Heartland
Combined Federal Campaign
Business Plan
Draft 1 Revision 2
August 25, 2004
Table of Contents
1.0 Executive Summary
1.1 Objectives
1.2 Mission
1.3 Keys to Success
2.0 Organizational Summary
2.1 Legal Entity
2.2 Organizational History
2.3 Location and Facilities
3.0 Services
3.1 Service Description
3.2 Alternate Providers (competitors)
3.3 Printed Materials
3.4 Fulfillment
3.5 Technology
3.6 Future Services
4.0 Market Analysis
4.1 Market Summary
4.2 Market Needs
4.3 Market Trends
4.4 Market Forecast
4.5 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
5.0 Strategy and Implementation Summary
5.1 Strategy Pyramid
5.2 Objectives
5.3 Funding by Year
5.4 Funding Forecast
6.0 Management Summary
6.1 Personnel Plan
7.0 Financial Plan
7.1 Assumptions
7.2 Projected Cash Flow
7.3 Projected Balance Sheet
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1.0 Executive Summary
Introduction
The Heartland Combined Federal Campaign is a nonprofit organization in the
Kansas City Metropolitan area that is established to give the United States
federal workforce the opportunity to donate to charitable nonprofit organizations.
The Organization
Services
We provide the opportunity for all federal employees to give a contribution to the
charity of their choice. We educate employees about the Combined Federal
Campaign and the opportunity to volunteer.
1.1 Objectives
 Set and reach a monetary goal for each year’s campaign.
 Increase awareness of philanthropy and volunteer opportunities.
 Set a budget goal, with costs as low as reasonably possible.
1.2 Mission
The mission of the Combined Federal Campaign (CFC) is to support
and to promote philanthropy through a program that is employee-focused,
cost efficient and effective in providing all Federal employees the opportunity to
improve the quality of life for all. This will be accomplished by maximizing
employee contributions through education and giving federal employees the
opportunity to give.
1.3 Keys to Success
The key to a successful campaign is to:
 Recruit dedicated volunteers to support the campaign.
 Contact agencies as soon as possible, request support.
 Recruit loaned executives.
 Get agencies involved.
 Educate employees about the Combined Federal Campaign.
2.0 Organizational Summary
2.1 Legal Entity
The Heartland Combined Federal Campaign is an organization in Kansas and
Missouri. The United Way is this year’s contracted PCFO, and this allows the
Heartland Combined Federal Campaign to use their 501(c)3 status.
2.2 Organizational History
Fundraising for charitable organizations in the Federal workplace can be traced to the late
1940's. Some of the problems cited were:
2



There was no limit to the number of fundraising campaigns.
Federal executives freely established monetary quotas for agencies and
individuals, and supervisors pressured employees.
Designations to the charities of choice were not allowed.
Formal authority to permit fundraising in the Federal workplace was established
in 1961. Fundraising efforts were brought under one umbrella, the Combined
Federal Campaign. There is one campaign, once a year. Employees select the
charity of their choice from the Catalog of Caring. Employees can contribute
through payroll deductions, or a single donation.
The Combined Federal Campaign (CFC) is the only authorized charitable
fundraising campaign for federal employees, both civilian and military. Conducted
by the federal government under the authority of the U.S. Office of Personnel
Management (OPM).
Past Performance
Donations
Average Gift
% Participation
Overhead
Eagles
% Uncollectibles
FY 2001
$2,423,828
$0
35.09%
7.62%
403
6
FY 2002
$2,587,762
$0
35.39%
7.29%
466
508
FY 2003
$2,760,219
$0
36.77%
7.82%
569
2.3 Locations and Facilities
Principal Combined Fund Organization (PCFO)
Heart of America United Way
1080 Washington
Kansas City, MO 64105
Tel
816/472-4616
Fax 816/472-4207
3.0 Services
Activities and Events
1. Recruitment of Cabinet
2. Recruit Team Leaders
3. Day of Caring
4. Training Workshops
5. Campaign Kickoff
6. Campaign
3
7. Golf Tournament
8. Awards Presentation
3.1 Service Description
1. Provides the United States federal workforce the opportunity to donate
to charity organizations of their choice.
