Pretty girl promoting lap top on the beach

Do you know who in your group or associated with your group is a honest to goodness promoter of your charity along with your group? How about your detractors? Are passives easy to identify?

This concept is very well presented in the business book by authors Fred Reichheld and Bob Markey, titled “The Ultimate Question 2.0, How Net Promoter Companies Thrive in a Customer-Driven World”. In the second of the book series on Net Promoter companies the authors continue and refine their ideas on how customers fall into one of three very distinct categories, promoter, passives, and detractors. They go into very good detail on how to use analysis and statistics to find each group and why it pays off to make this determination for various ROI  identifies or just in loyalty sales and future growth.

When you think of people who promote things, often what comes to mind is megaphones and loud speakers. But promoters are just people who manage to talk up your cause or your group in a positive way. They may wear hats or shirts with the name of the group as well. They are inspired and promotional of the groups message and image. They show passion for the cause.

These members identified as promoters and associated friends and family live the message of the cause and they are very strong advocates of the other members who are also promoters!

Promoters are the most likely to be in tune with the “voice of the customer”. This concept stems from the many management plans which promote quality and is the single biggest concept behind the empowered volunteer. For many of you in business or having taken business courses quality plans from the past included Total Quality Management, Six Sigma, Lean Manufacturing, and of course combinations of those labeled Lean/Six Sigma.

For a while during the 90′s even the U. S. Navy had Total Quality Leadership (TQL), with mainly the name as the only difference between TQM and TQL. Today the U. S. Navy has Six Sigma quality systems and reportedly embraces the concept of the empowered worker where it most certainly did not support lower rank empowerment before. This is because the sea going service was not mature enough to allow empowerment of it’s non-managerial members (read enlisted volunteer members) when TQL was instituted. From what I have read Six Sigma has made healthy contributions for today’s Navy!

In my past I have been trained in all of these and hold certifications in several continuous improvement training methods. They all have a concept that includes empowering the lowest worker with the most responsibility and accountability as well as listening to the customer, both internal and external customers. The empowered volunteer is simply another application of the empowered worker from Lean Manufacturing teaching.

All volunteer groups have the potential of supporting three types of customers, those from the cause they serve,  their group members and associated family, and the general public or businesses from which they develop relationships and derive much if not all of their resources.

So how do you identify promoter types for your group?

The authors of The Ultimate Question 2.0 suggest something so simple that it even applies outside industry and I am suggesting it would apply nicely to volunteer groups who want to add to their SWOT analysis. Survey your three customer groups and ask them one question, “Would you recommend this volunteer group to your friends?” On the survey have a range of responses from zero to ten, with ten being the best and zero the least. The authors say that a promoter is someone who responds with an eight or better.

Nothing brings in willing volunteers like proper passion for a worthy cause!

Knowing who your promoters are and being able to motivate them on the behalf of the group is worth more to the future success of your volunteer group than just about anything else you can do! If surveys are not in order another way to identify the promoters is through their passion observed over time!

I have written about passion in volunteer groups before, use the search feature on this blog to find some of those posts for further reading. 

Proper passion directed for worthy causes is one of the biggest draws for new members. When people enjoy themselves the volunteering becomes less work and more fun. People flock to fun things! Birds of a feather flock together and promoters like to be among other promoters and also to enrich or uplift passives into promoters! This is one feature of successful leadership which can’t be over emphasized. One really likable passionate promoter in a group can transform that group into a bunch of promoters over time. That is one huge way to ensure the future of the group will be a long and healthy one.

I will write in future posts about how to motivate and focus promoters as well as identifying and converting passives and detractors. The authors of The Ultimate Question 2.0 targeted their book towards business and the collection of data.  The subsequent data collection and analysis over time is much more trouble than the average volunteer group can justify. I will provide some ideas and suggestions for finding each group without all of the data search needed.

The empowered volunteer by the way would almost certainly be a labeled a promoter!

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When we see a book or even a person, we automatically evaluate many things from what data we have, mostly visual. This is natural and fine. But the cover can be a poor representation of the person or the book, depending on many factors.

The empowered volunteer must always approach someone who could be a candidate for their group with an open mind.

The person before you could be very wealthy and just not displaying their high status at the time you meet them, if they ever display such status. In your SWOT analysis you should have addressed this subject so you already know what to do.

