Employee Campaign Managers (ECM):

1. Employee Campaign Managers (ECM): 2012 Training August 28th United Way of Central Kentucky

2. Agenda • Welcome & Introductions • Overview of United Way • Our local United Way • 2011 Campaign Review • Impact and Community Conversation • Steps to Successful Account Management • Planning • Ensure 100% Contact • Anticipate Roadblocks • Relationship Management • Pledge Process • Account Assignments and Timeline

3. United Way Worldwide 41 COUNTRIES 1,800 UNITED WAYS $5.09 BILLION RAISED • National affiliate organization of the United Way network • Local United Ways like United Way of Central Kentucky are members • Benefits of membership include: • Development of 211 dialing code to offer or receive assistance • Global Corporate Leadership relationships like UPS, Walmart, Target, and jcpenney, accounting for $1 billion and 25 million volunteer hours • NFL partnership for awareness • Training, marketing, and brand identity

4. United Way of Central Kentucky • 22 United Ways in Kentucky • 8th largest in Kentucky • Five county service area – Hardin, LaRue, Grayson, Meade, & Breckinridge 4

5. United Way of Central Kentucky • Our mission: “Connecting our community for the common good.” • Our vision: “Each individual in our community is self-sufficient in the areas of Education, Income and Health.”

6. Community Impact:building blocks of a good quality of life Income:meeting basic needs & financial stability • Economic self-sufficiency • Lifelong learning and employability • Safe, stable, and affordable housing • Education: nurturing children and families • School readiness • Tutoring and mentoring • Graduation rates • College or trade preparedness • Health: promoting good habits, independence, and safety • Access to health care services • Reducing child and domestic abuse • Prescription assistance

7. 2012 Funded Agency Partners

8. 10-Year Campaign Total History

9. UWCK 2011 Campaign Quick Facts • Hardin, Grayson, LaRue, Meade, and Breckinridge counties served. • More than 115 workplace campaigns • 25 new workplace campaigns in 2011 • 38 existing workplace campaigns increased giving in 2011 • $1,036,000 Raised in 2011 (approximately 10% increase over 2010) • Of companies reporting employee numbers, there is an average Participation Rate of 31% • Leadership Giving = 27% of Total Raised = Approximately $280,000 • Corporate Gifts = 18% of Total Raised = Approximately $186,500 • Individual Employee Donations = 79% of total contributions = Approximately $818,440 • Shift to Community Impact focus; Education, Income, Health

10. Becoming a catalyst for change the shifting focus • From: Legacy model of collective fundraising, or “pass-through” Funding all sorts of non-profit agencies Responding to agency needs Monitoring and providing accountability • To: Community Impact model, funding programs focusing on Education, Income, and Health to achieve desired outcomes Advocating to affect public policy in the impact areas Seeking grants to supplement fundraising Requiring community-based outcomes & tangible improvements in conditions

11. Turning Outwardcommunity conversations • 1. What kind of community do you want to live in? 2. Given your aspirations for the community, what do you want education [income, health] to be like here? 3. How is that different from how you see things now? 4. What are some of the things that need to happen to create that kind of change?

12. The Employee Campaign Manager (ECM): Driving Campaign Success

13. ECM Leadership Role:What am I suppose to do? • Plan & conduct workplace campaign at your place of business • Meet one-on-one with CEO to ask for his/her support & endorsement (annual ask) • Recruit team members • Schedule ‘employee ask meetings’ • Set company goal (e.g., monetary, participation, departmental competition, increase over previous year, etc.) • Arrange for incentives (e.g., company supported, in-kind, etc.) • Brainstorm, encourage creativity • Both CEO & ECM speak at employee meetings • Plan & hold special events • Collect pledges in a timely manner, complete pledge report forms, provide accurate totals, address discrepancies

14. ECM’s Leadership Role (continued) • Critical to the success of the campaign!!! • Engages employees in the community & UWCK’s work • Liaison between your place of business and Loaned Executive ‘LE’ • Goal: • To increase giving & employee participation by providing a • positive campaign experience!

