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SIX STEPS TO A SUCCESSFUL CAMPAIGN - Step 2
Developing realistic
goals and a workable timeline up front is critical. Keep in mind
that 80 percent of your time is spent planning and organizing your
campaign; only 20 percent is spent running it. To analyze your campaign's potential, use the Campaign Analysis Worksheet as a tool. This will uncover opportunities for growth in your campaign and give you a basis for developing strategies to increase giving. Additionally, talk with previous year's campaign coordinator to learn what past strategies worked well and what areas are opportunities for improvement. Establishing and communicating a campaign goal builds enthusiasm and increases motivation throughout the campaign. You should have analyzed your previous campaign and obtained ideas for your goal already. To move you further along in that process, here are specific elements to consider when determining your goal:
Look for trends
by analyzing the results from various angles, such as by department,
by location, by shift. Compare management to hourly employees. Use
any or all of these metrics to set campaign goals for increasing
giving during the new campaign. When you begin planning your campaign dates, consider this suggested checklist for including necessary tasks in your timeline:
Typically, smaller
companies conduct campaigns in a one-week time period, while larger
companies may take up to three weeks to complete their campaign.
Think about the atmosphere of your organization and what will be
most successful in creating your timeline. Be mindful of the timeline
for the overall United Way Campaign Calendar (located in the Tools
and Resources section). Running a leadership
campaign early is the fastest way to reach your goal. What is leadership giving all about? Leadership Givers are individuals who contribute $1,000 or more each year. More than 5,000 individuals from over 350 companies give at the Leadership Level, which represents more than 42% of the annual campaign. The following are different levels of leadership giving:
A strong Leadership campaign is key to achieving your organizations goals. A Leadership Giving program is easy to implement in a company of any size and can be an excellent source of new dollars for your campaign. A few key strategies for leadership: If your CEO has not already appointed a Leadership Coordinator, ask him/her to appoint someone who is a respected leader in the organization and a leadership giver. The Leadership Coordinator should organize the leadership solicitation and include a special leadership meeting, peer-to-peer solicitation, follow-up, and a strategy to thank leadership givers. In addition, the following Leadership materials should be included:
Ask your United Way representative to discuss ways to develop a Leadership Giving program that best fits your organization. He or she can tell you how to:
When finalizing your leadership solicitation methods, keep these groups involved:
Matching programs also have a strong impact on Leadership giving, allowing donors to plan increases in giving and make multi-year commitments. Many companies have internal matching programs using corporate dollars to assist individuals wishing to give at a Leadership level. Also, several foundations support individuals desiring to give to United Way at the Leadership Level and will match or supplement gifts. Try something
new this year with your leadership campaign by using one or more
of our Leadership Modules. These are simple ways to build on your
leadership campaign for increased giving. You can also use our sample
Leadership Letter as a way to solicit all leadership prospects (located
in the Tools and Resources section). |
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