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CWS Speak Out
One Dozen Easy Steps You Can Use -- To Bring New Energy and Enthusiasm to Your CROP Hunger Walk
Who needs renewed enthusiasm? Who needs some new faces on the Walk Team? Who needs to find some new ways to get people excited about the CROP Hunger Walk? We ALL do!!
As your "coaches" here at the regional office, it is our privilege and pleasure to work with all of the Walk Teams! Of course we want to give you the very best service we can -- to encourage you and to provide you with all the tools you need to have a successful CROP Hunger Walk.
After many years of working with CROP Hunger Walks -- one observation is that many Teams tend to overlook some of the 'basic things' that can help your Walk the most. And, since we can't provide you with big bucks to do advertising and promotion, the GOOD NEWS is that most of those basic things we're going to mention are FREE! (Just like the saying goes, "The best things in life are free." And it's true!)
You're going to be surprised to learn how easy it is to start building enthusiasm and excitement -- fast. These "simple steps" are free -- however, you will need an open mind, some creativity and some Action. So -- let's get going right away!!
Step 1.) Have a Plan.
You know what you want to do and you know that you want "as many as possible" to join in your Walk -- and you work very hard to make it happen -- but many of our Teams (and various committees) forget to take the time to make a written plan!
The simple fact is that going at it "by the seat of your pant" can actually be detrimental to your success. A Plan will help you coordinate all your efforts and assure that pieces (people, churches, rest-stops, etc., etc.) do not fall by the wayside.
Plans do not need to be elaborate, they can be simple: jot down your goals and the steps needed to make them happen. (Use the CWS "Outline and Timeline" as a starting point, but make your own plan.) Be sure that everyone on the Team helps build the Plan. Make a simple time-line for when things need to be accomplished in the weeks before the Walk.
Note: each part of the Team (Logistics, Publicity, Treasury, Recruitment, etc.) should form their own written plan but it is ESPECIALLY IMPORTANT for the RECRUITMENT Leaders to have a written plan, with assignments, so everyone knows whose responsibility it is for contacting and following up with the various churches, schools, clubs, etc.
Make sure you assign responsibility for certain parts of the plan to specific people on the Team. You've probably heard the saying, "If it is everybody's responsibility . . it's nobody's responsibility." That's because, if you are not specific about assigning tasks and responsibilities, people will assume others are supposed to be the ones responsible, not themselves. And that is how pieces of your plan will 'fall through the cracks.'
Having your own written plan will put you in the top 10% of all CROP Walk organizers! (No matter what the size of your Walk) Convert your plan to strategies and weekly actions -- and you'll be amazed at how much smoother your Team will function! And you'll also be pleased to watch as your goals come to life!
Step 2.) Pick a target audience on whom you are going to focus your attention!
Even though you would like 'everyone' in your community to participate, you can't afford the time and energy to try to develop a "one size fits all" campaign.
Focusing helps your Team communicate more effectively. The target audience for most CROP Hunger Walks are the Christian churches within your community. We all know that some organizations and churches will never join in with community events, no matter how much personal attention we attempt to shower on them. Shower that same energy on your focus audience -- and watch your numbers grow!
Note: there may be persons on your team who want to focus on schools or other community organizations/clubs. That's great. And we do get lots of participation from high schools and service clubs, etc. By all means, this is to be encouraged -- but not to chew up the energy of the whole Team.
Identify who you want to reach and then shape your CROP Walk strategy to appeal to them and to suit their needs (for being part of the greater community, for helping the hungry, for receiving community-service hours, etc.)
Step 3.) Be "benefit-oriented" as you market your CROP Hunger Walk.
It doesn't cost anything but some additional brain power to make your marketing efforts more appealing to people. Remember the "what's in it for me" model and try to think of the benefits people will reap -- from being on the Team; from sponsoring the Walk; from participating in the Walk, etc.
Reality tells us that people only notice and get involved in things that will benefit them in some way. People need a reason to do what they do -- and, if you give them an appealing reason to participate in the CROP Walk -- they will be much more likely to do so.
