Workplace Giving Best
Practices Webinar
Welcome
Workplace Giving Best Practices
Tom Richey
Manager of Global Citizenship & Policy
At Abbott, Tom is responsible for all the Employee
Engagement programs, including Matching Grants,
Volunteers and the Employee Giving Campaign. He
also does work in Community Vitality and manages
the Family Science programs.
Abbott Facts:
Global, broad-based health care company
devoted to the discovery, development,
manufacture and marketing of pharmaceuticals
and medical products including nutritionals,
devices and diagnostics.
– Over 33,000 U.S. based employees
– More then 24 locations in 11 states
Presentation Title
Date
Campaign Leadership…Team Effort
• Program ownership
– Global Citizenship & Policy
• Employee Giving Campaign Working Group
– Manager of Global Citizenship
– Corporate IT
– Employee Engagement Coordinator
• Program vendor
– JK Group, Princeton, NJ
• Creative partner
– Corporate Agenda, New York, NY
Presentation Title
Date
Increases in corporate giving
2007 Results –
80
70
Total participation – 65%
Total money raised – $5,000,031
60
50
40
30
20
10
2008 Results –
0
2004
Total participation – 73%
Total money raised – $5,394,708
Presentation Title
Date
2005
2006
2007
2008
Overall Participation Rates
• Campaign dates
– Same time frame each year
• Key Metrics
– Participation rates
– Dollars raised
• Featured Charities
– Match 50 cents for each dollar pledged
• Campaign of Choice
– Employees can donate to any qualified non-profit
organization.
– Over 4,000 charities donated to in 2008
Presentation Title
Date
Featured Charities
Increases in corporate giving
• Through the campaign we make a strong statement that
caring is a cornerstone of Abbott’s culture
• We recognize even greater needs in our communities
than any time in recent history
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
• This year, we’re asking everyone to make a gift
1,000,000
0
• We are committed to sustaining our legacy of giving back
to the community
• Provide excellent customer service that ensures
employee confidentiality and trust
Presentation Title
Date
2004 2005 2006 2007 2008
Overall Dollars Raised
• Generate “Buzz” through robust marketing plan
• Share stories from employees and community that tug at
the heart and motivates employees
• Provide employees access and exposure to non-profit
partners
• Competition – Competition – Competition
• Engage senior leadership and management.
• No event too small – i.e. contests, etc.
• 100% SOLICITATION – Every employee contacted in
person.
Presentation Title
Date
Increases in corporate giving
•
Train Division Chairs to Execute Campaign Plan
– Mandatory training sessions and/or webinars.
– Development of a tool kit for chairs, captains and solicitors.
– Be open to feedback and suggestions from chairs.
– Share best practices daily during the campaign.
•
Educate employees about the Campaign
– Be able to articulate why we run a campaign.
– Stress importance of workplace giving.
– Cost effective, helps non-profits with budgeting, etc.
– Part of Company’s CSR/Citizenship story.
•
Drive for Results
– Be enthusiastic, be positive, be a resource.
– Provide National Chair with communication materials and
results to encourage Senior Leadership involvement.
– Thank employees and campaign staff for hard work.
Presentation Title
Date
Featured Charities
Advise Campaign Team(s)
Divison President
Employee Giving
Campaign Team
Public Affairs
Site Head(s)
Lake County Division Chair;
U.S. Site Chair orSales Force Chair
Steering Committee Member
Management Forum
Steering Committee Member
Management Forum
Steering Committee Member
Management Forum
Management Forum
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Solicitors
Employees
Presentation Title
Date
Steering Committee Member
2008 Campaign Enhancements
Cyber Cafés
Cyber Cafés made donating a fun and social event and increased
donations from manufacturing, cafeteria, housekeeping, etc.
Presentation Title
Date
Tom Richey
Manager Global Citizenship
100 Abbott Park Road, Bldg 6D-2
Abbott Park, IL 60064
thomas.l.richey@abbott.com
Presentation Title
Date
Workplace Giving Best Practices
Tola Oyewole
Senior Community Relations Specialist
At Best Buy Tola is responsible for providing leadership for all
aspects of Best Buy's $5MM employee giving campaign, Teach
program, Disaster Relief, new store opening donations, and
diversity initiatives and sponsorships.
Best Buy
Employee Giving Campaign Best Practices
March 13, 2009
Best Buy Campaign Goals and Results
•
Best Buy has been a partner of the United Way for over ten years. The FY09
United Way campaign successfully raised over $5.6MM and reaching 88.5
percent employee log-on participation enterprise-wide.
The goals were to:
– Raise $ $5.5MM enterprise-wide for the United Way ($4.2MM BBY US and $1.3MM
BBY Canada)
– Obtain goal of 100 percent employee log-on participation
– The overall campaign goal was to support our local communities by providing
employees the opportunity to contribute directly through the focus areas of:
• Education and Teens – helping children and teens achieve their potential though
education
• Income – helping families become financially stable and independent
• Health – educating and improving the health of our communities
17
Communications Plan Strategic and More
Effective
•
•
•
The overall communication of the United Way campaign was more strategic than in previous
years.
