10 Steps to Success A Guide for Workplace Employee Campaign Managers
A Resource for the 2016 Campaign
10 Steps to Success Running a successful United Way Campaign can be fun and easy. While this guide offers a good overview, it does not answer every question. More resources are available on our online toolkit and through your United Way representative. www.uwcsra.org/campaign-central/tool-kit/
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Become an Informed Champion—What else does United Way do other than fundraise? Learn more about your United Way.
Get Help—Don’t feel like you have to go through this process alone. Recruit a team. Get endorsement from upper management.
Essential Campaign Supplies—Brochures, posters, pledges forms. You can’t run a campaign without them!
Best Practices—Don’t reinvent the wheel! How to increase your participation? What are good low cost incentives to help with your campaign?
Timeline —Workplace campaigns need YOU! It takes planning and coordination. Here you can find a suggested timeline. Checklist—One stop shop for what you need to have
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happen to have a successful campaign!
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Campaign Kick-off—Get everyone on board for a strong start to your campaign.
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Make the Ask—This is THE question, if people aren’t asked they may not give! Please consider how you will make the ask for a successful campaign.
Communicate Results—Engage donors by letting them know how well they are doing as a team!
Thank Everyone!—A little courtesy can go a long #10 way!
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Concerns, Objections, and Designations
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United Way of the CSRA Campaign Team Contact Information
1. Become an Informed Champion The more you know about United Way of the CSRA, more impassioned & credible you will become with coworkers.
Our Mission United Way of the CSRA improves life in our community by maximizing the impact of charitable contributions.
Impact Areas
Our Vision United Way of the CSRA is the leader in identifying health and human service needs and securing resources to meet these needs.
United Way Membership United Way of the CSRA is an independent and autonomous organization, a member of United Way Worldwide, NOT a chapter. This means that we listen and respond to the needs of the CSRA. We are governed by an active and responsible local board of directors that serve without compensation.
United Way of the CSRA Partner Agencies
American Red Cross of Augusta
Easter Seals of East Georgia
Augusta Training Shop, Inc. Boys & Girls Clubs of the CSRA Boy Scouts of America, Georgia-Carolina Council, Inc. Child Enrichment, Inc. Christ Community Health Services Columbia County Community Connections Communities in Schools of Burke County, Inc. Family Counseling Center of the CSRA, Inc.
Family Promise of Augusta The Family YMCA
Community Impact Initiatives
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Fireside Ministries Friendship Community Center GreenPath, Inc. Girl Scouts of Historic Georgia Hope House, Inc. Rape Crisis & Sexual Assault Services Ronald McDonald House Charities of Augusta
Safe Homes, Inc. The Salvation Army Senior Citizens Council of Greater Augusta and the CSRA, Georgia, Inc.
The Speech and Hearing Center St. Stephen’s Ministry of Augusta, Inc.
the
1. Become an Informed Champion (Cont.) WHY UNITED WAY? United Way focuses on OUTCOMES. United Way provides critical funding for 46 vital health and human service programs at our 24 partner agencies. The following are just a few of the successes that are made possible through the generosity of our many supporters. Provided affordable, quality,
primary health care visits to more than 21,896 uninsured and medically underserved patients. 2,444 at risk teenagers participated
in after school programming that included tutoring and mentoring. 85% of homebound seniors served
remained in their home because of the daily living assistance program. 73% employment rate for homeless
and low-income rate individuals attending a three month job skills program including workplace and life skills. Participants in the Job Sampling
program exited the program with actual work experience in at least one type of employment that was new to them.
TIP: Check out the Campaign Toolkit for a printable payroll stuffer of how far a weekly pledge can help in the CSRA! www.uwcsra.org/campaigncentral/tool-kit/
counseling, referrals, and support services, i.e. transportation, clothing, hygiene items, showers, etc. Hearing-impaired individuals were
able to communicate with family, friends, and others, improving psychological well-being and quality of life. Read more outcomes of your support
in our 2015 Annual Report.
Over 100 child victims of domestic
violence (with their parents) received emergency shelter and support. Homeless men, women, and women
with children received meals and a safe place to sleep at night as well as access to a system of support, which included case management,
Tweet This! Did you know that pledging $10 a week can provide food on the weekends for two children for an entire year? #LIVEUNITED @UnitedWayCSRA #CSRA
Join us on social media www.fb.com/UnitedWayoftheCSRA www.twitter.com/UnitedWayCSRA
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2. Get Help Elanco Plant Manager Kevin Trivett gets soaked during a 2014 “fun”-raiser!
