Increasing Action Call Response Rate by 500%, Growing Grassroots Chapters and Increasing Employee Engagement by 37%
HCA Healthcare had an active employee-led volunteer grassroots program, the Good Government Program (GGG). The program was extensive, with over 40 local chapters and 8,000 members. However, after staff examined their mobilization response rates, they knew that program improvements were needed to be a truly impactful employee grassroots organization.
Moving from Quantity to Quality Engagement
In addition to action call response rates, we recommended that we examine additional “quality indicators” throughout the GGG, because that ultimately affects response rates. After we conducted a survey among GGG leaders, we uncovered the GGG best practices that impacted grassroots performance levels, and then determined which practices could be adapted by other GGG facilities. We then incorporated those findings and our proprietary research results on best practices in grassroots recruiting, retention and motivation into a full-day training session with over 30 GGG employee leaders. In addition, we conducted a pre-training survey to determine existing volunteer and government trends, training requirements and grassroots program structure needs. We also created a post-training measurement tool for the HCA staff, and a manual that guides GGG leaders on how to achieve that enumerates GGG leaders’ success metrics and guides them for future activities.
Results
Prior to the workshop there were 40 Good Government Group chapters with 8,000 members and an action call participation rate of .05%. After the training, the number of chapters increased to 54, GGG membership increased by 37% to 11,000, and there was a 500% increase in their action call response rate.