Elements and Examples of Effective Employee

Transcription

1 Elements and Examples of Effective Employee Giving i Programs ACCP/Global Impact Webinar: Best Practices in Workplace Giving: Driving Employee Engagement and Increasing Participation in 2011 Martha Field. Manager Community Relations Thomson Reuters 2011

2 Agenda Workplace Giving Overview Executive Summary Goals and Metrics Giving Options Total Contributions Participation and Contribution Data Volunteer Responsibilities Communication Branding and Marketing Employee Engagement

3 Workplace Giving Overview 2010 Campaign Campaign goal was to maintain the 2009 response and participation percentage rate Emphasis on volunteerism Results Response rate decreased 1percentage point to 95% Participation rate decreased 1percentage points to 62% Volunteer rate increased 2 percentage points to 24% Overall dollars raised decreased by 3.3 percentage points ($47,000) Company match 50 cents on the dollar up to $5,000 per employee Match followed employees gifts directly to the organizations they designated and in the same proportion to their overall designation Maintained medium touch Goal to have fun - campaign awareness driven via events such as department raffles, Thomson Reuters Got Talent contest, poster contest, potlucks, etc. Participation was apparent in all cross-sections There is a group of employees that is less likely to participate in the campaign regardless of approach

4 Workplace Giving Overview 2010 Goals and Metrics Each campaign year has had a unique goal Program 2009 Program 2010Program Goal Maintain Maintain Maintain Match All contributions matched 50 cents on the dollar All contributions matched 50 cents on the dollar All contributions matched 50 cents on the dollar Cap $5,000 $5,000 $5,000 Features Paper and online forms Consistent t Leadership message Continued cabinet and care captain structure Paper and online forms Consistent leadership message Incorporate Basic Needs Initiative Paper and online forms Consistent leadership message Emphasis on volunteerism

5 Workplace Giving Overview 2010 Overall Campaign Goals The overall goal of the 2009 Campaign was to maintain the 2008 EGC rates of 98 percent response and 66 percent participation, while setting a goal of 1/3 of employees pledging to use their paid time off to volunteer Actual 2008 Actual 2009 Actual Response Rate 98% 96% 95% Participation Rate 66% 63% 62% Volunteer Rate 0% 22% 24%

6 Workplace Giving Overview 2010 Giving Options Employees have multiple options in making their charitable contributions Employee Contribution United Way Work Individual Choice United Way Fund United Way and/ and/ Work Member or Work Fund or Member Charities Charities Any Qualified Non-Profit Charity

7 Workplace Giving Overview 2010 Total Contributions This year s campaign achieved a significant contribution dollar figure $2,132,699 $710,900 $846,078 Corporate Non Mgr Mgr & Above $575,

8 $2,100 $ Thou usands Workplace Giving Overview 2010 Employee vs. Corporate Donations Driven by the significant increase in employee contributions, EGC has raised record donation amounts. $832,000 $385 Non-Managerial Manager and Above Corporate Gift $1,330,000 $549 $370 $1,467,000 $444 Employee vs. Corporate Donations $1,657,000 $658 $541 $447 $1,942,000 $759 $536 $2,064,000 $816 $2,202,816 $2,132,699 $968 $846 $560 $500 $575 Employee Donation $1,422K $0 $185 $482 $552 $647 $688 $734 $711 $411 $

9 Workplace Giving Overview 2010 Volunteer Responsibilities Cabinet Committee Provide leadership and demonstrate support of campaign Recruit effective, credible enthusiastic Care Captains Coordinate with Care Captains a campaign presentation at an all-employee meeting Follow-up with your area leaders to ensure they are supporting the campaign Administrative Care Captain Act as point of contact for campaign materials/supplies (i.e. booklets, give-a-ways, poster, etc.) Break down daily reports and distribute to care captains for follow-up with employees Work with Campaign Cabinet member and Care Captains to implement campaign plan Care Captains Work with your Campaign Cabinet member to design a plan that will engage and educate your employees Coordinate with Cabinet member a campaign presentation at an all-employee meeting Communicate to your employees; cascade campaign information directly to your employees 9

