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

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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

Don’t forget to complete

a session survey!

Each completed survey enters you into a drawing to win a

complimentary registration to bbcon 2015 in Austin, Texas*.

*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be

exchanged, applied to, or combined with any other offer.

Are you pumped up and ready to go?