Shaking the Tree Foundation is a not-for-profit organization with a unique theatre-based workshop approach to wealth education, backed by philanthropic values. As the shear number of wealthy continues its exponential global rise, so does the relatively new business of wealth education.

This is an industry in which financial institutions are particularly interested, because of their vested interest in keeping the assets of the affluent at their firms. Much of this (often free and fun) education is focused on helping the children of affluent clients to become responsible stewards of inherited wealth. To institutions, “responsible stewardship” means assets that grow and stay put, rather than get squandered on partying in Paris with a ne’er-do-well entourage, or on bad investments.

Shaking the Tree Foundation is a not-for-profit organization with a unique theatre-based workshop approach to wealth education, backed by philanthropic values.

Launched in 2000, Shaking the Tree has evolved into an organization focused on educating the high net worth community, “using storytelling to positively transform the individual's relationship to wealth, family and society.”
With a creative team that has worked together since 1997, Shaking the Tree has used professionally produced plays as a centerpiece of workshops to help affluent families and their advisors clarify their relationships with wealth, and with each other.
President and co-founder, Maryann Fernandez explains, “Storytelling can be a potent and engaging way to promote discussions about issues of wealth: from talking about family dynamics to how to make an impact on the world with your money.” She adds, “Our plays, which we call ‘living case studies,’ are a great way to get family members to talk about challenging issues, but with a degree of detachment. The play is a representation of their family on stage, but it isn’t about them. It’s a common case for everyone in the audience to respond to, enabling people to be objective observers of themselves as the play and discussion unfold.”
Needless to say, financial advisors to the wealthy also find these living case studies valuable, because they allow insights into areas of family dynamics and unspoken expectations that clients may not otherwise be comfortable talking with their advisors and consultants about.
Typical clients include private banks, financial industry associations, financial institutions, and affluent private families, who hire Shaking the Tree to run theatre-based workshops at their family meetings. Sometimes these workshops are mixed, combining wealthy families as well as their professional financial advisors.

Financial institutions have also used the theatre workshops as part of sales training for advisors, “as a way to illustrate softer issues, which clients may not bring up, without potentially risking actual client relationships,” Fernandez clarifies.

You might wonder what qualifies Shaking the Tree to offer education to the high net worth community. Fernandez elaborates, “We’re a part of the community. Our creative team has consulted with affluent families for decades. Our Managing Artistic Director, David Kersnar, is a founding member of the acclaimed Lookingglass Theatre Company in Chicago. He makes sure that the theatrical portion of what we do is on target.”
Asked what differentiates their workshops from typically shallow skits you might see at a conference, Maryann stated, “What we do are not skits. They are true professional theatrical productions, to the extent that we cast them like mainstage productions. We hold casting calls, as if the play were to go on Broadway. We find the right actors for the parts. It’s very important that the audience believes that these individuals are who they say they are, because after the theatrical piece, the audience gets to question the actors, who stay in character.”
Elaborating on how Shaking the Tree handles the emotional struggles and conflicting expectations that often arise with family dynamics, Fernandez stated, “We like to portray a dynamic of Right vs. Right in our stories, because there aren’t good guys and bad guys, often just people who have different motivations and perspectives, trying to do the best they can in challenging situations. This brings what we do to a different level. It also deepens the level of conversation people are willing to have after the play.”

“All the people in the audience are typically playing many roles. They are CEOs; they are executives in family offices and foundations. They are mothers, fathers, daughters and sons. When they see the play performed live in front of them, they recognize the roles they play in real life. And that’s really moving for them on a deep level.”

Pausing thoughtfully, Maryann Fernandez adds, “Wealthy families are longing for a deeper discussion, beyond someone speaking at a podium. They want something interactive and dynamic that will move them on a deeper level. They want to have discussions that are meaningful.”
2007 finds Shaking the Tree expanding their theatre workshop into new territory: a DVD-based workshop, around a play called, The Big Payday, which deals with the tricky issue of how much money to leave one’s children.

Fernandez explains that their DVD-based workshop (paired with live facilitation by experts in the field of wealth education) enables Shaking the Tree to put forward a much more portable version of their workshop.

Personally rewarding philanthropy

An expanding and evolving focus for Shaking theTree Foundation is philanthropy—specifically donor education and promotion of creative philanthropy within the high net worth community.

The group is hosting a conference called Philanthropy: Finding Your Path this coming June 14-17, 2007, outside New York City, at the Tarrytown House Estate, with featured speakers including best-selling author and leader in mind, body and healing, Deepak Chopra, MD; global activist, fundraiser and author of The Soul of Money, Lynne Twist; and founder of the Barefoot College in India, Bunker Roy. The conference will also feature three live theatrical productions and sessions such as: Helping Individuals/Families to Achieve Their Philanthropic Mission; Family Foundations—Should the founder’s dream reach the third generation?; and Exploration of Personal Values, Mission and Dreams.
The event is primarily for individuals and families of significant assets, with attendees also including executives from family foundations, family office executives, and social entrepreneurs. It is a private, invitation-only gathering and space is limited.

Maryann Fernandez expounds, “We really believe we need to have a variety of people at the table in order to discuss how we can address critical problems in our global communities. It’s going to take more than traditional philanthropists, but will include people involved in social investment, and those creatively using a variety of resources (not just money), such as their skills, influence and time.”

Stephen McCarthy, executive board member of Shaking the Tree, brings a unique perspective to the group. A Senior Vice President of KCG Capital Advisors, Stephen offers insight into two camps: Wealthy families and the financial advisors who serve them. McCarthy sees social entrepreneurship as “A mix of business and philanthropy, where the principles of business are applied in the social realm.”

He elaborates, “The intersection of business and philanthropy has become more real. Bill Gates is an example. A more engaged philanthropy has taken hold. This combined with ‘the wealth effect’ has led to a huge leap in the number of new foundations and not-for-profits created over the past ten years.”

Fernandez adds, “Social entrepreneurs are individuals who seek creative ways to solve social issues on a systemic level.”

Asked why there appears to be a shift in America towards the wealthy being more personally involved with philanthropy, rather then just contributing dollars, Fernandez offered her insight, “More recently, certainly Post 9/11, people have been thinking more about who we are as Americans, and how we are viewed beyond our own borders. People want to contribute in ways that live on beyond themselves. They also want to feel the passion in participation—which means they want to be engaged in a meaningful, adventurous and fun experience for themselves and their family. They are becoming aware of more opportunities to use their vast resources in order to make a difference, and want to meet other people who are passionate and having fun making social contributions.”

Asked how Shaking the Tree contributes, Maryann explained, “We help them connect much better with who they are and what they stand for, and expose them to different philanthropic options through our events. We help them think beyond money—to inform and influence others; to make a statement with their corporations or to use their celebrity to draw attention to good works and opportunities around the world.”

A model of corporate awareness she praises is Sterling Stamos, a private equity firm, managing $3 billion in assets, whose general partners contribute 10% of profits to charity. “They commit their dollars, resources and time, and help people think outside the box.” Shaking the Tree’s conference this coming June is co-chaired by Christopher Stamos, President of Sterling Stamos Corporate Philanthropy as well as Sterling Stamos Global Institute.

“This is the time to stop talking about philanthropy as an obligation, but as an amazing opportunity and the best adventure that you can go on.” Fernandez, enthuses, “That’s the only way that philanthropy is sustainable, if it fulfills you and if it gives you happiness.”

Discuss this article on the forums. (0 posts)

---