Recruitment Strategy Guide & Workbook

Start with re-recruitment & start early

The easiest people to register are those that already know and love the program! Re-recruitment can start as soon as the new event pages are launched / prior to the start of the new academic year.

Past Participant Retention

Strategy: - Identify your top fundraisers

Pull last year’s Participant Report from the Event Management Center Filter out the students who graduated [use the class year field] Sort participants by total $ raised [descending order]

Personalized outreach to all fundraisers over $100 Mass outreach to all participants <$100

- Show them love! Special Recognition Offer incentives for early registrations for returning participants

Sample Outreach - Past top fundraisers

In-person Deliver a certificate of appreciation to your top fundraisers in person with

their fundraising total from last year on it Thank them for their participation and ask for their feedback on the program Ask them to consider being a team captain this year Tell them about the incentive for re-registering

Email If you can’t meet in person, email them the certificate of appreciation and

thank them for their participation Ask them for their feedback on the program Encourage them to become a team captain this year [insert link to register]

- All past participants: TeamRaiser Email Blast:

Use the announcement template in Email Express to send a custom announcement, select past participant not currently registered in the “to information” section

Calling all heroes! You joined the fight against childhood cancer last year by registering for St. Jude Up ‘til Dawn…. That makes you a hero to us. Last year we raised over $[TOAL RAISED] for the kids of St. Jude last year… We are going to try to break that record by raising $[GOAL] this year. Help us start out the year right! Register today and receive a [exclusive swag item] on our National Recruitment Days 9/26 & 9/27. Register today at [link to event page] for our event on [date].

Text: Use the phone number from “to receive text updates…” field in the

participant report Hi, my name is [NAME]. I am on the St. Jude Up ‘til Dawn Exec Board. I

wanted to say thank you! You helped us raise over $[TOAL RAISED] for the kids of St. Jude last year… We are going to try to break that record by raising $[GOAL] this year. Returning participants who re-register early will receive [exclusive swag item] on our National Recruitment Days 9/26 & 9/27. Register now at [link to event page] for event on [date]. Let me know if you have any questions!

Past Team Retention

Strategy: - Use the Past Team Report to identify top fundraising teams and divide across Exec Board for

outreach, with a goal of renewing the entire team Prioritize your top fundraising teams Don’t limit your outreach to team captains

- Challenge the team to beat their fundraising total from last year- Challenge them to start a new team if most of the team graduated/isn’t returning

Sample Outreach - Team Outreach

Email Sort the Participant Report by Team Name and add all the participant emails

from each team to one email. Hey Team [TEAM NAME]! Are you ready for a reunion? As a team you

raised $[TEAM TOTAL] and helped [UNIVERSITY] raise over $[XX,XXXX] for the

kids of St. Jude. Will your team reunite to help end childhood cancer again, and try to beat your total? Past participants who re-register early will receive [exclusive swag item] on National Recruitment Days in September.

- Team Captain Outreach (or next top fundraiser if graduated) Text

Filter the Participant Report by Team Name and find the participant that has TRUE in the Team Captain column. Use the mobile number “To receive text…” to contact the team captain.

If the Team Captain has graduated, select the top remaining fundraiser on the team.

Hey fearless leader! My name is [NAME], and I am on the St. Jude Up ‘til Dawn Exec Board this year. You led [TEAM NAME] to victory – raising over $[TEAM TOTAL] for the kids of St. Jude. We need your leadership again, to help [UNIVERSITY] raise over $[GOAL] this year. Is your team up for the challenge again? Get your team started by registering at [event link]. Please let me know if you have any question or ideas on how we can better support our rock star teams, like yours!

High ROI Recruitment

Be ready to hit the ground running when the school year starts. Be one of the first groups and major events that the campus is invited to be a part of in the new school year.

Targeting Groups & Orgs

Strategy- Use the Recruitment Lead Tracker to input all groups and orgs on campus [don’t exclude

any group] and delegate outreach and follow-up across the executive board- Examine your team list and evaluate/prioritize which student orgs were best represented

Prioritize top past student orgs for outreach Identify groups that have not participated in the past and find a value proposition for

them participating in St. Jude Up ‘til Dawn to pitch- Secure a time for an Exec Board member to come to the organization’s meeting and

present on the opportunity to participate in SJUtD as an org- Goal of recruiting multiple teams per organization and walking away with Team Captains

registered on the spot; following up until registered if unable to complete at the meeting Sample Outreach

In-Person: Assign an exec board member with a connect to the leadership or advisor of the group to request a meeting time to come present to the group

Formal email to org leadership request meeting New Prospect: Highlight like interests and value propositions for

participating (see below) Returning Organization: Highlight appreciation for past participation and

highlight impact made by the organization (teams, participants, $) Customized presentation for the group

See resource center for sample presentation Explain a value proposition for the group [see example below] Have an organizational champion [someone from the org who is already

interested in participating] introduce you, where possible. Highlight historical participation > emphasis on GRATITUDE Encourage them to set their goal (higher) for this year

Follow-up email after presentation Express thanks for the opportunity Follow up with those that volunteered to be a team captain with

instructions on registering (if they haven’t already) and instructions on using TeamRaiser to invite team members to fill team

Value Propositions: Selling on Major Groups/Orgs

It’s easier to get buy-in from a group when you can spell out why this program may align with their interests. There in a value proposition for participating in SJUtD for virtually every group on campus.

