employee campaign coordinator guide Harnessing the generosity, talent and energy of your workplace to cut poverty

Transcription

1 employee campaign coordinator guide Harnessing the generosity, talent and energy of your workplace to cut poverty

2 welcome to the united way team! Thank you for running your organization s United Way Campaign. As an Employee Campaign Coordinator, you will harness the generosity, talent, and energy of your workplace to cut poverty. You ll be supporting programs that deliver real results and transform lives. In this booklet, you will learn how to educate your colleagues about United Way and inspire them to give, advocate, and volunteer in support of our poverty-cutting initiatives. Poverty is real. Are you ready to create real change for our community? keep reading! contents A n0te from Anne Wilson Facts about United Way & our programs Guide to running the best campaign Ideas for getting people involved & campaign spotlight Sample campaign speeches Employee Campaign Coordinator s checklist If you need campaign materials or assistance getting your campaign off the ground, call us at

3 A note from Anne Wilson Dear Employee Campaign Coordinator, Thank you for being a part of our team to cut Bay Area poverty in half by 2020! This is United Way s 90th year of impacting the Bay Area community, and I am so glad you are a part of it. With 1 in 5 people living in poverty, the issue is urgent, but with your help, we can make a significant change. Together, we are delivering real results and transforming lives. Each year, United Way s five core programs help 250,000 of our fellow community members. We connect struggling Bay Area residents to food and shelter, help people get jobs, bring tax dollars back to our community, and ensure that youth can succeed in school and in the workplace. These results would not be possible without your leadership and that of 500 Employee Campaign Coordinators like you. So thank you! Your work will be fulfilling, you will be making your organization shine, and most importantly, you will be making a difference in our community. Sincerely, Anne Wilson Chief Executive Officer United Way of the Bay Area 1

4 united way s Real Programs That are Delivering Real Results Programs Our goal is to cut Bay Area poverty in half by With your support, United Way s five core programs are moving 250,000 Bay Area residents forward on the path out of poverty each year. sparkpoint centers provide one-stop access to a world of services and coaching to help people secure good jobs, get out of debt, and achieve financial stability. community schools transform public schools into community hubs, providing families with services such as food pantries, health care, and after-school programs so kids can focus on learning. The 211 helpline connects Bay Area residents to food, shelter, and other vital services, 24/7. Trained specialists assess callers full scope of needs and match them to the right services. earn it! keep it! save it! provides free tax preparation to low-income households, bringing millions in refunds back to our community to generate jobs and stimulate the economy. matchbridge prepares urban youth for the workplace and places them in jobs and internships. Early work experiences increase young people s ability to be financially secure as adults. 2

5 facts at your fingertips 1 in 5 Bay Area residents lives in poverty. With your help, we can change that. United Way has been changing lives in the Bay Area for 90 years. We are bringing our community together - businesses, government, organizations and individuals - to support our five core programs to cut Bay Area poverty in half by United Way s poverty-cutting programs are helping 250,000 Bay Area residents each year. Gain benefits while helping others As an Employee Campaign Coordinator, you are a champion in United Way s movement to cut poverty. You ll be helping others, but you ll also gain valuable benefits in the process. Develop and showcase your leader- ship and project management skills. Network with colleagues at various levels of your organization and in other industries. Help your company shine as a good 70,000 people give, advocate, or volunteer in our movement to cut poverty each year. corporate citizen. Become a leader in the community. 3

6 campaign coordinator A STEP BY STEP GUIDE TO RUNNING A GREAT CAMPAIGN to success Here are best practices taken from fellow Employee Campaign Coordinators and experts on our United Way team. Follow these simple steps to ensure: You ll enjoy your role as Employee Campaign Coordinator. You not only can successfully raise money to cut poverty, you ll have fun doing it and stand out as a leader. Your employees will understand how they can make a difference by participating. People like to get involved in helping the community, and with a United Way Campaign, they can have fun at the same time. Your corporation will get the most out of its partnership with United Way. Whether you have an official corporate social responsibility policy or not, your company will shine in giving back to the community. Don t forget! Our team of experts is available to support you every step of the way. We appreciate your time as a volunteer in this role. We re just a quick call or away. KEYS TO SUCCESS A strong campaign team Goals for the campaign Company leadership support Corporate sponsorship A communications plan Events to galvanize the team Thank-you s to all employee donors A meaningful campaign with a fun factor! 4

