演讲MP3+双语文稿:3个方法让你成为一个更有效的筹款人
听力课堂TED音频栏目主要包括TED演讲的音频MP3及中英双语文稿，供各位英语爱好者学习使用。本文主要内容为演讲MP3+双语文稿:3个方法让你成为一个更有效的筹款人，希望你会喜欢！
【演讲者及介绍】Kara Logan Berlin
发展战略家卡拉·洛根·柏林帮助人们和组织加速筹款——把重要资源送到真正变革前沿的梦想家手中。
【演讲主题】3个方法让你成为一个更有效的筹款人
【中英文字幕】
翻译者 Junrui Zheng 校对者 Kiki Peng
00：13
I'm here today to talk about fundraising,or as you probably think of it, "the other F-word."
我今天要讨论的是筹款问题，或者你会联想到的一个以相同字母开头的脏话。
00：18
(Laughter)
（笑声）
00：20
Because if you want to change the world,you have to know how to pay for it. I'm not talking about being a good person-- you can do that for free. I'm talking about if you want to create something,start something, galvanize a community, improve the lives of others, run foroffice.
因为如果你想要改变世界，就必须得明白如何负担成本。我不是在讲如何成为一个好人——那是不需要成本的事情。我是说，你如果想创造些什么，发起些什么，激励某个群体，改善他人的生活，或是竞选公职之类的事情。
00：35
Every day, great ideas die on the vine, becausethey don't have capital to get off the ground. And all of the work, thethought, the vision that goes into the idea, isn't worth much if you can't payyour bills. And while most of the greatest social movements in history werepowered purely by an idea and people's belief in that idea, real change andimpact require resources.
每天都有好主意半途夭折，因为没有足够的启动资金。于是所有为其进行的工作、耗费的心力、提出的愿景，如果你无法为其买单，都将毫无价值。虽然历史上大多数最伟大的社会运动仅仅靠一个想法以及人们对这个想法的信念提供动力，但真正的改变需要资源。
00：58
Real people do this work, they need real change,real impact and resources to actually make it happen. The people that believein this work have to have the support and the resources to do it. That's whereI come in. I get essential resources into the hands of people and visionarieson the front lines, doing work that matters.
确实得有人做事，而且他们需要真正的改变、真正的影响力和资源，才能将想法变成现实。有意实践自己想法的人必须得到支持和所需的资源。而这就是我扮演的角色。我把必不可少的资源提供给有远见卓识、工作在一线的人们，让他们去做重要的工作。
01：19
We spend the majority of our waking hoursworking. We spend more time working than we do with our loved ones. So Idecided early on that I have to love my work, and it has to add value. Andwhile I would love to be one of these people who spearheads social change fromthe ground up, the thing I realized early on in my nonprofit career is that thething I'm good at, the thing I'm really good at, is raising money. And I loveit. I think it is a privilege to work alongside bold, ambitious, optimisticleaders and the organizations they serve.
我们把大部分时间都花在工作上。我们花在工作上的时间甚至比与亲友们共度的时间还要多。因此，我很早就决定，我必须得热爱我的工作，提高我工作的价值。虽然我很愿意成为那种给社会带来变化的先锋人物，但是，我很早就从自己的非营利性工作中意识到，我所擅长的事情，我真真正正擅长的事情，就是筹款。我非常热爱这项工作。我觉得，与雄心勃勃、积极大胆的领袖们还有他们带领的组织一起工作，是一种莫大的荣幸。
01：54
So I teach people how to do the thing I'mgood at, because the more people that learn how to be good at my end of thiswork, the more work will get done.
因此，我将我的长处教给其他人，因为越多人学到了如何筹款，就会有越多的事情能被完成。
02：02
And I teach everyone. I teach CEOs andpresidents, and boards of directors and EDs. I teach development directors inall sorts of teams and nonprofit newbies, social change agents and candidates.I teach anyone that wants to do something extraordinary how to fund theirdream. My dream is that there will be more people like me doing this work welland that development will be an undergraduate course at universities, so thatfundraising animals like me will find this job out of the gate, instead ofdiscovering it years later, accidentally. I even have the curriculum developed,but short of overhauling undergraduate course requirements, I think tonight's probablya good first step to get people to think about fundraising more as anopportunity and less as a dirty word.
