2014 Campaign Managers Guide

Completely KIDS

Lutheran Family Services of Nebraska, Inc.

YMCA of Greater Omaha

Completely KIDS

Completely KIDS

Lutheran Family Services of Nebraska, Inc.

2014

CAMPAIGN MANAGER’S GUIDE

American Red Cross-NE/SW Iowa

Boys and Girls Clubs of the Midlands

Catholic Charities of the Archdiocese of Omaha

TABLE OF CONTENTS Welcome .................................................................2 Work of United Way.................................................3 Job Description .......................................................4 Steps to Success ....................................................5 Campaign Timeline ..............................................10 Making the Ask.....................................................11 Sample Rally ........................................................13 Leadership Giving ................................................15 Thank You.............................................................17

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WELCOME

United Way of the Midlands appreciates your time and talent in helping with the annual campaign, and we want to do all we can to help you succeed. In this guide you’ll find tips and techniques that will help you enhance and promote your campaign.

You can download additional copies of this guide from our website: www.UnitedWayMidlands.org. Be sure to let your co-workers know our web address. It’s a great way for them to learn about United Way of the Midlands.

On our website, you’ll find facts, success stories, sample letters, creative campaign ideas and much more! Look for the link “Toolkit” on our homepage to access these materials. It’s the easiest and quickest way to get tools you can use.

Again, thank you for helping others by leading your workplace campaign.

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THE WORK OF UNITED WAY OF THE MIDLANDS For a community to be strong, its people need to be strong.

93,000 of our neighbors in Douglas, Sarpy and Pottawattamie counties live in poverty. That’s an annual household income of $22,811 or less for a family of four.* SOURCE: 2008-2012 American Community Survey *U.S. Census Bureau Poverty Threshold - “2011 Dollars”

United Way of the Midlands has addressed the needs of our most vulnerable neighbors for more than 90 years. That work is central to our mission today, and will be tomorrow. But a lot has changed in our community since 1923. And to break the cycle of poverty that haunts many local families and neighborhoods, United Way must evolve, too.

So first, we reached out to the community - to the people - to find out the key things that hold our neighbors back. To bring individuals and organizations together to talk about solutions. In the process, the voices of thousands of our neighbors have shaped the vision for our work. The result: we know how to use our strengths - United Way’s and the community’s - to make a measurable and positive difference in people’s lives. In our community’s strength. Our shared future.

Here’s what United Way of Midlands will do - with your help: BASIC NEEDS | Build on 90+ years of critical support for food, shelter, health and safety - to help our neighbors meet their urgent needs, and stabilize their lives. We work with great nonprofits and other community partners to do it. And a group of civic leaders and local citizens will help us decide what’s needed right now, and where help is needed the most.

The NEA reports that children in quality after-school programs are more likely to go to school and to be engaged in their lessons. Their grades and test scores also improve.

SOURCE: National Education Association, 2013

10,400 young people in Omaha are considered “disconnected youth” – they’re not working, not in school and have less than an associate’s degree. They are at higher risk for unemployment & poverty as adults.

SOURCE: Brookings Institution: “The Plummeting Labor Market Fortunes of Teens and Young Adults”, March 14, 2014.

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UNITED BY STRENGTH | Get ahead of problems that prevent our young people from becoming independent and financially-stable. Focus our community’s strengths and resources on programs that support a child’s academic success, and make sure young adults are ready to succeed on-the-job. Here’s how we’ll do it: CLASSROOM READY means removing the barriers that kids face, and helping them build skills that lead to success in school and a high school diploma.

• Make sure children have a safe place outside of the classroom to practice what they’ve learned, and get extra help on challenging subjects.

• Provide parents the tools to help their children succeed, and address the experience gap that many children of poverty face.

• Work on common goals with school districts and youth-serving agencies to achieve our community’s best.

WORKFORCE READY means collaborating with other community organizations to provide young people with a choice of high-quality paths to train for and join the workforce.

• Help teens and young adults build the right skills, confidence and personal commitment to succeed on the job – in today’s and tomorrow’s workplace.

• Prepare them for opportunities in college, apprenticeships and rigorous on-the-job training.

• Empower more of our neighbors to secure good jobs, increase their financial stability and achieve economic independence.

