Thain as Honoree

When I moved to New York from San Francisco in 2003, I was shocked that nonprofits still held fancy events and sit down dinners. I knew that this event model wasn't a money maker and at the time, I thought everyone was moving to an online format or doing something more creative to generate revenue. Welcome to New York! I quickly learned that the social scene was dependent on these events. Even if they weren't generating money, they got exposure (for board members, celebrities and models that were comped) in the magazines and the most coveted, The New York Times Bill Cunningham's photos for events and parties of the week. Oh the horror that one year when Bill didn't show up at a museum gala because it was above 14th Street. The board members (socialites) were furious!

Of course times have changed and this has forced nonprofits to ease off on the luxury events. Just last night MoMA held their Party in the Garden benefit. They lowered the ticket price and the scene was "casual" which meant "a dress code downgraded from black-tie to cocktail attire, a family-style dinner of paella, serving two courses instead of three, the absence of tablecloths, and comfort food appetizers that included pigs in a blanket, mini grilled cheese sandwiches, and shrimp cakes."

Over at the New York Botanical Garden, there was a different tone. That of realizing the risk of "honoring" someone on Wall Street...um, John Thain. Needless to say, he didn't sell the tables or get the big guns in.

The take away: Time to think of new and innovative ways to engage people. These models are rusty and broken.