If favors are what you need, ask for it directly but politely. If you are looking for positive actions, make sure you are specific. Remember, wealthy people are very passionate people already. They made their wealth through that passion if they are self-made, so show yours for your cause and they will more than likely respect that part of your presentation. Stay optimistic even if they are multitasking as you are making your presentation. Keep the faith in knowing that what you offer can help them every bit as much as a lower status person. Rich or poor, everyone sees health benefits from volunteering.

Treat every person as important and worthy no matter how they speak, look, or act. Obviously don’t solicit memberships from locked up criminals or other parts of society where the person may have challenges that prevent them from participating fully in your group. But otherwise, be open minded to everyone.

Consider in the caption above the leather bound book of poems from 1721. For a book in the hands of one who doesn’t own fancy books in glass cases and special atmospheres, this may look out of place in a normal home. Most people who are not wealthy don’t own such old books.

However, the cover is the best part of this old book. Once you open it, a page is torn, writing from when it was transferred between owners is reflected in the inside cover, in short it is not worthy of a collector’s attention even if it is old. It has no collector value at all. It is neat to hold a book that was printed before Ben Franklin signed the Declaration of Independence but neat is pretty much the value of this book, beyond family memories or other intrinsic values it could have.

Bill Walton, of Wal-Mart fame was well known for driving an old pickup long after he became very wealthy.  If you did not know it, his dress and car did not give away his status or wealth on many occasions if you met him on a weekend somewhere.

Never prejudge a person by any outward appearances. They may be rich or they may be drowning in debt while looking and driving really fancy cars and owning a great home in a high status neighborhood. You don’t know and if they are willing and capable of volunteering, you really don’t care. Either way your offer helps them in many ways, so be proud and offer them the opportunity to volunteer.

You should also understand that to a high degree, those that are wealthy are also involved in raising funds for charity.

In his fascinating book in 2000 The Millionaire Mind, Thomas J. Stanley, PH. D. noted, “that nearly 2/3 of the millionaires (64%) engaged in this activity in the past twelve months, and there was a very positive correlation between their activity and net worth”. The take away is, as an empowered volunteer you may be setting yourself up with many who have had or are on their way towards real monetary success. Successful people are drawn to noble pursuits in many cases.

Dr. Stanley further writes, “Financially successful people and the next generation of economically productive people volunteer”.

He expounds on the notion that most of those who attain high wealth were volunteering long before they attained their status or wealth. Bill Clinton, former President of the United States wrote a book written in 2007, Giving, How Each of US Can Change the World, which told of his life long history of volunteering. I doubt you will run into Bill Clinton in your empowered volunteer prospecting, but a young up and coming person could be sitting at the next place you stop!

To drive this point home just a bit further we will dip into Thomas J. Stanley’s 2004 next book, The Millionaire Women Next Door which details the difference between men and women of high wealth and status. He writes, “Women are more likely, however, to be involved in community or civic volunteer work (77 percent versus 67 percent). Overall, within the same age groups and income cohorts, businesswomen are less likely than their male counterparts to demonstrate patronage habits that advertise their status”.

The Rifleman’s Rifle 1982

Now consider the above caption, a book leather bound, pulled from next to a series of Time Life books on The Old West, with covers that resemble this book when casually handled. This book might fool you in its worth, it is fairly rare and is valued, depending on who is publishing the review at over two thousand dollars! Yet it doesn’t look to be much more than the Time Life books of the same size! The topic is narrow and for many people not particularly interesting.

Never judge a book by its cover, just as you should not judge a person!

Why does this matter? Everyone is the same when it comes to volunteering from the empowered volunteer point of view, right? Wrong on all fronts is that line of thinking. Wealthy people can be of huge help to your cause if you are open minded, with their high social capital and robust networks. Remember in earlier posts the rule to always ask for referrals? Wealthy people usually have networks as worthy as their status. Now think about that. If their status is high, they often can provide insight for you to people who are open to your message even if they are not.

People who can also engage their networks effectively are a unique brand and they are also unique for your offering! Taylor your offer accordingly. Ask for their help if their time can’t be given.

I am not saying target wealthy people. I am saying that they operate on different wavelengths and as an empowered volunteer you need to adjust your message for them. If they can’t help by directly being involved perhaps they can make some calls to suggest referrals who are up and coming as they once were?

These referrals are often as valuable as gold because the wealthy often know who can and will do things. They tend not to waste time on wild goose chases so they provide solid referrals. Treasure these if you manage to get some from a high status person.

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