JOB DESCRIPTION Title: Campaign Manager (CM)

Objective: Encourage your co-workers to participate in creating a stronger community by planning, coordinating and implementing an effective United Way of the Midlands workplace campaign.

Reports to: Your CEO Responsibilities: • Attend Campaign Manager’s Workshop (August 7) • Work closely with your Loaned Executive* and United Way development staff to create an effective campaign plan • Recruit a campaign committee from key areas of your organization • Coordinate the distribution of campaign materials and collection of contribution cards • Coordinate kickoff and recognition events • Promote the campaign to all associates and publicize campaign results throughout the drive • Hold a separate gathering for Bridgebuilders Society members and prospects (individuals who donate $1,000 or more) • Encourage volunteerism among your co-workers • Provide all associates and retirees the opportunity to give • Thank donors and volunteers for their generosity • Complete your campaign by giving a final report to your Loaned Executive • Evaluate and make recommendations for next year’s committee or CM *Loaned Executive (LE): A top-notch employee who is loaned by his or her CEO, or sponsored by a local company, to work full-time for United Way of the Midlands throughout the campaign. LEs help CMs plan, implement and conduct a successful workplace campaign.

2014 QUICK FACTS Campaign Chairs Rodrigo and Mary Lopez

Board Chair Lance Fritz

United Way of the Midlands Karen Bricklemyer, President and CEO

Day of Caring October 10 at locations across the community

Campaign Dates August 26-October 31

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STEPS TO SUCCESS

1. Getting Started • If you’ve never been involved with your company’s employee campaign, meet with the individuals who were in charge last year. Get a head start by sharing notes, dates and best practices.

• An LE will be assigned to assist you throughout the entire campaign process. This individual is your primary contact during the campaign and should be used to help you develop and implement a plan for success.

• Set up a meeting with your LE to analyze past results and identify areas of opportunity.

• Make sure UWM has accurate information about your company (CEO, address, website, phone and fax numbers, number of employees, e-mail, etc.). This will affect material counts and company recognition.

• Create a timeline and prepare in advance. Don’t let your campaign sneak up on you.

• Develop an employee communications plan that includes quick facts about United Way and stories about individuals helped by contributions.

2. Obtain CEO/Senior Management Involvement The visible support of top management is crucial to the campaign. Keep them involved by asking them to: • Announce your role as CM. • Appoint next year’s CM to work with you. This will ensure a smooth transition each year.

• Authorize a payroll deduction contribution plan for employees, if one does not exist.

• Endorse a separate management campaign to promote the Bridgebuilders Society and, if appropriate, appoint a Bridgebuilders Society coordinator.

• Approve your overall campaign plan and goal.

• Allow adequate time for campaign planning, your attendance at the Campaign Manager’s Workshop, city-wide Campaign Kickoff, volunteer projects, group rallies, employee follow-up and thank you events.

• Send a personalized letter or e-mail endorsing the campaign prior to your kickoff.

• Endorse a retiree solicitation letter.

• Attend campaign events to endorse UWM. 3. Build a Strong, Diverse Campaign Committee • Don’t try to build the campaign on your own — gather a committee to help you.

• Recruit a team from key areas of the organization including marketing, community relations, human resources, payroll, finance, information technology and retirees. If employees are represented by organized labor, recruit a union representative as well.

• Talk to your team about strategies and events that will work at your company.

• Clearly define roles and responsibilities.

• Remember, team members can help you follow-up with the employees during your campaign.

Continued on page 7...

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DECIDE WHAT WILL WORK BEST FOR YOU We realize that what works for one organization may not be effective in another. Use the components that best meet the needs of your organization.

It is particularly helpful to have representatives on the committee from a variety of areas of your organization. Their insight on the process in their departments will help keep things running smoothly throughout the campaign.

CORPORATE GIVING Many organizations show their dedication to our community with a corporate gift to the campaign.

Whether it’s a lump sum gift or a match that is based on the employee campaign, this investment demonstrates the organization’s support and is a great way to lead by example.

Be sure to announce this commitment early in your campaign. If the corporate gift is a match based on employee pledges, your team members will be encouraged knowing that what they give will be stretched, making an even greater impact in the community.

