EMPLOYEE CAMPAIGN

TRAINING GUIDE

Table of Contents

W E L C O M E

W H AT I S A N E C M

C A M PA I G N T I M E L I N E & C H E C K L I S T

B E S T P R A C T I C E S

S E T T I N G A U W M E E T I N G / C A M PA I G N T H E M E S

C A M PA I G N T O O L B O X

M E S S A G I N G / FA Q

C L O S I N G C A M PA I G N S

Y E A R - R O U N D E N G A G E M E N T

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Words From Our Leadership

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Dear Employee Campaign Manager,

As this year’s 2017 Campaign Chair, I want to personaly thank you for your commitment to United Way of Central Kentucky. It is a privilege to be part of what United Way is doing for our region. My family and I have been blessed to be part of this community for many years now, and it’s an honor to give back just a portion of what we have been given.

My acceptance as this year’s Campaign Chair has also allowed me time to reflect on those things that matter most to our community - like time spent in service to others. Over the last ten years, I have had the opportunity to be part of several mission trips. During each of these opportunities to serve, I’m reminded of one simple truth - the faith and strength of even the smallest team in the biggest community, has the power to make a significant change when they are unified in a common goal. I have personally witnessed many lives changed by others who decide they want to make a difference; an opportunity given to all of us by United Way of Central Kentucky.

I look forward to the opportunity to serve our region and the team at United Way of Central Kentucky and ask that you join me. Together, we will fight to influence the well-being of our community, and for those families and children searching for a better tomorrow.

Chad Sarver

General Manager Altec Industries 2017 Campaign Chair

W H AT D O E S A N E C M D O ?• Educates co-workers about United Way and provides opportunities for them to get engaged

• Assembles a committee of ambassadors; your colleagues help you build support for the campaign

• Sets goals to increase giving and volunteering (number of donors, dollars raised)

• Holds a campaign kickoff and coordinates other special events

• Distributes United Way materials and pledge forms to colleagues; prepares and submits completed pledge forms to your United Way liaison

B E N E F I T S O F B E I N G A N E C M• Showcase your leadership and project management skills at work

• Network with colleagues at your organization and in other industries

• Create positive impact in your community

Y O U R T E A M AT U W C K• Donor Relations Manager | United Way staff member who assists ECMs with campaign efforts,

including year-round activities.

• Gift Processing | United Way team that processes pledges made during campaign.

Employee Campaign Manager • A person who helps his/her organization work with United Way and leads the organization’s annual United Way campaign through planning, implementation and evaluation.

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United Way allows my wife, Kelly, and I to easily contribute to organizations working to do more than just distribute our money to those in need. They work with clients to provide education, counseling, health care, and career services to name a few. These resources help lift up individuals and families out of poverty, empowering them to make better lives for themselves.

United Way allows me the opportunity to provide support to our neighbors in need. Helping our community understand the

importance of education, job stability, and financial responsibility can change generations of families and the communities they serve.

Dr. John Godfrey, M.D.HARDIN MEMORIAL HEALTH

Billy Cann Jr.THE CECILIAN BANK

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Campaign TimelineP R E - C A M PA I G N4 T O 6 W E E K S B E F O R E C A M PA I G N K I C K O F F

Attend ECM training

• Host planning meetings with your United Way Donor Relations Manager to map out campaign strategy

Analyze past results and set campaign goals: dollar amount and/or number of participants

• Build campaign team

• Plan Kickoff Rally

Attend United Way’s Annual Kickoff at the September Hardin County Chamber of Commerce Luncheon, located at the Pritchard Community Center

Meet Donor Relations Manager

P O S T- C A M PA I G ND U R AT I O N : 1 W E E K

Announce results to company

Thank ambassadors and employees with an event, email or letter

• Debrief with your United Way Donor Relations Manager

• Coordinate year-round engagement activities for your employees

C E L E B R AT E Y O U R C A M PA I G NAttend United Way’s annual Campaign Celebration in the Spring

C A M PA I G ND U R AT I O N : 1 W E E K T O 1 M O N T H

Educate staff Host a kickoff event with a United Way Donor Relations Manager in attendance

• Conduct leadership giving meeting

• Encourage ambassadors to talk about campaign and giving options

• Schedule personal asks

• Send emails about activities (reminders about events, last day of campaign giving, volunteer opportunities, etc.)

• Collect pledge forms; if running an e-campaign, encourage completion of e-pledges

Volunteer Event

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Best PracticesT O P - L E V E L S U P P O R T A N D C O R P O R AT E M AT C H

Endorsement from your company’s CEO is vital to the overall success of your United Way fundraising efforts. A corporate match on employee dollars is a great way to incentivize a donor’s pledge.

C O N D U C T A F U N A N D E D U C AT I O N A L C A M PA I G N

• Don’t run your campaign alone — form a committee!

• Use incentives to turn special events donations into payroll deductions/monthly pledges.

• Educate before asking: communicate United Way’s work in Central Kentucky and the needs of our community.

