Zoo

Because Nice Matters

~ Marie Morganelli, PhD ~ 1 Comment

Several years ago, I was the manager on duty at a large cultural attraction during our biggest fundraising event of the year. Thousands of people came through our gates that day, and my job was to keep things running smoothly. That involved managing the main gate ticket sales, keeping the flow of guests running without issue, and addressing all of the various and sundry issues that come up over the course of a busy day.

By the time we were within an hour of closing, I was tired. I loved my job, but it’s amazing how demanding people can be once they have bought a ticket to something. Suddenly, “the customer is always right” echoes in their minds and typically reasonable people let their rude flags fly.

I was standing near the main gate, saying goodbye to guests as they left, when a man walked up to the ticket window. He wanted to renew his annual membership to our attraction. The ticket agent offered the standard discount for an early membership renewal – 10%. The gentleman politely asked for a 20% discount instead. The ticket agent said she could only offer 10% off. The man, again politely, asked to speak with someone who could authorize a larger discount. The ticket agent pointed at me.

The man walked over. He explained that he was a member and would like to continue to be a member. He was interested in renewing his membership that day, but would appreciate a 20% discount instead of the standard 10% discount for early renewals. I explained that that was not our policy.

He then told me about his strategy. Over the last year or so, when he would go to places like home improvement stores or other attractions, he would see rude customers harass customer service agents and get their rudeness rewarded with whatever they demanded, whereas the people who didn’t speak up did not receive the same concessions. So, he made a decision. He was going to try being nice and simply ask for what he wanted, on the theory that people who were used to taking abuse would appreciate being treated with consideration and he could then get what he wanted without being rude. Everybody wins.

Over the last year or so, he had been able to receive discounts for all sorts of things, simply by being nice. He was right; being nice was a great strategy. He knew that I had likely been beleaguered by rude people all day long (I had), and that if he spoke with me at the end of the day, I might appreciate speaking with a nice person (I did). He was straightforward and transparent. Of course I gave him a bigger discount than the standard one. He saved a bit of money, I had an enjoyable conversation with a nice person, and the attraction kept a loyal member.

Over time, I find that being nice is generally the way to go, as a customer, as a service provider, or as a human being in general. We can all stand to err on the side of kindness and transparency in our personal and business dealings.

 

 

 

My Story

~ Marie Morganelli, PhD ~ Leave a comment

Just over ten years ago, I made a decision.

I had been working at my job, writing direct mail fundraising letters for nonprofit organizations, for five years, and I was bored. Not of the work itself – I loved the writing. I loved telling stories, finding the meaning behind the ask, and making connections between organization and donor. I especially loved putting pen to paper, which I did, literally. I would frequently gather up my research materials, a fresh notepad and my favorite pen, and head to the conference room or the kitchen or even a bench outside to scratch away at some ideas that I carefully shaped into stories that become fundraising appeals.

Eventually, though, I wondered what else there was out there for me to do. I had expanded my role quite a bit from copywriter and editor, to freelance coordinator, to ad hoc public relations representative for my agency. I wrote articles for publication, edited fundraising letters that come in from freelancers, and carefully selected new freelancers to test on different appeals. But, after several years of similar mail plans, of membership packages, and of checking calendar proofs, I was ready for something more.

I took that hunger and curiosity and applied to graduate school. I only applied to two programs: an MFA and a PhD. The MFA program turned me down. The PhD program welcomed me in. Suddenly, I knew what I would be doing with my time for the next five to ten years.

My agency graciously allowed me to shift from full time to part time hours while I gave graduate school a try. That lasted for a time, but the call to explore new options was strong. I eventually left the agency that had been my professional home for five years and jumped in feet first to a new challenge: teaching.

Let me tell you something: teaching is far more difficult a profession than you think it is. My first teaching job was with a community college where I was handed the textbooks, a sample syllabus, and my schedule, and told “Welcome! We can’t pay you much, but we’re glad you’re here.”

That was the extent of my training. I walked into class the first day absolutely terrified. Somehow, I found my way. I even managed to have fun. Hopefully, I taught my students something. In time, I learned how to be a better teacher, but those first few classes, wow. Talk about a learning experience. That job was easily the toughest – yet most rewarding – job I have ever had in my life. I am so grateful I had the opportunity to do it.

Because I had some flexibility in my schedule, I began volunteering at the local zoo. Not too long after that, an opportunity opened up to teach at a different zoo, marrying my teaching experience with my volunteer experience into one very awesome yet spectacularly low-paying experience. I stayed at that zoo for more than seven years, advancing over time into positions with greater levels of responsibility.

The call to teach writing beckoned, though, and, quite frankly, so did the necessity of earning a better living. I began teaching for an online university while working at the zoo full time. I did this for two years. Once I knew it was time to move on from the zoo, I began applying for other positions, and was offered one in Miami that was very tempting. I knew, though, that the move was not the right one, for a variety of reasons. I also knew that, moving forward, I was only going to apply for local jobs that did not involve a move, with one exception: if the university where I taught had an opening for a full time position, I would apply.

Within three months of making that decision, a full time position did become available. I applied in September, gave notice to the zoo in October, started my new position remotely in November, and moved to a new state in December. It has now been two years, and I still sometimes look around, shake my head, and ask myself: how did I get here?

Over time, I will expand on this story a bit. I will share more about the different pieces of what led me from a pathway to a traditional academic career to a very different life at a zoo and then back to academia, but still in a somewhat non-traditional fashion.

Throughout the years, though, and throughout the experiences, the constants for me have been: education, both formal and informal; love of learning; love of nature and how it ties into our lives; travel experiences and how they foster a great love of global community; nonprofit missions, and their connection to direct mail; community and customer service; and putting pen to paper to tell a story. These are the themes I will explore in this blog moving forward. I hope you will join me.

What is Precise Words Copywriting?

~ Marie Morganelli, PhD ~ Leave a comment

Precise Words Copywriting is a professional copywriting and editing service specializing in direct mail fundraising for nonprofit organizations, as well as content writing, blogging, and editorial services for a variety of commercial clients.

Statement from Marie:

When I began my professional career, I had every intention of going into book publishing, however, by stroke of luck, a temporary position at a direct mail fundraising agency turned into a permanent one, and I spent the next five years writing direct mail fundraising letters, as well as writing press releases and industry publications, and managing the agency’s freelance writing staff. I was privileged to make an impact on the nonprofit community by using my skills. 

I left the industry to return to graduate school, where I earned a doctorate in English literature, and gained much experience teaching English literature and composition. I also spent a number of years serving in leadership roles at a large cultural institution that focuses on wildlife conservation. As an instructor, and now as an academic dean, I have been privileged to make a difference in the lives of many through working to teach writing skills to others. My academic speciality is in teaching beginning composition, because strong writing skills are necessary to succeed in any field. Every day I am inspired by my students, and am proud to play even a small part in their journey to receive their education. 

As a direct mail copywriter, I am able to continue serving the nonprofit community by writing for causes that are meaningful and important to me. I am also skilled at blogging, with experience writing about travel and automotive services, and my most recent experience includes writing product descriptions/catalogue copy for a major retailer. Please reach out to me today to find out how I can help your clients reach their best donors and customers and continue their good work.