Campaign 101

1
Campaign 101

• What are the basics
• that make it work?
• Nancy Plake, United Way of Johnson County
• Roger Frick, Indiana Assn. of United Ways

2
United Way is unique

• We organize and manage a community-wide
  campaign annually.
• Our campaign has more breadth and reach and
  focuses on direct solicitation.
• We engage volunteers to solicit, and also become
  advocates of UW.

3
Prepare yourself

• Know your productwhat does your UW do, how, for
  what people?
• Make your own gift and know why.
• Understand the value of long term relationships.

4

• Blessed are the money raisers. . .
• for in heaven, they shall stand
• on the right hand of the martyrs.
• John R. Mott

5
5 elements

• Leadership recruiting, organization
• Schedule calendar and deadlines
• Case Marketing the story
• Structure lines and boxes
• Training equipping the team

6
Campaign Leadership

• Whos job is it?
• Nominating vs recruiting
• Succession planning
• Caliber and commitment
• Keeping the board connected

7
Campaign Leader

• Where have they come from?
• What are the skills needed?
• Who can recruit that person?
• How about vice chairs?
• Job descriptions

8

• One who gets ten people to work,
• is better than one
• who does the work of ten people.

9
Cabinet

• Who are they
• Size
• members
• Why meet
• How often
• What do they do/agendasgtgt

10
Cabinet work

• CEO calls
• Service info/UW staff
• Progress reports
• Tough accounts
• Meeting themes
• Motivation

11
CEO Call

• Basic questions
• Run a campaign, set dates
• Corporate gift
• Leadership giving
• Name coordinator
• Recognition
• Quality of the packet

12
CEO Call Tools

• Performance history/comparison
• Industry and corporation
• Community info
• Potential
• EBI
• Leadership giving
• Pledge card/mechanical tools
• Information brochures
• National Corporate Leadership helpgtgt

13
NCL

• UWA web info
• Corporate summaries
• Giving trends
• Company plans and policies
• Reporting process
• See Barb Stewart at NCL table HERE

14
Motivation

• Keeping volunteers connected with the people and
  the purpose

15
Schedule

• When do we start?
• Who sets the calendar?
• What are the key elements?
• Maintaining discipline

16

• Last minute heroics is not a sign of the true
  professional.
• Professionals get out in front and stay there
  to get the job done on time.

17
Starting

• History
• What makes sense?
• Backdating
• Lead time

18
Who sets the calendar?

• Tradition, change dates on last one
• Campaign chair
• Cabinet
• Office must dates

19
Calendar Key Elements

• Recruiting schedule
• Necessary lead times
• Campaign Division considerations
• Special account considerations
• Major meetings
• Monitor meetings
• Report dates
• Fudge factors

20
Maintaining Discipline

• Office first
• Advance notice reminders
• Email, call, email, call
• Have another volunteer call
• Use the leadership structure
• Call, call, call

21
Case Marketing

• Case Why would anyone want to give money to our
  United Way?
• What inspired you to make your best United Way
  gift?
• Write it out spend time with the cabinet to
  articulate it. elevator speech
• Help people personalize itfavorite story

22
Marketing Tools

• UWA research, it applies!
• Pick up ideas here
• Only print what is useful
• Electronic tools
• Use events
• Videoson cd, Facebook, web site
• Interpret national info to your community

23
Structure

• How do we organize the work?
• Option A Option B
• Size of Account Line of business
• Leadership
• Small communities
• Residential/retirees/home based

24
Rule of 5

• We are effective with responsibility for 5.
• 100 account structuregtgt

25
Lines and boxes of structure

26
Structure connects to recruiting

• The more people in the structure the more effect
  on the recruiting schedule.
• Recruiting requires discipline

27
Training

• How do we equip people to do the work?
• Orientations
• Formal Training
• Online, webinars, cds, packets
• Experienced, I dont need that.

28
Training Tips

• Use trainers from local business to make it high
  quality
• Include elements that help volunteers learn
  skills and community
• Choose times and places that are appealing and
  have draw
• UWA tools/state orgs/neighbors

29
The Campaign Rush

• You know when you start.
• You have a number to measure progress.
• You know when you are done.
• You know if you are successful.

30
Quote

• Raising money is like dipping from the stream,
  not going to the well. There is quite enough
  money to be had--if only we show how the money
  will be wisely invested.
• James Gregory Lord

31
Thanks and best wishes

• From your friends
• Nancy Plake, Executive Director
• United Way of Johnson County, Indiana
• Roger Frick, President
• Indiana Association of United Ways
• www.iauw.org

32
Remember
One who wants milk should not take a bucket and
sit. . . in the middle of the field and
wait.