For example, your Walk announcement might look like this:
Experiment with your publicity and solicitation for all aspects of the CROP Hunger Walk -- from building the Team, getting sponsorship for the Walk, to signing up the walkers. Try to think of, and write, everything in terms of benefits to the people that you want to respond. You will see the difference!
Step 4.) Use testimonials and Stories.
Without a doubt, people like to hear stories and share their stories. It doesn't cost anything to ask someone to share a word of endorsement about the CROP Hunger Walk -- and, in fact, most people will be so pleased to be asked that they will work even harder to promote the CROP Hunger Walk!
There are many possible testimonials lurking in every avenue of Walk organization. From Team members, Recruiters, Walkers, Local Agency staff members, etc. A simple word from a "regular person" who is committed to the cause can beat out all the expensive advertising you could purchase! Do not under estimate the power in personal testimonials and stories. (One pastor shared how she had met her future husband at a CROP Hunger Walk. And, each year, they Walk as a celebration of their marriage!)
Hearing about real experiences from real people will make others take notice. Listening to others tell their stories helps people imagine themselves being involved. Hearing about local families that have been helped by the CROP Hunger Walk reaches people emotionally and inspires them to join in. And don't forget all the wonderful stories of how Church World Service is using CROP Hunger Walk money to help people around the world!
Why are reality shows so popular these days? Because people find other people's problems and successes interesting! Testimonies work by showing people how other people have found satisfaction by working on the CROP Hunger Walk, by walking in the CROP Hunger Walk or how others have received help from the CROP Hunger Walk.
Make sure you use some testimonials as you promote your Walk!
Step 5.) Have a Follow Up Plan.
Just to emphasize the original "have a plan" step -- and to take it a step further. . . Once you get new people involved on the Team -- or new churches to participate in the Walk -- don't drop the ball! Don't be so busy with planning your Walk that you neglect the follow up.
Assign someone the responsibility of welcoming new Team members and discovering just how they would like to contribute to the effort. If new churches show up at the Rally, have someone follow up to make sure they have enough materials and understand how to use the various pieces.Encourage them. Offer to help if possible. See that they get a Certificate of Participation after the Walk.
If you get walkers that raise "big bucks" for your CROP Hunger Walk, recognize them! Send them a personal thank you note or a certificate. Award them a "golden boot" or some such token of appreciation. And be sure to INVITE THEM TO Walk AGAIN!
Plan for follow up. Personal contact and recognition will go a long way to help build loyalty for the CROP Walk -- and keep people coming back, year after year, as they become determined to do more (and earn more recognition).
Step 6.) Have clean restrooms!
This may be one of those basic steps that sounds a bit silly to you as a strategy for success -- but please do pay some heed to the message!
The location where your Walk starts and ends, and the rest stops along the way, need to have restrooms available for your walkers. If you want people to feel comfortable and welcome, the restrooms should be clean and well stocked. This will send a positive message to your walkers. You want your Walk to be family-friendly and that will not be the case if the restrooms are dirty!
Little things do matter! You don't want to make all the effort to plan a wonderful CROP Hunger Walk only to have people "turned off" by a dirty restroom with no TP!!
Step 7.) Have Enthusiasm and Friendliness!
Of course, this is obvious, but nothing says 'we're glad you're walking' better than friendly faces at the registration tables!
If possible, have members of the host church act as greeters to welcome the walkers. Extras like clowns or face-painters are always fun! Balloons create a colorful atmosphere. Some music while people wait is always welcome. The purpose of the CROP Hunger Walk (to feed the hungry) is serious but the Walk itself should be filled by happy people knowing they are appreciated.
The extra effort spent to make the CROP Hunger Walk experience welcoming and interesting for your walkers will payoff in positive feedback and additional participation in the future!
Step 8.) Visit other Walks.
One of the best way to glean new ideas is to visit other Walks. Consider it "research" and assign some Team members to go forth and glean!
Route, opening activities, prizes, etc. -- all sorts of "how to" ideas (and "how not to") can be gleaned to adapt and apply for your community CROP Hunger Walk. New perspectives are always challenging and great "food for thought" in your organizing efforts. Stepping outside the CROP Hunger Walk 'box' may be just the thing to help gain a new perspective and help create a greater impact for the Walk. . . which goes nicely into -
Step 9.) Seek advice from others.
