College presidents—and I was one for 22 years—have few more thankless jobs than procuring (and that’s the right word) commencement speakers.
The expectation of graduates and their families is that a big-time speaker will be there to put the cherry on top of the sundae that was their college experience (and all those tuition dollars). So expectations are high. The ideal commencement speaker is a household name, has landed on the moon, won a Nobel Prize and a few NBA championships, was on the cover of last week’s People magazine … and will bring front-page publicity to the school (like George Marshall’s announcement of the Marshall Plan at Harvard’s 1947 commencement), forever glorifying their graduation day.
This is a fantasy, and the commencement speaker may be a tradition that long ago outlived its usefulness. But the college president, sharing the platform with the speaker, has no choice but to be personally involved. Few mistakes on his or her watch will be more visible, or more challenging to avoid, than the wrong commencement speaker.
Start with the constituents. At many schools, the students are polled every year on their preferred list of speakers. The ones you’ve heard of (probably less than half, e.g., the rap artists) either carry a speakers bureau charge of $25,000 to $100,000— or will cost you even more in the support you lose from your biggest donors. And, anyway, you have no money to pay for a commencement speaker. “The honor of the occasion, receiving an honorary degree, it should be enough.” Right! That may work in the Ivy League and at flagship state universities, but not at 3,400 other institutions across the country.