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Suzanne McCormickPresident & CEO United Way of Greater Portland
Jennifer GiffordDirector, Community EngagementUnited Way of Central & Northeast Connecticut
How to Enhance Your Workforce Campaigns
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HOW TO ENHANCE YOUR WORKFORCE CAMPAIGNS
Presented By:
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1. Prioritize Your Relationships
2. Change Your Corporate Relationships
3. Develop Engagement Opportunities
4. Build Account Plans
5. Delight Your Partners
6. Track Results & Adjust
7. Grow the Culture
7 Steps:
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• CRITERIA
• SEGMENTATION
• DISTINGUISHED SERVICES
• ALIGNMENT OF RESOURCES
Key to Prioritization:
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Segmentation Framework
Tier TotalValue pledges
Average Pledge
Giving CommunityMembers
LeadershipGiving
Sample Companies
Tier 1Characteristics indicate benefit from a more high touch approach
15K $9.5MM $638 528 3,305
Tier 2Everyone in the middle
63K $18.0MM $284 567 4,646
Tier 3Characteristics indicate no harm via a lower touch approach
15K 1.1MM $72 0 0
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*Source: United Way Twin Cities
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Exe
cutiv
e S
uppo
rt
Employee participation
Tier 3: “Silver” Tier 1: “ Platinum”
Tier 4: “Bronze”
Tier 2: “Gold”
Description: High Executive Support, Low Participation
Description: High Executive Support, High Participation
Description: Low Executive Support, High Participation
Description: Low Executive Support, Low Participation
Goal: Increase Participation
Goal: Maintain support
Goal: Increase Executive Support
Goal: Increase Executive Support
Segmentation Framework
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Benchmark Techniques
1. Appoint internal campaign champion
2. Set goals & track results
3. Establish steering committee
4. Recruit site coordinators
5. Conduct executive briefings
6. Establish companywide Leadership Giving program
7. Conduct effective educational campaign
8. Structure corporate gift matching
9. Utilize United Way staff
10. Organize volunteer/engagement activities
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Engagement Touch Points
10
Receive Thanks
See Impact
Discover
Engage
Receive Ask
Give
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Engagement Thru Storytelling
12
http://www.unitedwaygp.org/lubrary/
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Workface Engagement Alignment
Company Tier RG Alignment CI Alignment
Location (Work/Project)
CI Strategy
Creative Office Pavilion
3 Westbrook / Westbrook
Education
Texas Instruments 1 South Portland / South Portland
Financial Stability
TD Bank 1 Falmouth / UWGP
Education
Idexx 1 Westbrook / Scarborough
Education
13
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• Volunteer opportunity; team building request
• Tier 1 account
• Education focus
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Workforce Engagement
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LIVE UNITED Year-Round
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• What does it mean to LIVE UNITED year-round?
• What is the value to workforce partners and their employees, the community, and United Way?
• How can I get started?
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What Does it Mean to LIVE UNITED Year-round?
• Events• Networks• Volunteer Opportunities• Advocacy
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2012 UWGP Campaign
Top 10% Companies
Top Half Bottom Half0%
10%
20%
30%
40%
50%
60%
20%
30%
48%
18%
Average AverageEmployee Gift Participation
Top 1% $ 352 39%Next 9% $ 376 23%Next 15% $ 244 12%Remaining 75% $ 196 11%
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UWGP 2012 employee participation
$321 $363 $359 $374$4,758,684 $3,784,702 $2,315,102 $1,469,600
Par
ticip
atio
n
NOTE: Ranking based on 2012 aggregate giving at the company level
Ranking
Top 10% compared to the other 90%
Top 10% Companies
Average GiftTotal Gift
Track & Adjust
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