OPERATION:Defeat Program CoPresented by: Rachel Armbruster, Armbruster Consulting Natalia McNeil, The ALS Association

1. The ALS Association and Armbruster Consulting Group, Inc.
execute OPERATION: DEFEAT
The 2013 Run Walk Ride Fundraising Council Conference

2. • 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.)

4. Inspire and motivate the chapters to focus on
relationships

5. • 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

6. 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

7. MISSION: ACCOMPLISHED

8. • 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

9. • 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

10. • New Year new mission
• Grow walk revenue Nationally by X%

11. • 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.

12. • 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

13. OPERATION: DEFEAT Squad
• Chapter Leadership
– Executive Director
– Development Directors
• National Signature Events Team
– Internal Program lead
– NSE Department Coordinator
– Armbruster Consulting Group, Inc. wrote, loaded and launched survey
messages

14. • 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

15. MISSION: ACCOMPLISHED

16. • 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.

17. • 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

18. • 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

19. • 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

20. QUESTION & ANSWER

21. Armbruster Consulting Group, Inc. The ALS Association
Rachel Armbruster
President & CEO
512.944.3417
rachel@rachelarmbruster.com
www.armbrusterconsulting.com
@rarmbruster
Natalia McNeill
Major Market Associate
National Signature Events
415.596.9445
nmcneil@alsa-national.org
www.walktodefeatals.org

22. • Keep it fun!
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