Reason #6—No Marketing Plan for EACH Donor on the Caseload
“What, are you kidding me?!” That is usually the response I get from MGO’s who have a caseload of 150 donors (which btw, is the maximum amount of donors any good MGO can handle).
My response is, “No, this is mandatory if you are going to be great!” And, it’s true.
In my previous post I discussed accountability, staying focused and strong management. The only way to be successful with all that is to have a solid plan…a roadmap, if you will, on how to get from point A to B.
“But that will take a lot of time to create a plan for 150 people.” Yes, it will…but my gosh, is it worth it. Remember, if you have 150 people on a caseload hopefully you’re managing a portfolio of at least $1.5MM in revenue. And, that is just for one MGO!
How can anyone effectively manage 150 people without a detailed marketing plan for each person and revenue goals?
They can’t. Don’t let anyone fool you otherwise. This is hard work and without a plan you will soon be lost.
Going through the process of creating a plan for each of your major donors, while arduous and time consuming is probably one of the best exercises in forcing you to really understand every one of your donors. And, if you don’t know a donor, then you better get on it quickly.
So, what am I really talking about? Here’s what I mean.
You get the idea. Then, after December column, I want to see the revenue goal cash-flowed to the month so that it sums up to a monthly revenue goal. This, then flows into a monthly move management and revenue report.
Now, with all good strategic plans, we know that over the course of the year they change. That’s okay. Having a plan keeps you focused. It doesn’t mean you can’t deviate from the plan. You can, but that will be communicated to the team and adjusted for.
If you manage a team of MGO’s and they tell you they don’t need a plan to make their overall revenue goals…they may be RIGHT. However, it’s not JUST about meeting overall revenue goals, it’s about cultivating and deepening the relationship with each of your donors. It’s about engaging donors on a regular basis.
This can only be done with a plan. IT’s not about finding that one donor to meet a revenue goal at the end of the year. It’s about loving these people with regular contact, putting offers in front of them they are passionate about and letting those donors know you KNOW them.
If you do that right…the money will flow.