REVIEW YOUR CAMPAIGN HISTORY WITH YOUR UWM POINT OF CONTACT When planning your campaign, it’s important to look at past results for your company. Your LE will provide this information for you to analyze. You’ll be able to see the number of employees who are giving and at what level. These numbers will help you set a realistic goal for your campaign. Ask these questions: • What does your company data show?

• Has the percent of donors increased or decreased?

• Has the number of employees changed since last year?

• How many donors give between $600 and $999?

(They are close to Bridgebuilders Society membership and may increase their gift if asked) Lutheran Family Services of Nebraska, Inc.

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STEPS TO SUCCESS

4. Develop a Plan • Set a challenging goal based on last year’s total dollars raised, percent of participation, and per capita amount.

• Decide on a theme, activities, incentives and a thank you event. Use United Way’s “Campaign Idea” book for new ideas.

• Develop a detailed timeline (see pg. 10) and calendar to identify target dates.

• Determine dates and locations for the employee rallies and identify speakers.

5. Build Momentum • Use as many of the United Way branding tools as possible.

• Become a Fan of United Way of the Midlands on Facebook and Twitter, and share it with your co-workers. Visit facebook.com/UnitedWayMidlands and twitter.com/unitedwayomaha.

• Use UWM Stories of Change to set the tone for the campaign and remind your audience of ways they can keep our Community Strong.

• Keep the campaign fresh in everyone’s mind by using e-mail and voicemail.

6. Conduct an Educational Campaign • Schedule a meeting for every employee to attend. If employees are difficult to bring together, try to schedule a rally in conjunction with another meeting, such as a staff or safety meeting. (See pg. 11) • Distribute personalized campaign contribution cards and have a drawing for everyone who returns a contribution card by a certain date.

• Mail your retiree letter along with a brochure and contribution card.

• For companies using e-pledging, an electronic contribution link will be sent on the day of the kickoff and donors will receive an immediate “thank you” once a gift is submitted.

• Ask current contributors to consider increasing their gift so increasing community needs are met.

• Hold special events for current Bridgebuilders Society members and prospects.

• Place banners and posters where they are visible to employees. Update materials periodically to let employees know how close you are to reaching the goal. Additional materials are available through your LE. • Be sure to follow-up with individuals who haven’t turned in a contribution card to ensure everyone has been offered the opportunity to give.

• Communicate!

• Utilize the company newsletter or website to promote special events and campaign activities.

• Share stories about how UWM touches lives in our community.

• Use sample e-mails and letters crafted by UWM. • Promote incentives and announce the winners.

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Continued on page 9...

CAMPAIGN MATERIALS You will receive campaign materials designed to help you coordinate a successful campaign and educate potential donors about the benefits of UWM to the community.

Leadership Packet Includes a list of employees who gave a leadership gift of $1,000 or more last year. This form is used for reconciliation and verification for the current campaign. The packet also includes a Leadership brochure that explains our leadership giving program.

Campaign Poster* Posters are available to promote your campaign.

Campaign Video Shows how your gift makes a real impact in our community.

Campaign Brochure* Provides a handy reference to UWM partners. The brochure gives general information about UWM and shows how your contribution makes a difference in the lives of people in our community.

Contribution Card* Donors use this card to record their pledge commitment.

Designation Form* A donor has the choice to designate his/her gift.

In order to designate a gift, the contributor must complete the donor designation form along with a contribution card. *This piece is also available in Spanish.

Kids Can Community Center

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RETIREE GIVING The next step in boosting your campaign total is to solicit your company’s retirees. A sample retiree letter is in the Campaign HQ at unitedwaymidlands.org. Please send this letter to your retirees along with a brochure and contribution card. If your company sends a newsletter, it’s best to include the retiree letter with this mailing.

PER CAPITA AWARDS Don’t forget to talk to your LE about award levels for per capita giving. To calculate your per capita, take the total employee dollars raised and divide it by the number of employees to see if you qualify for the following: Award Level Bronze Silver Gold Platinum Excellence

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Employees must achieve $50 per capita $80 per capita $120 per capita $160 per capita $195 per capita

STEPS TO SUCCESS

7 Steps for a Successful Campaign Wrap-Up Now that the rallies are complete, report the results and say thank you.

1. Collect contribution cards from employees.

2. Schedule a wrap-up meeting with your LE to critique the campaign and collect extra materials.

3. Complete and sign the Campaign Report Form (remember to record retiree contributions). If there are any additional donations after the final report has been turned in, contact your LE for pick-up.

