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Quarterly ritual · Research-backed

Beneficiary Moment

Invite a real customer or beneficiary to speak with a team for five minutes about how their work changed things.

Why it matters

In Adam Grant’s research, fundraising callers who met a scholarship recipient for five minutes raised far more money over the following month. Reading his letter had no effect. Meeting the person on the other end restores the meaning routine work erodes.

How to run it

  1. Pick the team furthest from your customers — back office, operations, engineering.
  2. Invite one person they serve to speak live, in person or by video.
  3. Keep it short and specific: what was their situation, and what changed?
  4. Let the team ask questions. No slides.

Watch out for

  • Substituting a slide with a quote — the effect comes from the live encounter

Sources

Keep exploring

Nudge

Let Them Meet the Person They Helped

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