Don't be afraid to reach out to others for suggestions and advice. Even if they won't or can't be on the Team, friends, pastors, teachers -- even local celebrities, are often more than willing to share ideas and help you think through your plans for the Walk.
Asking for help and advice from the police, from local city council members, from local newscasters or radio announcers, etc. can often have surprising results! Using the 'benefits model' again, you might ask the city council how the CROP Hunger Walk could help promote goodwill for the city or if there is an area of the city they would like to see people walking through. Ask them to put the CROP Hunger Walk on the Community Calendar and see if they will put one of the local 'stories' about the Walk into the Community Report. It would please any city council to know about an event that is helping provide for needy families!
Step 10.) Write news releasesand Use Community Event Calendars.
Did you know that 50 -- 70% of what's in most newspapers is generated because someone sent a news release? And listings in Community Event Calendars are free.
You can send news releases.. Start with the local papers and weekly advertisers. Write up those testimonials and stories of local interest. Tell about the benefits that the CROP Hunger Walk brings to the community.
Be sure to include the "who, what, where, when, why and how" of the CROP Hunger Walk in every News Release you write. And, don't forget to add your name and contact information so that, if an editor wants to use your story, he immediately knows how to get in touch with you.
Contact local media to find out where and to whom to send your Releases. Remember, reporters are people, too. Make personal contact. Make friends.
Step 11.) Use Email Footers.
Every email you send out hold a powerful opportunity to include a "commercial" for your CROP Hunger Walk! It's called an "email footer."
Email footers are that signature line at the bottom of your email right under your name. You can program your computer to add them automatically to all of your outgoing messages. You can invite people to join you at the CROP Hunger Walk and/or donate to the CROP Hunger Walk with every email you send!
Don't underestimate the power of this easy, free tool! Encourage all members of your Walk Team to put a CROP Hunger Walk "ad" in their email footers! You can also link your footer directly to your CROP Hunger Walk Individual or Team page on the CWS CROP Hunger Walk "walk on the web" site for your Walk. . . which leads to
Step 12.) Get your Team, Recruiter, Walkers -- Everyone to Sign Up and Walk on the Web!
One of the most powerful FREE tools to spread the word and raise additional funds for the CROP Hunger Walk is only a few mouse-clicks away!
All CROP Hunger Walks are on the web. From www.cropwalk.org, anyone can click on the box that says "Click here to become an online CROP Walker or Sponsor" and follow the prompts to set up their own (Individual or Team) web page.
That's easy! However, that part won't mean a thing unless the next step is taken -- sending emails to all of your email family, friends and contacts. The website allows you to send out 'bulk' emails. It notifies you if your page has received a donation. It will send thank you emails to your donors. It makes the entire process easy -- and secure!
Be sure to educate -- and demonstrate, if possible -- the Walk on the Web possibilities to all of your leaders and recruiters! WOW!
In Conclusion: Remember to be Flexible.
Break out of any ruts and/or old routines. Everything is subject to rethinking, updating, improving!
Being flexible will help you to be more creative than you've ever been before! Don't let the old saying "We've never done it that way before," get in the way of improvements -- while your CROP Hunger Walk shrinks instead of grows!!
Many leaders can get so locked into doing things the same old way each year that they become resistant to trying anything new. CROP Hunger Walks that continue to be 'same -- same- same' each year risk becoming irrelevant as walkers and volunteers become bored and uninterested. If you hope for different results -- growth, for instance, you just may have to make some changes!
Develop an attitude and spirit of flexibility. Be open to new opportunities and you'll be surprised how effective your leadership becomes -- and how much more exciting your CROP Hunger Walk becomes!
Above all THANK YOU for your dedication to helping others through the CROP Hunger Walk!!!!
- Janet Young, CWS Regional Director 3/7/06
(With special thanks for the inspiration from ministrymarketingcoach.com) Print this resource
As your "coaches" here at the regional office, it is our privilege and pleasure to work with all of the Walk Teams! Of course we want to give you the very best service we can -- to encourage you and to provide you with all the tools you need to have a successful CROP Hunger Walk.