15. Who is the Loaned Executive ‘LE’? • Account manager assigned by UWCK to support your campaign efforts • Generally an employee from one of UWCK’s funded partners • ‘LEs’ are trained on fundraising/workplace campaign best practices • Can help you engage/re-engage CEO • Should be invited to plan your campaign with you • Should be invited to speak at your employee meetings • Serves as liaison with UWCK (i.e., he/she will furnish you campaign materials, pick up pledge forms, etc.) September 5, 2012

16. Campaign Success:Three important steps

17. STEP # 1 Campaign Planning Schedule a planning meeting with ‘LE’, team members (where applicable), & CEO Plan Campaign (critical factors to consider) • Recommend company goal • Suggest a team approach • Partner w/’LE’ • Confirm/request corporate gift (communicate to ‘LE’/UWCK Staff) • Set specific timeframe (prompt pledge form collection) • Schedule employee meetings (100% contact) • Regular communications w/’LE’ • Leadership Giving Campaign • Special Events • Provide materials • Pledge forms and brochures– total number of employees • Posters – for all common area(s) and break room(s) • Encourage company-held appreciation/’thank you’ event

18. CEO ENGAGEMENT:What if the door doesn’t open easily? • LE Support System • Call on UWCK (Staff/Board) • Explain why workplace campaign adds value • Don’t get discouraged!

19. Campaign Planning DO: DON’T: • Consider all the options… • Set a goal • Employee Meeting(s)….100% contact • Guest speaker(s) • Special Events ($ or Promotion) • Practice “The Ask” • Completely fill out pledge report forms • Just drop off materials • Forget to explain the full benefits of supporting UWCK • Forget to communicate status of account to ‘LE’

20. STEP # 2Ensure 100% Employee Contact • Multiple employee meetings may be needed • Customize approach to employee demands/schedule • Everyone afforded the opportunity to give • Number one reason an individual doesn’t give…

21. “A little change can make a big impact.”Perspective for new donors *Emerging Leader Level **Leadership Level

22. Leadership Giving Society Individuals: Visionary($10,000 & up) Champion ($5,000-$9,999) * Benefactor ($2,500-$4,999)* Leadership ($1,000-$2,499) Emerging Leader ($500-$999)* *Introduced in 2011 Organizations: Small Business Circle ($365 & up)** • **Introduced in 2012

23. 2011 Leadership Giving Visionary ($10,000 & up) = 1 Champion ($5,000-$9,999) = 2 Benefactor ($2,500-$4,999) = 7 Leadership ($1,000-$2,499) = 124 TOTAL = $183,537 (+35%) Emerging Leader ($500-$999) = 161 TOTAL = $278,562 (26% of total giving)

24. 2012 Leadership Giving – Major Gifts • We need a (Lead/Contact person) Leadership Giver from Each organization – Determine the right person in each Organization • Their responsibilities are as follows: • Thank them for being a leadership giver and present them with the letter and certificate • Ask for folks to give again this year and consider an additional $10/pay period or an additional 10% • Ask for Emerging Leadership givers to consider moving to the next level or consider moving closer to the next level • Lunch with all Leadership Givers and POTENTIAL Leadership givers -- Speak during the company-provided lunch and thank for being a Leadership Giver • Ask those that are not Leadership Givers to consider being one and why it is important • Make the personal ask to Leadership Givers and potential in their organization •  Ask a current Leadership Giver to speak during the meeting •  Ask retiree’s or others in the community that you believe could be a leadership giver to come to your lunch •       *Certificate of Appreciation for all levels of Leadership Givers

25. Ask, Thank, and Inform! ASK: • Consider audience • Power of $10/10% • Ensure 100% contact • Know your UWCK facts • Talk about the full scope of UWCK services and partnerships • Share a personal story from your agency – ask for testimony • Emphasize advantages of payroll deduction (Convenience, Confidence, Caring) • Be prepared to address objections • Refine your ask!

