Trying to quantify the nonprofit sector’s impact? The Nonprofit Quarterly delivers the facts and graphics.
Much conversation last week at the NAIS conference about the role of parenting. Two books that were compelling were Amy Chua’s, Battle Hymn of the Tiger Mother. You can see an interview with Amy on Charlie Rose. Wendy Mogel was a presenter and offered an interesting perspective in her books, The Blessing of a B Minus and The Blessing of a Skinned Knee.
Network television has transitioned from product placement to behavior placement. The Wall Street Journal ran an article last year discussing the growing trend. In highlighting targeted behaviors such as recycling, community service, healthy eating, or exercise the networks have then been able to secure advertisers who are leaders in marketing to each of these targeted behaviors.
It makes me wonder what the social sector can attract as it contemplates behavior placement? What opportunities exist to maximize the return on trustworthiness, authenticity, transparency, community-mindedness? These are incredibly valuable attributes and have both an intangible and real value. In what ways can your enterprise find a collective vision with a major sponsor looking to highlight specific behavior placement?
I have had the fortune of staying at Hyatt hotels while on business for the past couple of years. They have been generous in how they accommodate me and I have been loyal. Recently, my membership level was downgraded and according to the membership agreement they were correct. I spoke to another frequent guest who experienced the same demotion. He had stayed with Hyatt around the world in the past year. The cost of the rooms he booked at a Park Hyatt in Europe, Asia and Australia often went for 15 times or more compared to one night at the local Hyatt Place. Hyatt institutionalizes a formula that the number of nights stayed is the metric that determins your loyalty level. So a $60 night is the same as a $800 night. Would you rather have a customer staying 50 nights at $79 a night ($3,950 gross) or a guest lodging 30 nights at $800 per night ($24,000 gross)?
Not all things are equal. Be thoughtful about how you measure loyalty. I am now shopping around for alternatives on my coming trips because the benefit of staying with Hyatt can be easily replicated by another chain. Loyalty is not always about the most, it may be about how sticky you can make an experience. One poor decision can dissolve years of loyalty. Reward loyalty but also understand what behavior you are supporting.
A week of travel has kept me from being able to post for a couple days but I am thrilled to share some innovative ideas coming out of the National Association of Independent School’s conference. A presentation that jumped out at me was one made by Glyn Cowlishaw and Angie Ringley of Pinewood Preparatory School. A point that works across the entire sector was the idea of developing a pattern so those behind you can follow. Using the iconic line, “Bond, James Bond”, they showed a video montage of the seven actors to utter the phrase in a James Bond Hollywood film. The point being, if you can develop a strong enough pattern the person portraying the character will have certain mannerisms and the audience will respond in predictable way. Is your cause creating a pattern where the next Board Chair or CEO can assume some immediate patterns that will accelerate the transition and be reassuring to your community?