Proactive vs. reactive use of internal communication vehicles allowed campaign messaging to be
more strategic and targeted specific employee audiences without having to over communicate
to all employees at the close of the campaign.
Examples of this are:
–
Specific messaging to targeted employee audiences:
•
•
–
Spanish Translation:
•
–
Personalizing leadership, corporate and retail messaging
Personalized communications to EBN Network, Local Giving Governance Committees, WOLF Newsletter,
Volunteer Council, and Retail Leadership Forum to increase the reach of campaign messaging to drive
participation.
Spanish pledge site, communications, and campaign collateral for Puerto Rico and Hispanic Initiative stores
to increase employee awareness and involvement to Spanish speaking audiences.
Leadership Cabinet Communication
•
Leadership cabinet was strong and very engaged with employees, communicating weekly results and
activities, encouraging leadership participation, and reinforcing the Best Buy commitment to our
communities.
18
LEADERSHIP CABINET
CABINET ROLE
CABINET RESPONSIBILITY
LEADERSHIP CHAIR
PRESIDENT AND CEO
-
Directs campaign, drives leadership-level visibility and participation
Authorizes the annual goal for the FY09 campaign
Soliciting gifts from BBY executive leadership team
Introducing FY09 campaign at Business Review Meeting to officers and directors
Provides guidance and leadership to the UW campaign corporate and leadership
CORPORATE VICE CHAIR
SVP MARKETING RESEARCH & DEVELOPMENT
-
Communicates weekly campaign updates to officer and director level leadership.
Reinforces campaign messaging to increase awareness, participation and contributions.
Works closely with Leadership Chair to endorse campaign
Communicating campaign updates and messaging weekly to director and officer level leadership
RETAIL VICE CHAIR
DIVISION TERRITORY GENERAL MANAGERS
-
Communicate weekly campaign updates to Territory General Manager and District Manager
leadership
TGMs and DM’s will be responsible for cascading United Way messaging and updates to district and
store level management to drive the participation of field
Works closely with Leadership Chair to endorse campaign
Communicating campaign updates, incentives, and messaging to TGM and DM level leadership to
cascade to store General Manager’s
-
COMMUNICATIONS CHAIR
MANAGER EMPLOYEE COMMINICATIONS
-
IT CHAIR
SR. MANAGER EMPLOYEE COMMUNICATIONS
UNITED WAY CAMPAIGN PROJECT MANAGER
SR. COMMUNITY RELATIONS SPECIALIST
Responsible for leadership all messaging from Leadership Chair
Working with Internal Communications partners to develop and execute overall campaign
communications plan
Collaboration CR Project Manager to develop speaking points, messaging, and any other
communications from Leadership Chair, Corporate and Retail Chairpersons.
-
Responsible for overall pledge site development and functionality, pledge site testing and data
conversion to HR for payroll deductions
Liaison to Accenture and United Way IT teams for pledge site and reporting development
-
Responsible for overall execution of United Way Campaign
Management of communications, pledge site, reporting, and leadership involvement
Increasing overall awareness and participation of the campaign
Coordinate of special events to raise additional funds to help the company reach its goal
-
19
Kick Off, Events and Employee
Incentives
Best Buy has a very young employee
demographic.
•
In our stores the average age is 18-22
years of age and at the corporate
headquarters the average age is
approx. 23 – 40.
•
Creating new and innovative ways to
educate and engage employees about
the campaign was very key to the
success of our campaign.
Two of Best Buy’s core values are to:
•
Have fun while being the best
•
Unleash the power of our people
20
Pictured above: Herschel Herndon VP of Multicultural
Relations, Bob Willett – Chief International Officer, and
Liz Hassler – VP of Trend Marketing
Kick Off, Events and Employee
Incentives
•
Best Buy employees are motivated by score
carding and incentives to drive sales and meet
goals.
•
The United Way campaign is no different in the
terms of meeting goals and expectations to
meet the enterprise goals.
•
The LIVE UNITED Challenge was designed to
build awareness and drive log-on participation
to reach the companies goal of 100 percent.
•
Employees were excited and engaged with the
incentives offered during the campaign.
–
–
Adding leadership appearances for field
locations was an added bonus that helped
increase employee log-on participation.
Chief Inspector Robert Stephens with Store 409 in
Texas
Over 70 stores reached 100% log on
participation this vs. 15 stores in the FY08
campaign.
21
Kick Off, Events and Employee
Incentives
LIVE UNITED Rules
•
All stores/corporate departments that reached 100% log-on
participation were entered in a drawing to win the $1,500
donation Local United Way/United Way Agencies
Three Corporate Departments:
–
–
–
Received an additional $1,500 Best Buy Children’s Foundation
Donation to their local United Way/ United Way
Presented check to United Way/United Way agency at the
department team meeting
Be featured on TagZone and Employee News
Three Retail Stores:
–
–
–
Receive an additional $1,500 Best Buy Children’s Foundation
Donation to their local United Way/ United Way Agency
Be featured on TagZone and Employee News.
