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United Way Campaign 101 WELCOME. Brief overview of the Brown County United Way Review the 10 steps to a successful campaign Discuss each step Identify the key role and competencies of the Employee Campaign Coordinator (ECC) Resources that are available to Employee Campaign Coordinators.

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Brief overview of the Brown County United Way

Review the 10 steps to a successful campaign

Discuss each step

Identify the key role and competencies of the Employee Campaign Coordinator (ECC)

Resources that are available to Employee Campaign Coordinators


What it’s All About: Community Impact!

Brown County United Way Overview


To bring together the strengths of our community to improve the quality of life in Brown County today and in the future.


How does BCUW meet its mission to improve lives?

  • Driven by community volunteers from all walks of life
  • Studying the needs of Brown County
  • Working to measurably improve community conditions
  • All investments are about improving lives

Improving Lives…


Direct service programs such as shelter, transportation, literacy, health, and youth programs improve the quality of life today.

In the FUTURE -

To improve the quality of life in the future, long term solutions such as 2-1-1 and the Community Partnership for Children are initiated.


Emerging Needs

  • Real-time data collected through 2-1-1 and validated through numerous community sources
  • Needs studied through four volunteer groups to identify priorities
  • Emerging Needs Committee recommends priorities to Board of Directors
  • Request proposals to address priorities

Over 100,000 lives improved in Brown County in 2008!


Communitywide Initiatives

    • Community Partnership for Children: Provide all parents with the tools they need from the time their babies are born
    • 2-1-1: Make local resources easily accessible for everyone in the community

Investment Process Overview:

Programs submit:





Volunteers evaluate:


Community Diversity


Fiscal responsibility

Funding is based on community needs and program evaluations and outcomes are reviewed annually

Recommendations reviewed by Emerging Needs Committee and again by our Board of Directors

Know Your United Way

Involve Your CEO/Upper management

Recruit and Train Your Campaign Team/Committee

4. Analyze Past Campaign Results and Areas for Potential Increases in Giving

5. Develop A Campaign Plan

6. Run a Leadership Campaign (if applicable in your organization)

7. Promote and Publicize

8. Make the Ask (campaign meetings/rallies)

9. Track and Report Results

10. Say Thank You and Plan For Next Years Campaign

United Way Campaigning 101

Your role as the campaign coordinator will be much easier if you know some basic information about the Brown County United Way and what they do and stand for:

Attend one of the Employee Campaign Coordinator workshops

Meet with United Way staff and/or your Loaned Executive prior to your campaign kicking off

Review the ECC Online Toolbox on the Brown County United Way website www.browncountyunitedway.org.

Visit the Brown County United Way website at www.browncountyunitedway.org

1. Know Your United Way

2 involve your ceo top management
The success of your campaign depends on the commitment and involvement of your CEO and/or Leadership team……

All good leaders, lead by example.

2. Involve Your CEO / Top Management
  • Have your CEO/upper management:
  • Accept a CEO meeting from United Way
  • Help determine the scope of your campaign
  • Endorse/support the Campaign
  • Appoint a senior manager (s) to participate
  • Establish a small budget for campaign details
  • Personally pledge a Leadership or Tocqueville gift level gift
3 recruit and train your campaign team
If applicable, ask your CEO to help recruit people from all levels of your organization and from all company sites to help manage the campaign (sample recruitment letter on the ECC Online Toolbox)

Establish specific duties for each member


Reporting/number crunching

Special Events

Leadership Campaign assistance

Setting up all rallies/meetings…

3. Recruit and Train Your Campaign Team
3 energize your campaign team
Have your Campaign Team:

Review the prior campaign and discuss new ideas

Attend one of United Way’s ECC workshops.

Visit a United Way partner agency for inspiration

Assist in “Big-Picture” campaign planning

Team size will depend on company size

Have informal leaders from various departments

Should be enthusiastic, volunteer driven and community minded

3. Energize Your Campaign Team
4.Analyze Past Campaign Results and Areas for Potential Increases in Giving
  • Review your campaign history
  • Review campaign data for trends
  • Establish campaign strengths and weaknesses
        • Increase/decrease employee count
        • Increase/decrease campaign dollars
        • Increase/decrease donor participation
  • Set a goal – look at where you can increase
      • Ex. – if you have high average gifts but low participation, look at increasing your % participation

Calculation Formulas – Basic formulas that will give you a better understanding of where your campaign stands.