2. Support thousands of local and nationwide charities by donations.
3. Communications: Educating employees of the opportunity to give and
volunteer, and the difference it makes.
4. Training: Train Loaned Executives, Campaign Coordinators, and
canvassers to better fulfill their duties.
5. Provide volunteer opportunities for those who wish to participate in the
annual Day of Caring.
3.2 Alternate Providers (competitors)
The Heartland Combined Federal Campaign is an organization created to give
the federal workforce the opportunity to donate to charity. There are no direct
competitors in place that are exclusive to the federal workers.
3.3 Printed Materials
The Heartland Combined Federal Campaign has numerous informational and
advertising materials.
Annual Report- An annual report is published every year with the results of
the previous year’s campaign.
Catalog of Caring – Each year a catalog is published containing all of the
national and local charities eligible for donations.
Posters – Posters are produced displaying the year’s theme for
advertisement.
Video – Each year a video is made to promote the campaign.
Newsletter – Monthly or Biweekly newsletter are made to inform the
federal workforce of success stories, events, and updates.
Website – The website is kept current with success stories, key dates,
educational material as well as other important material.
3.4 Fulfillment
Each year a cabinet of volunteers is recruited. The cabinet elects team leaders
and loaned executives. Each agency selects a campaign coordinator. The
loaned executives visit the agencies to assist them with the campaign.
3.5 Technology
The following resources are available:
1. Computers with internet capabilities.
2. Telephones
3. Fax machines
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3.6 Future Services
We are exploring the possibility of inviting retirees to continue participation in the
Combined Federal Campaign. At the present time it is not legal to solicit
participation of retirees. Other options are being explored.
4.0 Market Analysis
4.1 Market Summary
The Heartland Combined Federal Campaign is the only organization that
operates to solicit donations exclusively from the United States federal workforce.
4.2 Market Trends
History of charitable giving nation wide.
Stats for the last three years, just giving dollars and percentage of participation
4.3 Market Forecast
Based upon the results over the last three years, the following projection has
been made. Make a chart of number of donors, and donation amount received.
Two separate charts?
Past Results of Total Donations
$3,000,000
$2,000,000
$1,000,000
$0
Year
2001
$2,423,828
2001
2002
$2,587,762
2002
2003
$2,760,219
2003
5
% Participation
37.00%
36.77%
36.50%
36.00%
35.50%
35.39%
35.09%
35.00%
34.50%
34.00%
% Participation
Year
36.77%
35.39%
35.09%
Based on the projections, our goal for this year is $2,750,000.00.
4.4 SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats)
Threats
The federal workforce is rapidly aging. We are beginning to see a large number
of retirements. This number is supposed to drastically increase. A large number
of employees that are retiring are at the eagle giving level. This could possibly
have a great impact on the campaign, and could reduce the donations received.
5.0 Strategy and Implementation Summary
The volunteers of the Heartland Combined Federal Campaign are dedicated to
improving year after year. The Division Chairs and Loaned Executives
personally visit the agency heads to gain there support and set goals for the
years campaign. The Loaned Executives also provide any assistance to the
agencies they can to help their campaign be a success. This might include,
speaking at the kickoff meeting, providing them with advertising materials.
5.1 Strategy Pyramid
The main strategy is to increase the number of participants in the federal
workforce as well as the amount of donation.
The tactics to increase participation are:
1. Form a Challenged Accounts committee. This committee is responsible to
review accounts that had lower percentage of participation or lower donation
amounts. The committee will decide what actions to take to try to improve.
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5.2 Objectives
1. Increase contributions by 2% over the previous year.
2. Increase the number of Eagle Club Donors.
3. Increase the number of accounts running formal leadership campaigns.
4. Enhance the Combined Federal Campaign website.
5. Plan activities for the Combined Federal Campaign.
6. Actively seek avenues to increase public awareness of the philanthropy of
federal employees in the Kansas City area.
5.3 Target market
The target market is for federal government employees.
