In this episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D. sits down with Mark Mayer, Ph.D., clinical associate professor at the Kelley School of Business and former brand manager turned humor scholar, to explore the serious power of being funny in fundraising. Mayer’s deep dive into advertising and branding reveals that humor isn’t just a crowd-pleaser, it’s a message-multiplier. “You don’t want it just to be funny,” Mayer notes, “you want it to achieve something, like increasing donations or building trust.” It’s not about getting laughs for laughs’ sake. It’s about crafting meaningful connections, with a wink and a smile.
But before you throw on a clown nose at your next gala, hold your horses. Humor, Mayer warns, is a double-edged sword, one that can charm or cut depending on how it’s wielded. Missteps in tone can make a joke go from “ha-ha” to “uh-oh” real quick. The key is context. Know your audience, stay far away from controversial topics, and when in doubt, test that punchline on a trusted friend first (ideally one who doesn’t control your payroll). And for the love of all that is professional, avoid trying your tight-five comedy routine on donors unless you’re sure it won’t backfire like a bad dad joke at a funeral.
One of Mayer’s golden rules? Start with self-deprecating humor. It's safe, it's humanizing, and hey, it’s the one place where making yourself the punchline can earn respect instead of ridicule. Mayer uses it all the time in the classroom, poking fun at his age or his bafflement with TikTok reels (Relatable™). It breaks the ice without breaking trust. And if a joke flops? Well, joke about that too. Embrace the awkward, just don’t drag anyone else down with you, especially if there's a power dynamic at play.
Ultimately, Mayer reminds us that fundraising is about relationships, not transactions. Humor, when used thoughtfully, can transform a sterile donor interaction into a warm, authentic connection. As relationships deepen, shared laughter, even those beloved “inside jokes,” can build the kind of trust that keeps gifts coming year after year. But remember: you're not Dave Chappelle, you're a fundraiser. Keep it light, keep it kind, and keep your mission at the heart of every chuckle. Because when done right, a well-placed joke isn’t just funny, it’s fundraising gold.