The National Signatures Events team at The ALS Association has one primary focus – maximize the Walk to Defeat ALS campaign that is executed annually by their chapter network in over 165 locations nationwide. To do so, the team is continually pursuing new, creative ideas for training and motivating an ever-changing group of Walk Coordinators and Executive Directors. One major challenge was getting people to focus on relationships and less time on event logistics.

In response to this need, Armbruster Consulting Group created Operation: DEFEAT. The initial concept included 30 days of missions delivered to email inboxes daily. Missions were focused on building relationships with team captains, walkers, prospects, and volunteers. Each mission effectively turned the attention of Walk Coordinators toward the revenue generating activities of stewardship, relationship building and asking for support.

Participants who were successful in completing 90% or more of the daily missions were entered into a grand prize drawing. The program has continued to evolve and has been a huge success. Operation: DEFEAT is now in its third year and continues to contribute to the anticipated 10% growth of this year’s Walk to Defeat ALS.