每一个人都是我教学的对象，包括公司总裁和董事长，董事会成员和执行董事；各种团队的开发总监，非盈利企业的新人，正在或将要推动社会变革的人，等等。我教授所有想干出一番事业的人如何为他们的梦想筹款。我的梦想是有更多人会像我一样擅长筹款，让这种商业开发的能力被纳入大学本科的课程大纲，好让像我一样善于筹款的人一毕业就走上这条道路，而不是在数年后才碰巧发现。我甚至将课程都编好了，但是缺少对大学本科课程要求的整改机会。我想，今晚很有可能就是一个契机，开始改变人们对筹款的想法，让它成为一个机会，而不是那个相同字母开头的脏话。
02：50
If you want to change the world, you haveto know how to pay for it. To do that well, you have to understand three bigthings. Your feelings about wealth and money, the importance of buildingrelationships, and how to ask for what you want.
如果你想改变世界，你就得明白如何负担其成本。为了做到这一点，你必须得明白三件事：你对金钱和财富的感觉，建立关系的重要性，还有索求的艺术。
03：05
Let's start at the top, your feelings aboutwealth and money. What is your relationship to money? Money is complicated, itmakes everyone squeamish, it makes everyone act kind of weird. Anyone who'sever had to split the check after dinner with friends can tell you this.Imagine what it was like before Venmo.
让我们先从第一个开始，你对金钱和财富的感觉。你跟钱的关系是怎样的？钱是个非常复杂的东西，它把每个人都搞得神经兮兮的，让每个人都行事诡异。任何一个要跟朋友 AA 晚餐费用的人都会这么跟你讲：真不敢想象电子钱包发明之前该怎么办。
03：23
(Laughter)
（笑声）
03：25
To help people learn how to raise money,you have to help them understand their deal with money, because everybody hasbaggage. Grew up poor? Baggage. Grew up rich? Baggage. Mad or envious thatother people have more money than you? Baggage. Think people with money aresmarter than you? Baggage.
为了帮助人们学会筹款，你得帮他们理解他们该怎么跟金钱打交道，因为每个人都多少有点家境上的包袱。穷养？包袱。富养？包袱。总是嫉妒别人比你有钱？包袱。总觉得有钱人比你聪明？还是包袱。
03：44
(Laughter)
（笑声）
03：45
Feel guilty that you have more money thanother people? That's some first-class baggage.
觉得自己比别人有钱就有负罪感？那可真是“头等”的包袱。
03：50
(Laughter)
（笑声）
03：52
It's still baggage, people, it's stillbaggage. So whatever your deal is with your baggage, you have to reconcile itif you're going to be able to ask for money. And here's a little tip aboutasking people for money. The only difference about really wealthy people and usis that they have more money than us. That's it. Don't overcomplicate it. Theycome with their own baggage.
你比别人有钱也是个包袱，朋友们，你比别人有钱也是个包袱！所以随便你怎么处理你的包袱，如果你想能找别人要钱，你就得与它和解。然后，一个关于找人要钱的温馨提示：真正的有钱人 和我们之间的差别，就是他们比我们有钱。仅此而已。别把它想得很复杂。他们也背负着自己的包袱。
04:14
When you think about how to do this work,it's important to remember that money makes the world go round. You hear thatall the time, but it's true. Whether you're a nonprofit, for-profit, or you payyour own bills. We often feel like talking about it is this icky, embarrassing,ugly thing, but it's just money. And it's a fact of life. So how you feel aboutit directly affects how you approach it.