After many years of working with CROP Hunger Walks -- one observation is that many Teams tend to overlook some of the 'basic things' that can help your Walk the most. And, since we can't provide you with big bucks to do advertising and promotion, the GOOD NEWS is that most of those basic things we're going to mention are FREE! (Just like the saying goes, "The best things in life are free." And it's true!)
You're going to be surprised to learn how easy it is to start building enthusiasm and excitement -- fast. These "simple steps" are free -- however, you will need an open mind, some creativity and some Action. So -- let's get going right away!!
Step 1.) Have a Plan.
You know what you want to do and you know that you want "as many as possible" to join in your Walk -- and you work very hard to make it happen -- but many of our Teams (and various committees) forget to take the time to make a written plan!
The simple fact is that going at it "by the seat of your pant" can actually be detrimental to your success. A Plan will help you coordinate all your efforts and assure that pieces (people, churches, rest-stops, etc., etc.) do not fall by the wayside.
Plans do not need to be elaborate, they can be simple: jot down your goals and the steps needed to make them happen. (Use the CWS "Outline and Timeline" as a starting point, but make your own plan.) Be sure that everyone on the Team helps build the Plan. Make a simple time-line for when things need to be accomplished in the weeks before the Walk.
Note: each part of the Team (Logistics, Publicity, Treasury, Recruitment, etc.) should form their own written plan but it is ESPECIALLY IMPORTANT for the RECRUITMENT Leaders to have a written plan, with assignments, so everyone knows whose responsibility it is for contacting and following up with the various churches, schools, clubs, etc.
Make sure you assign responsibility for certain parts of the plan to specific people on the Team. You've probably heard the saying, "If it is everybody's responsibility . . it's nobody's responsibility." That's because, if you are not specific about assigning tasks and responsibilities, people will assume others are supposed to be the ones responsible, not themselves. And that is how pieces of your plan will 'fall through the cracks.'
Having your own written plan will put you in the top 10% of all CROP Walk organizers! (No matter what the size of your Walk) Convert your plan to strategies and weekly actions -- and you'll be amazed at how much smoother your Team will function! And you'll also be pleased to watch as your goals come to life!
Step 2.) Pick a target audience on whom you are going to focus your attention!
Even though you would like 'everyone' in your community to participate, you can't afford the time and energy to try to develop a "one size fits all" campaign.
Focusing helps your Team communicate more effectively. The target audience for most CROP Hunger Walks are the Christian churches within your community. We all know that some organizations and churches will never join in with community events, no matter how much personal attention we attempt to shower on them. Shower that same energy on your focus audience -- and watch your numbers grow!
Note: there may be persons on your team who want to focus on schools or other community organizations/clubs. That's great. And we do get lots of participation from high schools and service clubs, etc. By all means, this is to be encouraged -- but not to chew up the energy of the whole Team.
Identify who you want to reach and then shape your CROP Walk strategy to appeal to them and to suit their needs (for being part of the greater community, for helping the hungry, for receiving community-service hours, etc.)
Step 3.) Be "benefit-oriented" as you market your CROP Hunger Walk.
It doesn't cost anything but some additional brain power to make your marketing efforts more appealing to people. Remember the "what's in it for me" model and try to think of the benefits people will reap -- from being on the Team; from sponsoring the Walk; from participating in the Walk, etc.
Reality tells us that people only notice and get involved in things that will benefit them in some way. People need a reason to do what they do -- and, if you give them an appealing reason to participate in the CROP Walk -- they will be much more likely to do so.
For example, your Walk announcement might look like this:
Walkers needed for the CROP Hunger Walk.But what if it said:
Sign up with Sally at the table in Fellowship Hall.
Get some exercise! Have fun! Meet new people! Help feed the Hungry!That is a benefit-oriented theme and is very attractive. It draws people's attention and shows some great benefits. Who wouldn't like to get some exercise and meet some new people? And how great, to have fun and help the hungry at the same time! You get the idea -- make your appeals a Win-Win deal for everyone.
