What could Taylor Swift, Billie Eilish, and Metallica possibly have in common? If your mind went straight to backstage gossip or wild stage antics, think again. The answer? A line in their budget dedicated to gratitude. Yep, you read that right!
These superstars actually set aside time and cash (real money) to say “thank you.”
We’re talking personalised messages, songs written just for their fans, surprise gifts showing up in mailboxes or online. They don’t just talk about appreciation, they budget for it. And trust me, their fans notice.
Could your customers feel like rockstars?
Now, imagine what would happen if, instead of only big-name stars, everyday businesses started doing this. What if you treated your customers like your greatest fans? Not just with a cheery “thanks for your purchase!” email, but with something a little more… heartfelt?
Here’s a wild idea: Add an actual “Gratitude” line to your budget!
And don't place it under “marketing expenses” or the “fancy client lunch” fund. Forget calculating the ROI on it or tying it to “brand building.”
Gratitude isn’t about metrics, it’s about making someone’s day, just because you can! 💡
What happens when you budget for kindness?
Ready for a challenge? Grab your accounting sheet and ask: “How much am I willing to spend this year just to be a good human in business?” Break it down further into quarters, months, weeks. Then start giving! Surprise your customers, employees, or anyone who keeps your light on.
Do it because they’re people, not just transactions in your books.
And here’s a little secret: When you give with no expectation to get anything in return, you don't only make your fans (stakeholders) feel seen, YOU will also feel good about it. Maybe you end up with a bunch of smiling customers. Maybe you just go to bed knowing you spread a bit of joy. Either way, it’s a win.
Kindness, every single Tuesday
At The Biskery we talk the talk and walk the walk. We’ve had our “Gratitude” accounting line for over five years, and we spend it EVERY Tuesday, by gifting free biscuits across the UK. Sometimes a biscuit is just a biscuit. But ours never are. One biscuit at a time they connect humans to humans.
So, what are you waiting for? Bake a little gratitude into your budget and see how it changes everything.
And, if you want to show kindness in biscuit form, then you have found the best place for it!
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