5.4 Funding by Year
The funding is soley based on the amount of donations received each year.
Every dollar received in a calendar year, distributed within that same year.
Donations
% particpation
2003
$2,760,219
36.77%
2002
2001
$2,587,762 $2,423,828
35.39%
35.09%
5.5 Funding Forecast
Each year at the beginning of the campaign projections are made based on the
previous history and updated information received from the agencies. From that
data, projections are made
6.0 Management Summary
6.1 Personnel Plan
The following summarizes our personnel, expenditures (if any), as well as
responsibilities. The personnel are all voluntary, with the exception of the
director and the administrative assistant.
Director
Administrative Assistant
Agency Head
Role: Model the spirit of concern and act of giving. Promote the
Combined Federal Campaign to employees and other agency heads.
Responsibilities:
1. Be familiarize with the interworkings of the Combined Federal Campaign.
2. Analyze agency’s level of giving and set a goal.
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3. Appoint a Campaign Coordinator. If unionized, appoint Co-Campaign Coordinators,
one from the labor, one from management.
4. Be involved. Support the Campaign Coordinator at Committee meetings, write
endorsement, speak at rallies.
5. Thank campaign workers and employees.
The Federal Executive Board
Campaign Chair
Associate Campaign Chair
Labor Division Chair
Role: Direct the planning, organization and solicitation of union employees
through the Combined Federal Campaign within your respective Divisions.
Engage the support of Federal Agency Heads & Labor Officials.
Responsibilities of Division Chairperson
1. Recruit staff, LEs and/or Team Leaders and insure the responsibilities are
being carried out within the Division.
2. Host orientation meeting with CFC staff and divisional volunteers.
3. Make agency head visits to largest accounts within the division to set campaign goals,
identify coordinators, and enlist their general support of the campaign.
5. Set Division goal.
6. Attend Union Council Meetings, CFC Cabinet Meetings, training sessions,
CFC report luncheon, Awards Presentation.
7. Maintain contact with LE/Staff to ascertain status of each account, timetable
for events, and general progress.
8. Maintain communication with CFC Leadership, Division Volunteers, Loaned
Executives, CFC staff and assigned accounts.
Division Chairs
Role: Direct the planning, organization and solicitation of Federal employees
through the Combined Federal Campaign within your respective Divisions.
Engage the support of Federal Agency Heads in the conduct of the employee
drive directly or through LE, Staff or Team Leader.
Responsibilities
1. Recruit staff, LEs and/or Team Leaders and insure the responsibilities are
being carried out within the Division.
2. Host orientation meeting with CFC staff and divisional volunteers.
3. Make agency head visits to largest accounts within the division to set
campaign goals, identify coordinators, and enlist their general support of the
campaign.
4. Set Division goal. Report Division goal to CFC Chairperson.
5. Attend CFC Cabinet Meetings, training sessions, CFC report luncheon,
Awards Presentation.
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6. Maintain contact with LR/Staff to ascertain status of each account, timetable
for events, and general progress . Analyze weekly campaign reports for
irregularities and report to Chairperson or Coordinator.
7. Maintain communication with CFC Leadership, Division Volunteers, Loaned
Executives, CFC staff and assigned accounts.
Loaned Executives
Role: Coordinate and conduct campaigns among employee groups and solicit
leadership contributions to increase resources to help people in need throughout
the Kansas City metropolitan area. Provide quality customer service to agency
and campaign volunteers. Work with existing workplace campaigns.
Responsibilities:
1. Make agency head visits.
2. Detailed to the Combined Federal Campaign for 10 weeks.
3. Analyze accounts for past giving and support, as well as, areas of
potential for increased giving.
4. Work with assigned employee campaign managers (ECMs) to:
 Plan, organize and conduct employee campaigns and meetings.
 Follow-up with ECMs weekly or as needed.
 Report campaign results to CFC.
5. Facilitate employee understanding of CFC, its non-profits, community
needs, and the difference they can make through their support of CFC.
 Ensure the CFC’s impact is demonstrated through the use of agency
tours, agency displays, speakers, and use of the campaign video.
