Step Five:
Determine Appropriate Campaign Strategies

Each company is unique so it is important to design a campaign that fits the company's culture. The following ideas are given as broad guidelines.

Set goals.

Most companies find it useful to set campaign goals. Numeric goals might include total dollars raised and employee participation.

Goals should be determined after reviewing the results of previous campaigns. Ideally, goals should be realistic, but require effort to achieve.

Create a timetable for the kick-off event, group meetings, appreciation event, and results tabulation.

Remember to provide adequate time for planning.

Determine solicitation methods.

There are two basic methods for conducting an employee solicitation: individual and group. Individual solicitation involves the personal solicitation of one employee by another, preferable a peer. A more informative, effective and coercion-free environment is available through the group solicitation process. Employees are brought together in small groups to view a video, hear a brief presentation and ask questions. They generally turn in their completed pledge form at the conclusion of the meeting.

Tips for a Group Solicitation Approach

Garner Support of Leadership. If at all possible, management should approve time-off for employees to attend a kick-off rally for the combined charity drive. Ideally, the CEO or other senior officers should attend and be prepared to make his/her payroll deduction pledge at that time.

Make it Fun. Food is always a draw! Incentives are always appreciated ¾ particularly if it is the boss who is offering the prize. Tie incentives into payroll deduction giving. Show the campaign video.

Stress the Importance of the Drive. This is a once-a-year solicitation on behalf of a multitude of charities. Charities can be supported through the convenience of payroll deduction. Donors choose where they want to direct their dollars. If there are co-workers who have been helped by a participating charity, ask them if they will provide a testimonial before the group.

Be Positive and Knowledgeable. If you believe in the campaign, it will show. Encourage questions and repeat the question if necessary so everyone can hear. If you are unsure of an answer, simply say, "I don't know, but I will find out for you." Then get back to that individual. There are plenty of resources to assist you with the campaign.

Follow-up. Brochures and pledge cards should be available at group solicitation meetings. You want to tap into the enthusiasm the event has generated immediately. Give employees some time at the conclusion of the group solicitation meeting to make their pledge before they return to work. If they do not make their pledge at this time, follow-up with each within two days of the event. Remember, the number one reason people do not give is that they are not asked.

Tips for a One-on-One Approach

Be Organized. Block out a time for your calls and call ahead to your potential contributors to set up a mutually convenient time to meet. Start with the colleagues you know best; this will build your pattern of success and give you positive examples of giving to which you may refer.

Be Prepared. Review the campaign materials ahead of time. Be familiar with the participating charities. With the wide variety of charitable choice in combined campaigns, there is a cause that will be important to everyone. Understand how the pledge card is to be filled out; this will help facilitate your assisting anyone who needs help. Remember to take the brochure and pledge card with you when you make your call.

Be Clear. You are calling on this individual because the charities you are representing need his/her help and support. If you have some facts and figures ready on the amounts raised last year and how they helped, this will help make the case for support. Be sure to point out that this is the only time of year they will be solicited for a charitable contribution at work and that they can do so through the convenience of payroll deduction.

Get a Commitment. Try and get their support right then and there. If they cannot make a commitment at the time of your meeting, be understanding, but stress that you will check back with them in "x" number of days and then follow up as stated.

Say Thank You. Whether your colleague supports the campaign or not, ALWAYS says thank you. While they may not be a supporter this time around, they may next time.

How to Ask a Co-worker for a Donation

Know about the participating federations and their member charities.

• Read all the brochures.
• Review the charities involved to see if you have had a personal experience with any of them.
• Share your experience with co-workers.
• Call the participating federations for more information or to conduct a presentation.

Represent all participating federations equally.

• Make your pledge first; it shows your commitment to the campaign.
• The number one reason why people do not participate in campaigns is because they were never asked - So ask!
• Start directly after the kick-off event.
• Plan your time to sit with each employee you are assigned.
• Never pressure an employee to give. Giving is a personal choice.
• If someone is unavailable, send a department memo introducing the campaign along with the campaign brochure and pledge card.

Suggest a giving level (if appropriate).

• Donate an hour of pay per month.
• Increase the contribution from last year.
• Distribute a "What Your Donation Will Buy" brochure.

Teach employees how to fill in the pledge card.

• Point out contribution options to all participating federations.
• Encourage payroll deduction.
• Explain the designation option; meaning an employee has the right to choose one or more charities to receive their gift.
• If the employee wants to be acknowledged for their gift, they must fill in the appropriate section of the pledge card.

Thank the employee.

• Remember to thank everyone for his or her time, effort, and consideration for giving to the campaign.