Upper management participation is essential for a successful campaign.
Success Starts at the Top Engaging upper management is essential for a successful campaign! We already have their support or we wouldn’t be conducting a campaign. Leveraging management’s support boosts credibility and the
importance of your United Way campaign. Talk to your company’s top leadership about approving a
campaign committee and budget and allowing use of company time for campaign meetings and activities. Ask top managers to publicly support, endorse, and partici-
pate in campaign presentations or with a letter to employees in a company newsletter. Discuss the possibility of matching a percentage of
em-
ployee gifts with a corporate contribution. Develop a strategy for engaging other company leaders, possi-
bly through the use of a separate leadership
campaign.
Ask them to approve campaign incentives and/or
activities.
Recruit a Strong Campaign Committee
Don’t feel like you have to do this alone! The larger your workplace, the more important it is to recruit help! More people helping will mean less work for you while you simultaneously reach more potential donors at your company!
Build a campaign team that is diverse and includes individuals from multiple departments and every level within the organization that are well liked and respected by coworkers.
Team members who have been helped or had prior involvement with United Way are a great addition and can speak personally during the campaign.
Invite your United Way representative to your campaign planning meetings to answer questions and offer ideas.
United Way is here to help!
Contact your United Way representative to learn how we can assist you. (See page 15 for contact info.)
Visit our website for in-depth ideas, templates, and access to additional campaign resources!
(www.uwcsra.org)
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Check out the online toolkit, visit www.UWCSRA.org. Choose CAMPAIGN CENTRAL and then 2016 Campaign Toolkit.
3. Essential Campaign Supplies We understand that people are busy and the United Way campaign is an addition to all your other job responsibilities. With that in mind, we want to give you all the tools, resources, and help you need to make your campaign a success without becoming a burden.
Pledge Forms Your United Way representative can
provide you with any number of pledge forms. Return the TOP copy to United Way Turn in pledge forms with a Campaign Envelope. To ensure proper processing, please make sure that the donor’s name is legible and the gift amount is completed.
United Way Brochures It’s important to make sure everyone receives this informational piece along with a pledge form so they can make an educated decision about giving.
Posters Use to promote the campaign and decorate for employee meetings and special events. Break Rooms Bulletin Boards Cafeterias Common Areas
Banners Large banners can be borrowed for use during kick-off events and employee meetings.
United Way Incentives Ask your campaign representative about availability as quantities are limited.
Campaign Envelopes Your United Way representative can
provide you with any number of envelopes. Fill out as much information as possible on the left side. Increases our accountability. Protects YOU and United Way. Seal and sign your envelope! Turn in your results to a United Way representative as often as needed. Get check donations to your United Way representative ASAP.
Sample emails, letters, templates, activities, agendas Can be customized, copied, and pasted into any communications: http://www.uwcsra.org/campaigncentral/tool-kit
Didn’t find what you’re looking for? Call your United Way representative. Check out www.unitedwaystore.com
for incentives to purchase.
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4. Best Practices How to Increase the Average Pledge Promote “Pledge Buys” or what your gift will do. For example, your payroll pledge of $10/ week can provide two children food on the weekends for an entire year.
Encourage giving via payroll deduction. It is
Promote giving at Leadership Level ($500+) when and where appropriate.
Structure incentives so they are based on giving levels.
the easiest way to give. Most donors give more if they stretch their gift out over the year instead of one lump sum.
Did you know… $20 a week can provide ten months of one-on-one adapted aquatics for people of all ages with disabilities.
Encourage donors to increase their gift by 10% or $1 a week over last year’s pledge.
How to Increase Participation FOOD ALWAYS DRAWS A CROWD. Provide refreshments at your United Way meetings. Coffee, doughnuts, or fruit for morning events; pizza at lunch; and cookies, ice cream, or brownies at afternoon meetings.
10-15 minute presentation by United Way at already scheduled group meetings is the number one way to raise awareness, educate, inform, and inspire your associates. These can be coordinated through your United Way representative by calling 706.724.5544. We can do multiple presentations during any shift at any area workplace.
Have a special event for a “fun”-raiser to supplement your payroll deduction pledges, raise awareness, and build camaraderie.
first hand how United Way dollars are used to provide a positive impact in the community.
Establish friendly inter-department competitions, such as an office pizza party for the department that raises the most or has the highest participation.
Have a pot-luck luncheon, office pool or United Way Day (casual dress day) to benefit United Way.
Find an associate who has been personally affected by a United Way program (either in receiving assistance or in volunteering) who is willing to share his/her experience. Personal testimonials, especially from peers, go a LONG way.
