ALS Association

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The ALS Association and Armbruster Consulting Group, Inc. execute OPERATION: DEFEAT

The 2013 Run Walk Ride Fundraising Council Conference

The ALS Association

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ALS Association

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Operation: DEFEAT The situation

• The Walk to Defeat ALS® events in key major markets have 30%+ revenue goals for FY12.

• Obstacle for growth: Staff priorities not in alignment with fundraising goals.

• In 2011, the Walk Immersion team launched a test program to a targeted group of chapters called OPERATION:DEFEAT. (created by Armbruster Consulting Group, Inc.)

ALS Association

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Operation: DEFEAT The solution

ALS Association

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Operation: DEFEATmission

Inspire and motivate the chapters to focus on relationships

ALS Association

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OPERATION: DEFEATthe plan

• 30 days of e-communications outreach focused on key objectives that will deliver tangible results– Provide daily “Mission Messages”– Encourage specific talking points

• An incentive program to help motivate the chapter teams to take action. – Participants who completed at least 90% of the missions were entered

into a raffle for the Grand and Runner-up prizes (iPad, $200 stipend for annual ALS Association Leadership conference, $250 airline voucher)

• Track results, provide progress updates and announce winners• A post-event review to identify key actions, missed steps, and

opportunities for future campaigns

ALS Association

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Operation: DEFEAT Execution: E-Communications Plan – Sample Mission

Subject: OPERATION: DEFEAT Mission-focused

Mission: Your best prospects are sometimes right in front of you. Today, go talk to your patient services team in the office. Ask them about patients that have participated but could perhaps benefit from the community-building and passion surrounding the walk.

Call to Action: Talk with Care Services and identify 5 patients that are not yet registered for the walk.

Talking Points: We are looking for patients that might benefit from participating, and getting more involved in the walk event. Families are looking for an impactful way to express support for their loved one and become more involved with The ALS Association

ALS Association

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• MISSION ACCOMPLISHED

ALS Association

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OPERATION: DEFEAT2011 Reporting & analysis

• 100% Staff Participation at 90% or more mission completion

• Clear understanding of priorities, alignment with Chapter Executive and Development Directors

• Revenue increase for year over year trends• A post-event review was conducted to identify– key actions– challenges– opportunities for future campaigns

ALS Association

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Operation: DEFEAT Key Take-Aways

• Peer to peer competition internally and cross-Chapter motivated success with program

• Executive Director/Development Director engagement key to staff success

• Professional Development opportunity for Walk Staff• Aligned Walk Staff with Executive

Directors/Development Directors on priorities• Aligned fundraising activities with Walk Activity

Timeline

ALS Association

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Operation: DEFEAT2012

• New Year new mission

• Grow walk revenue Nationally by X%

ALS Association

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Operation: DEFEAT The situation

• Lofty Walk to Defeat ALS® revenue goals• Enhancing programmatic support from NSE

Department for the entire Chapter network• Obstacle for growth: Staff priorities not in alignment

with fundraising goals. • In 2012, the National Signature Events Team

launched OPERATION:DEFEAT nationwide.

ALS Association

OPERATION:DEFEAT

OPERATION: DEFEAT2012

• The National Signature Events Team launched an organization-wide OPERATION: DEFEAT version 2.0

• Daily mission messages were sent via Survey Monkey– Each message included two Mission options, staff were to complete

one per day – Final week “Double Mission” days

• Further testing continued…– Organization-wide support– Revised tracking tool– Dashboard report– Activities aimed at Spring and Fall Walks– Daily outreach/motivation/inspiration to Walk Staff via internal

Facebook events group

ALS Association

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OPERATION: DEFEATService support

• OPERATION: DEFEAT Squad– Chapter Leadership• Executive Directors• Development Directors

– National Signature Events Team• Internal Program lead• NSE Department Coordinator• Armbruster Consulting Group, Inc. wrote, loaded and

launched survey messages

ALS Association

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OPERATION: DEFEATCommand & signal

• Tracking tool– Previously utilized excel and National Signature Events

Team tracked participation– With expansion of program, tracking must be automatic– Survey Monkey was used to send daily mission messages

and reporting capabilities

• Dashboard report – Daily and weekly reporting was utilized by the National

Signature Events Team to track participation and determine which missions made the most impact

ALS Association

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OPERATION: DEFEAT2012

• MISSION ACCOMPLISHED

ALS Association

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Operation: DEFEAT 2012 Reporting & analysis

• 57 participants representing 37 chapters

• 36% of participants achieved 90% or above mission completion

• Walk staff and Chapter Leadership executed more than 1,400 touch points with key constituents across the nation.

• As a result, they increased outreach for three main categories within the Walk Core Components: Patients, Family Teams, and Corporate Sponsors/Teams.

ALS Association

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OPERATION: DEFEAT 2012 Reporting & analysis

• Post Campaign Analysis– Separate Surveys sent to Targeted Groups

• Executive Directors/Development Directors• Walk Staff

– Program debrief with National Walk to Defeat ALS® Peer Group– Town Hall discussion with Chapter Staff at 2013 Winter Walk Forum

ALS Association

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OPERATION: DEFEAT Key take-aways

• To continue improving the program, additional options of tracking and sending mission messages include• Texting mission messages and tracking participation

through text (ex: Poll Everywhere)• Three tracks for alternate timing and chapter needs build

on DAY ZERO/Walk Date• Encourage organization-wide participation

ALS Association

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OPERATION: DEFEAT Key take-aways

• Optimize incentives and recognition opportunities• Recognition vs. Incentives• Weekly prizes and/or full mission prize

• Communication with Chapter Executive Directors• Transparent reporting of staff results/progress• Shared goals• Sr. Level peer to peer leadership

ALS Association

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QUESTION & ANSWER

ALS Association

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OPERATION: DEFEAT Contact Information

Armbruster Consulting Group, Inc.

Rachel ArmbrusterPresident & CEO512.944.3417rachel@rachelarmbruster.comwww.armbrusterconsulting.com@rarmbruster

The ALS AssociationNatalia McNeillMajor Market AssociateNational Signature Events415.596.9445nmcneil@alsa-national.org www.walktodefeatals.org

ALS Association

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OPERATION: DEFEAT

• Keep it fun!

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