Home > Tactics > Donor Obsession > Lateral Service

Problem: When team members only focus on their specific roles, it can lead to gaps in service and unmet needs.

Solution: Encourage everyone to step outside their roles to help others, creating a seamless and supportive experience for donors.

Introduction:

Lateral service is an approach where every team member steps outside their defined roles to support others and ensure seamless service. This concept promotes a culture where everyone helps wherever needed, regardless of their specific job title or department, to collectively create an excellent donor experience.

Tools:

• Cross-Department Cooperation: Train team members to assist in various roles when necessary, allowing them to understand the challenges and needs of different departments. This builds empathy and strengthens relationships across the organization.
• Lead by Example: When leaders actively support frontline workers, it demonstrates that everyone’s role is integral to donor satisfaction, reinforcing the idea that the organization is united in its mission.
• Empower Employees: Give staff the autonomy to step in and address needs beyond their usual scope. For example, an office worker might help in event setups during high demand, or a supervisor might assist with donor-facing duties.
• Define Situational Priorities: Establish guidelines that prioritize donor needs, which can involve temporary role shifts for staff to maintain service quality during peak times.
• Skill Sharing: Encourage employees to learn essential tasks from other departments, enabling them to step in confidently when help is needed.
• Lateral Service Drills: Conduct simulations where employees practice switching roles in hypothetical scenarios, reinforcing the adaptability needed for lateral service.
• Recognize Team Contributions: Publicly acknowledge and reward employees who go beyond their roles to assist colleagues. This could be done through recognition programs or during team meetings.
• Share Success Stories: Highlight examples where lateral service helped deliver an exceptional donor experience, reinforcing its importance within the organizational culture.