10 Workplace Giving Overview 2010 Communication Plan/Tactics Communications Goal Maintain the 2009 EGC rates of 96 percent response and 63 percent participation, and setting a goal of 25 percent of employees pledging to use their paid time off to volunteer. Communications Objectives Increase general awareness and personal connection to the EGC s purpose Educate employees about EGC giving options, campaign goals and outcomes Expand management involvement Communications Strategies Highlight the growing needs Sustain Care Captain enthusiasm Actively engage senior leaders in EGC activities Expand awareness beyond the actual campaign dates (before and after) Key Audiences Eagan-based leadership (managers and above) All Eagan employees Care Captains/Administrative Care Captains 10

11 Workplace Giving Overview 2010 Marketing and Branding Banner and header 11

12 Workplace Giving Overview 2010 Marketing and Branding Life size cutouts placed throughout the buildings 12

13 Appendix: Marketing and Branding Work Sample 1: Visual Cues Visual cues throughout the facility reinforced the campaign brand. Posters, banners, window clings at building entrances, bulletin board signs and campaign volunteer T- shirts and buttons reminded employees to respond to the campaign. Above, campaign posters and banners caught employees attention in the cafeteria. At left, campaign volunteers model the Ask Me Because We Care T-shirts.

14 Appendix: Marketing and Branding Work Sample 1, Cont: Visual Cues Campaign window clings greeted employees at the entrances of the buildings and on windows throughout the facility. Campaign thermometers in common areas, such as outside the cafeteria and in building entrances, gave employees a visual reminder of the campaign progress in terms of participation and dollars raised.

15 Appendix: Marketing and Branding Work Sample 2: Executive Support A memo from our President and CEO posted to the employee intranet, introduced Campaign Cabinet Chair. In addition, several Leadership in Giving meetings were held for all executives at the manager level and above prior to the campaign kickoff.

16 Appendix: Marketing and Branding Work Sample 3: Campaign Messages Employees in focus groups commented that campaign messages sent from an unattended box during the 2005 campaign felt impersonal. Campaign Chair sends out a kickoff message to all 6400 employees from his personal box. When senior management sends an , employees read it.

17 Appendix: Marketing and Branding Work Sample 4: Company Intranet Feature A special feature on the new company intranet highlighted the Employee Giving Campaign and provided easy access to the online giving form and campaign video.

18 Appendix: Marketing and Branding Work Sample 5: Company Intranet Updates Sample of weekly updates on company intranet kept employees posted on campaign momentum Posted each week to intranet and highlighted through push messages to all employees Printed versions provided to manufacturing employees

19 Appendix: Marketing and Branding Work Sample 6: Campaign Feature Stories Feature-length stories on the campaign highlighted employees engagement and built excitement around the campaign.

20 Appendix: Marketing and Branding Work Sample 7: Campaign Video Employee focus groups indicated that employees would be more likely to give if they knew a coworker who would benefit. Three employees shared their stories on a short, inspirational video that reinforced the campaign brand and slogan. The video was posted to the company intranet and displayed throughout the campaign in common areas on plasma screens throughout the facility. A Question on the Street video, A Question on the Street video, also posted on the intranet, asked employees to share how they contribute to the campaign and why.

21 Appendix: Marketing and Branding Work Sample 8: Employee Engagement A network of 225+ employee volunteer Care Captains are recruited to serve as a street team for the campaign. Care Captains answered questions, assisted employees with the online giving form and brought their own creativity to drive campaign participation. Activities included employee jazz band concert, campaign art contests, ice cream socials, jeans days and more. Above, Vice President of Technology and Campaign Cabinet member Peter Jackson (wearing a campaign T- shirt) convened an employee jazz band. The band gave two lunchtime concerts to benefit the campaign.

22 Appendix: Marketing and Branding Work Sample 8, Continued: Employee Engagement At right: The Human Resources group held ti tricycle races, complete with pit crews. Following the races, the tricycles were donated to children at a local shelter. Above: One department held an art contest for the campaign. This oil on canvas entry features the campaign slogan and depicts the Thomson West headquarters building. At left: Food events were popular with Care Captains and employees alike. This group held a salsa bar event.