Rethinking “Mission or Margin”: A Bright-Spot Strategy for Retreat Centers
Discover how retreat centers can align mission with margin through strategic programming approaches
Seasoned program director Ling Lo recently led a dynamic webinar for the Retreat Center Collaboration, sharing practical frameworks for optimizing income and impact through thoughtful programming. Drawing from experience at Hollyhock, Kripalu, and Big Bear Retreat Center, Ling challenged participants to rethink the "mission or margin" dichotomy.
The breakthrough approach? Bright spot strategy—inspired by the book Made to Stick by Chip and Dan Heath. Rather than fixating on problems, replicate success. Centers identify their top five enrolling programs and analyze winning characteristics. What makes them successful? Often it's presenters who are subject matter experts with niche interests, established followings, and what Ling calls "heart-centered hustle"—genuine engagement in co-promoting their own programs.
Key profitability insights emerged around pricing structure. Ling advocates calculating profitability using only tuition revenue, allowing lodging and meal charges to cover campus operations. Target ‘per program’ profit margins typically range from 25-45%, to cover departmental costs like programming staff and administrative expenses.
Participants shared diverse bright spots at their own centres: artisan residency programs, community-builder retreats for activists and nonprofit workers, online programming platforms, and strategic partnerships with local organizations. The recurring theme? Connection to land, communal dining experiences, and authentic relationship-building distinguish retreat centers from traditional conference venues.
Ling's closing wisdom resonated: optimize programming and finances to maximize social impact—mission and margin working together.
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