Provide incentives and prizes.
Incorporate United Way pledge forms into your
Communicate the support and endorsement of
Email consistently throughout your campaign
CEO / Upper Management.
Schedule agency tours so that people can see
new employee orientation packet. highlighting the impact of their United Way pledge.
Did you know… $1 a week can provide 41 bus tickets for someone who has limited access to transportation.
Try a New Take on United Way Days! Leverage “fun”-raisers. Ask for a pledge form rather than a cash gift. Instead of selling a $1 United Way Day Pass to wear jeans, ask that they pledge $5/week via payroll deduction.
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4. Best Practices (Continued) Promote Caring Club! Donors that make an annual undesignated contribution of $150 or more will receive a Caring Club card. That is only $12.50 per month via payroll deduction. This is one of the ways United Way says THANK YOU to our donors throughout the year by offering these great discounts from local merchants! For a complete list of participating merchants, please visit www.uwcsra.org.
Easy Incentives & Prizes Sometimes the best incentives or prizes are ones that don’t cost much. Here are some lowcost/no-cost raffle items you can use if you’re working on a shoestring budget. Get them from your vendors, your own company, or local businesses. United Way Day (casual dress days) Extra paid vacation day Company “swag” (T-shirts, sweatshirts, company gear, etc.) Lunch with the CEO “Sleep-in” or “Long lunch” passes Shares of company stock Special parking spot Gift cards (Target, Starbucks, Walmart, restaurants, etc.) Restaurant gift certificates
Sports/Show/Movies tickets Free oil changes Lottery Tickets Open/FREE vending machines Unused corporate frequent flyer miles or hotel stays Use credit card points to purchase prizes (i.e. iPads, Kindles, etc.)
TIP: If you have a high value item, use it as an incentive for payroll giving. For example, for every $5/payroll pledge you contribute you get that many entries into a raffle!
Bob Richards Auto Group was able to gather this great selection of silent auction items for their 2014 United Way Campaign! Great exposure for local businesses Builds community goodwill Fun incentive for employees
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4. Best Practices (Continued) “Fun” Raisers in the Workplace Balloon Pop Game. Get prizes donated by area merchants. These can range from movie tickets, to coupons for a free hamburger, or other inexpensive prizes such as candy bars. Place pieces of paper inside balloons with the prize name. You may or may not want to have a prize in each balloon. Sell balloons for the $3 or another amount. People pop the balloon to see what they won, if anything. Prefer a quieter option? Try this with plastic eggs! Charge Late Fees. Employees who arrive late for meetings pay a fee to be donated to United Way. Coin War. Have departments compete to see who can collect the most loose change for United Way. Collect it in large water jugs. Winning department gets a pizza party and bragging rights! Cookbook. Collect recipes and helpful household hints from employees and publish them. Sell them to benefit United Way. Garage Sale or Silent Auction. Help employees declutter, get new treasures, and raise money towards the campaign goal all at the same time!
Too general for your crew? Try a themed sale instead! For example, try an Entertainment Sale with board games, used books, movies, etc. Extra Time Off Goodie Bags. Assemble small bags of candy. In each bag, include a slip of paper with a message. Some messages include a “Congratulations you won four hours of extra time off!” Others may say “Sorry, you did not win extra time off. Please play again!” Make sure you have
management approval! These could be sold or used as an incentive for turning in pledge forms. Midnight Breakfast. If your organization has a third shift, charge employees for a midnight breakfast served by executives and other day employees.
Make a completed pledge form required for “admission” to your “fun”-raiser to increase participation rates!
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CAUTION NEEDED! We want you to enjoy your service as an Employee Campaign Manager, and we want you to be as successful as possible! Sometimes Employee Campaign Managers can get so caught up in the “fun”-raiser part that they forget the most important part to MAKE THE ASK! See page 11. Pet Photo Contest. Employees post a picture of their pet(s) and co-workers pay an amount to vote for the cutest, ugliest, most unusual, funniest, etc. Scrabble Tournament. Have a Scrabble tournament and the number of points scored is your pledge to United Way! Snack Station. Go from workspace to workspace selling baked goods, candies, soft pretzels, etc. Treasure! All who submit a pledge form at a certain giving level get a key to unlock the treasure to a chest of prizes. Only one winner! United Way Days. Allow employees to dress down as incentives to make a pledge. If your business already has a casual or jeans day each week, try something different, such as Outrageous Socks Day, or Favorite Sports Team Day or even a Formal Dress Day with the fanciest outfit wining a prize! “Where’s the CEO?” Have your company CEO or upper leadership visit five different United Way partner agencies and get their picture taken doing something there. Post a photo with clues. All correct guesses are entered for a drawing.
