Rule 7: Charge a lot (but be worth more than you charge)
How does this rule apply to what a charity charges its clients? Is it ethical to charge your clients a lot?
Shakespeare’s Prospero said it best:
This swift business
I must uneasy make lest too light winning
Make the prize light.The Tempest, Act 1 Scene 2
I’m not a subscriber to the argument that free things are always un- or underappreciated, but there’s truth in the sorcerer’s words: we value what is dear.
Or perhaps we should say, we value things that cost a lot as long as long as they’re worth more than we paid.
Think about the times you’ve felt frustrated by a cheap purchase that wasn’t worth it. Or the more costly, high-quality item that brought you satisfaction each and every time you used it. Rule 7 follows this logic – just as it’s possible to be cheap and still rip people off, it’s possible to charge a lot and still be generous.
In fact, charging a lot might be what gives you the space to be generous. It’s hard to give people the time and attention they require if you’re cutting corners and pinching pennies. Rule 7 asserts that it’s fine for a charity to charge its clients for its services – even to charge ‘a lot’ – as long as the client makes the most profit from the transaction.
And the fact is, even if the service that you provide to your clients costs them nothing in financial terms, they always pay something – time, attention, the effort of showing up.
When your clients pay a bit more of those things for what you provide, they think more about whether they really want it, and take it a bit more seriously. And just as if you’d charged more money for something, when people have bought in to what you’re doing, there’s a lot more that you can do, so you open up a lot of extra ways to create value for and with them.
As another poet put it,
Where your treasure is, there your heart will be also.