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United Way of New York City 1 UNITED WAY OF NEW YORK CITY’S 2015/16 RESOURCE GUIDE TOGETHER, WE MAKE NYC STRONG!
United Way of New York City 1
UNITED WAY OF NEW YORK CITY’S 2015/16 RESOURCE GUIDE
TOGETHER, WE MAKE NYC STRONG!
United Way of New York CityUnited Way of New York City2 3
This guide is designed to give you the tools you need to execute a winning workplace campaign, including best practices, tips and diverse marketing collateral. Moreover, we provide you with a dedicated team at United Way of New York City that’s ready to help you implement these tools and launch your campaign.
YOUR COMMITMENT. OUR EXPERIENCE. Together, we can create a brighter future for all.
In today’s workplaces, there are fewer resources to research, plan, implement or support meaningful and inclusive ways to give back to the community. That’s why organizations of every size turn to United Way of New York City (UWNYC). A UWNYC employee giving campaign is an engaging, time-tested way for everyone in your organization to give, advocate and volunteer. Together, you’ll impact the important issues facing our City’s families and individuals, all while creating a sense of teamwork and purpose that strengthens your own workplace community.
As an Employee Engagement Champion (EEC), you’ll have your own Account Executive (AE) and an array of support materials to guide you each step of the way. Whether you turn to your AE or seek advice and information from online, our printed materials or your fellow EECs, you can count on UWNYC’s experience. And when the campaign is over, we’re your year-round partner for volunteer opportunities, advocacy, education on NYC issues and community involvement.
Thank you for being an EEC! Your time and commitment will make a difference in your organization and our community.
For more information, visit: http://unitedwaynyc.org/pages/campaign-toolkit.
GOOD FOR MORALE. GREAT FOR THE COMMUNITY. Everyone wins with workplace campaigns.
More than Fundraising A United Way campaign can bring your entire organization together around the common goal of helping people in our community. Campaigns boost morale, build teamwork and promote positive values that enhance your corporate profile. Throughout the campaign, EEC have a valuable opportunity to inspire, lead and manage a very important and visible endeavor.
Do It Your Way Every company culture is different. UWNYC campaigns are flexible and easily customized. We’ll help you tailor yours to match your corporate goals, philanthropic focus, time and resources. Just ask your AE for ideas about how to use resources like community speakers and volunteer opportunities to showcase UWNYC’s work.
A Big Return on Any Investment We make it easy to make a difference. United Way provides a toolkit, materials, online resources and expertise to make your campaign easy and eventful.
Expertise you can Rely on Whether your workplace has thousands of employees or just a few, you’ll benefit from decades of experience supporting companies just like yours. Your AE will help you bring your organization’s vision of philanthropy, community service or corporate responsibility to an inspiring and effective campaign.
United Way of New York CityUnited Way of New York City4 5
Engage Make giving personal and meaningful.
• Be the first to pledge. Then, thank those that follow your example.
• Make it relevant. Ask people about how much they spend on coffee or other small items per week. Would they be willing to donate that money to the campaign?
• Invite questions. Be prepared for concerns by being knowledgeable about UWNYC’s work.
Communicate Decide how often and what type of communications to send to your co-workers
• Make everything visible. Include campaign information in your newsletter or daily emails. Use UWNYC posters, table tents, digital banners, memes and other fun and informative campaign materials in key meeting areas, on social media, digital boards and your company website; link to unitedwaynyc.org
• Mobile-enable your campaign. Use QR codes on all communications to direct employees to your online giving site. Implement a year-round communications plan that shares the impact of UWNYC invested dollars at work in your community and use your intranet to share videos and photos from your campaign.
• Send a CEO communication. Have your CEO to send a message to everyone who participates in your campaign. Whether it’s an email, intranet announcement or keepsake letter, the CEO’s support can be key to success.
Motivate Create specific events that inspire action.
• Make challenges achievable. Asking people to give $2 per week sounds easier than $100/year.
• Hold an auction. Whether it’s online, silent or traditional, ask employees, customers and vendors to donate items and invite everyone to bid.
• Create a competition. Whether it’s between departments or floors, create a contest to see who raises the most money, has the highest participation rate or signs up the most volunteers.