Brian Dunn, Shari Ballard or Robert Stephens and TGM will:
•
•
•
Make an appearance at the winning store and facilitate the Chalk
Talk
Have continental breakfast with employees
Present check to United Way/United Way Agency along with GM
and employees
22
President and COO Brian Dunn with
Store 1010 in Indiana
Kick Off, Events and Employee
Incentives
EVENT TYPE
TACTICS
SPECIAL EVENTS
CORPORATE CAMPUS
-
LEADERSHIP KICKOFF
BUSINESS REVIEW MEETING (BRM)
-
United Way Campaign Captains coordinated over 50 fundraising events
to add more visibility to the campaign while raising additional funds
United Way Campaign Captains rose over $281,000 that contributed to
corporate goal.
Brian Dunn introduced campaign to leaders reinforcing the importance of
leadership giving and Best Buy’s partnership with the United Way.
United Way speaker addressed leaders on community impact of
corporate campaigns
Leaders kicked off the campaign strong by making their pledges with
paper pledge forms at the BRM.
Leadership giving increased slightly by approximately 4 percent vs. 2
percent increase from the FY08 campaign
CORPORATE KICK-OFF
SANDY’S PLACE ENTERTAINMENT
-
Local band Quietdrive performed at Sandy’s Place to entertain
employees, while informing them of the campaign goal, dates and
activities.
RETAIL KICK-OFF
FALL QUARTER TEAM MEETING
-
Employees learn about the United Way, campaign dates, goals, and
incentives.
UW speakers attend store meetings to share their testimony on what the
United Way does for their community and how Best Buy employees can
get involved.
BBY CANADA
KICK OFF AND EVENTS
-
BBY Canada runs their own campaign, but mimics its events and structure
after the US campaign,
LIVE UNITED FOOD DRIVE
VOLUNTEER EVENT
-
Best Buy corporate employees participated in the Greater Twin Cities
intensive metro-wide LIVE UNITED promotion and food drive to raise
1million pounds of food to benefit Emergency Food Shelf Network and
Second Harvest Heartland.
Best Buy raised over 800 pounds of food for the event and had a
presence of almost 60 employee volunteers attended event.
-
23
Use of Web Technology:
United Way Pledge Site
•
•
Best Buy employees pledge electronically through a company
developed pledge site: Since its inception in 2002, the United Way
pledge site has been a challenge for the campaign for the past six
years. The old United Way pledge site:
–
Produced inaccurate reports
–
Did not capture all employee pledges and log-on entries
–
Poor overall functionality making it difficult for us to reach
our goal in a timely manner.
The new FY09 pledge site was redesigned to:
–
Create a 4 step process for employees to log-on or make a
pledge
–
Capture all employee pledges and track log-on participation
at corporate, territory, district and store levels
–
Provide the capability for store employees and departments
to track the progress of their locations and/or departments
daily
–
Offer employees the option to designate their pledges to a
United Way focus area or write in a specific agency
–
Include a Spanish version of the pledge site for out Spanish
speaking stores and Puerto Rico locations
24
DESIGNATION BREAKDOWN
FY09 DESIGNATION BREAKDOWN
37 percent of Best Buy
employees designated their
donation to a United Way
focus area or wrote in a
designation to specific nonprofit
11%
14%
GENERAL FUND
DESIGNATIONS
4%
CHILDREN AND TEENS
DESIGNATIONS
HEALTH DESIGNATIONS
8%
INCOME DESIGNATIONS
WRITE IN DESIGNATIONS
63%
63 percent of Best Buy employees
designated United Way donations to the
general fund with the option to
designate.
25
EMPLOYEE PARTICIPATION
Employees
FY08 UW $
Contribution
FY08 UW
Log-on
Participation
FY09 UW $
Contribution
FY09 UW
Log-on
Participation
$1,156,324
71%
$1,308,464
78%
$213,453
N/A
$281,401
N/A
Retail & Logistics
$2,795,901
68%
$2,622,916
81%
BBY US
Total
$4,165,678
70%
$4,212,781
80%
Other BBY (Canada
& Magnolia)
$1,329,626
89%
$1,403,345
97%
BBY Enterprise Total
$5,495,304
79.5%
$5,616,126
88.5%
Corporate
Corporate Special
Events
** Average retail employee gift $21 annually and average corporate employee gift $239 annually.
26
PARTICIPATION WEEK BY WEEK
FY07, FY08, and FY09 Log-on Participation Trends
100
80.1
80
Log on
Participation
57.8
60
38.6
40
20
0
12.3
8.2
20.4
Week 1
27.4
41.9
68.7
54.4
68.5
52.1
35.6
FY08 Campaign
27.4
FY09 Campaign
18.6
Week 2
FY07 Campaign
Week 3
Week 4
Week 5
The Y/Y log-on participation results show that high employee participation in week one
and two can have an overall increase in employee participation percentages.
27
THINGS TO REMEBER
• Create leadership cabinet and ambassador teams to
engage employees
• Create targeted communications plan
• Create a functional and simple pledging system
• Engage employees early in campaign
• Create team incentives to reach company goals
28
QUESTIONS?
29
Workplace Giving Best Practices
Thank you