Sign up for the CROP Hunger Walk with Sally at the table in Fellowship Hall ASAP!
Experiment with your publicity and solicitation for all aspects of the CROP Hunger Walk -- from building the Team, getting sponsorship for the Walk, to signing up the walkers. Try to think of, and write, everything in terms of benefits to the people that you want to respond. You will see the difference!
Step 4.) Use testimonials and Stories.
Without a doubt, people like to hear stories and share their stories. It doesn't cost anything to ask someone to share a word of endorsement about the CROP Hunger Walk -- and, in fact, most people will be so pleased to be asked that they will work even harder to promote the CROP Hunger Walk!
There are many possible testimonials lurking in every avenue of Walk organization. From Team members, Recruiters, Walkers, Local Agency staff members, etc. A simple word from a "regular person" who is committed to the cause can beat out all the expensive advertising you could purchase! Do not under estimate the power in personal testimonials and stories. (One pastor shared how she had met her future husband at a CROP Hunger Walk. And, each year, they Walk as a celebration of their marriage!)
Hearing about real experiences from real people will make others take notice. Listening to others tell their stories helps people imagine themselves being involved. Hearing about local families that have been helped by the CROP Hunger Walk reaches people emotionally and inspires them to join in. And don't forget all the wonderful stories of how Church World Service is using CROP Hunger Walk money to help people around the world!
Why are reality shows so popular these days? Because people find other people's problems and successes interesting! Testimonies work by showing people how other people have found satisfaction by working on the CROP Hunger Walk, by walking in the CROP Hunger Walk or how others have received help from the CROP Hunger Walk.
Make sure you use some testimonials as you promote your Walk!
Step 5.) Have a Follow Up Plan.
Just to emphasize the original "have a plan" step -- and to take it a step further. . . Once you get new people involved on the Team -- or new churches to participate in the Walk -- don't drop the ball! Don't be so busy with planning your Walk that you neglect the follow up.
Assign someone the responsibility of welcoming new Team members and discovering just how they would like to contribute to the effort. If new churches show up at the Rally, have someone follow up to make sure they have enough materials and understand how to use the various pieces.Encourage them. Offer to help if possible. See that they get a Certificate of Participation after the Walk.
If you get walkers that raise "big bucks" for your CROP Hunger Walk, recognize them! Send them a personal thank you note or a certificate. Award them a "golden boot" or some such token of appreciation. And be sure to INVITE THEM TO Walk AGAIN!
Plan for follow up. Personal contact and recognition will go a long way to help build loyalty for the CROP Walk -- and keep people coming back, year after year, as they become determined to do more (and earn more recognition).
Step 6.) Have clean restrooms!
This may be one of those basic steps that sounds a bit silly to you as a strategy for success -- but please do pay some heed to the message!
The location where your Walk starts and ends, and the rest stops along the way, need to have restrooms available for your walkers. If you want people to feel comfortable and welcome, the restrooms should be clean and well stocked. This will send a positive message to your walkers. You want your Walk to be family-friendly and that will not be the case if the restrooms are dirty!
Little things do matter! You don't want to make all the effort to plan a wonderful CROP Hunger Walk only to have people "turned off" by a dirty restroom with no TP!!
Step 7.) Have Enthusiasm and Friendliness!
Of course, this is obvious, but nothing says 'we're glad you're walking' better than friendly faces at the registration tables!
If possible, have members of the host church act as greeters to welcome the walkers. Extras like clowns or face-painters are always fun! Balloons create a colorful atmosphere. Some music while people wait is always welcome. The purpose of the CROP Hunger Walk (to feed the hungry) is serious but the Walk itself should be filled by happy people knowing they are appreciated.
The extra effort spent to make the CROP Hunger Walk experience welcoming and interesting for your walkers will payoff in positive feedback and additional participation in the future!
Step 8.) Visit other Walks.
One of the best way to glean new ideas is to visit other Walks. Consider it "research" and assign some Team members to go forth and glean!
