Fundraising Communications
Project:
Northeast Health Foundation Care to Share Employee Giving Campaign
Award:
New England Society of Healtcare Communicators
Lamplighter Award Winner
Objective:
Northeast Health Foundation, the fundraising arm of Northeast Health System, which includes hospitals, senior living, behavioral health and long-term care facilities, has had a lot of visibility in the community. However, there has been a reluctance to ask employees to donate. Last year, the Foundation was allowed to send only a single mailing to each employees’ home. This year, they have embraced a new strategy of building a culture of philanthropy inside, as well as outside, the organization. This year’s Care to Share Employee Giving Program was built with this objective in mind. The main goal was to increase the number of employees who donate to the campaign. In addition, they wanted to increase the total amount of money given to the Foundation by employees.
Implementation:
Historically, a standard direct mail letter and reply envelope were sent to employees’ homes. This year, we produced an attention getting packet to mail which included a letter, brochure, reply card and envelope. A staff of 31 volunteers was recruited to man booths outside each cafeteria for one week, featuring posters, brochures and reply cards. The volunteers created their own incentive prizes at each site. Winners were chosen randomly from all who donated.
Results/Evaluation:
Increase in response has been substantial and better than expected. Last year, 60 employees responded to the mailing with $12,000 raised over the course of the year.. This year, 593 employees have donated in the first month, an increase of 988%. $26,000 has been collected during this time, a 216% increase.
Cover of the Care to Share Employee Giving Campaign reflects employees, thier interests and generosity.