UNITED WAY EMPLOYEE ENGAGEMENT FORUM Tricks of the Trade: Making Your Giving Campaign Meaningful to Employees

Transcription

1 Tricks of the Trade: Making Your Giving Campaign Meaningful to Employees Andrew Allen Director, Community Relations

2 Tricks of the Trade: Making United Way Meaningful to Employees Andrew Allen Director, Community Relations

3 Tricks of the Trade: Making Improving Lives Meaningful to Employees Andrew Allen Director, Community Relations

4 Background on the Principal Financial Group Global investment management leader offering retirement services, insurance solutions & asset management. Founded in 1897 and a member of the FORTUNE 500. Serves 19.4 million customers worldwide from offices in Asia, Australia, Europe, Latin America & the US.

5 The Principal + United Way The Principal has supported United Way since the 1920s Spirit of America Award in % employee participation from more than 6,100 home office employees 2013 Milestones $3.38 million pledged by employees/agents/retirees largest campaign in the history of The Principal $6.76 million total with the Principal Financial Group Foundation s dollar-for-dollar match Last week named the Spirit of Central Iowa Award Winner

6 Campaign Approach 2012 & Earlier More targeted campaign - segmented by business units More freedom to tailor campaign to specific needs Deepened focus on affinity groups Launched Ambassador program Large, companywide kick-off Broad corporate wide communications Focus on empowering senior leadership and executives

7 Empowering Business Units Retirement & Investor Services: Vine video competition Principal Global Investors: Race to the agencies Corporate: Win one, give one

8 Employee Segments New Employees Eligible day 1 for matching gift program New Employee Resource Group Focused on volunteering & engagement Voice of the young consumer Interns Code Jam

9 Employee Segments Remote Employees Local coordinators Campaign in a box Cabinet positions dedicated to office locations Connections to local united way Retirees Retiree United Way chair Letters (from CEO and retiree chair) and paper pledge forms Retiree picnic Dollar for dollar match Pension deduct

10

11 Affinity Groups Tocqueville Education Leadership Initiative- middle school focus Women s Leadership Connection-early childhood education focus Leadership Givers Ambassadors

12 Who Are We? Who Are They? The Silent Generation Also called Traditionalists, Seniors, The Greatest Generation Lived through the Great Depression and World War II Born between 1922 and 1943 Baby Boomers Also called the Me Generation, the Sandwich Generation Born between 1943 and 1960 Generation X Sometimes called the Baby Bust Generation Born between 1960 and 1980 Millennials Also called the Echos, the Nexters, and Generation Y Born between 1980 and 2000

13 General Characteristics of the Silent Generation Grew up during the Depression and served in World War II Believe in sacrifice for the Greater Good Often have one immigrant parent or multiple immigrant grandparents Maintain traditional values Have respect for the wisdom of elders Prefer a hands-on approach or real reality

14 General Characteristics of Baby Boomers Born between 1943 and 1960 TV Generation Materialistic Me focus Responsible for social changes Two household workers Women in the work force: Superwoman Live to Work - YUPPIES

15 General Characteristics of Gen-Xers Born between 1960 and 1980 Often children of divorce and non-traditional family units Latchkey kids Raised on electronic media Use of newest technology is a given Function well alone Tend to be pessimistic and skeptical of authority and institutions Have short attention spans Work to Live - GUPPIES

16 General Characteristics of Millenials Sometimes younger siblings of Gen-Xers Benefitted from parents later life success Often have at least one immigrant parent Are racially and ethnically diverse Identify with parents values Gravitate toward group activities Believe it s cool to be smart New technology is a given Short attention spans

17 General Employment Characteristics Workers from the Silent Generation are characterized by Loyalty to the employer Hard work Dependability Personal touch approach Obedience over individualism No hurry/ long patience Boomer workers are characterized by Belief in paying dues to get ahead Sense of duty Belief in sacrifice for success Loyalty to employer Salary contributes to satisfaction Self satisfaction in job is paramount, but measured in different ways

18 Who Are We? Who are They? Generation X workers are characterized by Technology skills Entrepreneurial spirit Mobility and flexibility at work Focus on personal professional growth over employer interests Perceived lack of loyalty Want balance of work and home life Need immediate feedback Will balance end result with desire for quick resolution Millennial workers are characterized by Technology skills Expectation of diversity Expectation of rapid results Want flexible schedules Want balance of work and home life Need for independence in decision making Desire for challenge and growth Expect immediate feedback

19 Year Round Engagement Senior leadership involvement Day of Action VTO plus Day of Action VTO Ambassador program Employee Resource Groups AAB-ERG HL-ERG A-ERG GLBTA-ERG N-ERG V-ERG

20 Ambassador Program Implemented in the campaign Employees are empowered to build a greater passion for volunteerism and charitable giving Designed as an incentive to increase support-employees that have joined benefit from special access to events and to senior management

21 EMPLOYEE ENGAGEMENT FORUM Thank you!!!