Route, opening activities, prizes, etc. -- all sorts of "how to" ideas (and "how not to") can be gleaned to adapt and apply for your community CROP Hunger Walk. New perspectives are always challenging and great "food for thought" in your organizing efforts. Stepping outside the CROP Hunger Walk 'box' may be just the thing to help gain a new perspective and help create a greater impact for the Walk. . . which goes nicely into -
Step 9.) Seek advice from others.
Don't be afraid to reach out to others for suggestions and advice. Even if they won't or can't be on the Team, friends, pastors, teachers -- even local celebrities, are often more than willing to share ideas and help you think through your plans for the Walk.
Asking for help and advice from the police, from local city council members, from local newscasters or radio announcers, etc. can often have surprising results! Using the 'benefits model' again, you might ask the city council how the CROP Hunger Walk could help promote goodwill for the city or if there is an area of the city they would like to see people walking through. Ask them to put the CROP Hunger Walk on the Community Calendar and see if they will put one of the local 'stories' about the Walk into the Community Report. It would please any city council to know about an event that is helping provide for needy families!
Step 10.) Write news releasesand Use Community Event Calendars.
Did you know that 50 -- 70% of what's in most newspapers is generated because someone sent a news release? And listings in Community Event Calendars are free.
You can send news releases.. Start with the local papers and weekly advertisers. Write up those testimonials and stories of local interest. Tell about the benefits that the CROP Hunger Walk brings to the community.
Be sure to include the "who, what, where, when, why and how" of the CROP Hunger Walk in every News Release you write. And, don't forget to add your name and contact information so that, if an editor wants to use your story, he immediately knows how to get in touch with you.
Contact local media to find out where and to whom to send your Releases. Remember, reporters are people, too. Make personal contact. Make friends.
Step 11.) Use Email Footers.
Every email you send out hold a powerful opportunity to include a "commercial" for your CROP Hunger Walk! It's called an "email footer."
Email footers are that signature line at the bottom of your email right under your name. You can program your computer to add them automatically to all of your outgoing messages. You can invite people to join you at the CROP Hunger Walk and/or donate to the CROP Hunger Walk with every email you send!
Don't underestimate the power of this easy, free tool! Encourage all members of your Walk Team to put a CROP Hunger Walk "ad" in their email footers! You can also link your footer directly to your CROP Hunger Walk Individual or Team page on the CWS CROP Hunger Walk "walk on the web" site for your Walk. . . which leads to
Step 12.) Get your Team, Recruiter, Walkers -- Everyone to Sign Up and Walk on the Web!
One of the most powerful FREE tools to spread the word and raise additional funds for the CROP Hunger Walk is only a few mouse-clicks away!
All CROP Hunger Walks are on the web. From www.cropwalk.org, anyone can click on the box that says "Click here to become an online CROP Walker or Sponsor" and follow the prompts to set up their own (Individual or Team) web page.
That's easy! However, that part won't mean a thing unless the next step is taken -- sending emails to all of your email family, friends and contacts. The website allows you to send out 'bulk' emails. It notifies you if your page has received a donation. It will send thank you emails to your donors. It makes the entire process easy -- and secure!
Be sure to educate -- and demonstrate, if possible -- the Walk on the Web possibilities to all of your leaders and recruiters! WOW!
In Conclusion: Remember to be Flexible.
Break out of any ruts and/or old routines. Everything is subject to rethinking, updating, improving!
Being flexible will help you to be more creative than you've ever been before! Don't let the old saying "We've never done it that way before," get in the way of improvements -- while your CROP Hunger Walk shrinks instead of grows!!
Many leaders can get so locked into doing things the same old way each year that they become resistant to trying anything new. CROP Hunger Walks that continue to be 'same -- same- same' each year risk becoming irrelevant as walkers and volunteers become bored and uninterested. If you hope for different results -- growth, for instance, you just may have to make some changes!
Develop an attitude and spirit of flexibility. Be open to new opportunities and you'll be surprised how effective your leadership becomes -- and how much more exciting your CROP Hunger Walk becomes!
Above all THANK YOU for your dedication to helping others through the CROP Hunger Walk!!!!
- Janet Young, CWS Regional Director 3/7/06
(With special thanks for the inspiration from ministrymarketingcoach.com) Print this resource