 Make presentations to employee groups as requested.
 Deliver materials.
 Train employees to be internal solicitors.
 Encourage, where appropriate, labor participation and leadership
giving.
Provide recognition to assigned accounts.
 Encourage agency to thank employees who contributed and members
of the campaign committee.
 Help agencies to complete all appropriate paperwork.
 Send Thank you notes to Agency Head, ECM, and committee
members.
6. Report progress or problems throughout the campaign.
 Notify staff of questions or problems and ask for help as soon as it is
needed.
 Participate in Loaned Executive activities, including weekly LE
meetings, tours, and on-going training.
 Meet with your staff coordinators weekly to review account progress.
 Offer ideas which will increase CFC resources or improve the Loaned
Executive program.
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Awards and Recognition Chair
Community Involvement Chair
Communications Chair
Role: Present a positive image of the Combined Federal Campaign to Federal
employees as well as the generosity of the Federal family to the public at large.
Responsibilities
1. Recruit and secure resources as necessary.
2. Devise a plan to communicate the CFC story to Federal employees and the general
public.
3. Write and arrange PSA’s, radio and/or TV talk shows for Chairperson. Write
and submit press releases to area print media. Compile information on CFC
for distribution to agencies for use in their internal newsletters.
4. Assist Associate Chairperson in campaign kick-off, as appropriate.
5. Attend CFC Cabinet Meetings, report luncheons, awards presentation.
6. Make public speaking engagements on behalf of the Combined Federal
Campaign as requested.
7. Maintain ongoing Communications with the Chairperson, Coordinator, CFC
staff to keep them informed at all times.
Eligibility Chair
Ex-Officio Chair
Day of Caring Chair
Role: To organize and facilitate federal participation in the “Day of Caring” event.
To represent the federal interest in the partnership of this event with United Way.
Responsibilities of Chairperson
1. To attend or insure representation at Partnership Committee meetings.
2. Plan, organize and implement solicitation of federal employee’s participation
in this event.
3. Devise with the committee the media plan for coverage of federal
participation.
4. Develop recognition/thank you plan for participation.
5. Attend CFC Cabinet Meetings (monthly usually after the FEB meeting), report
luncheons, awards presentation.
6. Maintain ongoing Communications with the Chairperson, Coordinator, CFC
staff to keep them informed at all times.
Team Leaders
Campaign Coordinators
Role: The Campaign Coordinator organizes and works with his/her campaign team to
plan, coordinate and implement a successful employee campaign. The Coordinator
should consult with key union leadership if applicable and together carry out the specific
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duties listed below. The key resource person for the Campaign Coordinator is the CFC
Staff Representative or Loaned Executive.
Specific Duties of a Campaign Coordinator
1.
2.
3.
4.
5.
Recruit, organize and train people necessary to carry out campaign responsibilities.
Develop an overall plan and timetable.
Set a goal for your campaign.
Gain support for the campaign from all levels within the organization.
Implement a campaign, educate employees on how CFC works and solicit
contributions.
6. Report the results.
7. Thank all employees for their participation in the CFC.
7.0 Financial Plan
7.1 Assumptions
The following equipment is on loan from the Federal Executive Board. This helps
to keep overhead costs to a minimum.
The following donations are given to the combined Federal Campaign.