• Promote United Way via social media and internal resources.

E N G A G E L E A D E R S H I P T O S T R E N G T H E N Y O U R C O M PA N Y ’ S I N V E S T M E N T

• United Way leadership donors are leaders in their organization, leaders in our community and leaders in generosity.

• The success of UWCK depends on the community working together to change people’s lives and create lasting results. Leadership donors build the foundation of that success accounting for 25% of our annual campaign revenue.

G O A L - S E T T I N G W O R K S H E E T

Set a challenging, yet attainable goal. Be ambitious but realistic so your co-workers have an attainable goal to reach.

R E V I E W A N D W R A P - U P

• Thank all your donors.

• Provide copies or scans of your pledge forms to your payroll department.

• Meet with United Way staff member to review the campaign report envelope.

• Inform your leadership team of campaign results.

• Plan year-round activities with your Donor Relations Manager, like donation drives and volunteer events that match your company’s focus area.

2 0 1 6 T O TA L S 2 0 1 7 G O A L S

T O TA L $ % I N C R E A S E

EMPLOYEE CONTRIBUTION, SPECIAL EVENTS

$EMPLOYEE CONTRIBUTION + SPECIAL EVENTS =

CORPORATE MATCH/GIFT = $

CORPORATE GIFT

NEW LEADERS X $1,200 = $# LEADERS

NEW DONORS X $ = $

AVG. GIFT% PARTICIPATION

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How to Ask For a PledgeS T R AT E G I E S F O R A S U C C E S S F U L A S K

G E T D O N O R S ’ U N D I V I D E D A T T E N T I O N

• Start the discussion on a positive, friendly note

• Explain the purpose

E X P L A I N U N I T E D W AY A N D W H Y Y O U S U P P O R T U S

• Bring UWCK materials and be prepared to explain them. Provide flyers to each person or use a front-of-the-room presentation

• Invite your Donor Relations Manager to share more information about UWCK and how donations are making a difference in our community

• Share a personal story, success story or allow time for a volunteer to share their success story

A S K F O R T H E P L E D G E

• With new donors, ask for a first-time gift and offer an incentive for giving

• For annual donors, encourage or incentivize them to increase their gift

• Consider asking for a specific increase, such as $1 more a week or pay period or a 10% increase

• Offer incentives for turning in a pledge form the day of your campaign meeting

• Encourage employees to turn in their pledge forms the day of the meeting

A N S W E R Q U E S T I O N S A N D H A N D L E C O N C E R N S

• Know your materials and answer questions honestly – never guess

• If you don’t know the answer to a question, let the donor know you will find out and then follow up with your Donor Relations Manager

• Recognize that some donors have real concerns; people have a right to feel good about their gift

S AY “ T H A N K Y O U ”

• Regardless of what the donor decides, thank them for their time

• People like to know their gift is appreciated

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Setting a UWCK Meeting

S A M P L E M E E T I N G A G E N D A

I N C E N T I V E I D E A S

I T E M

M O S T I M P O R T A N T LY — S A Y T H A N K Y O U !

P R E S E N T E R D U R AT I O N

Opening remarks

CEO Endorsement

United Way Overview & Video

Success Story

The Ask

Closing Remarks

ECM

CEO

DRM

Volunteer or DRM

ECM and DRM or CEO

ECM

2 minutes

1 to 5 minutes

9 minutes

5 minutes

2 minutes

2 minute

• PTO – hour, half day, full day

• Coupons or gift certificates

• Movie or sports tickets

• Prime parking spaces

• Dress down days

• Sleep-in-late or leave-work-early days

• Mugs, t-shirts, key chains, etc.

• Lunch or dinner with CEO

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Campaign Tools

Print

United Way provides a variety of both print and digital materials for you to use in building a campaign that will be most effective for your company.

Here are the items you can choose from:

You may order quantities of any of these materials that United Way will print and deliver to you.

C A M PA I G N B R O C H U R E

Gives a brief overview of what United Way does and what impact your gift to United Way can make in our community.

D O L L A R S T H AT M A K E A D I F F E R E N C E F LY E R

Letter-sized flyer gives specific examples of what an individual gift provides.

O U R PA R T N E R S F LY E R

Provides an overview of how United Way invests in programs in our community that affect people at all stages of life, helping children enter school ready to learn, keeping youth on track to succeed in life, and empowering families to achieve financial stability.

P L E D G E F O R M S

Paper versions of our pledge form are available for all campaigns.

I M PA C T R E P O R T S

Quarterly reports which demonstrate how your donations are changing lives in our local community.

P O S T E R S

Three posters that feature UWCK art and individual donor/recipient stories.

U N I T E D W A Y 2 - 1 - 1 C A R D S Business cards that give breif information about the services provided by United Wayy 2-1-1, our free 24-hour call center for those seeking community resources.

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Digital

Video

U W C K L O G O S & S T O C K

Logos and campaign graphics available for you use.