Ask “Not being asked” is one of the top reasons for not giving. Personal contact and a positive attitude are critical to your campaign.
• Ask co-workers you know first. Then, enlist them to spread the news.
• Start off with people who already give. Their participation will build momentum.
• Encourage payroll deduction. It’s easier to give smaller amounts consistently.
Thank Recognize everyone’s contributions to the campaign, not just their donations.
• You can’t thank them enough. Say “thank you” when you pick up pledge cards and send out thank you emails.
• Hold a thank you event. This can be part of another company gathering or an event on its own. Either way, this is a great opportunity to honor participants.
• Give certificates of appreciation. Your AE can provide you with certificates that employees can display in their workspaces.
10 CAMPAIGN TIPSThese best practices come directly from veteran Employee Engagement Champions
1. Time it right. Choose a campaign kick-off time when you know your fellow employees and leadership team will be most engaged. Keep holidays and your organization’s busy periods in mind.
2. Get high-level buy-in. Leadership donors can drive a campaign’s success by creating momentum. When the CEO and senior managers are the first to give, others will follow their example. Suggest that a special leadership giving chairperson be assigned to target those able to give at a higher level.
3. Create a Corporate Match. Connect corporate giving to employee giving by creating a corporate challenge match for employee donations.
4. Be visible. Get on the agenda for scheduled organization-wide events, department meetings or other company gatherings.
5. Kick off strong and create incentives. A fun, inclusive launch event sets the tone for the campaign. This is a great time to announce incentives, contests or drawings. For example, at one company letting donors who contributed $1,000 or more win a day off increased leadership giving by up to 61%!
6. Make it personal. A personalized ask is best, particularly from a friend or colleague. Utilize personal connections in emails and communications.
7. Promote. Publicize. Plan. Raise awareness of UWNYC’s work. Send email updates. Be a presence on your company’s intranet. Form a committee. You can count on UWNYC for support and advice on your publicity and marketing efforts.
8. Thank and celebrate. Acknowledge those who help. Involve and recruit others who share your commitment. Thank them repeatedly. These actions are a big part of making your campaign a success and setting the stage for the following year.
9. Let the spirit live on! Let your colleagues know about ongoing, opportunities to volunteer in the community and advocate for New Yorkers through UWNYC.
10. Communicate, communicate, communicate! The key to successful year-long engagement—and at the heart of every effective campaign—is communication. Keep your co-workers informed about ongoing opportunities to engage with UWNYC’s affinity groups and events, and encourage them to connect with us on our social media channels.
WINNING IDEAS FOR SUCCESSFUL CAMPAIGNS.
United Way of New York CityUnited Way of New York City6 7
United Way of New York City (UWNYC) is where businesses, government and nonprofits come together to move low-income New Yorkers from poverty toward self-sufficiency—the ability to meet basic needs without public or private assistance.
Our Four Pivotal Milestones to Self-Sufficiency: • ReadNYC: Students reading on grade level by grade three • EducateNYC: Students graduate from high school ready for college and career • WorkNYC: Readying New Yorkers for the workforce and connecting them to careers that pay
a living wage• FeedNYC: Individuals and families have access to healthy foods, stable homes and benefits
Our Valuable Position to Help: Based on over 75 years of service and our unique vantage point at the intersection of business, government and nonprofits, UWNYC is ready to implement a strategic solution to help New Yorkers take steps toward self-sufficiency.
More Powerful than a Single Agency or Organization: UWNYC will make sure that your donations will work for New Yorkers as hard as you do, powering the construction of our path to self-sufficiency.
You Have More Impact: By partnering with us, you’re not only supporting New Yorkers’ first steps toward prosperity but you’re joining us in our plans to influence system-wide policies and practices for lasting impact.
Together, We Can Build a City of Possibility for All New Yorkers Your commitment allows us to address immediate and long-term needs around education, income, health and nonprofit capacity building, fortifying the path we collectively build toward self-sufficiency for all New Yorkers.
2015/16 RESOURCE GUIDETOGETHER, WE MAKE NYC STRONG
United Way of New York CityUnited Way of New York City8 9
$5 per week provides
300 meals to hungry
students.
$10 per week gives
5 books with parent
guides to 25 families.
$20 per week helps 5
families get financial aid
and tax preparation to
help finance college.
