Communications & Making the ask >>

Communications play an important role in getting the word out about your campaign, especially when it comes to making the ask. The #1 reason people don’t give is because they weren’t asked. Use these tips and template communications to help you spread the word and take the first steps to make the ask.

0: Campaign overview

1: What is the United Way campaign?

2: Prepare for launch

3: Execute your campaign

4: Communications and making the ask

5: Incorporate Leadership Giving

6: Wrap up campaign

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CREATE COMPELLING COMMUNICATIONS

► Use our template emails and letters as a starting point for writing your own campaign communications and solicitations.

► Include our campaign video in your first ask email so your co-workers know how their dollars are supporting our community.

► Include a link to one of our recent blog posts to share a story of a real neighbor helped by a United Way partner.

► Share how different gift amounts can make an impact:

  • A monthly gift of $5 provides formula for an infant for 36 days
  • A one-time gift of $50 covers 200 meals for families in need
  • An annual gift of $500 (or $21 per paycheck) provides the first month’s rent for a family in crisis
  • Use our impact calculator to find more ideas.
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Peer-to-Peer asks

Research shows a peer-to-peer ask is the most effective way of asking for a pledge. Here are a few tips to help you have these conversations:

► Start the discussion on a positive, friendly note.

► Explain the purpose of United Way and why you support it. Share a personal story, success story or United Way facts.

    • Remember, you are not asking for yourself; you are asking on behalf of someone who needs help.

► Bring United Way materials and be prepared to explain them.

    • Answer any questions. Recognize that some donors have real concerns; people have a right to feel good about their gift.
    • Know your materials and answer questions honestly – never guess. If you don’t know the answer, let the donor know you will find out, and follow up with your United Way representative.

► For annual givers, encourage an increase. Consider asking for a specific increase, such as one dollar more per week or pay period.

► Say thank you. People like to know their gift is appreciated!

    • Regardless of what the donor decides, thank them.
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ENGAGE OTHER GROUPS

Reaching out to retired employees or newer employees is another way to help reach your campaign goal and raise more money for United Way.

Here are a few ways to connect with your company’s retirees:

  • Ask your HR department to send retirees a letter or email with an ask to consider continuing to support the campaign.
  • Hosting an in-person kickoff or other fun event? Invite retirees to come to the office to attend the event and see their former co-workers and friends.
  • Ask company leaders to make personal outreaches to retirees who they are still connected to and encourage them to give through your campaign.
  • Share how your company has continued to support United Way and how their gift (whether one-time or a monthly payment) can have a huge impact for our community and on your company campaign.

And, with so many companies bringing on new employees recently, make a special effort to ensure this audience understands United Way’s impact in our community and why your company runs a campaign. Use these tips to help educate new employees:

  • Ask HR to distribute this brochure to recent new employees. And, encourage HR to give this out throughout the year during new hire onboarding so your co-workers are primed by the time next year’s campaign rolls around!
  • Host a Lunch ‘N Learn specifically geared for new employees to learn about United Way. Need help planning it? Ask your campaign representative for ideas.
  • Ask department leads to talk about your campaign in department meetings and to share with their staff why they support United Way’s campaign.
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