1. Increase and Energize your Campaign

2. WELCOME & INTRODUCTIONS
Your Name
Your Company
Your Role

3. Agenda
1. Increase your Campaign
• Behavioural Economics
• Campaign Success Factors
2. Energize your Campaign
• Brainstorm Activity
• Other ideas
3. Q&A

4. INCREASE

5. Behavioural Economics
• Behavioural economics challenges the notion that people will
choose the best action or the most logically presented choice and
explores the bounds of rationality — identifying social, cognitive
and emotional factors that can influence the decisions people
make.
• People don’t arrive at most decisions through a process of
weighing costs against benefits. We are irrational.
• Homer Simpson for Nonprofits: The Truth About How People
Really Think & What It Means for Promoting Your Cause

6. ―Real people make decisions like Homer Simpson,
not Mr. Spock.‖

7. Hosting a Success Session
0
1
2
3
4
5
6
7
8
9
Campaigns with a
Success Session
Campaigns without a
Success Session
Hosting a Success Session resulted in a 8.2% increase in employee
pledge form donations vs. 3.7% without a Success Session

8. When it comes to planning your campaign,
we want you to be like Mr. Spock
…consider all the facts, weigh the pros and cons,
analyze all the numbers, then come to a decision

9. Assigning a Community Leadership Chair
-4
-2
0
2
4
6
8
10
12
Campaigns with a
Leadership Chair assigned
Campaigns without a
Leadership Chair assigned
% Increase
in
Leadership
Giving
Assigning a Community Leadership Chair resulted in a 10.1% increase in
Community Leadership Giving $ vs. -2.5% with none assigned

10. Behavioural Economics Theory:
We listen to Authority
• most people are more than willing to follow the
directions of someone they deem to have relevant
expertise or influence.

11. Hosting a Community Leadership Presentation
0
2
4
6
8
10
Campaigns with a
Leadership
Presentation
Campaigns without a
Leadership
Presentation
% Increase in
Leadership
Giving
Hosting a Community Leadership Presentation resulted in a 9.8% increase
in Community Leadership Giving $ vs. 0.5% with no presentation

12. Behavioural Economics Theory:
The more you ask for, the more you get
• No one really knows what anything should cost. There are no
absolute values or prices. So we look for clues and comparisons to
figure out what to pay

13. Recruiting Canvassers
0
5
10
15
20
25
%
Campaigns with
Canvassing
Campaigns
without
Canvassing
Participation
Rate
% Increase In
Employee
Pledge $
Campaigns with canvassing have a participation rate of 24.5% vs. 17.9% for campaigns
without canvassing
Recruiting canvassers resulted in a 10.5% increase in employee pledge form donations vs.
2.4% without canvassers

14. Behavioural Economics Theory:
Peer Pressure
• People are programmed to pay attention to what other people do
and emulate it. While it might be worrisome that our unique
individualism can fall prey to groupthink, the good news is that by
understanding social norms, you can help leverage this
vulnerability for good.

15. Hosting an Agency Speaker
% Increase
in Employee
Pledge
Donations
Hosting an Agency Speaker resulted in a 7.5% increase in employee pledge form donations
vs. 2.2% without an Agency Speaker

16. Behavioural Economics Theory:
Small not Big

17. Behavioural Economics Theory:
Small not Big

18. Behavioural Economics Theory:
Small not Big…con’t

19. Success Factors in Action
• The Regional Municipality of York supplemented their campaign with a
Success Session, agency speakers and canvassing which increased their
campaign from $120k to over $200k (67% increase) and increased the
number of donors by 70% in just one year.
• A computer services company introduced a Success Session, agency
speakers and canvassing into their campaign, and within one year, their
campaign increased from $7.5k to $22k (293% increase) and the number
of donors increased from 7 to 72.
• American Express targeted Community Leadership Giving, driven by
senior management and with a strong ask and focus on United Way of
York Region, resulting in an over 100% increase in donations to UWYR
• 407 ETR hosted a Community Leadership presentation and they
increased from 1 Leader to 6 Leaders, all of whom were at the
presentation.

20. ENERGIZE

21. Brainstorm – Ways to Energize:
1. Campaign Committee
2. Messaging
3. Kick off/Wrap up
4. Canvassing

22. Energize - Campaign Committee

23. Energize - Messaging

24. Energize – Kick Off

25. Energize – Wrap UP

26. Energize - Canvassing
I can’t wait to talk
to my coworkers
about
United Way!

27. Introducing a Theme to your Campaign
• A great way to energize your campaign is to consider choosing a
theme
• It’s an easy way tie your activities together and create a feeling
of excitement for supporting United Way. A clever theme can
help boost participation
• It doesn’t have to be difficult or complicated. Add some clip art to
your marketing materials and include simple games to add a
sense of teamwork

28. Friendly Competition
• People are competitive. They like to win or at least feel like they
have won. Activity organizers have long known that giving people
the chance to win something is a great way to generate more
participation.
• Group Challenges
Departmental or location competitions: either by
participation rate or highest average gift
• Individual Challenges
Have one of the more prominent managers make a fairly
outrageous challenge to encourage employee donations
• Battle of the Sexes: It's the men against the women in the
company to see which one gets the highest percent
participation