Expected Versus Actual Readiness


There are costs to being mistaken about a population’s readiness for a behavior or starting an effort that fails to take readiness into account. These costs are paid in dollars and missed opportunities.

But CEOs and Executive Directors of nonprofits can minimize or even avoid such costs by assessing the population’s readiness for a behavior prior to starting the initiative or by developing a program to elicit the desired behavior.




  • Lost dollars and opportunities
  • Reduced effectiveness
  • Disappointed donors and investors