Why does your United Way hold workplace campaigns? At first, this will seem like an easy question to answer. But, I would ask you to think about it at a deeper level – beyond raising money or because United Ways have always held workplace campaigns.
For some United Ways, holding workplace campaigns is about providing funding for local partner agencies and programs. United Ways promote the results of the funded programs to attract people to give to their workplace campaigns, and partner agencies use United Way funding to operate the programs that provide these results. There is a mutually reinforcing relationship between these United Ways and their partner agencies. Local partner agencies and programs rely on United Way to organize workplace campaigns to provide part of their funding. United Way relies on the partner agencies to provide results that are used to attract people to support the workplace campaigns. United Ways and partner agencies need each other to succeed.
Other United Ways might answer the question by saying they hold workplace campaigns to impact the education, income, and health needs of their community. The money raised from workplace campaigns allows United Way to invest in programs that will reduce poverty, increase the graduation rate, help the hungry, or provide mental health counseling as examples. These United Ways do not hold workplace campaigns to fund programs, but to impact or change conditions in their community. These United Ways ask people to support their workplace campaigns because of the issues or categories they address and not because of the partner agencies they support.
While there are plenty of United Ways that would give one of these two answers when asked why they hold workplace campaigns, can you see what is missing in these two answers? Neither of these two answers mention donors. These answers are all about partner agencies or impact, rather than about the donor. If your United Way is going to have effective workplace campaigns, your donors must be the primary reason why your United Way holds workplace campaigns, as they are the ones who are making the contributions.
Perhaps the best way to answer the question is to think of workplace campaigns as an invisible connector between your donors and what your donors what to accomplish. Your workplace campaigns give your donors the opportunity to support partner agencies, impact an issue in their community, or even to support a local nonprofit they care about by designating their contribution. Your workplace campaigns allow your donors to fulfill their desire to give back, help people, change someone’s life, feel good about themselves, and/or make the community a better place.
Based on our donor research, few donors give to United Way simply because it is an easy and efficient method of charitable giving. Donors have other choices for giving if they are looking for an easy and efficient method of charitable giving such as the internet, GoFundMe, and Facebook fundraisers. Your donors are the reason your United Way holds workplace campaigns, and donors give to your workplace campaign because of what they can achieve by doing so.
As you plan for your upcoming workplace campaigns, start with your donors. Be sure that your workplace campaigns connect donors to what they want to do and help your donors feel like they made a difference. Make your workplace campaign all about your donors – not all about United Way.
When you start thinking about holding workplace campaigns to meet the needs and desires of your donors, you will start to think much differently about your campaign brochure. Our next Master Class webinar, “Get Them to Give: Designing Your Campaign Brochure” on Tuesday, April 9th addresses the topic of what donors want and expect in your campaign brochure. Consider joining us for this one-hour webinar and we will show you how to design a campaign brochure that allows your donors to fulfill their needs and desires.