What Starbucks Can Teach You about Equipping Your Staff as Ambassadors for Your Institution
by Tim Ponisciak (University of Notre Dame) Many annual giving departments have an employee program, or at the very least an annual employee appeal. While some schools are quite successful and have a high percentage of alumni making a gift, most struggle with convincing staff to contribute to their employer. But is this the best way to engage university employees in annual giving? Treating Employees as Ambassadors, Not Just Prospects Employees of a school can be the most important ambassadors of their institution. Often, staff are the first people that an alum or donor speaks to when they get to campus. They are the ones that solve problems for alumni when they call the campus. And some employees are the long-time connections to campus for alumni, regardless of what development officer they have been assigned to. Does your school have a brand ambassador program, guidelines, or annual training for staff? Many companies that place a strong emphasis on customer service know that this starts by making sure that their employees, whether they be administration or front line, are completely bought in to their company’s mission. There are lessons here that we can adapt from the corporate sector. Case Study: Starbucks […]