Article by Dan Pennell, CEO of WMtek

Mobilization is all about people connecting with people. In Global Missions, the best mobilizers are often the ones who have already served abroad. Prospects enjoy hearing their stories and seeing the opportunity to serve through the eyes of someone who has already been there and done that.  Based on this premise, I want to share a simple plan for improving.

HOW TO IMPROVE:  Have your best mobilizers spend more time in conversation with your top prospects.

“Well, yeah”, you say, “that’s obvious”.  But...simpler said than done.  After spending significant time with mobilizers from dozens of organizations, it’s clear that several obstacles are standing between them and the “obvious”.  

Here are two of the biggest challenges, and some simple solutions your team can use.

Obstacle #1:

Not talking to the right people.  Here is a painful reality.  Most mobilizers are working from one giant database with very little help in differentiating top prospects from tire kickers.  If a mobilizer only has time for several conversations each day, and half of those conversations are with people who cannot take immediate action, your recruiting efforts will be severely handicapped.

 

Solution:

It’s time to implement “Stages” and “Lists” with automated drip communication.  A “Stage” is a key indicator regarding where a prospect is in the decision-making process.  For instance, you could use the four stages of decision making: (1) Mutual Awareness, (2) Research, (3) Investigation, and (4) Commitment.   If someone is in the first stage it means they are aware of your organization, and you are aware of their interest.  Some people refer to this as a “name acquisition”.  The theme of your communication with these prospects should be focused on progressing them toward the research stage where they will become more informed on where they fit in the landscape of mission work.  

So here is the big question.  Should your best mobilization rep be handling this communication on a personal basis?  

The answer is, we don’t know yet.  Why?  Because we haven’t taken timing and ability to act into consideration.  For example, what if a prospect comes along and shows a high level of enthusiasm for your mission, but is only 17 years old and a junior in high school.  Even if this person was in the “fully committed” stage of decision making, they are years away from being able to take action.  In this example, your organization should have a “List” developed for the combination of the “Awareness” stage and “Years Out” in availability. Anyone in this list can be enrolled in an automated drip email campaign that is designed to help prospects progress over time through the stages of decision making, and to pull in your Mobilization reps for personal checking periodically - let’s say every 6 months.

In this way, by using Stages, Lists and Automation you are keeping long-term prospects fully engaged without using up your best mobilizers valuable time on prospects that cannot take action anytime soon.

Obstacle #2:

Lost in busywork. While one-on-one conversations are certainly the most effective way to gain traction with recruiting, there is always much more to do than talk with people.  Here are some of the time thieves we’ve noticed:

  • Data Entry.  Every time a candidate provides information we expect the data to be entered manually, and in the worse cases, organizations want the information to be entered into multiple systems over time.

  • One-Off Emails.  It’s amazing how many times mobilization reps type the same basic email in slightly different ways, over and over again.  

  • Inner-Office Coordination.  When departments and personnel don’t share a well documented and unified process, precious hours are lost weekly in meetings and communication that waste time and often lead to unnecessary frustration.

  • Redundant Tasks.  Sometimes we are shocked to find out that different people in an organization take prospects through nearly identical tasks over time, simply because they don’t have access to the information that was discovered the first time around.

  • Prioritization.  When prospects have not been properly tagged with Stages and Lists, and the collective information the organization has on each prospect does not help us to sort through them in a meaningful way, a tremendous amount of time can be wasted simply trying to figure out what to do and with whom.

We could keep going, but that’s enough for now.  Let’s talk about the solution.

Solution:

By automating your process with Site Stacker CRM & Motion 2, you are going to solve every one of these challenges in one grand move.  Data entry will mostly be performed by the prospect themselves, over time.  Every time they complete a form or survey, the information will be neatly packaged as a part of their CRM record.  They will never be asked to enter the same information twice and everything they’ve shared historically will move forward with them in the process. Email communications will be mostly pre-scripted using variables such as the prospect’s name as well as information they have shared in the past.  For instance, you might ask them early in the process what ministry they are interested in, to which they reply “Church Planting”.  A future email might now state, “Hello Brian, We share your passion for Church Planting...”  In the past emails like this would have been written one at a time by mobilization reps, who might also forget key talking points and be prone to typos.  That problem is now solved, and their time is liberated.  

Before WMTEK implements CRM and automation, we always take the time to help you think through and fully document your unified recruiting process from beginning to end.  This is the process we will automate, and for many organizations, this will be the first time it’s ever been fully documented.  Clients tell us this is a HUGE help.  Your prize will be the elimination of Redundant tasks. The automated system tells everyone including office personnel and candidates exactly what they should be working on and when it should be completed.  No more wasted time trying to prioritize mobilization activities.  

These challenges present great low hanging fruit, and putting the simple solutions presented in this article into place can make an immediate impact on the outcome of your recruiting efforts!

So, here are several next steps for you to consider:

  1. Engage WMTEK to do our 1-day seminar with your mobilization team.  We call it “Best Practices for Moves Management in Mobilization”.  We will cover, in detail, how to apply a “cost of sales” model to your mobilization effort including decision making stages, list management and pinpoint forecasting.  You don’t have to use WMTEK’s service or the Site Stacker software for this seminar to impact the way you think about mobilization.

  2. Set up a 1-hour screen share demonstration.  We will use that time to show you how we’ve used the WMTEK methodology and Site Stacker software to implement these solutions for many missions organizations, and the great impact it’s having.

  3. Start working with your mobilization team  in-house to document your unified recruiting process and then diagram it.  Not sure where to start?  We can help, just give us a call.

WMTEK shares your mission.  Our mission is the Great Commission.  When you recruit more workers for the Kingdom, our mission is fulfilled.  Anything we can do to help you be more effective is our desire, so don’t hesitate to call us.  We aren’t here to give you a sales pitch, we really want to help.  Until then, happy recruiting.

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About the Author

Dan Pennell is the founder and CEO of WMtek. A primary focus for Dan is consulting with NPO's to identify organizational challenges and implement solutions, especially in the area of business workflow and enterprise-wide technological deployment. If you are interested in bringing Dan to your organization for consultation please fill out the form below and we will be in touch with you shortly. Thanks!