “it’s liberating to have someone who thinks like an artist,” and added, “Jock speaks several languages. He’s as apt to convince an artist to make a contribution as a rich alum…He’s like a pied piper. His ability to communicate so well involves his understanding of what it means to make a work of art. It comes from his own pleasures and struggles as an artist. People instinctively want to follow him…He’s believable because he’s a believer. The joy he gets from art is palpable.”

He is fully immersed in the world he works in and is evidently passionate about it. But he’s also able to pull the trigger and ask for money. In The Art of the Sale, I describe the great turn of the century art dealer, Joseph Duveen, as being able to persuade very rich men to buy works as a means of entering a different, more vivid and cultured world. Reynolds evidently does something similar:

The historian David McCullough, who is an art lover, a Yale alumnus and in recent years a friend of Mr. Reynolds’s, said recently: “Jock has squeezed more out of me than I would ever have thought possible. His attitude is: Come on in, the water’s fine. Don’t stand on the sidelines.”

But Mr. Reynolds’s greatest secret may be that he has first dosed himself with his own Kool-Aid and sold himself on his own message. Walking around Yale galleries he sometimes shakes his head in wonder at all their riches and takes evident pleasure in sharing them. He hung the collection of modern and contemporary art himself.

And finally, he’s flat-out likable. This is hugely under-estimated in sales. But people like to do business with people they like. People who improve their day.

John Walsh, director emeritus of the J. Paul Getty Museum, said: “These are not techniques, you know that right away. He’s not faking it. He’s really well prepared. It’s very hard to say no to Jock because you feel he deserves it. You want to make him happy.” He laughed and added, “He’s used this on me many times.”

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