你在想怎样筹钱的时候，记得“是钱让世界运转”这一点非常重要。你经常听到这句话，但它确实是真的。不管你营不营利，或者你自己解决成本问题。我们总是觉得谈论这种事情不太好，特别尴尬而且难以启齿，但它就只是钱的问题，而且是无从逃避的生活现实。所以你对其的感觉直接影响你处理它的方法。
04:37
Like everyone else when I started out inthis work, I had to examine and understand my own feelings about wealth andmoney. And I had to learn how to separate them from how I feel about raisingmoney for important causes. How I feel about asking for money to help people dogood work in the world is not the same as how I feel about asking for money formyself. This is an important distinction. When I go and talk to someone, I'mnot asking them to pay my mortgage. I'm giving them an opportunity to invest inan idea that's going to change the world for the better. Why should I feel badabout that? If you want to be good at raising money, you have to be able toreframe the ask, both for yourself and for other people, as an opportunity.
像所有人一样，当我开始自己的筹款事业的时候，我必须考量并理解自己对金钱财富的感觉，并学着把它们与我对为了重要事业筹款的心态区分开来。给世上做好事的人们筹款时，我的感受跟给自己筹款时的感受是不一样的。这个差别非常重要。当我去游说别人时，并不是在要他们付我的贷款，而是要给他们一个机会，去投资一个能造福世界的构想。那我怎么会为此感到不悦呢？如果你想善于筹款，你得能换一种提出请求的方式，这对你、对他人，都是一个机会。
05:21
Next, you have to get prepared to buildsome relationships. People give to people, they don't just give to ideas. Andif they don't believe in the person running the place, you're already dead inthe water. This is true whether you're in stocks or venture capital, politicsor nonprofits.
然后，你要准备好发展一些人脉。人们愿意投钱，并不是只看想法，更要看人。如果他们不信任管事的人，你的构想基本就已经胎死腹中了。这是一个不争的事实，不管你是炒股、做风险投资，还是玩政治、做非营利工作。
05:38
Building a relationship with people takeswork. You have to care about more than just what you want or need, you have toalso value what someone else wants or needs. I know, it's a shocking, terribleidea. But oftentimes, closing gifts is understanding the person, more than it'simportant to know the product. And if you think building a relationship withpeople takes work, building a relationship with someone you're asking for moneyfrom takes work, and it takes homework. Have you done any research? Do you haveany idea what they care about? Do you know why they should invest in your work?Can you answer that question in less than 30 seconds? If you can't, the meetingis going to be pretty rough. And the answer can't be "Because they'resuper rich and they live in your zip code."
发展人际关系需要投入。除了关心你自己的需求，也要在乎别人的需求。我知道，这是个骇人听闻的想法。但是往往谈完项目送点小礼是在接触、理解一个人，而这甚至比了解产品更重要。而且，如果你觉得发展人脉需要投入，跟你能要钱的人发展关系更是需要投入，而且要的不只是谈生意时的投入。你去了解过这个人吗？你知不知道他们在乎什么？你知不知道 他们为什么需要投资你的事业？ 你能在30秒之内 回答这些问题吗？ 如果你不能，你们的面谈 会非常艰难。而且你的答案绝不能是，“因为他们富得流油，而且他们住得离你很近。”
06:25
When you talk to people and understand whatthey care about, it has to be in person. Fundraising is relational, it's nottransactional. And you have to ask them questions. When I sit down with adonor, it goes something like this. "Hi, thanks so much for seeing me. Howhave you been? Did you guys go anywhere fun over holiday? Nice, I love Mexico.Do you always go to the same place? Oh, that's awesome! Are those your kids?They're so cute. How old are they? Where are they in school? Oh, that's a greatschool, are you guys very involved there? Your spouse in on the board? How'sthat? How did you guys meet? Oh, at Santa Clara, that's awesome. Are you superinvolved in the alumni network? So interesting. Where do you guys live, again?That's great. Is that your boat?"