D I G I T A L S L I D E S

Displays for screens (intranet, televisions and other internal screens) which share UWCK results, success stories and other information.

W O R K P L A C E C A M PA I G N D AT A C A L C U L AT O R

Excel spreadsheet for use when calculating plege data and campaign totals.

U S E H A S H T A G S # U W C K A N D # U N I T E D W E W I N for all of your United Way-related social media

View this year’s campaign video online:

UNITED WAY WEBSITE: www.unitedwayck.org

YOUTUBE: https://www.youtube.com/user/UnitedWayCentralKY

* All materials can be viewed and downloaded as PDFs at http://www.unitedwayck.org/campaign-central

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Key Messaging/FAQsE L E V AT O R S P E E C H

U N I T E D W A Y 2 - 1 - 1

United Way helps people in our community reach their full potential. We do this by investing in community programs that positively impact those in need through every part of their lives. Our work is about connecting children, teens, adults and families with the tools and support they need to thrive.

In short, United Way of Central Kentucky solves problems that lower the cost to our community by mobilizing the best resources to find new solutions to old problems.

United Way also provides a free, confidential call center and a comprehensive online database to connect those in need with the community resources that can help them. United Way 2-1-1 call specialists are available 24 hours a day, 365 days a year.

O U R I M PA C T A R E A S

H E A LT H Y B E G I N N I N G S

Healthy, thriving children entering school ready to learn

P R E PA R E D Y O U T H

Youth on track and ready for career and life success

T H R I V I N G A D U LT S & FA M I L I E S Empowering adults and families with the tools they need to achieve stability

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F R E Q U E N T LY A S K E D Q U E S T I O N S

You may occasionally encounter staff who questions about contributing to United Way. Keep in mind that these questions or concerns offer you an opportunity to present more information. Our goal is to give potential donors the tools to make an informed decision about whether to support our work. Here are some insights into handling concerns:

• Objections are often based on incorrect information. Try to identify the real issue.

• Don’t argue. Instead, offer information about the many ways United Way helps people or offer to discuss further after the group meeting.

• 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 United Way at 270-737-6608 or visit our website for more information at http://www.unitedwayck.org/.

W H E R E D O E S M Y M O N E Y G O ?

A D M I N I S T R AT I V E C O S T S

All funds donated to United Way of Central Kentucky stay here to help those within our own community.

United Way of Central Kentucky provides funding to 24 partner nonprofit agencies which help children enter school ready to learn, keep youth on track to succeed in life, and empower families to achieve financial stability.

United Way of Central Kentucky’s administrative costs are 16.4%, with 83 cents of every dollar donated going directly to providing services. The Better Business Bureau recommends that all nonprofit organizations should have administrative costs of 25% to 35% or less.

More details about United Way’s financials can be found on our website at http://www.unitedwayck.org/financials

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83%Community

Investment Grants & Program services

6%Management & General

11%Fundraising

Closing Out Campaign

• Award staff with any incentives offered and won during campaign.

• Send a thank you letter or email to everyone including your campaign committee and CEO.

• Publish a short story, photo and the results of your campaign in the company newsletter or consider hosting an event for staff to celebrate your success and their generosity.

• Join United Way and other ECMs at our annual campaign celebration in the spring and invite your committee and CEO.

Handling Paper Pledge Forms During Campaign

Thank Your Staff

• At the close of the campaign, follow up with your staff to make sure no one has forgotten to submit their pledge form to you.

• The following information is required in order for the pledge form to be processed:

» Name

» Address

» Employer

» Total Annual Gift

» Employee Signature

• Retain the Yellow copy for your payroll records and return the White copy to United Way for processing.Employees should keep the Pink copy for their tax records.

• Complete the Pledge Report Form to the best of your ability and return to United Way with the following:

» Pledge forms, along with any cash or checks collected.

» Remember to include documentation supporting any corporate gifts included in your campaign total (corporate pledge form, email/letter confirming your organization’s intent to make a corporate gift; please make sure document includes dollar amount).

» Don’t forget to include any special event money raised as well.

• Reach out to your United Way contact to pick up the envelope.

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Tips for Year-Round Engagement

• Stay up to date on United Way’s work by following us on Facebook, Twitter, and Instagram.

• Participate in social media campaigns by providing United Way with short “Why I Give” quotes from your staff.

• Check your inbox for monthly ECM Newsletters to stay informed on the latest news from United Way.

• Grab a seat on the United Way Express and tour several local agencies receiving funding through our Community Investment grants process.

• Become a United Way Fellow.

• Check out United Way’s Volunteer Portal at http://www.centralkyserves.org/ where you can find opportunities that fit your schedule, interest, and location.

• Can’t find what you’re looking for on our Volunteer Portal; please reach out to United Way for more information about custom volunteer opportunities.

• Grab the latest Quarterly Impact Report at http://www.unitedwayck.org/impact-reports-0 and share with your staff.

Advocate & Volunteer

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United Way of Central Kentucky604 North Main Street

Elizabethtown, KY 42701www.unitedwayck.org