Anniversary Campaign Guide: Celebrating a United Way Anniversary with an Enhanced Donor and Community Engagement Opportunity December 2015

Speakers today Speaker Name United Way Name 2

What is an anniversary campaign? The anniversary campaign celebrates a milestone in the life of a United Way with the promise of future positive change in the community. This session is intended to assist United Ways of all shapes and sizes in planning and executing on an anniversary campaign – a concerted effort to celebrate a United Way anniversary by:  Raising visibility  Raising additional funds  Announcing a new impact initiative or community wide effort focused on a specific issue  Partnering with a corporate partner to jointly celebrate a milestone  Increasing numbers of donors for your United Way 3

Visions and Goals  What is your aspirational vision for your community and your impact? Decide on what your goal is that is relevant to your United Way anniversary: - New donors - Funding for endowment - Funding for overall programs - Focusing on a new impact initiative - Funding a specific program - Joint celebration with a corporate partner on your mutual anniversary - Solidifying long term partnerships and investments with corporate partners - Or other goal and the timeframe in which you want to achieve the goal.  Alternatively, a goal for an anniversary campaign may be solely re-branding and building visibility in the community for your United Way, in advance of a future capital campaign. 4

Where Should I Start? A Roadmap to Success  Find Your Champions  Get the Right People Involved  Set Goals  Get “The Talk” Right  Leverage Your Anniversary 5

Campaign Planning  Volunteer, Board and Community Leader Involvement  Campaign Cabinet - Cultivation Committee - Solicitation Committee - Corporate Committee - Event and Gala Committee  Gifts and Challenge Matches  Moving Donors to Transformational Gifts 6

Campaign Planning 7

Corporate Partnerships  Highlight a corporate partner to celebrate a mutual anniversary.  Leverage the opportunity to establish heightened campaign goals, year round engagement strategies, and to solidify the future of the partnership.  Create recognition on a local and/or national scale by promoting the partnership via social media.  Market new products to engage the corporate donors in a new and different way. 8

Communication and Messaging  Impact messaging  Succinct anniversary messaging strategy  Take every opportunity for your Board, EPG Committee, volunteers and CEO to mention the anniversary  Design and add distinctive anniversary logo to materials and all communications  Consider partnering with organizations such as MobileCause or Change.org to drive your multi-channel social media initiatives. 9

Anniversary Logos 10 Celebrating 100 years of improving lives and building a stronger community. Proud sponsor of United Way’s 100 th Anniversary

Anniversary Logos 11 Together, improving community conditions for more than 100 years and now helping 10,000 more families become self-sufficient by 2025.

Print and Social Media  Develop and implement a print and social media strategy - During the quiet phase, publish a few positive articles on United Way’s impact in the community - During the earlier part of public phase, publish announcements about the anniversary campaign and periodic updates - During the later stages of the public phase, include advertisements with donated space encouraging readers to donate to the anniversary campaign  Messaging 12

Donor Recognition and Engagement  Decide on recognition for the anniversary donors  Create anniversary recognition listing  Define and succinctly communicate the community impact new gifts will deliver 13 Example: 25 th anniversary logo 25 th Anniversary Campaign Anniversary Committee Donors and Sponsors These generous donors are community leaders who are helping achieve our 25 th anniversary goals, and helping improve grade school literacy levels in our community. Donor Names listed by tier of giving Frances Wisebart Jacobs Endowment Fund Donors The donors recognized here are supporting both this 25 th anniversary campaign as well as providing sustainable funding for United Way by investing in the endowment fund and in our community’s future. We want to celebrate the vision and leadership of Frances Wisebart Jacobs by creating this endowment fund in her honor. Legacy Donors Corporate Donors and Corporate Sponsors

Gift Recognition − Counting and Recognition Standards  Cash, marketable securities, and other non-cash property  Non-marketable (privately held) securities  Pledges of specific dollar amounts  Irrevocable gifts of life insurance, gift annuities, charitable remainder annuity trusts, charitable remainder trusts, and other irrevocable deferred gifts  Face value of new life insurance policies owned by United Way  Bequests with a signed statement or letter from the donor stating an irrevocable commitment to make a gift  Revocable gifts, including charitable remainder trusts  Other assets and gift types 14

Celebrate and Thank  Host a launch event and a closing celebratory event  Develop a recognition strategy - Gift tiers - Define tiers - Name tiers for influential donors, volunteers, community leaders, or choose other naming convention  Create a system to immediately thank and recognize donors 15

Sample Anniversary Campaign Goals  25 endowed gifts for 25th anniversary to endow early education initiatives  35 new volunteers recruited to honor the 35th anniversary  50 new Emerging Leaders to lead United Way for the next 50 years  65 new gifts of $650 in recognition of our 65th birthday  Make a forever gift of $75 to the Endowment through a gift of $1875  90 new Tocqueville donors to celebrate the 90th anniversary  100th anniversary goal to add $10 million to the endowmentl 16

Gift Pyramid − A 20 th Anniversary Campaign  20 new gifts to the endowment  20 new Tocqueville donors  20 new planned gifts  20 new volunteers  20 new gifts of $2000  20 new Leadership donors  20 new gifts of $200  20 new payroll deduction donors 17

Campaign Phases  Feasibility Planning Phase: time frame – potentially one to three months  Strategic Planning Phase: time frame – potentially three to six months  Quiet Phase: time frame dependent on anniversary campaign size, potentially 6 months to a year  Anniversary Campaign Launch Event  Public Phase: time frame – potentially six or more months  Campaign Completion Celebration  Future 18

19

Anniversary Resources Available on UWO  Anniversary Campaign Guide  Corporate partnership examples  Sample anniversary logos  Collateral material  Endowment Campaign Resources  Endowment Investment Best Practices Toolkit  Endowment Today and Tomorrow 20