7.2 Projected Cash Flow
2002
Actual
$117,389
Management Fee
2003
Actual
2004
Budget
$126,750
**
$44,175
**
$27,075
Salary-Larry Hisle
$41,700
Salary-Pebbles Reaves
$26,534
$137,300
**
$41,037
**
$25,016
Benefits
$22,834
$37,951
$27,000
Auto Expense
$2,241
$2,524
$2,500
Managerial Supervision
$0
$5,000
$5,000
Finance
$10,817
$6,070
$7,000
Pledge Processing
$8,155
$12,990
$9,000
Contract Services
$0
$0
$0
Occupancy Cost
$5,000
$5,000
$5,000
Misc
$108
$80
$0
$0
$864
$0
$1,381
* $
5,000
$1,941
$354
$1,130
$0
$0
$200
$0
$500
$993
$1,200
$450
$500
$1,483
$1,500
$11,000
$9,500
$3,594
$3,500
$413
$500
$0
$1,500
Repair and Maintenance
Furniture and Equipment
Telephone
Office Supplies
Bank Service Fees
Audit Fee
Postage
Newspaper Notices
General Printing
11
Campaign Printing
Training materials
Films
Outside Training Meetings
Local meetings
Campaign Kick-off
$22,704
$1,459
$0
$2,518
$1,293
$25,257
$25,000
$1,333
$3,000
$0
$500
$1,903
$3,500
$388
$2,000
$0
$5,000
***
$9,581
Day of Caring
Leadership Giving Event
Premiums
****$5,196
$0
****
$5,000
$30,506
$31,753
$32,000
Bronze, Silver, Gold Awards
$7,134
$7,716
$6,500
Eagle Award
$8,562
$12,030
$12,000
Agency/ Cabinet Awards
$60
$2,512
$1,000
Rally incentive (Thunder Sticks)
$6,614
$5,370
$6,000
Recognition (Lava Timer)
$4,075
$2,722
$3,500
Donor Gifts (Football Schedule)
$2,900
$1,101
$2,000
Shipping/Setup Charges/ Misc
$1,160
$302
$1,000
$215,867
*
Recovered Cost
** 95% Compensation
*** Not included in the total reimbursement
**** This is an optional event depending on the LFCC
Participation
$216,650
Totals
$188,539
Projected Balance Sheet
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Vision – What the campaign would like to realize in the next 3 to 5 years
The vision statement for the CFC of the Pikes Peak Region is:
To provide a better understanding of the direct employee benefit and the local
community benefit of giving through the CFC.
“Contributing to tomorrow’s future”
Mission – CFC purpose and values
The purpose and values of the CFC of the Pikes Peak Region are:
o To provide a focused giving opportunity
o To provide Federal employees and Military personnel a focused
opportunity to directly improve quality of life internationally,
nationally and across the Pikes Peak Region.
Goals -
.
The Goals of the CFC of the Pikes Peak Region are:
To educate donors on the impact, benefit and effectiveness
of their contribution through the CFC (increase
donor awareness)
To increase participation
To increase donations
To emphasize choice/directed giving
To link donors and human health & welfare organizations
To run a quick and effective campaign
To link professional organizations (NCO etc.)
Objectives – support the goals (specifics)
The objectives of the CFC of the Pikes Peak Region are:
1.
Educate donors on prior year/EOR CFC “impact” total,
national and local
Pre-solicitation promotional “impact” piece
Installation Public Affairs campaign
Local federal employee story
2.
Keyworker training and follow up
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3.
4.
5.
6.
a. Group solicitation
b. Keyworker competitions
c. Condensed campaign
Rally week
Regional giving day
Increase donations by 5%
Establish a year-round Public Affairs campaign
Enhance human health and welfare agency involvement
Run a 3 week condensed campaign solicitation period
Action Steps The action steps to meet the requirements of the objectives of the CFC of the
Pikes Peak Region are:
1. Develop a promotional piece in conjunction with brochure using
established budget
a. Develop the criteria for information put in piece
b. Publish the piece
c. Establish how to piece will be distributed to all donors
d. Evaluate the effectiveness of the piece
2. Establish a Public Affairs Regional Committee to develop a PA
campaign
a. Enlist a volunteer from each agency/installation
b. Utilize all national PA materials
c. Establish a policy for story writing shared responsibilities
mongst each agency/installation
3. Solicit personnel and HHWO for a Federal employee who will
share their personal story.
a. Project officer solicitation
b. Public Affairs solicitation
c. Keyworker solicitation
d. HHWO solicitation
4. Develop a plan to involve the HHWOs.
a. HHWO provide a flyer for Federal employees to
demonstrate how their donations have helped specific
needs
b. HHWO actively participate in Kick off agency fair
c. HHWO may be utilized for additional promotional events
such as football games
d. HHWO may be requested to provide assistance with the
distribution of CFC materials to keyworkers
e. HHWO will be scheduled for keyworker training
sessions
f. HHWO will be scheduled for all group solicitations
5. Solicit for Unit Project Officers early in campaign cycle
a. Establish and communicate installation CFC
organization
b. Develop and communicate the campaign plan
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c.