7 Select a Strong Campaign Team Your best team will have broad representation from all departments and levels. Involve team members by handing out assignments - make it easy on yourself! Have an executive sign on to the team to help secure resources. Have team members set goals for their departments and assist in deciding how best to engage peers. It doesn t have to be one size fits all. Connect Goals to Impact Goals inspire! Start with the most important goal: the impact coworkers are having on the community through their partnership with United Way! Set a company-wide goal. Connect your campaign to real results. For example, for every $1,300 dollars raised, a family receives a year s worth of financial coaching in our SparkPoint centers. Go to for more examples. Participation = Success It s a simple equation, right? The more people that sign up, the bigger the difference you will make and the more you will have to celebrate! Aim for 100% participation. Think about fun and creative ways to engage your colleagues. Hold a food-themed event. When food is involved, people flock. Invite a United Way speaker. We are always ready to talk to your employees about how giving impacts our community. Make your gift first - your leadership and commitment will inspire others to join you. Highlight United Way Leadership Groups such as Emerging Leaders for young professionals and Women s Leadership Council and our year-round volunteer opportunities. Involve Company Leadership Don t be afraid to ask your leadership team to get involved. The truth is, people like to be asked to give - it s a form of flattery. Your leadership team can inspire others to give by leading the campaign. Ask your leadership team to set aside 5-10 minutes for a United Way speaker at a staff meeting. Invite your leadership team to run a pacesetter campaign and make their personal gift and corporate commitments prior to your campaign launch. Ask your leadership team to support your efforts visibly. Corporate Participation These days, many corporations have community investment priorities. Ask your United Way representative to help you build out a corporate engagement strategy that could include: An employee gift-matching program Local and national corporate grants for United Way s poverty-cutting programs Volunteer opportunities for employees Publicity and Communication Advertising events and campaign dates early, often and everywhere will make a difference. Whether it is a poster in the break room, speeches at staff meetings, s, or messaging on your office intranet, United Way can provide you with all the tools you need. Make use of United Way brochures, videos, posters, website, and messaging. Tailor the sample letters, s and other goodies available at MORE 5

8 Keep your Staff engaged We hope you and your colleagues will continue your commitment to the community year-round. Contact your United Way representative about our volunteer and social opportunities as well as our Leadership Groups. Engage your staff in United Way s Week of Caring. Each September, thousands of employees from hundreds of corporations volunteer in our community. Go to for more information. Publicize United Way s year-round events calendar and volunteer opportunities and encourage your peers to join us. For more information, go to Encourage leadership to organize a special thank you for your leadership- level donors. United Way Staff is here to support you! We can provide access to: Our speakers bureau featuring United Way program participants whose lives you directly impact with your support. Videos, training materials, and sample communications at your fingertips at An active board of directors willing to help engage your leadership team. Every other resource you can imagine - just ask and we will figure it out! If you need campaign materials or assistance getting your campaign off the ground, call us at help us serve people in

9 We focus our campaign on United Way s education initiatives and talk about the impact of United Way on our local schools. sara sabokrooh, shook, hardy & bacon llp Delivering real results and transforming lives. You don t have to go it alone. Get a team in place early with representatives from as many departments as possible. Many hands make light work and it s always good for employees to hear from their peers. marlo thomas, ups I m so proud that I am able to get my whole company involved in the movement to cut poverty. We know that the money we raise is an investment in a better community for us all. stuart berman, bain & company 7

