Engaging Our Donors Year Round

1
Engaging Our Donors Year Round

• United Way of Metropolitan Chicago
• Lyn Corbett Fitzgerald
• Chief Communications Officer

2
Yesterday Its about US
United Way
Donor
3
LIVE UNITED Its about the Donor
Donor
Volunteer through United Way
Give through United Way
Advocate through United Way
4
(No Transcript)
5
Building Blocks to Independence
Education Achieve a sound education so you can
get a good job
Income Earn enough money to take care of
yourself and your family
Health Maintain your health
Post-secondary school or GED course
Safety Net Meet your basic needs
Build savings, generate assets
Children live in a safe environment
Self-sufficiency
Healthy emotional/ social development
Achieve educational benchmarks
Graduate from high school prepared for college or
work
Find keep a job with advancement
Enter school (Kindergarten) ready to learn
Make good choices (inter-personal skills, good
judgment)
Good health and nutrition
Attain life skills and make good choices
Become financially literate
Healthy physical development
Continued physical, mental and social health
Basic needs such as emergency food,
clothing and shelter are met
6
Issue areas and Outcomes to Reach Meaningful
Impact
Income
Education
Health
Outcomes
Financial Stability
Affordable Housing
Educational Achievement
Access to Healthcare
Crisis Support
7
(No Transcript)
8
Making It Easy to Actively Engage

• Give the first and most influential way to
  improve lives but dont stop there
• Advocate, championing the cause of people in need
• Be informed
• Tell others
• Take action
• Volunteer
• Days of Caring
• Traditional, through Campaign
• Issue-focused efforts (quarterly)
• VolunteerSolutions

9
The Who and What ofYear Round Communications

• The Players
• Campaign Leader
• Senior person on Communications staff
• Webmaster (internet AND intranet sites)
• Freelance writers

• The Channels
• Company employee print and e-newsletters
• Articles
• Ads
• Company website
• UW print and e-newsletters
• UW website
• Local media
• Company external media
• Ads
• Promotion materials
• Trade publications

10
(No Transcript)
11
Idea Toolkit for Informing Our Donors

• Pre and Post Day of Caring newsletter articles
  with photos
• Monthly column for Community Affairs re community
  issues
• Side bars with facts and what you are doing about
  it through United Way
• Did You Know blurbs
• Brief HHS issue quizzes
• Local access TV programs
• Tie-in with local news programs

12
Year Round Tie-in Opportunities

• January War on Poverty anniversary
• February Black History Month, National
  Childrens Dental Health Month, National Wise
  Health Consumer Month, Chinese New Year
• March Womens History Month
• April National Volunteer Week and Month,
  Celebrate Diversity Month, Tax Day, Child Abuse
  Prevention Month
• May Reading is Fun Week, Cinco de Mayo, National
  Mental Health Month, National Employee Health and
  Fitness Day
• June Financial Stability Summit
• July Independence Day (self-sufficiency), Mental
  Illness Awareness Month
• August National Immunization Awareness Month,
  MLKs I Have a Dream speech anniversary
• September Back to School time, Healthy Aging
  Month
• October National Hispanic Heritage Month,
  Domestic Violence Awareness Month, National
  Health Education Week, National Disability
  Employment Awareness Month, Diversity Awareness
  Month, Financial Planning Week, National Book
  Month
• November EFS funds distribution, American
  Diabetes Month, Youth Appreciate Week, National
  Hunger and Homelessness Awareness Week, National
  Family Volunteer Day
• December AIDS Awareness Month, various
  religious/ethnic giving holidays

13

Sample 12-month LIVE UNITED Communications
Plan (Visit the Campaign Toolkit at www.uw-mc.org
or speak to your United Way Representative to
access any of the materials described in this
sample plan.)
month 1
month 2 month 3
Education Focus Newsletter Article and print
ad Flash Profiles of Impact Issue
Pamphlet Mentoring volunteer opportunities
Diversity Focus UWMC presentations at affinity
groups Affinity group one-pagers Initiative
presentations/information (African American,
Latino)
Health Focus Newsletter article and print
ad Flash Profiles of Impact Issue pamphlet and
corresponding voicemail
Income Focus Newsletter Article and print
ad Flash Profiles of Impact Issue Pamphlet and
corresponding voicemail Tax prep assistance
volunteering

month 4
month 5
month 6
PRE-CAMPAIGN One-on-one Tocqueville
Solicitations Tocqueville Brochures and
Commitment Cards Leadership Giving Breakfasts
United Way staff presentations, Leadership Giving
Power Point, Leadership Giving flyer, Donor
Guide, Pledge Forms Solicitor Trainings UWMC
staff facilitators, Solicitor Training Guide,
Solicitor Training Power Point
Day of Caring
ANNUAL EMPLOYEE CAMPAIGN! United Way staff
speeches, Agency Ambassadors and campaign video
at large-group events Donor guide, Tocqueville
Brochure, Leadership Giving flyer, Labor Card,
Initiative Brochures, Pledge Form Posters and
table tents in public spaces Video PSAs or
looping success story video in elevators Interacti
ve Flash presentations Top 10 reasons flyer and
Spare Change flyer in bathrooms
month 7 month 8
month 9
CELEBRATING SAYING THANKS! Thank you voicemail
from UWMC Customizable poster (in public spaces)
with campaign results Customizable print ad (in
newsletter or on intranet) with campaign
results Thank you letter or print ad from UWMC
(in newsletter or on intranet) Thank you Flash
CLOSING OUT YOUR CAMPAIGN Campaign Final Report
Form
month 10
Day of Caring
Safety Net Focus Newsletter Article and print
ad Flash Profiles of Impact Issue Pamphlet and
corresponding voicemail Adopt-a-Family
program Volunteer push
month 11 month 12
Final Thank You Efforts Custom flash New Years
cards Thank you ad or article

14
2008 Year Round Communications Efforts United
Way Campaign

Tocqueville Solicitation (September)
CEO Call (April May)
Solicitor Training (July/August)
Plan led by Lynda Hughes Blue Executed by
Resource Development Gold Executed by Volunteer
Management Orange Executed by Communications
15
2008 Year Round Communications Efforts United
Way Campaign
Plan led by Brian Williams Blue Executed
by Resource Development Deloitte also does
regular Days of Gold Executed by Volunteer
Management Caring. On average, two are
Orange Executed by Communications
scheduled each month.

16
(No Transcript)
17
LIVE UNITED

• All Year Round