• Don’t forget to include your name and phone/email on your report form.

• Be sure to leave check or cash donations attached to their respective contribution card.

• Place funds collected at special events in a separate envelope.

4. Complete the Bridgebuilders Society list and return it in the campaign report envelope. Update the list to include all new members and members who are no longer at your company. It is important to return this form to ensure that all leadership givers receive appropriate recognition. When complete, seal this along with all contribution cards, cash/checks and designation forms in the Campaign Report envelope.

5. Conduct a thank you activity — serve a hot breakfast, order pizza for lunch, hold an ice cream social or give out cookies or candy that say “thank you.”

6. Announce final campaign results and significant achievements.

7. Recognize your committee for all of the hard work they’ve put into the campaign.

CAMPAIGN TIMELINE Step Attend CM Workshop Attend City-Wide Campaign Kickoff

Date 8/7

Tasks • Gain knowledge and develop skills necessary to run an effective campaign

8/26

• Meet at UNO’s Barbara Weitz Community Engagement Center (6001 Dodge Street) on Tuesday, August 26 at 7:30 a.m. to show your support for United Way

Meet With Your LE

• Begin to plan employee campaign

Obtain CEO’s Endorsement and Support

• Ask if your company will be making a corporate gift • Schedule management to make appearances and speak at employee rallies • Request time and budget for campaign-related meetings and activities • Have him/her endorse campaign announcement and retiree letter

Recruit Campaign Committee

• Recruit team members from all departments, as well as a retiree • Remember to include a member from management to work with the Bridgebuilders Society campaign • Educate your committee members on UWM’s role in the community • Assign roles, responsibilities and accountabilities

Plan Your Campaign

• Develop a strategy to promote a Bridgebuilders Society campaign • Develop a strategy to increase retiree contributions • Decide on a goal and method to track results • Create a theme and appropriate activities • Develop incentives for employee campaign participation • Select and announce a campaign kickoff date • Develop and promote a campaign event schedule • Order campaign supplies from your LE

Educate Employees and Publicize Campaign

• Hold a special event for Bridgebuilders Society members and prospects • Provide educational opportunities such as kickoff events, employee rallies and volunteer projects • Schedule a UWM staff member to speak at your employee rallies • Spread the word through e-mails, newsletter articles, voicemail messages and CEO letters; utilize UWM marketing materials (posters, brochures and video)

Make the Ask

• Ask all employees and retirees to donate • Emphasize using payroll deduction • Offer fun activities and gifts to promote on-the-spot pledging • Follow-up with employees who did not attend a rally

Report Results and Say Thanks

• Tally and report your results to your UWM representative as soon as possible • Share results with the entire organization • Say thank you by conducting a special celebration event for contributors • Send personalized thank you letters to contributors signed by your CEO 10

MAKING THE ASK

Believe it or not, the #1 reason people say they don’t give to United Way is because no one ever personally asked them to do so.

Educating employees about the value and work of UWM is the best way to gain support. Your LE is an excellent source for any materials and assistance you may need.

Promote the ease of making a pledge through payroll deduction.

Try to personally distribute campaign contribution cards and brochures; use your committee members to help you.

Ask every employee to turn in a contribution card by a certain date, even if they choose not to contribute. This method will let you know that every person had an opportunity to give.

HELPFUL HINTS FOR A SUCCESSFUL RALLY

Don’t forget how important it is to ask employees to contribute to UWM. Even though you may have a well-planned campaign with many exciting events, if employees are not directly asked to give, the campaign will not be as successful. Use your LE to assist with this process. Here are the key steps: • Welcome your audience. Share any brief, positive, personal experiences you have had with United Way. • Give a brief presentation about the importance of supporting our community through UWM. • Invite UWM staff to thank and educate your employees.

• Introduce and show the campaign video.

• Pass out contribution cards and emphasize deadlines for returning them.

• Ask those in attendance to contribute.

• Be prepared to answer questions.

• Thank everyone, even non-contributors, for their attendance and contributions.

• The employee rally doesn’t necessarily require its own meeting time. You can easily build it into a regularly scheduled meeting by asking for 10-20 minutes on the agenda.

