How to run a great campaign and best practices

Leadership giving is an important part of any campaign, comprising up to 50 percent of the dollars raised in an organization. Looking at the big picture, leadership giving accounts for about 20 percent of all dollars raised at United Way of Metropolitan Atlanta.

Benefits of a leadership campaign:

Giving societies

	Networking (with management and interdepartmental)
	Increased opportunity to meet or exceed campaign goal
	Opportunity to hear an influential speaker
	Gain a better understanding of UW and how you impact the community
	Cole Society benefits: events, updates, volunteer opportunities, etc.

Steps for running a great leadership campaign

Get focused

	Appoint a Leadership Chairperson or committee
	Make a PLAN
	Set a GOAL

The plan

	Who gave last year?
	Analyze potential prospects - Individuals making $50,000 + - Current donors giving $500 or more
	How will you ask/talk about United Way and benefits?
	How will you say thank you?

Cultivate the ask

	Ask company leaders and committee members to make first pledges
	Connect with UW- Host Leadership breakfast, rally, etc. (use a high-level speaker, tour a UW-funded program)
	Talk about matching, impact on community and other benefits
	Make it personal and special
	Follow up with those unable to attend or anyone who has not turned in a pledge card- use e-mail and voice mail as well as personal contact
	Offer incentives for turning in pledge card. - All turned in pledge cards are eligible for drawings, prizes, etc. (100% participation includes turning in pledge cards with no donation).

Thank you/Recognition

	Report leadership campaign results to all leadership participants
	Thank you letter from CEO/Company leader
	Thank you event or gift for all leadership givers (and spouses)
**	Year-round communication- pass along donor contact information to your United Way representative so that leadership givers can receive communication including a quarterly e-newsletter and invitations to events

Best practices

Get focused
A large bank was finding that the same folks were showing up to leadership events each year. So, the bank's campaign committee decided to expand the invitation list. When they looked at who they were "missing," they were amazed to find how many more could be included! Not only did this boost leadership giving but it also made the events more interesting from a networking perspective.

Cultivate the ask

	A senior manager at PWC sent an e-mail to each potential leadership giver individually. This strategy helped their leadership numbers increase significantly. A personalized letter works as well also.
	At the leadership lunch for Marsh each year, they host an Atlanta business leader as a United Way speaker. They also select the speaker from a company that is either a current or potential client to their company. This adds to the credibility of the message and increases attendance at the leadership event.

Thank you/Recognition

	At United Way and AGL Resources, the thank you event for leadership givers is held at the home of the CEO. For many employees this is a huge incentive as it provides time with the CEO and other managers and is a very special opportunity.
	Alston & Bird hangs a plaque with leadership givers names engraved on it in the lobby of their offices. Rollins puts the names of all leadership givers on the campaign video each year.