Using Your Contacts
The next step is to go home and keep the cards you collected in one place. As soon as you meet someone and get their card, go home and send them an email within twenty-four hours. Even if you don’t get their card, remember to look up their names and find a way to send an email to them. You might not find their personal address, but you can probably find a company address for them. Write them a polite email saying that you enjoyed meeting them and that you would like to keep in touch and give them a link to see some of your images. Then keep going to openings; you will see them again, address them by their first name, and ask them how they are and talk again about what you are seeing. This is the way I do it, and it is one of the basic ways to make new friends in a setting like this. After meeting them twice, you can begin to ask them to lunch or tea and get to know them better and tell them more about who you are. See chapter 3 on presenting yourself for more information on what to do at the lunch meeting.
The idea, of course, is that you are making friends with people who can help you, and the next step is to ask them to help!
Writing a Beautiful Letter
Once, when I met a trustee of a museum that I wanted to talk to further, I asked her at an opening if I could call her and ask her advice on a new project I was working on, and she said yes. I tried calling her several times and only got her assistant. Then I asked her assistant when the best time to catch her was, and she told me between 7:30 and 8:00 am. Since then I have found that the time to get people who have assistants is in the thirty minutes just before the assistant arrives.
I called her back at that time and I said hello and reminded her who I was, and said that I wanted to ask her a quick question about fund-raising. I proceeded to ask her how I should go about asking people for money for my artwork. She was very forth- coming. She told me that in her experience, there were several things that were needed for her to give money to an artist for a project. She said that when artists send her beautiful letters, she responds. By beautiful letters, she meant that the letter was handwritten on beautiful paper, in a beautiful envelope. And the letter itself was long, chatty, and asking for a specific amount of money. She said that when people send her letters like that, she not only writes back, she saves the letter because it is so beautiful. Now there was something very important that she mentioned about how much money you are asking for in the letter.
Like most people who are involved in the arts and give a significant amount of money to the arts, she has a foundation of her own that administers how the money is given out. That means that you can search online and see what her foundation has given to in the past. She said it was important to her that people knew who she was and what she gave money to and how much she had given. The reason for that, she said, is so that people don’t ask her for too much or too little money, but an amount that makes sense. She also said that she doesn’t like it when people only write to her for money and don’t send her letters in between giving her friendly updates. And, at the end of our talk, which was about twenty minutes, she said, “When you get the letter done, send me a copy.”
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.