Securing Authors to Headline Your Fundraiser or Special Event
In the library world, successful fundraisers often include keynote appearances by popular authors. Involving writers is a great way to stoke interest in your special events. However, as anyone assigned to book the guest(s) of honor can attest, sourcing headlining authors for such events is easier said than done. If you are looking to bring in an author, you can and should pursue several different strategies. Each has its advantages and shortcomings.
Leverage Your Network. Book-lovers are drawn to your organization. Obvious though it may be, do not take this fundamental fact for granted. Odds are good that someone on your board, standing committees, or staff has valuable ties in the greater literary world. Canvass your library network to discover whether anyone has a relationship with authors who may be suitable for your fundraiser, or – just as good – who know of a publicist or agent who, in turn, can match you with the right writers.
Research Local Talent. Every state boasts its own native literary talent pool. Your first impulse may be to fly in a big name from another part of the country, but do not discount the authors living and writing in your own backyard. There is usually no more cost effective way to book talent to appear at your event. (Indeed, some may even consider participating for free in exchange for the publicity your fundraiser promises to bring.) Remember, while many local authors may not have a reputation or large following outside of your area, they may appeal to exactly the people who you are trying to draw to your fundraiser.
Publisher Speakers Bureaus. Each of the so-called “Big 5” publishers operates alongside a speakers bureau unit of the same name. Random House Speakers Bureau and Simon & Schuster Speakers Bureau are two of the best. These agencies are a particularly promising avenue for any event that calls for a luminary from another field – be it an athlete, academic, or journalist – who is not generally thought of as an author, per se, but has either an autobiography or another well-received work of nonfiction under their belt.
Other Speakers Agencies. Oftentimes, in-demand authors coordinate speaking engagements and other appearances though a bureau unaffiliated with their publisher. Indeed, some of these agencies have exclusive representation for the bestselling authors they work with. Good writers do not always make great speakers; if you require an author with exemplary speaking skills above all else, be sure to investigate these firms and their rosters online. Do not hesitate to reach out and ask for price point information, which is ordinarily not listed on the website.
Visit Author Websites. Exploring the myriad authors available to you through a speakers bureau could be called a “top down” approach. If you have a particular author in mind from the start, the corresponding “bottom up” strategy is to start with their website. If that author books their lectures, book club visits, or other engagements through a speakers bureau (or other third party), this important information is never more than two clicks away.
Look For A Publicist. In cases where an author’s website lists both a publicist and a booking agent – a common enough occurrence, when a writer is popular and prolific – reach out first to the publicist. If you are lucky, your target event date may dovetail nicely with planning for the author’s next national book tour. (This would typically save you money.) If you are not so lucky, the publicist will simply direct you to the appropriate bureau booking agent.
Do More Sleuthing. If an author’s website does not conform to the above, don’t just scratch off that name and move on to the next. Many writers, including some well-known midlist authors, travel little and don’t have a standing relationship with a booking agent. This doesn’t mean they are opposed to appearing. (Where up-and-coming talent is concerned, it’s possible they’ve simply never been asked before.) Dig around and discover who you can get in touch with – be it the author themselves, an assistant, their webmaster, etc. While this may feel a bit like “cold calling,” remember that they will invariably appreciate your interest in their work… even if the ultimate answer is ‘No.’
Local Bookstore Partnerships. Depending on the nature of your event and the expected draw, a partnership with a local, independent bookseller may be to your advantage. Area booksellers are often privy to information that you are not regarding upcoming releases, book tours, author reputations, etc. Moreover, depending again on what form your fundraiser takes, you may want to have a bookseller on site to facilitate book sales. You can count on attendees appreciating that service – and, just as importantly, the prospect of book sales will commend your events to both authors and publicists. Additionally, you may be able to get a percentage of the profit from book sales donated to your organization if the bookseller is willing.