Beauty Launchpad Magazine

SEP 2017

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46 | BEAUTY LAUNCHPAD | SEPTEMBER 2017 Live & Learn/ Giving Back The doyenne of fundraising for Paul Mitchell Schools shares insights to her success. —FRANCESCA MOISIN KIMBERLY PRESTON PHOTOGRAPHY (ACTION SHOTS); HEADSHOT: COURTESY OF PAUL MITCHELL Defi nitely Dietrich D ebra Dietrich is good at many things: A cosmetology graduate of Northern Montana College and former salon owner of 14 years, the stylist and razor- cutting specialist currently serves as the advanced academy educator for Paul Mitchell Schools (@paulmitchelledu). She's a respected makeup artist and cofounder of Muse Beauty.Pro (@musebeautypro), a renowned product and education resource for maquillage mavens. But the job at which she arguably most excels is amassing money. Six years ago, she answered a company-wide call to help support Paul Mitchell fundraising efforts. "On a whim, I decided to see if I could lend a hand," recalls the beauty pro. "Right away, I secured 9,000 dollars!" It takes a unique combination of tenacity, passion and vulnerability to fundraise at this level; Dietrich has it in her DNA. "I come from a down-home family of six siblings born and bred in Wolf Point, Montana," she reveals. "My father, Louis, was ardent about giving back, so I learned early that those blessed with success have a responsibility to help others." In 2012, she kicked off Trending Tour, the proprietary program via which she's drummed up more than one million dollars for Paul Mitchell Schools to date. In part, the philanthropist is successful because she's tireless. Her fundraising efforts start by cold-calling countless Paul Mitchell-affi liated schools around the country, to fi rst learn if they'd like to book a Trending Tour engagement. Once the lineup of schools is confi rmed, Dietrich embarks on nearly four solid months of travel from late January through April—aka, "fundraising season." Yet she always turns up fresh, presenting full-day makeup seminars for groups of 16 students max. Tickets to her events are pricey (up to $400 per person), but for good reason: These funds benefi t Paul Mitchell schools, plus a number of company-affi liated charities. And in return, Dietrich overdelivers. Every annual Trending Tour follows a specifi c theme, from "period cosmetics" to "the naked face" (tips on clean color theory) to this year's Academy Awards-inspired "dramatic impact," all about glitz and glam. Quips Dietrich: "I had more glitter in my suitcase than any person should ever pack." Attendees leave with a booklet of trade secrets, a certifi cate of course completion, and goody bags brimming with Muse Beauty.Pro swag. They also get the pro to-go: Under her unique "30-day text support" initiative, pupils are encouraged to send images of looks they love, struggle with, or need advice on—making Dietrich the gift that keeps on giving. Dietrich teaches makeup seminars at Paul Mitchell schools. I'm always looking for experts who want to get involved with Trending Tours. Right now I'm just one instructor, teaching with one style, and I'd love to build this into a traveling team." —DEBRA DIETRICH, PAUL MITCHELL EDUCATOR AND COFOUNDER OF MUSE BEAUTY.PRO l l ki f Paul Mitchell's Debra Dietrich TOP 3 Dietrich shares her secrets for successful fundraising. Set goals that strike a balance between fi erce and realistic. Plan out all possible details, from marketing strategies to how a room should be set up and broken down, to implementing a system for guest feedback. If something isn't working, let it go. Not all organizations and people will be the right fi t for each fundraising endeavor.

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