Campaign Basics 101

WELCOME & INTRODUCTIONS

• Your Name

• Your Company

• Your Role

• What are you hoping to learn today?

AGENDA

• Introduction• United Way• Role of the ECC, LC and Committee• How to run a UW Campaign• Lessons learned, tips & strategies • Q&A• Thank-You

United Way York RegionHelping people move from poverty to possibility• 5,386 people received job training, access to housing and

secure food

Helping kids be all they can be• 10,386 youth benefitted from after school programs, homework

help, leadership development, counselling, employment training and job placements.

Building healthy people and strong communities• 46,943 people received services that improve people’s lives,

like family counselling, grief & bereavement programs and support for seniors

Workplace campaigns are the key driver of success

Where the Money Comes from, 2011

Workplace 80%

Community Special Events

6%

Direct Mail, Foundations

5%

Other9%

Employee Donations are critical to workplace campaign success. Corporate donations may not be sustainable and special events are very resource intensive.

Workplace Campaign Revenue Breakdown, 2011

Corporate 30%

Employee Dona-tions over $1,000

19%

Employee Dona-tions below

$1,000 33%

Special Events17%

Workplace Community Leadership & Major Individual Giving

5% of donors provide 38% of employee pledge form donations

Lead-ership & MIG donors(564)

Non Lead-ership Donors(11143)

Number of Donors Leader-ship & MIG

donors $832,747

(38%)

Non Leader-

ship Donors

$1,341,844

(62%)

Donations

Role of the Employee Campaign Chair (ECC)The Primary Objectives of an Employee Campaign Chair is to:

• Educate & inform volunteers and donors about United Way• Establish a plan and set goals• Recruit effective, committed volunteers• Schedule and chair meetings • Monitor your progress and help move your team along toward its

goals• Communicate progress and results to all employees• Recognize and thank volunteers, canvassers, and donors for their

support• Evaluate your campaign's performance and plan for next year

Role of the Leadership Chair (LC)

Champion & drive the Leadership (donations of $1,000+) & Pre-Leadership (donations of $500-$999) Giving Campaign

• Identify potential donors• Organize, attend and introduce guest speaker at your Leadership

presentation• Recruit Leadership canvassers• Work alongside ECC• Champion United Way amongst colleagues

Role of the Campaign CommitteeSupport the ECC, educate and canvass donors communicating the message of United Way, possibly Chair a committee, attend meetings.

The ideal committee consists of people who are:• United Way Donors• Organized• Enthusiastic• Self Starters• A cross section of all departments

And at the same time be:• A Team Player• Flexible• Community Minded

How to Run a United Way Campaign• Establish a campaign committee

• Speak to management about Community Leadership opportunities

• Analyze the previous campaign, identifying Strengths, Weaknesses, Opportunities and Threats by holding a Success Session

• Set campaign and community leadership dates (ideally September)

• Set financial and non-financial goals (ie. Employee participation rate)

• Work with your UW Campaign Manager to get personalized pledge forms, supplies and to book Community Leadership and Agency Speakers

• Train a team of Canvassers/Ambassadors who will educate staff about UW and follow up on the pledge form

• Hold a Community Leadership campaign prior to campaign kick-off

How to run a campaign cont’d• Employee Campaign kick-off including an agency

speaker and UW representative within 1 week of leadership presentation

• Announce campaign goal, $ raised to date and timelines

• Continue to educate employees about UW and the importance of supporting its 41 member agencies using staff meetings, lunch & learns, bulletin boards, intranet and emails

• Pledge form distribution and canvass (complete 1st week of campaign). Aim for 100% return of pledge forms

How to run a campaign cont’d

• Analyze results to date, communicate to team and adjust plan as required to reach goal – End of 1st week

• Re-canvass employees and follow up where necessary – 2nd week

• Special events (2-3 events for team building and an energy boost) – after pledge form campaign

Post Campaign• Announce achievement

• Recognize and thank volunteers and donors

• Submit campaign envelopes including pledge forms and special event proceeds to be considered as a spirit award nominee. All pledge forms, $, must be submitted to UW prior to Nov 30th, within one week of your campaign wrap-up.

• Meet with committee and UW to analyze campaign (pro’s/con’s), put plan in place for 2013 campaign

Learning from a Veteran

• Employee Campaign Chair

• Successful strategies/lessons learned

• Inform & educate employees (ie. kick-off)

• Focus on pledge form & follow up Tips for increasing employee participation

• Q&A

YOUR WORKPLACE CAMPAIGNS

- Discuss tips & strategies

Campaign Basics Summary

• Educate & build awareness about United Way to your co-workers

• Organize a leadership presentation• Organize a Kick-Off event• Hand out pledge forms to all employees • Plan a few special events • Collect pledge forms & submit $ to UW• Thank your team and communicate results before Nov.

30th for Spirit Award consideration• Your United Way staff partner will help you!

WHERE DO WE GO FROM HERE?

• View UW’s Campaign Tool kit for Employee Campaign Chair Resources http://www.york.unitedway.ca/giving/annual-campaign/campaign-toolkit/

• Talk with your UW Representative

THANK YOU