A high-profile patron puts a charity ‘on the map’. That, at any rate, is received wisdom. Undoubtedly, a well-chosen patron can be an invaluable asset. HRH the Duchess of Kent and the Princess Royal are excellent examples of high-profile, highly committed patrons, who work tirelessly on behalf of the charities in their patronage.
Unlike trustees, patrons have no legal status or obligations, but lend their names to the cause as a hallmark of credibility and stature. But trustees should beware of being dazzled by a glittering title, and remember that the lure of status cuts both ways – even the great and the good are prone to succumb to flattery. Some find it hard to resist an invitation to become a patron while others just do not have the heart to say no. Either way, they may end up being patrons to a great many charities, and as a result may lose touch with the individual organisations whose lists they grace.
An uncommitted or badly-informed patron can be a dead weight or, worse, can even devalue the cause. We have heard about (and believe to be true) a conversation between a potential funder and a patron who knew each other and met at a drinks party:
“I’m thinking of supporting your cause” remarked Lady Bountiful.
“Which cause is that?” asked Lord Patron.
“You know,” she replied, “the Santa Home for Stressed-out Elves Suffering from Post-Christmas Trauma”.
After a few vague comments, it became obvious that Lord Patron actually knew next to nothing about the charity. In truth, it was one of dozens that he patronised. Lady Bountiful questioned the validity of the cause and took her bounty elsewhere.
(September 2000)