Campaign Central

How to Run a Successful Campaign

Guidelines on How to Organize An Employee Rally

A.  Elements Of A Good Rally - An effective rally, held on company time, can be completed in about 20 minutes.  These suggestions save time and afford maximum control over pledges.

1. Give the employees a personalized pledge card, brochure, & pin.
2. Welcome and endorsement of the campaign by the Chief Executive Officer, with an explanation of why the company supports the United Way.
3. Introductions of Employee Campaign Coordinator.
4. Statement of endorsement by labor (if appropriate).
5. United Way speaker and/or United Way representative develops sound case for giving.
6. Showing the United Way campaign film.
7. A question and answer period.

Employee Campaign Coordinator concludes by asking each employee to sign their pledge card and return it at that time. 

What better time to collect them than after an informative presentation!  Employee Campaign Coordinator contacts absent employees on an individual basis.

Download Getting Started brochure.

B.   Preparing For The Rally - Phone the Employee Campaign Coordinator the day before to see if everything is set for tomorrow's rally and what the order of events will be.

1. Arrive 15 minutes early to set up the VCR, hand out campaign materials, etc.  Make sure the electrical outlet works, VCR is ready to go and tape is rewound.  Is the TV visible and audible for the employees seated in the back, or far left and right sides of the room?
2. Begin your portion of the rally by introducing yourself as a United Way Ambassador/Loaned Executive representing (name of) company.  Briefly state why you wanted to serve in this capacity or what you know about the United Way and introduce the video -- example: 
   "The United Way of Mower County is a local organization raising money to help local not-for-profit human service organizations, with specific programs that serve infants, children, families, elderly and many others.  When you give to the United Way of Mower County you are helping people you may work with and individuals in your community who at one point in their life need the help of an agency funded by your United Way contribution.  Did you know that one out of four of us has been helped by a United Way agency?"
3. After watching the videotape, you may want to discuss some of the points mentioned on the page "Reasons For Giving."
4. Ask for any questions.  If you are not sure of the answer, get their name and tell them you will call back.
5. Thank them for their time and consideration.
6. Turn the rally back over to the Employee Campaign Coordinator.
   Remember your enthusiasm counts!

Elements Of An Effective United Way Presentation

1. First, welcome the opportunity.  It's a way not only to assist with the United Way campaign, but also an excellent way to increase public awareness, especially with groups with whom you wouldn't normally have the opportunity to speak.  You have the chance to show how the United Way affects them personally.  Many people seem to think of United Way in a distant, "it's for the other guy" sense.  You can help correct this impression.
   Be flexible.  Be prepared to speak to very small groups and very large groups. The small groups might be in very large rooms and the large groups in small rooms.  Be able to adjust to the circumstances.
   Be enthusiastic.  The attitude you convey may very well create the listener's impression of the United Way and may help form their opinion about giving.
2. Consider who you are talking to.  Think about what will appeal to them or what may be important to them.  Ask United Way staff for help.  Some groups are most interested in hearing what an organization does specifically, while others might be more interested in a mixture of organizations and how they fit in with United Way. 
   All groups respond to specific and personal examples of how the services affect others.  Share this.  Have case examples ready.  Listeners don't necessarily want to know about "the process," instead, talk about results.  Make your program real to them.  Show how they might need the services.
3. Respect your time limit and be prepared.  You have a very limited time to get your story across.  Your audience is either finished with their work day or need to return to their jobs.  People normally don't have a long attention span and are given a lot of information in a short time.
4. Talk about the "priorities setting" and "community investment process" from your perspective.  The priorities setting process shows them that an attempt is being made to use this money in a way to benefit the most people.  The community investments process shows them that the money is distributed carefully.  Share with them that agencies must demonstrate need to a committee of United Way volunteers.  State that United Way staff does not make the decisions.  Share that there is never enough money to meet the needs of the programs, but don't overstate this. 
5. Don't attempt to answer questions you feel you know little or nothing about (i.e. donor options), but do offer your help in connecting the questioner with someone who can help.  Get their name and phone number after the presentation and let United Way staff follow through. 
6. Remember that your main purpose is to share the ultimate results of this fundraising effort with the group and to help make them want to be a part of the service system.  If you can make the meeting a positive and personal experience for them, you will contribute to the credibility of United Way and make the people more receptive to giving when asked.
7. Finally and most importantly, recognize that your audience works hard for their money and thank them for their support! 

How To Conduct Incentives At The Workplace

1. ABC Corporation organizes an annual United Way campaign among its employees.  In order to encourage its employees to contribute to United Way, ABC Corporation conducts a drawing in which various prizes such as extra paid holidays, dinner at a local restaurant, or a color TV set are given only to employees who contribute.
   The IRS' position is that the employee donor has purchased a chance to receive a prize, and the chance to win equals in value the contribution made.  The result is that none of the amount contributed is deductible for federal tax purposes.  Of course, donors who do not itemize will be able to participate in the lottery without regard to the question of whether contributions are deductible.
   The entry level for participation in the drawing determines the value of the chance to win.  If entry level is defined as $100 for example, only the amount contributed above $100 is deductible as a charitable gift.  Note, however, that the actual value of winning a prize in the lottery may be substantially less than the entry level.
2. XYZ Corporation organizes a United Way campaign in which all employees are eligible to participate in a drawing for prizes, regardless of whether the employee contributes.  An employee who contributes is entitled to claim a charitable contribution deduction.  The result is different in this example because the value of a chance to win an incentive prize is zero.  Participation in the drawing is not dependent upon making a contribution.

Options for gift incentives at the workplace

1. Provide non-monetary incentives for giving.  Example, a bank in Chicago conducts a drawing for United Way donors where the winner is able to present a substantial gift to a local service agency in the winner's name.  The bank pays for the gift, which is selected based on the agency's "wish list" (copy machine, furniture, etc.).
   This process can reinforce the charitable motivations for United Way giving, provide recognition for the donor and help the service agency.
2. Allow any employee to participate in the lottery, without requiring that the employee make a contribution.  Any employee's contribution is then eligible for the charitable deduction.
   Entry into the lottery need not be automatic.  Employers may require that employees request an application to participate in the lottery, so long as there is adequate opportunity to enter.
3. Conduct a lottery where a contribution is required, but provide guidance for donors who choose not to participate in the drawing.  By withdrawing from the lottery, a donor preserves the tax deduction for his/her gift, provided that the request for withdrawal is made, preferably in writing, and received by the employer prior to the drawing.
4. Specify a minimum entry level for the lottery, and inform donors that contributions above that entry level amount are deductible as gifts.  As discussed above, if the entry level is $10, anyone who pays $10 is eligible to be in the drawing, with anything above $10 considered a contribution.
5. Provide gift recognition awards with minimal monetary value.  Examples:  naming a donor "Employee of the Month"; permitting the use of the President's parking space for a period of time (presuming all employees are furnished with parking); and similar prestigious, but non-monetary awards.