在你跟人交谈，尝试理解他们在乎什么时，你们必须是面对面的。筹款是一场人际交往，而非一笔交易。因此你得问他们问题。我在跟投资方面谈时，基本是这样问的：“你好！非常谢谢你抽出时间见我。你最近怎么样？你们去什么好玩儿的地方度假了吗？那挺好的，我特别喜欢墨西哥！你们是一直去一个地方吗？哇，那也太赞了吧！那边的是你的孩子们吗？他们好可爱！ 他们多大了？ 在哪儿上学？ 哇，那可是个特别好的学校！ 你们经常参加学校的活动吗？ 你爱人在校董会？是怎么选上的？ 那可有成堆的事情要做。你们当时是怎么认识的？ 噢，在圣克拉拉大学认识的？ 那很厉害啊！ 你是在校友会中很活跃吗？ 真有意思！ 你们是在哪里住来着？ 哇哦，好地方！ 那是你的船？”
07:08
(Laughter)
（笑声）
07:09
I literally go through all of these things,right. And you know why? Because guess what I know now. I know they're out of120 grand a year in schooling for the next 12 years. Right? Spouse is on theboard of the kids' school, I know they're out of 100K probably. It's asix-figure. They're both involved in their school alumni, that's probably 25K.They told me they live on the Upper East Side -- I can look up their apartmentonline and find out what their mortgage is. And I know they own a second homein Mexico. Oh, and they own a boat. Which is like funny money, right? So what Inow understand --
我差不多把这种问题都说光了，对吧！你知道为什么吗？因为，猜猜我现在有多了解他们。我知道他们接下来十二年间，每年能从学校赚十二万多美元。对不对？爱人在孩子学校的校董会，我知道这就已经十万起步了。肯定是六位数。他们都在校友会里面，这大概是两万五。他们还告诉我他们住在上东区，我可以在网上查到他们的房子，并搞清楚他们的按揭。我还知道他们在墨西哥还有套房。哦对，他们还有条船。这可是花着玩儿的钱，对吧？所以，我现在了解到的——
07：43
(Laughter)
（笑声）
07：44
It's true. What I now understand is thattheir 1,000-dollar gift is probably more of a starter gift. And I should bethinking about ways to help them partner with us and invest in a moremeaningful way.
确实，我现在了解到的，是他们一千美元的谢礼很有可能只是个开始。我也得考虑如何让他们跟我们合作，好让他们做更有意义的投资。
07：59
I know this sounds a tad mercenary. I'm notconfused about how it sounds. But here's what I want to tell you, because thisis the part that all my clients always want to skip, because they think it'sthe fluff and it's not important. If you don't understand what they care aboutand what they value, how are you ever going to be able to tell them about yourwork, right? I want them to fund our work, I do. But I also want them to have areally meaningful experience as a donor, so that they feel like we're partnersand they're not an ATM, right?
我知道这听起来有点唯利是图的味道，我也很清楚这听起来是什么感觉。但我要告诉你的是，这一步是我所有的客户总是想跳过的，他们觉得这是花里胡哨的瞎扯，觉得它不重要。如果你不理解他们在乎什么、看重什么，你又何从告诉他们你的事业如何如何呢，对不对？我想让他们给我们的事业投资，我确实这么想，但是，我也想让他们得到一次真真正正有意义的投资体验，好让他们感觉到，我们是合作伙伴，他们也不是台取款机，对不对？
08：30
So it's important to ask the questions,because the more you know about them and you know what they value, the more youcan steer the conversation in a direction about your work that will resonatefor them. And once you get past the get-to-know-you part, you get into the funstuff, like, "Why are you philanthropic at all?" Right? "Why doyou invest in new ideas? Do you want giving back to be a value you pass on toyour children? Can we help you do that?" It's really awesome, it'smeaningful, and remember, it's a conversation, it's not a cross examination,it's not an interview. Don't walk in there and tell them everything you alreadyknow about them, because you did your research. You don't get extra points forknowing how to use Google. It's 75 percent them talking, 25 percent youlistening. It's better to be a good listener than a good showman.