10 Ten great ideas to Get People Involved Host a campaign kick-off at one of United Way s program sites to showcase the poverty-cutting work you are supporting. Create office teams to encourage friendly competition and boost morale. Invite coworkers to join United Way s leadership groups: Tocqueville Society, Women s Leadership Council and Emerging Leaders. Encourage your in-house clubs and groups to help spread the campaign message to their members. Run a campaign video contest about giving to the movement to cut poverty. Host a group volunteer activity for employees to gain perspective on how their gift will be put to work. Host food-themed events and contests. Breaking bread is always a good way to get people engaged and feeling like they are part of a team. Ask colleagues to consider increasing their gift by 10% - ask those who gave $500 or more in the past to consider a Leadership Gift ($1,000 and up). Invite a senior executive to host a recognition event for leadership givers. Offer rewards for reaching goals based on office geography, department, individual, etc. People give when they are asked! 8

11 Spirit of the Bay 2012 at&t raised $1.8 million an increase of $250,000 over last year even while money was tight, and layoffs were prevalent. How? Well, there s an app for that. Yes, AT&T created an innovative phone app so employees could give on the go from their smartphones. Creating a phone app isn t feasible for every company, but we encourage you to think outside the box. What is a unique trait of your organization that can be capitalized to raise money and awareness for poverty? pwc more than doubled their direct giving to United Way. How? By branding their online giving portal with United Way messaging. When employees went online to give, they were given a breakdown of United Way s five core programs. Gifts increased by 13% with a 73% increase in employee participation. Visit toolkit to find messaging that you can add to your online campaign. Gold Campaign Achievement 2012 We can t say it enough: getting senior leadership involved really does make a difference! Last year, costco, nordstrom and target educated their senior Bay Area leaders on United Way s work. Managers could then advocate directly on United Way s behalf to their own teams. The end result was outstanding stores increased their dollars raised by as much as 300%. Consider scheduling a special training with senior leaders. Your United Way representative will be happy to assist you. Spotlight on Outstanding Campaigns 9

12 building your campaign presentation A great campaign speech will include the following components: I. Introduction & Company History with United Way: Convey your company s history with United Way to help employees connect to your campaign. II. United Way s Mission: Clearly state the issue and our goal to gain support for the cause. III. United Way s Movement: Explain United Way s approach to cutting poverty 5 core programs and the larger movement as well as the impact each person can make. IV. Ask: The most important part! Be direct and concise and ask your audience to give directly to United Way programs. Presentation Tips: Make the speech relevant and personal. Explain why you support the campaign and why your company supports the campaign. Consider announcing your 2012 employee participation and fundraising campaign goals. Focus on results as well as the impact each person will have when they give to United Way. Consider selecting a success story and inviting a campaign committee member or a person in the audience to read it aloud after you ve concluded your speech; visit to select a story. Be confident, animated & have fun! 30-Second pitch When you only have 1 elevator ride to explain United Way be concise! United Way is leading a movement to cut Bay Area poverty in half by It is on the front lines, transforming lives with its poverty-cutting programs. In fact, United Way s five core programs help 250,000 of our fellow community members each year. These programs connect struggling Bay Area residents to food and shelter, help people get jobs, bring tax dollars back to our community, and ensure that youth can succeed in school and in the workplace. By supporting United Way, you are helping to end the cycle of poverty and making our community a place where we all can thrive. Join United Way s campaign to deliver real results, transform lives and create positive change for the Bay Area. 10

