Many United Ways have some type of new hire brochure or letter that is distributed to new employees at organizations that run a workplace campaign. There are a couple of new hire brochure formats that are commonly used by United Ways, but one of the best examples of how to reach out to new hires comes from United Way of Lincoln and Lancaster County (Lincoln, NE). Their new hire brochure is a simple tri-fold piece that clearly makes the case for supporting United Way of Lincoln and Lancaster County. Their new hire brochure is shown below: (http://www.unitedwaylincoln.org/images/2010_campaign_materials/campaign_resources/14791_UW_2011_New_Hire_Brochure.pdf )
What are they doing right?
First, and most importantly, the brochure makes it clear that United Way of Lincoln and Lancaster County funds two things: “Investing in Lincoln’s Future: Our Children” and “Assisting Those in Crisis.” If you had no previous United Way exposure or experience, you would be able to understand the issues United Way is focusing on in Lincoln. If you moved to the area, you would be able to see how United Way of Lincoln and Lancaster County might have a different focus or funding priorities than your previous United Way. Not everyone’s United Way experience has been the same, and this new hire brochure educates and informs.
Second, United Way of Lincoln and Lancaster County attacks the public perception that United Ways are just fundraisers. From the line “United Way of Lincoln and Lancaster County is about so much more than a donation form you complete every year” to the headings “We’re about effective solutions,” “We’re about community leadership,” and “We’re about making an impact,” people will realize that United Way does more than raise money. The brochure does a good job of explaining what United Way does in a relatively simple manner.
Third, in addition to what United Way does, the brochure includes some examples of how a donor’s contribution impacts the community. Under the heading “What your donation can do” are examples of how a donor’s contribution helps the community, which can be easily understood by any donor. This approach is more meaningful to donors than listing all of the partner agencies and the amount each one received from United Way.
This new hire brochure from United Way of Lincoln and Lancaster County is a great example of communicating what your United Way does, in a manner that is meaningful to donors. When the time comes to create or update your new hire brochure, take note of the good ideas and presentation in this example from United Way of Lincoln and Lancaster County. United Way of Lincoln and Lancaster County, you are Doing It Right!