Establish and communicate installation goal and unit
goal breakdown
d. Provide installation organizational meetings pre-PCFO
training
6. Enhance Keyworker training sessions to better meet the needs
of KW
a. Schedule a Commander attend the training and speak on
behalf of the installation, and in support of the KW
b. Specific goal attainment training
c. Specific group solicitation training
d. Specific overcoming objections training
e. Specific campaign management training ie donor follow
up, reporting, PO turn-in procedures
7. Public Affairs Campaign
a. Monthly campaign update year round
b. Weekly during solicitation period
c. Solicitation time base paper insert “impact piece”
d. Web page
e. Commander column
Regional Campaign Model Development:
1.
2.
3.
4.
Assigned Personnel
Briefings & Trainings
Solicitation Timeline
Campaign Follow Up
The Assigned personnel will be Installation/Agency LFCC Board Member
Sub committees:
o Eligibility Committee Chair
o Campaign Marketing Committee
Chair
o Awards & Incentives Program
Chair
o Public Affairs Committee Chair
o Sponsorship Committee Chair
o Regional Protocol Committee
Chair
o Donor Relations Committee Chair
o HHWO Liaison Committee Chair
● Installation Project Officer
● Installation Project Officer Alternate
● Installation Administrative Assistant
● Installation PA Assigned Personnel
● Installation Unit Project Officers
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●
Installation Keyworkers
Briefings and Trainings will be conducted in the following manner1.
Installation Organization Meetings
a. Establish and communicate installation CFC organization
b. Develop and communicate the campaign plan
c. Establish and communicate installation goal and unit goal
breakdown
d. Provide installation organizational meetings pre-PCFO
training
2.
PCFO Campaign Training
a. Specific goal attainment training
b. Specific group solicitation training
c. Specific overcoming objections training
d. Regulatory Administration training
e. HHWO presentation during training
Solicitation Timeline will be:
1.
2.
3-week solicitation
a. Week one – Rally Week
b. Week Two Solicitation Week (designated Regional
“Giving Day”)
c. Solicitation Follow Up
Solicitation Follow Up
a. Week one 1) Contact assessment
2) Participation attainment assessment
3) Goal Attainment assessment
4) Mid campaign solicitation blitz needs assessment
b. Week two –
1) Awards & Incentives assessment & distribution
2) Mid Campaign solicitation
c. Week three –
1) Follow Up with Key workers/ Unit project officers
2) Final campaign goal attainment assessment
3) Final Commander campaign support blitz
4) Awards event preparation
Campaign Follow Up1. Established reporting sequence
2. Keyworker designed turn-in time , day
3. Keyworker tracking % of contact; % of donors
4. Weekly Commander Reports
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5.
6.
Weekly Commander Briefings
Weekly Commander Follow up
Regional Campaign Structure (PCFO Recommended)
1. LFCC
a. Oversee Regional Campaign
b. Make campaign decisions in conformance with regulations
c. Develop subcommittees for all aspects of the campaign
d. Develop a succession plan for strength and continuity
2.
Executive Cabinet - Leadership Committee (Commanders to meet
briefly prior to Leadership Event collectively each year to vote on
Regional Policy)
o Commander’s Representatives
o Facility Managers
o Existing Regional Boards such as Area Chief of Staff
a. Regional cohesiveness/support
b. Regional Goal Setting
c. Leadership Giving club/blitz
d. Command level campaign advocate
e. Project Officer support
3. Project Officers
a. Develop an Installation Campaign Plan
b. Develop an Installation Campaign structure of volunteers
c. Implement Installation/Agency campaign
d. Public Affairs Officer involvement
4. Donors
a. Federal employee focus group
b. Federal employee survey
5. Federations and Agencies
a. Visibility
b. Donor link
c. Speakers
d. Promotional Materials
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