building the bench Participant Knowledge Gap Assessment

A fully rounded Russ Reid leader demonstrates the base knowledge necessary to make solid operational and strategic decisions that support the agencys continued growth and success. Does this participant consistently demonstrate evidence of having the knowledge listed below? How does this employee rate? Where is he/she already knowledgeable? What knowledge does he/she need to gain? Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Neede

Understands the various ways Russ Reid generates income (commission, fees, etc) and how, through resource allocation and application of billable hours, achieves a profit. Has a working knowledge of compensation structures (cpm, commission, fees), cost and general ledger accounting, billable hours, rates, contracts, etc. and, if asked, can recommend strategies to improve account profitability. What the employee should be able to do if he/she has this knowledge: 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 Take corrective action on an unprofitable account. Competently review and give input to a basic agency service agreement and confidentiality agreement. Competently review and give input to the pricing of agency services and products. Make decisions on everyday issues while taking into account the impact on Russ Reid income and profit. Demonstrate an understanding of the various ways Russ Reid achieves a profit including commission, fees, cost/general ledger accounting, billable hours, rates, contracts, competitor comparisons, etc. and, if asked, can calculate a profitable yet saleable pricing structure for a new client or new product for a current client.

Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Needed

Understands the importance of agency growth and why agency growth is important. Understands the relationship between client growth and agency success. Understands the opportunities and the challenges to growth: competitive environment, pricing, staffing, client fit, Russ Reid strengths compared to competitors, and Russ Reid distinctives. Understands the new business process and new business goals. What the employee should be able to do if he/she has this knowledge: 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Speak with clients and prospects with clarity about Russ Reid offerings and distinctives. Capably answer the question, Why Russ Reid? when asked about competitors in the market. Contribute to new business initiatives and projects when called upon. Demonstrate an understanding of the various facets of what we do for our clients including how to achieve success, the value we deliver to our clients, our core competencies, and our distinctives, and facilitate client and/or potential client conversations in a way that educates and sells the client on Russ Reids services.

Overall Rating Understands the basic tenants of direct response fundraising, including the audience/offer/creative mix, need for urgency, testing, storytelling, and importance of data/information to drive decisions. What the employee should be able to do if he/she has this knowledge: 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 Contribute to strategic marketing discussions for clients and prospects. Teach/mentor others in the basics of direct response marketing. Intelligently separate the facts from the myths of fundraising for clients and RR employees.

Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Needed

Understands what we sell to our clients and how we add value to help them grow and most importantly, has a deep understanding of the importance of achieving success for each client, the importance of listening, the value we deliver to our clients, our core competencies and distinctives. What the employee should be able to do if he/she has this knowledge: 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 Facilitate client and/or potential client conversations in a way that educates and sells the client on Russ Reids people, products and services. Communicate to clients and RR staff that we help clients raise money by building sustainable fundraising programs for current and future growth to help clients fund their mission. Represent our products and services with clarity and conviction internally as we educate staff and inspire a love for what we do and how we make a difference in the world. Demonstrate an understanding of the basics of branding, how it applies to our clients, when and why a client may need branding, and sell this product as appropriate.

Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Needed

Possesses a basic understanding of the importance and application of analytics in our products and services, including segmentation (RFM), testing, and modeling. Intelligently and accurately reads client results reports. What the employee should be able to do if he/she has this knowledge: 1 1 1 Overall Rating Understands the basics of advertising and marketing, including brand, product, placement, pricing and promotion, possesses a working knowledge of the larger role of marketing in the business world, and understands how the different elements of marketing contribute to a clients success. Can identify how our expertise and specialty fits into the overall marketing mix and what the other areas of the mix contribute, including: DR, branding, PR, major gifts, planned giving, etc. Understands how the brand can (and cant) further DR, and how DR can (and should) enrich the brand. What the employee should be able to do if he/she has this knowledge: 1 2 3 4 5 Help clients identify areas of weakness in their overall marketing efforts and inform and educate clients on how to maximize Russ Reids impact in context of the whole marketing mix. 1 2 3 4 5 Speak intelligently about other fundraising areas and be a trusted advisor to our clients in all areas of fundraising and marketing, with the ability to recommend solutions from RR or other sources. 2 2 2 3 3 3 4 4 4 5 5 5 Intelligently explain the basic contents of a direct response results report. Identify how we are performing for clients by understanding the norms for results in each media channel (DM acquisition and cultivation, DRTV, Digital, second gift conversation, retention, lifetime value). Review and decipher testing plans and application of basic analytical tools.

Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Needed

Understands and can explain the structure of our Omnicom relationship, the key players, the benefits received through our partnership, and the various agency and employee resources offered through the Omnicom Group. What the employee should be able to do if he/she has this knowledge: 1 1 Overall Rating Is familiar with, understands, and can speak to the role Faith has played in the formation, development, and expansion of Russ Reid. Demonstrates an open and supportive attitude toward the agencys Faith history as well as the agencys current, more ecumenical posture. What the employee should be able to do if he/she has this knowledge: 1 2 3 4 5 Speak with clarity about the history of the role of Faith at Russ Reid. Articulate the role that Faith plays today in our agency, with our clients, with donors and with our staff. 2 2 3 3 4 4 5 5 Answer questions about our relationship with Omnicom, DAS, and the NonProfit Group to both clients and staff. Demonstrate an understanding and explain the structure of our Omnicom relationship, the key players, the benefits received through our partnership, and the various agency and employee resources offered through the Omnicom Group.

Read each statement below. What degree of evidence have you seen this employee currently demonstrate the knowledge listed below?

1
No Evidence

3
Some Evidence

5
Consistent Evidence

Development Opportunity
Overall Rating

Improvement Opportunity

No Development Needed

Understands the profile (motivations, heart, and demographics) of our industrys primary donor audience and how this profile differs from client to client and from channel to channel. Is facile with the basic findings from our Heart of the Donor research. Understands the importance of age, income, ethnicity and especially faith in giving to nonprofits. Has knowledge of the basic industry giving patterns and recent trends. Has a working knowledge of media objectives and planning (targeted and broadcast). What the employee should be able to do if he/she has this knowledge: 1 1 2 2 3 3 4 4 5 5 Converse with knowledge and confidence about donors, their giving patterns, how they are acquired, and channel usage. Instill client confidence in our expertise in audience knowledge, trends, industry patterns and trends.