EMPLOYEE RALLIES

Employee Rally plus One-on-One Follow-up This is the most effective method of soliciting as it allows a group of employees to first hear the UWM message and then, make an informed decision. This method is both cost-effective and will save you time, as it provides an opportunity for employees to turn in their contribution cards at the group meeting. One-on-one follow-up is then needed with those people who have not returned their contribution cards.

Employee Rally plus Mail By holding an employee rally, you ensure that everyone receives the same message. The solicitor must still play an important one-on-one role as they should encourage people to attend the meeting. Follow-ups can be accomplished via interoffice mail, e-mail or voicemail.

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VOLUNTARY GIVING POLICY United Way of the Midlands believes that the most responsive contributors are those who have the opportunity to become informed and involved. Well-planned campaigns, with an effective communications program, conducted by committed volunteers, will ensure responsive contributors. Pressuring individuals to give is an undesirable substitute for this education process and hurts both the potential contributors and our cause.

MAKING IT COMFORTABLE FOR EVERYONE Please take steps during your campaign to ensure that every employee feels comfortable in making a decision about contributing.

The following are a few reminders to ensure participation is voluntary: • Contributing is a personal matter and should be kept confidential. Use fun and informative incentives to get more positive results.

• Although top management support is invaluable to your campaign, have peers rather than superiors do individual solicitations.

• Make sure employees know that acts of coercion in any form are unacceptable and ultimately hurt the cause.

Big Brothers Big Sisters of the Midlands

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SAMPLE EMPLOYEE RALLY

Employee rallies are the best way to increase understanding of how UWM improves lives in our community. The employee rally format (sample agenda below) can be adapted to fit your organization’s needs.

Item Welcome

Presenter CM

Time 1 minute

Endorsements

CEO/Senior Executive

2 minutes

CM/LE

4 minutes

Guest Speaker • Where do your dollars go?

• Why give?

UWM staff

5 minutes

Campaign Video

UWM staff or on our website

7 minutes

Solicitation and Q&A

CM

2 minutes

Closing Remarks • Thank volunteers/presenters/attendees • Collect contribution cards • Stay to answer any questions

CM

3 minutes

Campaign Overview using the PowerPoint provided • What is United Way of the Midlands?

• What does it mean to be Community Strong?

• How are funds distributed?

• Where are volunteer opportunities found?

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ONE-ON-ONE MEETINGS Ideas and Reminders It is critical that every employee be given the opportunity to hear about UWM and be asked for a contribution. We know that the number one reason someone doesn’t give is because they weren’t asked.

The most effective method of asking employees is through an employee rally plus one-on-one follow-up; however, your most effective method of solicitation will depend on your individual workplace.

The One-on-One Approach This approach is effective when employees are asked by a peer to contribute. A ratio of 5-10 employees per solicitor is recommended, in order for soliciting to be easily completed within your campaign timeline. Successful solicitation requires knowledgeable and respected peers who are comfortable asking for a contribution.

SIMPLE SUGGESTIONS FOR SUCCESSFUL ONEON-ONE SOLICITATIONS Before One-on-One Contribution Discussions: • Schedule a convenient time to meet.

• Think about the employee. What are his/her interests?

During the One-on-One Contribution Discussions: • Ask for gifts in private, 10-minute conversations.

• Explain why you contribute.

• Share information about the problems faced by our community and explain how UWM is meeting those needs and addressing those challenges. Use convincing details.

• See unitedwaymidlands.org for helpful information • Ask open-ended questions and listen. Be ready to change your appeal based on what your co-worker tells you about his/her interests.

• Explain contribution cards and choices.

• Ask for a generous contribution: • Suggest use of payroll deduction • Encourage an increase

After One-on-One Contribution Discussions: Thank everyone, even non-contributors, for taking the time to listen and discuss our community is future.

Latino Center of the Midlands

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LEADERSHIP GIVING

Most Campaign Managers are surprised to learn that fine-tuning their existing efforts can result in Bridgebuilders Society contributions and a substantial campaign increase. The key to success is simple — just ask.

Bridgebuilders Society campaigns should reflect your company’s culture. However, it is our experience that successful efforts have the following steps in common: 1. Recruit a Bridgebuilders Society Coordinator & Team • Involve your CEO. Have your CEO make his/her Bridgebuilders Society gift to the campaign.

