Charities@Work Conference MAKE IT MATTER TOMORROW! HOW TO INCREASE EMPLOYEE ENGAGEMENT IN YOUR WORKPLACE GIVING CAMPAIGN Gretchen Korf Director of Finance

Charities@Work Conference

MAKE IT MATTER TOMORROW!HOW TO INCREASE EMPLOYEE ENGAGEMENT IN YOUR WORKPLACE GIVING CAMPAIGN

Gretchen KorfDirector of Finance & Social Responsibility

© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.

April 4, 2013


Agenda

MAKE IT MATTER TOMORROW!

How to Increase Employee Engagement in Your Workplace Giving Campaign

• History and Elements of Success of UnitedHealth Group’s Giving Campaign

• Understanding Employees Attitudes and Behaviors

• Using Effective Technology

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History and Elements of Success of UnitedHealth Group’s Giving Campaign

• Offer a Match

– 2005 company offered a 50% match

– 2006 match increased to 100%

– Dollar for dollar match continues for our 9 Giving Partners and their member agencies (approximately 12,000 organizations)

• Use of Technology

– 2007 enhanced giving capabilities by using a new vendor

– 2009 enhanced Virtual Auction by using technology that supports on-line auctions

• Branded Campaign

– 2010 we began branding our annual Giving Campaign

• Branding was personal and encouraged participation

– New brands used for the 2011 and 2012 Campaigns

– 2013 Campaign will be branded the same as the 2012 Campaign

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History and Elements of Success of UnitedHealth Group’s Giving Campaign (continued)

• Enhanced Employee Engagement

– Targeted communications to specific employees:

• Volunteers, New Hires, International, Telecommuters and Executives

– Held a video contest in 2010 and 2011

• Employees submitted 30 second videos; posted on our intranet site and employees were able to vote for their favorite

• Winners received a donation to organization of choice

– Provided a Photo Wall in 2011

• Hundreds of employees submitted photos online and completed the statement “I Make THE Difference by…”

• These photos were added to an online mosaic hosted on our intranet

• We also displayed a hard copy Photo Wall in our corporate office

– Social media elements added in 2011

• Using our internal social media site, executives and employees posted blogs; other employees engaged by liking and posting comments

– Executive Engagement enhanced in 2012

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History and Elements of Success of UnitedHealth Group’s Giving Campaign (continued)

2012 Final Results•In 2012, more than 45% of our employees (more than 42,000 individuals) participated in the Giving Campaign. (2011 achieved 50% participation or 41,000 individuals).

•Employees pledged nearly $9.7 million, an increase of more than 12% from the 2011 campaign.

•Total dollars raised including company match $17.6 million, an increase of nearly 14% from the 2011 campaign.

•International campaign growth – dollars pledged increased 20% and raised more than $52,000.

•Since 2004, over $92 million has been pledged as part of our campaign, 9 years of sustained growth due to the generosity of our employees.

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Question: How can we continue to increase participation?

1.Survey our Employees2.Evaluate our Technology


Understanding Employees Attitudes and Behaviors

Why is this important:

•The annual Giving Campaign is the most visible, annual company-wide initiative for employee engagement in Social Responsibility

•Senior leadership would like to increase the percentage of employees that participate and demonstrate one of our key pillars of Social Responsibility

Objectives:

•Understand reasons for participating/not participating in the annual Giving Campaign

•What elements do employee like and dislike about the current program

•What ideas are there for improving the program

Anticipated Outcomes:

•How to increase excitement and awareness of the Giving Campaign, which in turn leads to increased participation

•Key messages and motivators to get employees to participate

•Effective methods and frequencies for communications and reminders

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Question: How can we engage the other 55% of our employees and increase participation in the annual Giving Campaign?


Understanding Employees Attitudes and Behaviors (continued)

• We understand that some of our employees will always give, others will give some of the time and some employees will never give.

• We want to understand how we can move more of our employees into the “Always Give” or at a minimum “Sometimes Give” categories.

• We also recognize there will be some employees that will “Never Give”, but how can we understand the size of this group and minimize it.

• What barriers do we need to remove in order to move employees from one category to the next?

• How do we modify our approach to engage employees based on giving attitude and/or traditional demographic information which we have historically used (i.e. age, level, and tenure)?

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Employees who Employees who ALWAYSALWAYS give give

Employees who Employees who SOMETIMESSOMETIMES give give

Employees whoEmployees who NEVERNEVER give give


Understanding Employees Attitudes and Behaviors (continued)

Giving Campaign Research Plan:

•Obtain executive Co-Chair support

•Engage our Market Research Teams to assist with the research project

•Develop the implementation plan

– Step 1: Qualitative Session

• Hold small group discussions with employees to learn reasons for participating/not participating and to gather ideas for program improvements

− Groups to be divided into three categories: “Always Give”, “Sometimes Give” and “Never Give”

− Balance demographics of groups by grade level, tenure, age and location

– Step 2: Quantitative Session

• Conduct an online survey that tests the new ideas generate by the focus group discussions

− Balance demographics of groups by grade level, tenure, age and location

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Using Effective Technology

• The time is right for UnitedHealth Group to evaluate our technology solution; used the same vendor

for the last 6 years

– The industry has expanded, several new players have emerged over last 5 years

– We’ve run very successful campaigns, technology has been a key part of this success

– We are always seeking news ways to increase employee engagement and participation

• Challenge is finding the time and resources to evaluate a new vendor

– Started initial work after the 2011 campaign

– Made a commitment after the 2012 campaign to evaluate options; process began within one

month after the 2012 campaign concluded

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Using Effective Technology (continued)

Process for Evaluating Different Vendors:

1.Research completed by the Office of Social Responsibility

– Reviewed Boston College Survey (Community Involvement Technology Vendor Survey)

– Conducted initial research

• Listened to various webinars; internet searches

• Sought guidance from our peer network

• Consulted with our internal IT team

− Identified the evaluation team for the RFP process

• Program team, IT support, Payroll, Nonprofit partner

2.Engaged our Enterprise Sourcing and Procurement Team

– Managed the RFI, RFP and Presentation process

– Started with an Request For Information – we sought information from 10 vendors; team evaluated responses to narrow the list down to 5 vendors

– Request For Proposal was more detailed and focused on the specifics of our campaign; team evaluated responses to narrow down to our top 3 vendors

– Top 3 vendors made in-person presentations on their solutions

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Using Effective Technology (continued)

Lessons Learned:

1.Be open to change

2.Consult with your peers

3.Obtain leadership support

4.Learn your internal process, determine the best approach for you/your program

5.Commit and move forward, take baby steps if needed

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THANK YOU

Contact information:

Gretchen Korf, Director of Finance & Social Responsibility

952-936-1754

[email protected]

www.unitedhealthgroup.com


Documents

Charities@Work Conference MAKE IT MATTER TOMORROW! HOW TO INCREASE EMPLOYEE ENGAGEMENT IN YOUR WORKPLACE GIVING CAMPAIGN Gretchen Korf Director of Finance