5. Timeline Develop your Campaign Plan
Set a campaign timeline. Average length is two weeks Best time is early fall, before the holidays or benefits open enrollment. Set a campaign goal with your United Way representative Identify areas for improvement Set some measurable goals. Dollar goal Increased participation (See page 7) Increased average gift (See page 7) Identify and assign responsibilities Who is in charge of distribution and collection of pledge forms? Who is in charge of the campaign events and incentives? Incentives What will encourage new donors? What will encourage existing donors to increase their contributions? Choose campaign strategies and approaches that fit your company culture.
Here’s a Recommended Campaign Timeline: 4-5 Weeks before the campaign Meet with your CEO Talk with previous campaign coordinator Talk with United Way Staff Recruit your campaign team Analyze your past campaign
3-4 Weeks before the campaign Meet with your team Set your goals and objectives Set your dates/times and tell United Way Review all campaign resources Plan your special events Schedule United Way Speaker or Tour of Partner Agency
1 Week before the campaign Personalize pledge forms Send out endorsement letters Promote your campaign Tour Partner Agencies
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Week of campaign Confirm meeting location and time Connect with United Way Conduct special events Hold company meetings Introduce program/agenda Acknowledge management support
1-2 Weeks after the campaign Follow up on pledge forms Report results promptly to United Way Report results internally Analyze your campaign with your team Say Thank You! Start a year-round communication program
Hint: Determine how you will distribute the brochure and pledge forms. Are you handing them out at the meeting or do you have another plan for distribution?
6. Checklist Before the Campaign Meet with your United Way representative. Attend the Employee Coordinator Manager Workshop in August. Secure CEO/Senior Management support. Review campaign history and set your goals. Recruit a campaign committee to help with the campaign. Determine your campaign plan, time frame and any incentives. Gather your campaign communications and any campaign materials (pledge forms, posters, etc.). Schedule your kick-off, United Way speaker and any special events. Promote the campaign with a campaign announcement. Use additional methods such as posters, flyers, and e-blasts. Include campaign communications in company newsletters and through a memo from the CEO.
During the Campaign Distribute pledge forms and campaign materials to every employee. Promote the campaign, kick-off, and special events through numerous channels (department meetings, staff meetings, emails, etc.). Remember to communicate upper leadership support! Consider collecting pledge cards during employee meetings and do a drawing for an incentive! Hold a mid-campaign committee meeting to review the progress towards the goals. Send a weekly United Way email during the campaign with United Way “Did you know” facts. Send reminders about campaign events, incentives, and deadlines. Send regular progress report to employees. Follow-up with individuals who have yet to turn in their pledge form.
After the Campaign Collect all pledge forms and campaign materials. Turn in your results to your United Way representative as often as needed. This will allow timely processing of checks and credit cards. Schedule a time with your United Way representative to complete the paperwork. Take care of any corporate contributions and/or matches on employee giving. Send a thank you letter to everyone including the campaign committee and the CEO. Publish a short story, photo, and the results of your campaign in the company newsletter. Hold a post campaign committee meeting to evaluate the challenges and successes of the campaign. Keep the notes handy for next year! Talk to your United Way representative so that we can continue to improve our service.
Year Round Keep employees updated on the activities of United Way. Promote volunteer opportunities to employees.
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7. Campaign Kick-Off
Start your campaign with leadership and senior managers one week prior to your general campaign. Make your personal gift to United Way before the campaign begins. Invite all staff to a Kick-Off event that communicates management support, campaign goals and activities. Invite your United Way representative to speak at the Kick-Off and campaign events.
8. Make the Ask
The number one reason people say they didn’t give to the campaign is because they weren't asked!
Make sure that everyone is asked to give through the Kick-Off, department meetings and through one-on-one conversations. The best results are achieved when “the ask” is made during an already scheduled meeting. Consider segmenting your group solicitation efforts by employee divisions (i.e. key management, hourly, third shift, etc.) This allows you to target your message. Have the campaign committee personally distribute pledge forms and ask their coworkers to join them in their support of United Way. Be prepared to share why you support United Way. Recruit enthusiastic, responsible people representing the key areas of your organization, ideally, one solicitor for every 20 employees. Give the solicitors the information and motivation needed to do the job right. Show donors the impact that their individual contribution makes. Giving goes up when people know their gift is making a real difference in their community. Be prepared to answer questions about United Way to help employees know how United Way works or ask your United Way representative. Tell employees when the campaign ends, where to turn in their forms and how they can get more involved.