JOIN US IN MAKING
NEW YORK CITY
WORK FOR EVERY
NEW YORKER.
We live in one of the richest cities on earth but nearly half of our fellow New Yorkers live at or below the poverty
line. This is not okay.
United Way of New York City is the only organization working across NYC’s vast network of corporations,
nonprofits and government agencies to fund, design and drive long-term change in education, financial
stability and health. Join us to power that change.
Did You Know in NYC…
• Less than 30% of NYC school
children can read at their
grade level
• 46% of New Yorkers are at or
near the poverty line
• 1.4 million New Yorkers don’t
know where their next meal is
coming from
• Invested over $10 million in immediate and long-term recovery efforts
in the aftermath of Hurricane Sandy
• Helped provide over 68 million meals to hungry New Yorkers
• Funded 7,000 nights of emergency shelter to women and children in need
• Provided 5,000 high school students and their families over 50,000
hours of counseling
• Assisted 1,010 households with rent assistance to prevent eviction
With Your Generous Donations, Last Year We…
What Your Dollar Can Do Today
TOGETHER, WE
MAKE NYC STRONG
PRINT CAMPAIGN COLLATERAL AFFINITY GROUP COLLATERAL
/unitedwaynycunitedwaynyc.org
Volunteering has its rewards. Why not play a bigger role and join a nonprofit board?
• Strengthen your leadership skills
• Impact positive change in high-need communities
• Expand your professional and personal networks
1. Apply at boardservenyc.org
2. Attend a half-day workshop orientation
3. Create a Profile and Access Matching Portal
For more information on the neighborhoods we serve, please visit boardservenyc.org
Are you ready to do more?
BoardServeNYC can help you
How to Join
Our FundingPartners
Mayor’s Fund to
Advance New York City
BoardServeNYC GIVE BACK. CONNECT. LEAD.
Every day thousands of nonprofits throughout the five boroughs make our city a better place to live and
work. Whether delivering health and human services, or promoting social and economic change, every
nonprofit needs talented and committed volunteers to serve on its Board of Directors.
In recognition of the vital role that board members play in supporting the work of local nonprofits,
United Way of New York City, is pleased to offer BoardServeNYC. This program connects its nonprofit
partners with talented and committed individuals who are eager to share their skills and expertise as
board members. Being on a board and
volunteering is hard work
and a lot of responsibility,
but it’s completely
rewarding and worthwhile.
It gives you something to be
passionate about.
– Valentine Whitaker
Serving on a nonprofit
board has broadened my
horizons – at work and in
the community. It’s one of
the most rewarding things
that I do.
– W. Cecyl Hobbs
The Women’s Leadership Council (WLC), a key network of community-driven women, helps United Way of New York City (UWNYC) improve the lives of New Yorkers. These talented women advocate, fundraise and volunteer to solve issues facing our most deserving neighbors.WLC members especially champion education campaigns, such as ReadNYC, which convenes community partners to prepare children for school, increase student attendance and provide summer and extended learning opportunities. Of note, the WLC has raised more than $4 million in support of UWNYC’s youth empowerment initiatives.
WLC MEMBERSHIP PERKS• Collaborate within an exclusive network of philanthropic thought leaders• Access critical events focused on education, income and health issues• Volunteer at community-partner sites to serve New Yorkers directly Don’t miss your opportunity to be an agent of change!
JOIN US!
Visit unitedwaynyc.org/wlc or contact Mindee Barham, Vice President of Resource Development at [email protected] or 212-251-2474.
CHAMPION EDUCATION. EMPOWER YOUTH. BE AN AGENT OF CHANGE.
United Way of New York CityWomen’s Leadership Council
The Tocqueville Society recognizes local philanthropists who are committed
to social change through outstanding community service and financial
support. Today, there are nearly 400 Tocqueville Societies in the U.S.,
Europe and other countries which collectively raised over $514 million
dollars from over 25,000 individuals. There are nearly 500 Million Dollar
Roundtable members in addition to over 470 families who have endowed
their annual Tocqueville support through a planned gift.
Combined, Tocqueville Society members’ experiences, abilities and
ambitions effectively helps New York City work for every New Yorker.
