In this time of graduations and moving up ceremonies, we contemplate learning and next steps. Hopefully, we all continue to learn everyday and search for opportunities to learn and mentors to offer instruction. One way is to look to leaders in different industries and see what they can provide.
If I would say to you “My pleasure”, immediately you would think of Chick-Fil-A. You think of the hosts that circulate in the dining room refilling drinks, and their efficiency in the drive-thru. There are many things we can learn from this organization.
If I were to say “The happiest place on earth”, immediately you would think of Disney World. You think about the clean parks and the unique ways they engage guests to create a true experience for everyone who visits. We can learn about how to create and improve experiences for our donors and stakeholders
If I were to say “Mac” or put an “i” in front of a word like iPod or iBook or iPhone, immediately you would think about Apple and the way they have constantly changed the digital industry with the mouse, WYSIWYG (a prize to the first five people that email me what that stands for), and the touch screen.
S. Truett Cathy, Walt Disney, and Steve Jobs were all amazing innovators and visionaries that inspired innovation and vision in others. They all have had multiple books written about them and their organizations. How many have you picked up and looked for ways to apply their innovation and principles to your organization. A favorite quote from author Matthew Kelly, “The most cost-effective form of professional development is reading 5 pages a day.” Find a book about these innovators and start reading. Suggests innovators others can learn from.
The truth is most of the innovations that these books and their subjects talk about, are low-cost or no-costs concepts. In fact, they often add value (revenue opportunity) or save money. For instance, the all-in-one design of the original mac saved production costs; or the additional trashcans at Disney (so you don’t go more than 20 ft without passing one) save them money.
Then there are the innovations that are extremely analog like first impressions. These are simple concepts like greeting everyone who enters or clearly defining on-stage from off-stage. You see multiple industries adapting these simple concepts like when you enter a quick service restaurant and they yell after the door chime, “Welcome to [Joe’s]”.
There is value in evaluating your organization against these innovators and see how you can standout, add value, or improve efficiencies. Have you evaluated your first impression? Is there a standard greeting for everyone that answers the phone? How far does someone have to walk into your facility before being greeted?
Sometimes innovative ideas don’t always deliver how they appear on paper. I remember one national organization I worked with that went to an advanced phone system that had many features including the ability to email voicemails, but in the planning did not evaluate constituents expectations. As a result, facilities were empty and front desks were vacant. This impacted volunteer recruitment and contributions. In response, local leadership worked to have volunteers to manage phones and front desks, so the impact was only negative for a short period. Like the local leadership here, be adaptable, yet adventurous.
I recently visited Disney World and each day after I visited a park, I received a digital message that had a video from a Disney character associated with said park thanking me for my visit and encouraging me to come back. In the same message there were links to photos of me on rides and a survey. Could we not apply a similar concept to ticketed events where we capture emails and cell phone data. Then send out a Thank You message from our testimonials or event chairs, with a link to an event survey and maybe a photo gallery page.
I encourage you to evaluate yourselves against organizations that are top in their industry and see how you can improve your organization, create an experience, and add value. Most innovation comes not from technology, but managing a process that impacts those you serve or support you.
At PB&J marComm, we practice what we preach; we read these books and find solutions that can help our clients. If we can help you, please contact us.
Other blogs to check out on this topic:
https://pbjmarcomm.net/2017/08/17/donorexperience/
https://pbjmarcomm.net/2016/01/18/stop-ask-for-directions/
https://pbjmarcomm.net/2015/08/20/go-the-extra-inch/
