With the scope, goals, and strategies of your effort already in place, you can now decide what roles are required and determine the number of marketing representatives you will recruit for each role.
Here are descriptions of the four roles.
Ambassadors:
The seed-scattering role. Can be taken on by large numbers of people. Requires willingness to represent the organization, both formally and informally, in the ambassadors' communities. Asked to be alert as "scouts," identify prospects, and pass names along for follow-up. High performers make the most of networking, often exchange business cards, and leave an informative and engaging impression whenever the subject of your organization or cause pops up.
Door-Openers:
The in-the-wings role. Can be taken on by a fairly large number of people. Requires willingness to provide names of and information about prospects. Asked to allow use of their names in making contacts and, in some cases, to sign introductory letters, make phone calls, and accompany solicitors on calls to smooth the way. High performers make the most of their address books and prove the rule it's not what you know, but who.
Cultivators:
The warm-up role. Generally taken on by a limited number of people. Requires willingness to make personal invitations. Asked to host prospects for anything from elegant dinner parties to rounds of golf to breakfast at the local greasy spoon. High performers make the most of their social circles and are happy to expand them on your behalf.
Solicitors:
The bring-it-home role. Often accepted once fears and concerns are addressed. Requires willingness to gain commitments from individual prospects. Asked to make personal contacts, take the lead in a request, and participate in follow-up. High performers make the most of every minute with a prospect, enjoy the role, and play it somewhere between a sport and an art.
Now it is time to set goals for the number of marketing representatives you will recruit for each role.
Think it through as follows:
Ambassadors:
There is no limit to the number of Ambassadors you might recruit. The more people who know your marketing goals and are on the lookout for potential prospects, the better.
Door-Openers:
The number of Door-Openers depends on the number of doors you need to open. Do you already have good access to your target audiences? Or will you need a significant number of introductions to get you inside?
Cultivators:
To decide how many cultivators you'll need, revisit your target audiences and your communications strategy for reaching them. The number and type of cultivation events planned dictate the number of people you need in this role.
Solicitors:
The number of solicitors required depends on the number of prospects to be reached one to one and how many calls you plan to assign to each solicitor. Look back at your target audiences. Approximately how many people will you solicit? How many prospects per solicitor? What about additional solicitors who may be willing to make just one or two calls? The overriding question is, "How can we bring the greatest number of people into this effort?" You can multiply your outreach when people take on more than one marketing representative role.