TOCQUEVILLE MEMBERS MAKE AN IMPACT BY…• Investing in vetted, innovative programs designed to produce long-
lasting social change• Learning and informing others about best solutions to address the
city’s burning challenges• Educating and influencing the next generation of philanthropic citizens
JOIN US!To learn more, visit unitedwaynyc.org/tocqueville or contact Jamila Baucom,
Director of Donor Engagement at [email protected] or 212-251-2495.
JOIN A NATIONAL NETWORK OF PHILANTHROPIC LEADERS WHO ARE
ENGAGED LOCALLY TO CREATE LONG-LASTING, POSITIVE CHANGE.
JOIN US!
The Young Leaders Council (YLC) is a diverse group of young professionals
dedicated to improving the education, income stability and health of
low-income New Yorkers. Focused on transforming NYC communities, YLC
members advance the work of United Way of New York City by committing to:
• Lead their peers in creating sustainable change
• Inspire their communities to take action
• Volunteer their time and efforts
• Grow their careers to become stronger community champions
• Advocate for their low-income neighbors
YLC MEMBERSHIP PERKS• Network with other young professionals at social and volunteerism events
• Learn how to be a philanthropic trailblazer from prominent local leaders
• Develop and execute community projects and fundraisers that promote
sustainable change
Visit the YLC at unitedwaynyc.org/ylc or contact Caitlen Curtis, Manager,
Donor Engagement at [email protected] or 212-251-2432.
SERVE COMMUNITIES. INSPIRE CHANGE. BE A YOUNG LEADER.
United Way of New York City
Young Leaders Council
DIGITAL & SOCIAL COMMUNICATIONS
WorkNYC TOGETHER, WE GET NEW YORKERS
READY TO WORK
ReadNYC TOGETHER, WE CAN GET STUDENTS READING ON GRADE LEVEL
ServeNYC TOGETHER, WE MAKE OUR CITY BEAUTIFUL AND BETTER
FeedNYC TOGETHER, WE MAKE OUR NEIGHBORS
HEALTHY AND STRONG
United Way of New York CityUnited Way of New York City10 11
Marketing & CommunicationsLesleigh [email protected](212) 251-2461
Customized CollateralGina [email protected](212) 251-2503
Communications/PRAlex [email protected](212) 251-4151
Social MediaAmy [email protected](212) 251-2469
Event Marketing & Sponsorships Michelle [email protected](212) 251-4038
Corporate Partner EngagementMindee [email protected](212) 251-2474
Affinity Group EngagementErin [email protected](212) 251-2495
WIlliam [email protected](212) 251-4046
Account Executives Kaila [email protected](212) 251-4045
Meaghan BrownmeΩ[email protected](212) 251-4063
Nick [email protected](212) 251-4003
Gregory S. [email protected](212) 251-2446
Erica [email protected](212) 251-2475
We’ve designed a menu of items for your company to launch a successful workplace campaign. From print to
digital, these easy-to-use materials will inspire your staff to rally behind your company’s call to community
action and help build a City of Possibility for all New Yorkers.*
Awareness & Engagement
• Brochure Card/Sheet: two-sided 4.5” x 8” card/ one-sided 8.5” x 11” sheet• Donation Form: one-sided 8.5” x 11” sheet• Posters: one-sided 12x18 posters• Digital Cards for Social Media: 1200x1200 & 880x400 images• Digital Boards (Dollar Buys): 16:9 slides for use in powerpoint and ambient displays• Success Stories: one sided 8.5” x 11” sheets• Video Content
Affinity Group Collateral
• Young Leaders Council: two-sided 4.5” x 7” cards • Women’s Leadership Council: two-sided 4.5” x 7.75” cards• BoardServeNYC: one-sided 8.5” x 11” sheets• Tocqueville Society: two-sided 4.5” x 8.5” cards• Table Tent: one-sided 8”x10.25” sheets
Communications
• Press Releases• E-Blasts• Newsletters• Thank You Templates
CAMPAIGN RESOURCESFor more information and to develop a winning annual engagement campaign, please contact our team members:
United Way of New York City 205 East 42nd Street · New York, NY 10017
Tel: (212) 251-2500
unitedwaynyc.org
/unitedwaynyc*UWNYC may provide customized materials to Visionary and Innovator partners. For more information, please contact Gina Caputo and (212) 251-2503.
United Way of New York City12
