Transcript Presentation Slides (2MB, PPT)

Charities@Work Conference
MAKE IT MATTER TOMORROW!
HOW TO INCREASE EMPLOYEE
ENGAGEMENT IN YOUR
WORKPLACE GIVING CAMPAIGN
Gretchen Korf
Director of Finance & Social Responsibility
April 4, 2013
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
Agenda
MAKE IT MATTER TOMORROW!
How to Increase Employee Engagement in Your Workplace Giving Campaign
• History and Elements of Success of UnitedHealth Group’s Giving Campaign
• Understanding Employees Attitudes and Behaviors
• Using Effective Technology
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
2
History and Elements of Success of UnitedHealth Group’s Giving Campaign
• Offer a Match
– 2005 company offered a 50% match
– 2006 match increased to 100%
– Dollar for dollar match continues for our 9 Giving
Partners and their member agencies (approximately
12,000 organizations)
• Use of Technology
– 2007 enhanced giving capabilities by using a new
vendor
– 2009 enhanced Virtual Auction by using technology
that supports on-line auctions
• Branded Campaign
– 2010 we began branding our annual Giving
Campaign
•
Branding was personal and encouraged
participation
– New brands used for the 2011 and 2012
Campaigns
– 2013 Campaign will be branded the same as the
2012 Campaign
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
3
History and Elements of Success of UnitedHealth Group’s Giving Campaign
(continued)
• Enhanced Employee Engagement
– Targeted communications to specific employees:
• Volunteers, New Hires, International, Telecommuters and
Executives
– Held a video contest in 2010 and 2011
• Employees submitted 30 second videos; posted on our
intranet site and employees were able to vote for their
favorite
• Winners received a donation to organization of choice
– Provided a Photo Wall in 2011
• Hundreds of employees submitted photos online and completed
the statement “I Make THE Difference by…”
• These photos were added to an online mosaic hosted on our
intranet
• We also displayed a hard copy Photo Wall in our corporate
office
– Social media elements added in 2011
• Using our internal social media site, executives and
employees posted blogs; other employees engaged by
liking and posting comments
– Executive Engagement enhanced in 2012
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
4
History and Elements of Success of UnitedHealth Group’s Giving Campaign
(continued)
2012 Final Results
• In 2012, more than 45% of our employees (more
than 42,000 individuals) participated in the
Giving Campaign. (2011 achieved 50%
participation or 41,000 individuals).
$20
• Employees pledged nearly $9.7 million, an
increase of more than 12% from the 2011
campaign.
• International campaign growth – dollars pledged
increased 20% and raised more than $52,000.
$18
40,989
Donors
$16
Dollars in Millions
• Total dollars raised including company match
$17.6 million, an increase of nearly 14% from the
2011 campaign.
42,041
Donors
37,804
32,578 Donors
Donors
$14
29,748
Donors
$12
23,659
Donors
$10
• Since 2004, over $92 million has been pledged
as part of our campaign, 9 years of sustained
growth due to the generosity of our employees.
$8
N/A
$6
N/A
$4
$2
N/A
$0
2004
Question: How can we continue to increase participation?
1. Survey our Employees
2. Evaluate our Technology
2005
2006
2007
2008
2009
2010
2011
2012
Campaign Year
Employee Pledges
Company Match
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
5
Understanding Employees Attitudes and Behaviors
Question: How can we engage the other 55% of our employees
and increase participation in the annual Giving Campaign?
Why is this important:
• The annual Giving Campaign is the most visible, annual company-wide initiative for employee
engagement in Social Responsibility
• Senior leadership would like to increase the percentage of employees that participate and
demonstrate one of our key pillars of Social Responsibility
Objectives:
• Understand reasons for participating/not participating in the annual Giving Campaign
• What elements do employee like and dislike about the current program
• What ideas are there for improving the program
Anticipated Outcomes:
• How to increase excitement and awareness of the Giving Campaign, which in turn leads to
increased participation
• Key messages and motivators to get employees to participate
• Effective methods and frequencies for communications and reminders
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
6
Understanding Employees Attitudes and Behaviors
(continued)
Question: How can we engage the other 55% of our employees
and increase participation in the annual Giving Campaign?
• We understand that some of our employees will always give, others will give some of the time and
some employees will never give.
• We want to understand how we can move more of our employees into the “Always Give” or at a
minimum “Sometimes Give” categories.
• We also recognize there will be some employees that will “Never Give”, but how can we understand
the size of this group and minimize it.
• What barriers do we need to remove in order to move employees from one category to the next?
• How do we modify our approach to engage employees based on giving attitude and/or traditional
demographic information which we have historically used (i.e. age, level, and tenure)?
Employees who
ALWAYS give
Employees who
SOMETIMES give
Employees who
NEVER give
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
7
Understanding Employees Attitudes and Behaviors
(continued)
Question: How can we engage the other 55% of our employees
and increase participation in the annual Giving Campaign?
Giving Campaign Research Plan:
• Obtain executive Co-Chair support
• Engage our Market Research Teams to assist with the research project
• Develop the implementation plan
– Step 1: Qualitative Session
• Hold small group discussions with employees to learn reasons for participating/not
participating and to gather ideas for program improvements
− Groups to be divided into three categories: “Always Give”, “Sometimes Give” and “Never
Give”
− Balance demographics of groups by grade level, tenure, age and location
– Step 2: Quantitative Session
• Conduct an online survey that tests the new ideas generate by the focus group
discussions
− Balance demographics of groups by grade level, tenure, age and location
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
8
Using Effective Technology
• The time is right for UnitedHealth Group to evaluate our technology solution; used the same vendor
for the last 6 years
– The industry has expanded, several new players have emerged over last 5 years
– We’ve run very successful campaigns, technology has been a key part of this success
– We are always seeking news ways to increase employee engagement and participation
• Challenge is finding the time and resources to evaluate a new vendor
– Started initial work after the 2011 campaign
– Made a commitment after the 2012 campaign to evaluate options; process began within one
month after the 2012 campaign concluded
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
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Using Effective Technology (continued)
Process for Evaluating Different Vendors:
1. Research completed by the Office of Social Responsibility
– Reviewed Boston College Survey (Community Involvement Technology Vendor Survey)
– Conducted initial research
•
Listened to various webinars; internet searches
•
Sought guidance from our peer network
•
Consulted with our internal IT team
− Identified the evaluation team for the RFP process
•
Program team, IT support, Payroll, Nonprofit partner
2. Engaged our Enterprise Sourcing and Procurement Team
– Managed the RFI, RFP and Presentation process
– Started with an Request For Information – we sought information from 10 vendors; team
evaluated responses to narrow the list down to 5 vendors
– Request For Proposal was more detailed and focused on the specifics of our campaign;
team evaluated responses to narrow down to our top 3 vendors
– Top 3 vendors made in-person presentations on their solutions
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
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Using Effective Technology (continued)
Lessons Learned:
1. Be open to change
2. Consult with your peers
3. Obtain leadership support
4. Learn your internal process, determine the best approach for you/your program
5. Commit and move forward, take baby steps if needed
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.
11
THANK YOU
Contact information:
Gretchen Korf, Director of Finance & Social Responsibility
952-936-1754
[email protected]
www.unitedhealthgroup.com
© 2012 UnitedHealth Group. Any use, copying or distribution without written permission from UnitedHealth Group is prohibited.