Q&A: Bethenny Frankel eyes $100M goal for Ukraine relief
24.03.2022 - 17:05
/ abcnews.go.com
NEW YORK -- Bethenny Frankel has a keen understanding that raising money is a dance, even in the biggest fundraising efforts.As the entrepreneur and podcast host spearheads a massive campaign for Ukrainian relief with her BStrong initiative, in partnership with Global Empowerment Mission, she is balancing plenty — getting their message out and asking for donations, informing people without overwhelming them and turning them off.“My partner, Michael Capponi, is knee-deep in it," Frankel said. “He's on the ground in Poland and wants to post all day long about what he’s doing and he’s seeing, I have to temper that and say, ‘We need to give them a break, a palate cleanser.'"Even though Frankel sold Skinnygirl, the cocktail brand she created, for a reported $100 million in 2011, she still controls the brand, expanding it to include everything from popcorn to jeans to sunglasses.
She says it's her understanding of business that helps BStrong, which has already raised $85 million of a $100 million goal for Ukrainian aid, succeed.“I’m good at marketing, so I understand when to hold them, when to fold them, and that is a big part of the messaging," Frankel said, "Also, do not make people feel bad about their lives and what’s going on... You give them hope.
You first tell them how bad it is. Then the next stage is to explain, ‘OK, we are helping' and then show results."When Russia invaded Ukraine one month ago, representatives from BStrong and Global Empowerment Mission arrived in Medyka, Poland, within two days and began distributing crisis kits to refugees crossing the border, securing warehouses in Poland, Hungary and Ukraine to fill with supplies.