How we started an employee giving campaign
Weller-Lafavor rebranded the Health Foundation’s employee giving campaign in 2012. “One of the challenges you have in a healthcare environment is that the care providers are keeping focused on providing care for the patients and often not aware that [the hospital is] a charity.” The idea was to build awareness among staff members that they “can give where they work. The campaign was necessary because many don’t make the connection because they’re so overwhelmed by everything they have to do.” Once the connection is made, however, employees become an important member of the development process. “When they’re hearing gratitude statements from patients and families, they can say, ‘I give, you might want to give, too,’ an important part of the patient referral process.”
Another important component of the campaign was moving away from contests such as “give and be entered to win an Xbox” and instead “moving towards the internal expression of being thankful for working here.” Still going five years later, the effort receives gifts from $1 a paycheck to hundreds of dollars a paycheck. Weller-Lafavor says, “It’s astounding to see the generosity of the people who work here.” Eventually, they’d like to move into an employee-led campaign, “where the employees can rally behind it,” but they are making sure they have the correct timing for that type of effort.
View the 2016 St. Rose iGive Employee Giving donor stories and donor list.
My advice for starting your own employee giving campaign
“It’s really creating that relationship with influencers, the ones who are well-liked by their peers but who are also donors. We engage them and ask them to be our ambassadors [and ask them to] tell people why they give. That influencer is so, so important because they’re a peer. Having that person who is inside, known, liked, and respected is key.”
Why I’ve attended five AHP Madison Institute tracks
“That’s an amazing experience. The only [tracks] I haven’t done are Fundamentals and Advanced Major Gifts! Madison is such a completely different experience and so in line with the way I like to learn. The relationships you create are enduring. I’m kind of an AHP Madison junkie. Every track I’ve taken there have been just amazing. It’s so awesome to put yourself in an immersive learning experience with your peers and just get away. It’s the opportunity to unwind and focus, and it gives you some ‘Aha!’ moments, some things that you can take back and research, or take back and implement, and some pie in the sky things. And you meet a really wide scale of people.”