5 develop a campaign plan involve your team
After your goal is set, look at how you can achieve this

Meet with top management to discuss how they can help to reach the goal

Create a strategic plan that includes campaign goal and objectives, timeline, kick-off, theme, to-do list, team member contact list, meeting schedule, and if applicable, special events and prizes

Remember – make it fun, use incentives, get others involved!

5. Develop a Campaign Plan – Involve your team!
6 run a leadership campaign
6. Run a Leadership Campaign
  • If you haven’t already, ask your CEO to appoint a senior manager(s) to serve as your organization’s Leadership and Tocqueville Giving Chair(s) to coordinate the leadership and Tocqueville giving campaign
  • Most beneficial if they are currently giving at a Leadership / Tocqueville giving level
  • Run a separate Leadership and/or Tocqueville Campaign in addition to the general campaign
  • Focusing on Leadership & Tocqueville Giving is the number one way to increase campaign results – making a larger impact on the Community

Leadership Giving is defined as contributing $1,000 - $9,999 annually to the United Way

Tocqueville Giving is defined as contributing $10,000+ annually to the United Way

* More information on leadership levels and giving online on the ECC Online Toolbox

7 promote and publicize
Education is the most important part of the campaign and is key to reaching your organization’s fundraising goal

Some of the most successful campaign tools include:

Email, online schedules, intranet, screen savers

In-house employee publications, voice-mail announcements

Testimonials – print or poster

Posters, photos or video of employees at agency tours or volunteer projects


Utilize ALL of the materials BCUW has to offer including your Loaned Executive, BCUW staff and agency/community speakers!

7. Promote and Publicize

* More information on Marketing/Communicating your campaign on the ECC Online Toolbox

8 make the ask
8. Make the ask
  • What is the number one reason people don’t give to United Way (or any charity)?
  • THEY WERE NEVER ASKED!!! We’re all guilty of this, do all of the work and effort and then forget to make the ask!
8 make the ask1
Hold brief educational meetings for all employees (A Rally)

(As little as 20 - 30 minutes)

Sample Rally:

Opening Remarks

Explain Purpose of the meeting

Discuss why you support United Way

United Way Representative Speaks (BCUW Staff or LE)

Show The Video

Community Speaker presents

Explain any incentives, deadlines…

Pledge Card Review

Closing Comments

Collect Pledge Cards or explain who will pick up pledge cards or when deadline is

Follow up in person with those who missed the meeting

8. Make the ask

* More information on “How to make the Ask” on the ECC Online Toolbox

9 track and report the results
Make sure your Campaign Team has had the opportunity to speak to all employees.

Strive for 100% pledge cards return – NOT 100% participation but just that all cards are returned whether they gave or not

Make sure cards are filled out, signed, and the total pledge is accurate

Follow up with colleagues who have not returned their cards

Track results consistently

Publicize results via your agency newsletter, email, voice mail, intranet, memo…

9. Track and Report the Results
9 track and report the results1
9. Track and Report the Results
  • The BCUW Campaign Envelope needs to be completed, signed, cash and checks included and picked up
  • Detailed instructions are on the envelope cover
  • For ease, there is an electronic version that will compute all of your pledges, %’s and fill out the envelope cover for you! Please visit http://www.browncountyunitedway.org, click on Campaign, and then on the ECC Online Toolbox, to download this spreadsheet
  • Notify CEO/Leadership of company’s campaign results
  • Any questions or if you need help compiling these results contact your Loaned Executive
    • They will even help collect and sort! They are here for you!
10 thanks and plan for next year
Thank everyone who worked on the campaign! Celebrate success!

Thank all employees, hold a thank you lunch or event

Post thank you posters around your workplace

Issue a thank you letter from the CEO. Visit our web site for sample letters and ideas for recognition

Give a special gift to, or hold a special reception for, campaign volunteers and your campaign committee

Provide United Way with contact and gift information for recognition purposes

Inform your United Way staff of Leadership Givers and Tocqueville Society members for special recognition by United Way

10. Thanks and Plan for Next Year
10 thanks and plan for next year1
10. Thanks and Plan for Next Year
  • Start planning early for next year’s campaign:
  • Critique the campaign with the CEO, Campaign Committee and the United Way staff
  • Identify next year’s Employee Campaign Coordinator and Leadership Giving Chair
Resources Available for ECC’s:

United Way Staff

ECC Online Toolbox on the BCUW website – www.browncountyunitedway.org

Your Loaned Executive

CUFUW – Companies United For United Way

Resources available: