Business, fashion and philanthropy: Maxime Bertrand, a multi-talented director of philanthropic development
Barely in his thirties, Maxime Bertrand already has an impressive track record. Who would have predicted that this sailing instructor, nature lover, adventure enthusiast, and architecture enthusiast would one day end up in the offices of a documentary theatre company? Here’s an interview with Porte Parole’s new Director of Development, who stands at the crossroads of business, philanthropy and social engagement.
From Hermès fashion shows to Porte Parole
Raised on the shores of Lake Memphremagog, Maxime left his hometown to study business administration at HEC Montréal. His academic path led him to Tokyo, then to Paris, where he completed a master’s degree in fashion, luxury, and design management. He obtained an internship at, and was later hired by, Hermès International as a project manager, in charge of the development of men’s lines in Japan and the United States. Soon after, he launched his own high-end clothing brand in London with a childhood friend who had become a fashion designer.
Investing in human capital: leaving the economic sphere for social causes
At the head of his company, Maxime participated in multiple fashion weeks, enjoying a worldwide distribution network. Despite the glamour of his budding business career, the young man began to question his own career: he wanted to use his expertise to help causes with a more direct social impact.
He decided to return to Montreal to pursue a certificate in philanthropic management at the Université de Montréal. “I wanted to continue working in culture, but I was struggling with big questions. I wanted to get away from the luxury craze and contribute to the development of a community by focusing on social and cultural capital, rather than economic capital. Going into nonprofit management was the next logical step for me.
Philanthropy as a vehicle for change
With his certificate in hand, Maxime dove head first into the world of philanthropy. He collaborated on various research projects for the PhiLab at UQÀM (Canadian Research Partnership Network on Philanthropy), after which the Conseil des Arts de Montréal selected him for an internship at the Théâtre du Rideau Vert.
Meeting Marc Drouin, who was then in charge of fundraising the theater company on Saint-Denis Street, proved to be decisive. “He became my mentor; he introduced me to philanthropic circles and showed me how the Montreal cultural scene really works.”
Approached by the Darling Foundry, he flirted for a while with the visual arts milieu. He organized a crowdfunding campaign for the arts center, met with various patrons who sponsored visual artists, and took charge of the membership before being named head of development. In this capacity, he oversaw the restructuring of the operations and donor management systems.
Love at first sight with documentary theater
In the summer of 2021, documentary theater came into Maxime Bertrand’s life when Porte Parole knocked on his door to offer him the position of Director of Philanthropic Development.
“Documentary theatre was a big hit for me. It’s an exceptional way to mobilize people, to create commitment, to talk about issues that are sometimes taboo, or barely talked about. I was charmed by Porte Parole’s expertise and its innovative approach… It’s theatre that’s more than theatre! I immediately wanted to put my skills at the service of the organization’s mission, to help it prepare for the next phases of its development. Helping this beautiful team of talented and committed people grow, bringing out the best in them to amplify their potential – that’s what has and continues to fuel me.”
A role tailor-made for Maxime
To navigate the changes, you have to know where to set your course, and look ahead. Planning, developing action plans, determining direction, optimizing tools and systems, presenting the organization to the public, and seizing opportunities for growth: the role of Director of Philanthropic Development is one of long-term vision. A position that requires listening, openness, empathy, rigor and humility, says Maxime.
“At the moment, we are engaged in a strategic reflection with the company’s management. Before making recommendations, I immerse myself as much as possible, I listen, I try to understand the organization to bring it to the next level during the development phase.” The director takes a close interest in Porte Parole’s governance and in its communications, while also taking care of the company’s relationship with the donors and stakeholders who support its causes.
A more strategic approach to development
Maxime brings an outsider’s expertise and vision to the theatre world, focused on sustainable development. “We now have different expectations from organizations. Many optimizations are possible to increase their impacts, it requires diligent management of knowledge and expertise, as well as employee retention. As for fundraising, it’s important to diversify sources and to build strong and close relationships that bring the donors closer to the mission. This goes against the classic project-based funding model that has long been associated with theatre companies. They are nonprofits, but still, they rely on a business model. We may not generate economic value, but the value of our impact depends on our performances. By managing the private money given to us as investment, we can move forward.”
Shifting perceptions about arts funding
When asked about the challenges of fundraising in the arts, Maxime paused, weighing his words. “The public often mistakenly believes that the government funds are enough and that we make money by selling tickets. In fact, no one pays the actual price for cultural events. The donors, businesses, and foundations who support us are aware of this, and thanks to them we can continue our mission. The challenge is to change the public’s perception and to expand our network of donors.
Maxime wants to raise awareness of the fact that Porte Parole is a charitable organization: the more it is funded, the more it gives back to society. “A donation to the company is a lasting investment because it brings to the world tools to make things happen, to alleviate human distress, to give a voice to those who have none. Our donors support culture, yes, but also and above all, they support social causes.”
His head full of ideas, Maxime is now aboard the Porte Parole ship. And he too hopes to contribute, in his own way, to the development of a healthier democracy.