13 sample campaign speech Introduction: Hi, I m [NAME]. Thanks for joining me to learn more about our United Way campaign. [YOUR COMPANY S NAME] has been a dedicated partner to United Way for [INSERT #] years and, with your help, we are looking forward to another successful campaign to support our community. So, let me set the stage for why giving directly to United Way is so important. I know I speak for most of us when I say that I love living in the Bay Area. This is a great community to call home and we are lucky to live and work here. What you might not realize is that ONE in FIVE Bay Area residents live in poverty. I want to change that, and I m sure you do too. And that s where United Way comes into the picture. Mission: This year, United Way is celebrating its 90th year of service in the community. And today, United Way s work goes well beyond its historical role of funding nonprofits. They have declared a bold goal to cut Bay Area poverty in half by 2020, and they are on the front lines with five core poverty-cutting programs. Movement: These core programs, which you ll learn more about in this brochure, [hold up brochure] are helping 250,000 Bay Area residents your neighbor, your child s classmate, a loved one each year on the path out of poverty. Last year, they brought more than $60 million in tax dollars back into the Bay Area; they helped 4,500 people secure jobs, get out of debt and achieve financial stability, and they helped build community networks around schools where parents receive access to food, healthcare, child care and other necessities so their kids can focus on learning. Even with these programs delivering tremendous results, United Way knows cutting poverty in half is a bold goal and can t be done by one organization. So, they are leading a team of heavy hitters: best in class non-profits, compassionate corporations and passionate individuals to align resources and game plans to have the most impact possible. Together, with 70,000 community members like us, we are delivering real results and transforming lives. ASK: I ask you to join me in making a gift to United Way of the Bay Area. By giving directly to United Way, we are not only investing in a movement to cut poverty, we are changing our community so it is a place where we can all thrive. Thank you for joining me and [INSERT COMPANY] in cutting Bay Area poverty in half by 2020 by making your gift today. Thank you! Talking about United Way s Leadership Groups Know your audience! Consider incorporating the following when speaking to potential leadership level donors: If you d like to further engage with United Way in the movement to cut poverty, there are several special leadership groups for you. Leadership group members receive invitations to exclusive events and special communications, access to influential leaders, the opportunity to network amongst concerned community members, and the chance to make a significant impact on our community by joining the effort to move people toward financial stability. Tocqueville Society for gifts of $10,000 or more annually Women s Leadership Council for gifts of $1,000 or more annually Emerging Leaders (young professionals) for gifts of $1,000 or more annually 11

14 EMPLOYEE CAMPAIGN COORDINATOR S CHECKLIST Use this list to harness the generosity, talent and energy of your workplace to cut poverty. plan n Meet with your United Way representative and begin planning your campaign. n Attend United Way s Employee Campaign Coordinator Best Practices Workshop. n Go to for ideas and sample materials. n Secure CEO or senior management support. n Establish campaign goals like dollar amount and participation percentage. gear up n Recruit and train your campaign team. n Establish timeline for campaign activities. n Begin campaign promotion. n Send letter from management to employees (sample available at n Order campaign supplies & prepare your campaign materials. n If applicable, update your online pledge site and/or intranet consider adding United Way program information. RUN n Conduct a pacesetter campaign for leadership givers. n Hand out pledge forms and/or information about online giving to employees. n Send follow-up s every few days to keep up enthusiasm. Include updates, community facts and success stories. Find examples at n Hold meetings and fundraising events (e.g., bake sale, raffle, soup contest). See ideas at n Give employees opportunities to learn more by coordinating United Way speakers or volunteer activities. close n Send a reminder that your campaign is concluding and pledge forms need to be submitted. n Collect pledge forms. n Submit contribution forms and final reports/data to your payroll department. n Announce campaign results to your employees. n Thank employees with a celebration event, letter, , etc. n Thank your campaign team, leadership contributors and other special groups. n Gather feedback and notes for next year. n Choose an Employee Campaign Coordinator, set next year s kickoff date, and provide this information to your United Way representative. due date Ongoing Host year-round volunteer events so employees can contribute to the movement to cut poverty. Go to to learn about ways to be a year-round champion for our community. Stay up-to-date on news, our progress, and ways to stay involved. Sign up at

15 Thank you for helping United Way of the Bay Area create real results for real people. 13

16 If you need campaign materials, download our campaign toolkit at If you need campaign assistance, contact your United Way representative or call Main Street, Suite 300 San Francisco, CA