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How the American Red Cross Benchmarks and Boosts Skills with Workforce Analytics

Recopied from PI Worldwide News and Insights, August 2014

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When the American Red Cross needed a new development strategy to increase donors and dollars, they turned to data.

To gain a competitive advantage in an increasingly crowded non-profit arena, the American Red Cross needed to improve fundraising skills in a measurable way and introduce a formal process for engaging prospective donors and expanding existing donor relationships. The program would also need to scale nationally across seven regional divisions and support fundraising efforts for its five lines of service: disaster relief, military family aid, blood services and health and safety education and training.

The American Red Cross selected PI Worldwide’s Selling Skills System and used the Selling Skills Assessment Tool™ (SSAT) to benchmark each individual’s strengths and diagnose areas for improvement. Armed with analytics, the team then implemented the Customer-Focused Selling™ (CFS) skills training to optimize performance in five core fundraising activities including building trust and credibility with different types of donors, identifying donor needs and creating long term donor relationships. Customized case studies and terminology improved the relevancy and success of the program.

“In the fundraising community, people are very passionate about there being a difference between fundraising and sales. In our business environment, development is all about relationship building. Similarly, CFS enables Red Cross Fundraisers to engage with donors through a consultative process to ensure long-term success.”  Susan Rowell Director of Training American Red Cross National Headquarters Development

After leveraging skills assessment data, customized training and workforce analytics, the American Red Cross:

  • Established a metric-driven training and development culture scalable across divisions
  • Heightened confidence in building stronger relationships and implementing donor growth plans
  • Heightened confidence in building stronger relationships and implementing donor growth plans

Download the full case study on this effort. To get more information on sales performance improvement, predictive talent analytics or other services from John Inman Dialogue, call 425-954-7256 or email john@johninmandialogue.com.