Greek Chapter Outreach

Value Proposition- Service hour credit for individuals and the chapter

Automated system that gives 5hrs of service for each fundraising milestone achieved by the individual ($100, $250, $500, $1000)

Grant service hours to the chapter for hosting an email sending party Entire chapter registers & send emails, even if they cannot attend event

- Bragging Rights: Promote an inter and intra-chapter competition Have a top fundraising chapter award that is given out at the SJUtD closing

ceremony / displayed in a prominent place on campus Give out an award at a Greek Life banquet, if applicable

Tips & Tricks - Do NOT expect involvement from chapters because they are represented on your board

Must pitch to and cultivate the group professionally to ensure buy-in

- Work from top-down: Get support from Greek life to approve service hours and promote this as a pre-approved service activity for the chapter

- Offer to bring an email sending party to their existing meeting times – no additional time commitment

Freshmen via First-Year Classes & Activities

Value Proposition- Opportunity to meet new friends- Service hours for any first-year requirements they may have

Tips & Tricks - Hype as a can’t miss philanthropic event on campus- Host sign up night in first-year residence halls

Varsity Athletics

Value Proposition- Opportunity to meet new friends- Service hours via fundraising for athletic service requirements the university may have- PR opportunity: Dedicate a game to St. Jude and announce the fundraising total

St. Jude Rep can provide a press release- Game Attendance / Support

SJUtD will message all participants about attending the dedicated game- Team bonding during off season; Team interaction with mainstream student body

Tips & Tricks - Get buy-in from the top down from coach or athletic administration for participation;

Have your advisor or St. Jude Rep attend the meeting- Offer to bring an email sending party to their existing team meeting time

No additional time commitment Emphasize that event attendance isn’t required for student-athletes

Recreational Sports

Value Proposition- Like-interests: SJUtD is a competition-based event - Team bonding opportunity

Tips & Tricks - Work with the athletics department to identify any opportunities to promote to all teams- Hype competition between team members

Community Service Groups

Value Proposition- Like interests: Highlight their ability to help a great cause through a fun event

Business Groups

Value Proposition- Opportunity to use fundraising efforts as a business project or competition (hosting side

events, etc.)- Fundraising is a real-world skill development opportunity that could be a great resume

builder and interview topic Tips & Tricks

- Meet with business faculty; ask them to promote this opportunity to their students

Child/Education/Research/Health-Related Groups

Value Proposition- Like interests: Highlight the similarities between our mission and their career interests- St. Jude is a recognizable brand in their field and fundraising efforts for St. Jude could be a

great resume builder and interview topic Tips & Tricks

- Meet with faculty; ask them to promote this opportunity to their students- Spend time educating the students on what St. Jude does in their field of interest

Student Government

Value Proposition- Like interests: Highlight the similarities between our mission and their career interests- Potential opportunity to help emcee the event - SGA exposure to student body- Opportunity to celebrate the positive impact of the student body

Tips & Tricks - Meet with faculty; ask them to promote this opportunity to their students- Spend time educating the students on what St. Jude does in their field of interest

ROTC Programs

Value Proposition- Like interests: Focus on service-for-others; physical activities/competition - Team bonding opportunity

Tips & Tricks Need buy-in from the top-down from army/navy Major or administrator for participation

- Helpful to have the advisor or St. Jude rep involved in meeting- Set goals and hype competition between teams

Grassroots Recruitment

Break the mold & ditch the table. Grassroots recruitment rarely happens when sitting behind the table. Break through the noise of all the other groups on campus by recruiting differently! Your time is important, so make sure every effort you make is strategic and effective!

Reverse Tabling

Strategy- Go to where the people are.

Where are the busiest areas on campus? Where can you find masses of people on any day of the week?

- Initiate the conversation! Recruiting doesn’t mean hoping people will come to you, it’s active.

- Bring an iPad or device to register them on the spot! Sample Opportunities

- Dining hall rush hours Go up to people while they are eating and tell them about the program

- Dorm storming Get permission from Residence Life to host a sign up night in a residence hall

- Sporting events Instead/in addition to canning at a sporting event, go recruit participants!

1 new team captain recruited is worth $600!

Partnering Major Student Activity Events

Strategy- Recruitment events don’t have to be YOUR events. Look for opportunities that already exist

on campus to partner with and benefit from their attendance.- Be active; initiate conversations about the program and what “staying up ‘til dawn” means

and why they should participate. Emphasize the mission and the FUN.- Have laptops/iPads available for registration, or show students how to register on their

phone; give out swag/incentives for people who register on the spot Sample Partnership Opportunities

- Some of the most valuable awareness and recruitment platforms happen at the beginning of the year. Review the academic calendar and request permission to have a presence at:

Orientation/ Welcome Weekend / Convocation Involvement Fairs

Tip: Schedule and promote a meeting time following involvement fair for people to come learn more and register on the spot!

Spring Weekend/Festivals Homecoming/Greek Week points for registering/fundraising for SJUtD Free admission to existing event if registered/fundraising for SJUtD

Personal Referrals

Strategy- Recruiting starts with you, your passion and your ability to inspire the people around

you. Break the ice by starting with your personal network.- Every Exec Board Member should be accountable to recruiting 5+ NEW team captains

from their personal network. Sample Opportunities

- Roommates- Classmates- Team members (academic, athletic)- Organization members not already recruited for an org team

Outreach should be in-person and personal!

Recruitment Events (including National Recruitment Days)

Strategy- Easy: Minimal logistics - Eye-catching: Something that the student body isn’t used to seeing (like tabling)- Effective: Results-driven, should have a call-to-action to register immediately

Sample Events - St. Jude Up ‘til Dawn on the lawn

Lawn games that require registration to participate - Balloon tag

Tie a balloon & patient card to the backpacks of people who have registered Challenge them invite everyone who asks about the balloon to register Share the patient story card with the registration link

- Dunk tank/pie a professor Participate if you register for SJUtD