How to conduct a successful leadership giving campaign
Conducting a United Way Leadership Giving campaign is one of the best ways to increase success of your organization’s overall campaign. As an integral part of your work-place giving program, Leadership Giving allows your employees to make a greater impact in the lives of people throughout our region and sets your organization apart as a leader in our community.
To Implement Your Leadership Giving Campaign
- Hold separate Leadership Giving meetings in addition to the overall campaign.
- Integrate Leadership Giving into all United Way employee meetings.
- You are encouraged to work with your United Way Campaign Manager to determine the best strategy for your company.
Leadership Giving Campaign Best Practices
Gain CEO and Senior Management Support
- Meet with your CEO/management staff to make sure they understand and support United Way and Leadership Giving.
- Work with your United Way Campaign Manager to identify the best person to ask your CEO for a Leadership or Tocqueville Society gift
Recruit a Leadership Giving Chair to Organize your Leadership Campaign
- Ask the CEO to appoint a well-respected member of your organization already giving at the Leadership level.
Recruit a team of current Leadership Givers to assist the Leadership Giving Chair.
- Make solicitations in person. Peer-to-peer and person-to-person solicitations make the most effective asks.
- Your Leadership Giving team can solicit incentives from the CEO, management team and/or local businesses.
Develop a Plan & Timeline for your Leadership Giving Campaign
- If you’re holding separate Leadership Giving meetings, schedule your organization’s Leadership Giving campaign one to two weeks prior to the kick off of your general campaign.
- By announcing the results of an early Leadership Giving Campaign, those leaders can set the tone for the rest of the employees, encouraging and inspiring them to give.
- Set goals for Leadership Giving and Tocqueville Society gifts.
- Included current and potential Leadership Givers in “Ask” meetings.
- Potential Leadership Givers are current donors who give $500-999 or those whose salary is over $50,000.
- Include retirees and/or board members as part of the potential leadership pool.
- Invite employees with a letter of endorsement from the CEO or Leadership Giving Chair.
Setting Up a United Way Leadership Giving Meeting
- Consider holding your meeting at an already scheduled managers/directors meeting prior to the campaign.
- Work with your United Way Campaign Manager to schedule a speaker for your meeting.
- A Leadership Speaker from a local company
- A United Way Certified Partner Agency speaker
- An employee from your organization who is a Leadership Giver or a recipient of services provided by a United Way nonprofit partner.
- Ask your CEO to make his/her donation prior to the meeting and endorse the Leadership Giving Campaign at the meeting.
- Hand out materials including United Way’s Leader in Giving brochure and pledge forms.
- Prepare a PowerPoint presentation (customizable template available at www.yourlocalunitedway.org)
- Use incentives to encourage attendance.
Sample Leadership Giving Meeting Agenda
- PowerPoint presentation
- CEO endorses Leadership Giving
- Present benefits of Leadership Giving
- Employee/agency speaker shares story
- United Way Campaign Manager speaks
- Show United Way video
- Distribute pledge forms and pens and support materials (brochure, etc.)
- Encourage gifts of stock (if applicable)
- Highlight United Way’s leadership networking groups including Women in Philanthropy and Emerging Leaders.
- Explain incentives (if available)
- Make the “ask”
- Thank everyone for attending and for their support
After the meeting
- Collect all pledge forms
- Personally contact anyone who did not attend the meeting and make a leadership ask.
Include Leadership Giving in all United Way Employee Meetings
- Discuss Leadership Giving and its benefits in all employee meetings and invite employees to join.
- Do not assume that employees cannot give at the Leadership Levels. It is a personal choice and many organizations report that “front line” employees often account for a significant amount of Leadership Givers.
- Work with your United Way representative to schedule a speaker for your meeting.
- A Leadership Speaker from a local company
- A United Way Certified Agency Partner speaker
- An employee from your organization who is a Leadership Giver or United Way recipient.
Thank all Leadership Givers
- Send a personal thank you from the CEO and Leadership Chair to all donors and team leaders.
- Hold a thank you event hosted by the CEO and distribute incentives.
- Recognize all Leadership Givers in a visible way that will encourage other employees to give (i.e. Leadership Giving shirts, plaques).
- Advise Leadership Givers to expect a “Thank you” letter from United Way.
- Invite Leadership Givers to United Way’s annual Leaders in Giving Appreciation Event.
Communicate to Leadership Givers Year Round
- Utilize United Way’s Campaign Coordinator section at www.yourlocalunitedway.org to access success stories, funding decisions, program results, current news and events.
- Promote and encourage donors to attend United Way Leadership events.
Utilize UWCCR Support Materials
- Leadership Campaign support materials can be downloaded from the For Campaign Coordinators section on United Way’s website, www.yourlocalunitedway.org
- Sample: I ask you join me as a Leadership Giver. Some of you may give because you are financial able. Still others may give because of the potential tax benefits or because your gifts give someone less fortunate a second chance at a new life. Whatever your reason for giving, by investing in our community at the Leadership Level, you will invest in “what matters”- improving the overall quality of life right here in the region we live, work and raise our families.