所以，问问题非常重要，因为你越了解他们，你越知道他们看重什么，你就越能掌控谈话的方向，好让他们对你的事业产生共鸣。而一旦你过了了解他的阶段，就能问些真正有意思的问题。比如说，“你到底为什么这么乐善好施呢？”是不是？ “为什么你要投资新的构想？ 你想给你的孩子们 传递积极回报的价值观吗？ 我们能不能帮你呢？” 这真的很有意思，有意义。而且记住，这是谈话，不是盘问，不是面试。千万别一走进去就把你想知道的都问出来，就凭你了解过他们。别人可不会因为你会上网就给你加分。75%是他们讲，25%是你听。做好一个倾听者比好好秀一把来得更有用。
09：19
And once you understand what they careabout, you can talk to them about what you care about. You can tell them aboutyou. Now, when you do this, don't get too deep into the weeds, or you'll losethem. It's a lot like when I sit down with guys in finance, right, and I say,you know, "How's work?" I'm looking for, like, a thumbs up, thumbsdown. But what I get sometimes is a long description of how the markets aretrending, and my brain leaves my body and starts to think about what time mydry cleaner closes.
而且，一旦你了解了他们看重什么，你就能跟他们谈谈你自己在乎什么。你可以跟他们讲讲你自己。如果要这么做的话，别讲太多细枝末节的东西，不然你抓不住他们的注意力。这就特别像，我跟金融从业者商谈时，我问，“呃，行情怎么样？”我其实想要的，仅仅是简单的肯定或否定，但有些时候我得到的，是关于市场趋势的一段冗长的描述。那我的思绪就直接开始神游，开始想我的干洗店什么时候关门。
09：54
(Laughter)
（笑声）
09：55
Like, I don't have capacity for that. Andthey don't have capacity for that level detail of our work. If they want it,they'll ask you the questions.
我就是听不下去。同样，我们的客户也没有能力接受我们工作的那些细节。如果他们想知道，他们会问你的。
10：03
It's this thing that happens over and over,because -- here's an example. I worked with this CEO once, and I was hired toteach him how to talk to human people, like a human person.
这种事情一天到晚都在发生，因为——举个例子，我曾经跟一位总裁合作过，他雇用我教他如何用人话跟人类交流。
10：15
(Laughter)
（笑声）
10：16
It was a very difficult job. So, he keptgetting great donor meetings, and he wasn't closing any gifts. And I could notfigure out what the problem was, so finally, I was like, "I'm going tocome with you." So I went with him to meetings, and what would happen was,he was getting into such detail with the donors that their eyes were glazingover, and then after he was done with his 15-minute pitch, they literally wouldsay -- this happened, like, three times in a row -- "God, that soundsgreat. Congratulations. Keep up the good work." And that was the meeting,which was obviously not the outcome we were looking for. So, he couldn'tunderstand what I was trying to say to him, that I finally, in an act of sheerdesperation, was like ... "You know what I love? I love NASA. I love NASA.I think it is unbelievably amazing we have figured out how to get a person tothe Moon. I think it's awesome. I think the idea of getting someone to theMoon, and they walk on the Moon, and I love rocket ships. I love rocket ships,rocket ships are amazing. But if you start to tell me about the rocket ship,and how it gets to the Moon, and the math and the science equations, on how therocket ship gets to the Moon, I promise you, I will hang myself with my ownhair."
那是个格外艰难的工作。一直有不错的捐助者会议来邀请他，但他却一桩生意都没谈成。我完全没办法找出问题的根源，所以最后，我就跟他说，“我要跟你一起去。没事的。”我就跟他一起去参会了。结果，现场状况是，他跟捐助者讲了太多细节，搞得他们目光渐渐呆滞；而在他花了十五分钟推销讲解后，他们就真的只会说——这种情况连续发生了三次——“哇，听起来不错。恭喜。继续保持。”会议就到此结束，而结果明显不是我们想要的。但他没办法搞懂我的意思，最后我只能彻底绝望地说，“你知道我喜欢什么吗？我喜欢美国国家航天局。我喜欢美国国家航天局。我觉得，我们成功载人登月非常了不起。我觉得那真是厉害。我认为载人登月这个构想，还有让他们在月球上行走——哦，老天爷，我特别喜欢太空船。我特别喜欢太空船，太空船真是太惊人了。但如果你要告诉我太空船的种种细节，或者它是怎么登月的，又或者是登月背后的种种数学和科学方程，我向你保证，我会用自己的头发把自己了结的。”
11：32
(Laughter)
（笑声）
11：35
I was like, "That is not how you tellpeople about your work. What is the need?" Like, what's the point, right?How do you address the need, why are you better at it than anybody else? Andwhat can you do to make it about them? How can they help you get to the Moon?That's the good stuff. If you're able to do that, you're probably ready to makethe ask.
