March 21st, 2008
A few months ago, I wrote about the growing interest and impact of Word of Mouth (WOM) campaigns. They continue to make headway among more traditional marketing efforts.
A recent event shows the power of a truly active campaign when the Rockford Symphony Orchestra supplemented its marketing efforts with a WOM initiative conducted by a small host committee. The goal of the WOM campaign was to get the word out about an upcoming performance at the Coronado; the objective was to engage at least 50 new attendees of a younger demographic (e.g. GenX, GenY) audience to attend.
Each host committee member personalized emails, made individual phone calls and penned personal letters to up to 20 people they knew within their sphere of contacts (a.k.a. “Centers of Influence”). The results were dramatic; almost 100 new people attended the Symphony performance and with all of them noting that they would not have otherwise attended had they not had personal interaction from a member of the host committee.
And that was with a committee of just a handful of people. Think how your organization, its employees and/or board could influence patrons, supporters, donors, customers with a personalized outreach campaign.
The key is to make it simple for your host committee (or whatever you decide to term it) to become involved. Ensure they know specifically what they are being asked to do and why they are being asked to do it. Provide them with information to assist with any personal communications they are making on your behalf. They more they know, they more they can help you.
March 6th, 2008
I had the great pleasure of chairing this week’s YWCA Leader Luncheon Women of Achievement. “It takes a village” is not so far-fetched when it comes to overseeing an event that garnered almost 800 attendees to honor women and organizations in our community and who were inspired speech by internationally recognized speaker Naomi Tutu. It this case, it took a strong committee.
Many of us are asked on a regular basis to volunteer in committee work. The challenge in persuading people to participate on a committee is convincing them that their involvement will not take too much of their time but it is coveted. Here are some basic “DO’s” to help structure your next committee:
* DO develop a project timeline. Let potential committee members you do have an organized roadmap and a game plan.
* DO hold “only-necessary” meetings within a limited time. With the Internet, cell phones and other gadgets these days, there’s little that can’t be done outside of actual meetings. But when you do hold meetings, start them on time and, most importantly, end them on time. Respect individuals’ time and they will continue to be involved.
* DO have specific, but limited tasks. Assign your committee members activities so they don’t feel overwhelmed but still feel their involvement is making a difference.
* DO thank committee members - before, during and after. While individuals are taking time to volunteer for your committee, you should make the time to express your appreciation for their involvement. Sincere compliments and appreciation go a long way to ensure committee members stay engaged.
Again, most people don’t participate in committee activities because they feel it will take up too much of their time. If you can show them that their involvement is appreciated and crucial without overtaking their lives, you may have dedicated committee members for life.
