Don’t Forget You’re a Coach Too PRESENTED BY
JON CASS
SHANA MASTERSON
JORI TAYLOR
@JoriKTaylor
Jori Taylor Senior Consultant,
Go! TeamRaiser
Blackbaud
Jon Cass Senior Specialist,
Online Marketing
World Wildlife Fund
Shana Masterson National Associate Director,
Fundraising & Engagement
American Diabetes Association
@npshana @jcassnptech
#bbcon
Why didn’t
you
fundraise?
Where does the
money come
from?
How many
participants are
fundraising?
THREE YEAR TREND
Fundraisers
Participant Commitment
“You’ve humiliated me!”
Does the commitment
we want participants to
make reflect the support
we are providing?
Do we give staff an environment that breeds success?
Hiring Awesome Staff
Hiring Awesome Staff
Hiring process is indicative of coaching skills
Ditch the job description, what will they solve?
Ask for more than a resume and letter
Interview over coffee or a meal
No thank you note? No thank you!
What if we train
them and they
leave?
Onboarding and Ongoing Training
Results Impact
The Buddy System
fundraising buddy
mission buddy
volunteer buddy
Allow staff to set high expectations for themselves!
High Expectations Come From Within
Provide benchmarks for participant behaviors
influenced by coaching
Show success from high performing events
Allow staff to set goals, including stretch goals
1
2
3
ADA Year Over Year Report
Participants Conversion Rate Fundraising Avg
% Sending
Emails % Updated
Page # Emails Sent
% w/ Personal
Donation
Mobile App $ Facebook App $ Video $
Snapshot for country, division, individual events
+/- compared to same weeks out last year
Reporting
Overview Reporting (YOY)
to show trends
Granular Reporting to
inform coaching
Both to celebrate milestones
and a job well done
We hired a COACH, not an online marketer
Make staff’s job easier!
Emails: Automate what you can,
schedule what you can’t
Website: Content calendar
Social Media: Profile, calendar,
content, images
How-to: Videos, tip sheets
Templates and scripts
Other coaching tips
BEWARE THE TECHNOLOGY TRAP
Coaching to Success
What are the barriers?
1 2 3 Social Technical Tactical
Social Barriers
Vince Lombardi
Coach on the Follow-up
1 2 3
Don’t let fundraisers get
discouraged
Remind them that people get
busy and need to be asked again
Give suggested messages
and tactics
Technical Barriers
Technical Barriers
1 2 3
Do user testing
Fix what you can
Explain what you can’t
Tactical Barriers
Toolkits
Email Mail
Social Media
Other
Multichannel = Multigenerational
THE BIG PICTURE
7 w
ee
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ut
8 w
ee
ks o
ut
6 w
ee
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ut
5 w
ee
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ut
4 w
ee
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ut
3 w
ee
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1 w
ee
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ut
2 w
ee
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ut
We
ek o
f e
ve
nt
1-2
we
eks a
fte
r
With
in 2
4 h
ou
rs
COACHING: Registered Participants
Milestones
Autoresponders
LA
UN
CH
E
VE
NT
Year-round Communication
EVENT COMMUNICATION CYCLE
BASIC SEGMENTATION
Team Captains
All Other Participants
Encourage
participants to…
1. Kickoff your fundraising with a
self donation
2. Update personal page
3. Send emails to family and friends
asking for a donation
4. Post links to your personal page
on social media
5. SHARE
Coaching Email Tips
include relevant content, tips and tools in EVERY email
use conditional content based on actions taken
separate messages for team captains vs. participants
send messages biweekly (at least)
use a consistent design/brand with all messages
create a plan and write all of the messages
Link to Participant Center
Links to Social Sharing
Username & Password
Personal & Team Progress
Link to Edit Personal Page
Fundraising Tip
Link to Send Email
Conditional Content
Email Design
Sample Forward Message
Milestone Message
Congratulations for Reaching Your Goal
Someone Made a Donation on Your Behalf
Ask us [mostly] anything!
Questions
#bbcon
#bbcon
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Are you pumped up and ready to go?