我说，“你不能那样跟人介绍你的工作。有什么必要啊？”就是，有什么意义呢，对不对？你如何满足需要，你为什么比别人都要擅长这件事，还有你如何能让这件事跟他们产生关系，他们怎样才能帮你到达月球？这些才是别人想听的东西。如果你能做到这一点，你十有八九已经准备好提出请求了。
11：58
Now, I don't expect everyone to be superexcited to ask people for money. That's why development is an actual professionand not an awkward hobby.
我并不期望大家都对找别人要钱感到超级激动，而这也是为什么商业开发是种真正的职业，而不是什么难以启齿的嗜好。
12：06
(Laughter)
（笑声）
12：07
Naturally great fundraisers love people,they can and will talk to anyone, they can find common ground with anyone,they're your friends that talk to people in the elevator or at the grocerystore. They believe in the work required to both build relationships and keepthem. And they naturally have a high tolerance for rejection.
一般来说，好的筹款者都很喜欢跟人打交道。他们有能力而且愿意跟任何人交谈，他们能跟任何人找到共通的地方，他们是那种敢在电梯里或者杂货店里 跟人闲聊的朋友。他们相信，发展人脉和维持关系 都要投入精力。他们也天生对拒绝 有着非凡的容忍度。
12：31
But I don't expect everyone to be anatural, and you don't have to be a natural to raise money. You just have torespect the people and the process, and do the work. Will you reconcile yourbaggage? Will you commit to build relationships? If you will, you're ready tomake the ask. And the ask is oftentimes as simple as using the phrase"Would you consider?" Would you consider becoming a monthly donor?Would you consider increasing your support to 100 dollars? Would you considerinvesting in our work at the one-million-dollar level?
但我并不指望每个人都有这种天赋，而你筹钱也不需要这种天赋。你只需要对他人还有整个过程心存敬意，然后踏实做事。你会不会与自己的包袱和解？你会不会致力发展人脉？如果你会，你已经准备好开口询问了。询问的方式一般都很简单，只需要用这句话：“你要考虑一下吗？”你要考虑成为按月捐助者吗？你要考虑把你的支持力度提高到100美元吗？你要考虑以百万美元的规模投资我们的工作吗？
13：05
"Would you consider" does acouple of awesome things. One, it gives the donor an easy way out. Like, theycan say "no" without it being "yes-no." And two, it givesyou a second ask. "Well, what would you consider?"
“你要考虑一下吗？”这句话有几个很好的效果。第一，它给了捐助者一个台阶下。他们可以直截了当地说不，不需要拐弯抹角。第二，它能让你问第二次。“好吧，那你考虑要做什么呢？”
13：16
(Laughter)
（笑声）
13：18
It's good, right?
挺不错的，对不对？
13：19
(Laughter)
（笑声）
13：21
When you do this, remember, you're notasking for yourself. You're asking on behalf of all of the people you serve orare touched by your genius. This isn't a personal favor, right? Feel proud ofthe ask -- it's incredible that you do this work. Don't try to be someoneyou're not, you're going to go to these meetings and think you need to big-shotit. Be yourself, authenticity matters, nobody likes a phony. Just be yourself.
记住，你在这么做的时候，你不是在为自己而问。你的发问，代表了你所服务的所有人，也代表了被你的才华触动的人。这可不是个人私事。为自己询问感到自豪吧——你做这种工作很了不起。别试图装门面，别想着在会议上扮大佬。做你自己，真实性很重要。没人喜欢骗子。做你自己就好。
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