Make the Ask — Quick Tips Know Your Facts! Study the Campaign materials and brochure. Learn as much about United Way partner agencies and programs as you can. Take an agency tour and share your impressions.
Show Enthusiasm and Confidence! Your attitude creates a strong impression and your enthusiasm is contagious.
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See Your Prospects in Person! Personal contact is the way to solicit. If your prospect is not available, do not leave materials with a note. Return to see him or her later.
Always Say Thank You! A little courtesy goes a long way.
9. Communicate Results
Keep a running total as the pledges are collected. Compare against the goals identified by the campaign committee. Thermometers are available for use. Provide regular progress updates to employees. Hold a mid-campaign review to check the progress towards your goal. Identify any possible interventions. Make personal follow-ups with individuals who have not turned in their pledge form. Collect pledge forms and donations from employees. Schedule a meeting with your United Way representative to complete all required paperwork. Report your final total to all employees and leadership. Hold a final campaign committee meeting to evaluate your efforts and remember to thank everyone!
Send thank you emails, a thank you memo from the CEO, hang thank you posters. Don’t forget to send a special thank you to the
10. Thank Everyone! campaign committee!
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Share United Way updates and news with employees year-round so that they can see the impact of their contributions.
Familiarize new hires with your company’s caring culture and explain your company’s participation in the United Way Campaign. Ask for a pledge at the time of hire. New Hire packets are available through your Campaign Representative.
Request to receive United Way’s enewsletter, like us on FACEBOOK and follow us on TWITTER. (See page 15.)
Concerns, Objections, & Designations
You may, on occasion, encounter people who object to contributing to United Way. Keep in mind that objections are a natural part of the campaign and offer you an opportunity to present more information. Here are some insights into the psychology of objections and suggestions for handling them:
Objections are not personal. Remember, they are not directed at you.
Objections are often based on incorrect information. Try to identify the real issue.
Show sympathy. Listen carefully, and show your concern. This does not mean you agree, but that you care about the concern.
Don’t argue. Instead, offer information about the many ways United Way helps people, or offer to discuss the issue further after the group meeting.
Encourage the objector to talk. Allow the person voicing the objection the opportunity to expand on it at length. An insecure, illogical or poorly thought-out-objection will fail on its own.
Relax and be yourself. You have the ideas to present, so be straightforward in your presentation. Asking for someone’s participation or gift is not a “win/lose” situation. Don’t be afraid to say you don’t know. Let those with questions know you’ll get back to them with the answer. Then call your United Way representative. (See contact information on page 15.)
Remember, education not coercion. The most responsive donors are those who have the opportunity to become informed and involved. Experience shows that coercion creates animosity, hinders communication and understanding, and can lead to decreased support.
Donor Designation Policy United Way of the CSRA does not encourage designations, however, we will process designations to 501(c)(3) health and human service agencies as a service to our donors. Each agency designation must be $150+ in order to be processed. After an effort to contact the donor, any designation that does not qualify as a 501(c)(3) health and human service agency or is no longer operational will be directed to the Community Investment Fund.
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United Way of the CSRA Campaign Team The United Way staff is here to assist your campaign efforts along every step of the way.
Rina Powell Senior Director of Resource Development Direct Line: 706.922.8928 Cell: 706.373.3531 Email: rpowell@uwcsra.org Kim Grimes Resource Development Manager Direct Line: 706.922.8929 Cell: 706.836.8372 Email: kgrimes@uwcsra.org April King Resource Development Manager Direct Line: 706.922.8930 Email: aking@uwcsra.org
Toney Cross Combined Federal Campaign Coordinator Direct Line: 706.922.8932 Email: tcross@uwcsra.org Lauren Mical Resource Development Coordinator Direct Line: 706.922.8925 Email: lmical@uwcsra.org Martina Wilson Resource Development Assistant Direct Line: 706.922.8931 Email: mwilson@uwcsra.org
Street Address
Mailing Address
Web Address
United Way of the CSRA 1765 Broad Street Augusta, GA 30904
United Way of the CSRA P.O. Box 1724 Augusta, GA 30903
www.uwcsra.org
Main Phone 706.724.5544
YOU make our strong, positive impact in the CSRA possible! THANK YOU for your participation in this year’s Annual Campaign! Join us on social media www.fb.com/UnitedWayoftheCSRA www.twitter.com/UnitedWayCSRA
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