26. Ask, Thank, and Inform! THANK: • Thank EVERYONE • Thank those that donate • Thank those that do not donate • Recognize leadership level, new and/or other donor categories • Encourage recognition events

27. Ask, Thank, and Inform! INFORM: • Follow up with reports on impact • Focus on issues that your company care the most about: charitable preference

28. United Way In 15 Words • Advancing the Common Good Give Advocate Volunteer Ask Thank Inform Education Income Health LIVE UNITED

29. Say A Few WordsUnited Way Message Platform

30. Say A Few WordsUnited Way Message Platform

31. Say A Few WordsUnited Way Message Platform

32. Practicing Your Approach • Take 10 minutes to develop your account engagement approach! • Break into groups • Prepare for different scenarios • Share with the group • Refine your approach

33. STEP #3Anticipating Roadblocks & Tackling the Tough Questions • Meeting challenges head-on • Engaging CEO • Ensuring 100% Contact • Objections are not personal • Not directed at you • ZigZiglar said... • Be prepared to respond and explain • Can you think of reasons why employees would not want to give? • What are the most commonly encountered objections?

34. Campaign Success:three important steps • Campaign Planning • Ensure 100% Employee Contact • Anticipate & Overcome • Roadblocks

35. Top Ten Best Practices for a Successful Campaign • CEO publicly supports the campaign. • Company implements Campaign Team. • Attends ECM Training. • Company makes campaign fun and engaging. • 100% Contact • Company promotes Leadership Giving. • 7. Company collects completed pledge forms promptly after employee meeting. • 8. Company encourages employees to use payroll deduction ($10/10%). • 9. Company has New Hire and/or Retiree program. • 10. Company has a Thank You program for donors.

36. Path to campaign Success?

37. 2012 Goal???

38. ‘FUN’ Raising! • Special events and activities • Menu available • Events for any company size • Raise money and/or awareness • Gets employees involved in campaign • Be creative • Make it FUN!

39. 2012 Campaign Materials • Brochures • County Inserts • Yard Signs • Pledge Cards • Campaign Posters • Pledge Report Form • Video • Fill out a Request Campaign Materials form to be sure you get everything you need!

40. 2012 Campaign Materials

41. 2012 UWCK Video

42. Handling of Donor Dollars

43. The Paper Pledge Process • ECM totals pledge cards, prepares for LE visit • Pledges should be categorized payroll deduction versus cash/check contributions • LE and ECM verify accuracy of pledge envelopes --check mathematical computations (complete report, two signatures required) • LE ensures safe-handling of pledges to UWCK Office • LE and UWCK Staff review account’s pledges and signature from UWCK staff is then provided on report once pledge count is verified and determined accurate • Be sure pledge forms are complete and legible. • Encourage donors to give us an e-mail or mailing address so we can thank them. • Be sure to verify pay periods are accurate.

44. Other Pledge Form Facts • Determine pick-up schedule with your ECM • White (first copy) goes to payroll office • Yellow (second copy) comes back to UWCK • Pink copy (third copy) belongs to donor

45. New Donor Designation Policy • Honored: • UWCK funded partners (those being vetted through our Community Investment Team) • Counties served by United Way • One of our three Community Impact focus areas of Education, Income, and Health • Non-funded agencies receiving a minimum designation threshold totaling $1000

46. New Donor Designation Policy • Benefits: • The shift in the way we handle donor designations will allow our UWCK to be more impactful with donations entrusted to us and accountable to our donors. • By only allowing designations to funded partners, we cut down on the time administration spends tracking down non-funded partner contact details in order to honor designations.  • UWCK is one of the few United Ways in Kentucky still allowing designations to non-funded partners.

47. New Donor Designation Policy • Letting donors know: • The new policy is described on the back of the 2012 pledge form. • New Policy MUST be kept positive

48. 2012 Pledge Report Formvital for campaign tracking

49. THANK YOU!Questions? United Way of Central Kentucky