• Encourage your CEO to recruit a respected senior staff member and current Bridgebuilders Society member to act as a Bridgebuilders Society coordinator and conduct the Bridgebuilders Society campaign.

• The Bridgebuilders Society coordinator should work closely with the CM to ensure optimum results.

• Depending on the size of your company, consider recruiting additional individuals to help with your Bridgebuilders Society campaign. Involving others will lead to increased participation and awareness.

2. Plan Your Bridgebuilders Society Program • Establish the timing of the Bridgebuilders Society campaign.

• Review last year’s efforts and results with your LE. • Set a realistic and attainable goal for new and existing Bridgebuilders Society members.

3. Create a Prospect List • Work with your LE to set criteria for soliciting potential Bridgebuilders Society members, including: • Employees and retirees who contributed at leadership levels last year.

• Current contributors of $500 or more.

• Employees at your company whose annual salary is $50,000 or higher.

4. Communicate • Invite prospects to a special breakfast, luncheon or reception to talk about the responsibilities and benefits of leadership giving.

• Involve your CEO or a Bridgebuilders Society member in the Bridgebuilders Society presentation.

• Distribute Bridgebuilders Society brochures, contribution cards and other appropriate information.

When possible, personalize the materials with the individual’s name.

• Don’t forget to ask individuals to give! This is one of the most basic, yet most-often forgotten tasks.

• Follow-up with non-attendees and ask them to consider participating at a leadership level.

5. Thank Contributors • Send a thank you note to Bridgebuilders Society members and co-workers on your team.

• Host a reception to acknowledge and thank Bridgebuilders Society members.

• UWM also sends each Bridgebuilders Society member a personal thank you.

6. Report Names and Final Results • When completing the final report, be sure to include the names of Bridgebuilders Society members to make certain UWM properly recognizes and acknowledges Bridgebuilders Society growth.

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BRIDGEBUILDERS SOCIETY A Bridgebuilders Society member donates $1,000 or more.

These members are recognized by the following: Award Level Donation Bronze $1,000—$2,499 Silver $2,500—$4,999 Gold $5,000—$7,499 Platinum $7,500—$9,999 TOCQUEVILLE SOCIETY A Tocqueville Society member donates $10,000 or more annually from his/ her personal wealth. If you have an employee or retiree who is considering joining the Tocqueville Society, please contact (402) 522-7905 or Tocqueville@UnitedWayMidlands.org for more information.

COMBINED GIFT Leadership gifts can be individual or combined with a spouse. Each individual and company will be recognized for these generous gifts.

Remember, both spouses should fill out a pledge card.

WOMEN’S LEADERSHIP COUNCIL The Women’s Leadership Council (WLC) is a network of caring women who invest themselves beyond their annual financial contribution to address critical education issues. Members contribute their time, professional expertise and talent to support causes they care passionately about, and to create change in the Omaha-metro area through education, engagement, philanthropy and fellowship.

Supporters pledging $2,500 or above are eligible for membership.

LOYAL CONTRIBUTORS Loyal Contributors are individuals and couples who have contributed to United Way in this community or in others for 25 years or more.

UWM would like to recognize and thank our Loyal Contributors for their dedication and commitment to improving lives and building stronger communities. We need your help in identifying individuals in your company who fit these criteria. Please note: there is a box for selfidentification on the contribution card.

YOUNG LEADERS United Way of the Midlands Young LEADers is a group of professionals under the age of 40 who are Bridgebuilders. Please encourage your organization’s young leaders to identify themselves on the leadership portion of the pledge card or in eWay.

Completely KIDS

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THANK YOU

Thank you for taking on a key role in this year’s United Way of the Midlands Campaign.

In the coming weeks, you will be one of the most visible people in your organization. You will interact with individuals from all departments. Through your commitment to United Way and your efforts during the campaign, you will make a positive impact on our community.

We hope that we’ve provided the tools necessary to make your job easier and more fun! On behalf of nearly 6,000 volunteers who will assist with the community-wide drive, thank you for your leadership this year. Your work and your organization’s partnership will create powerful change for generations to come.

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1805 Harney Street | Omaha, NE 68102 (402) 342-8232