Best use of payroll giving 2011
Howard Lake | 6 June 2011 | Blogs
For the campaign that demonstrates innovation linked to success in the use of payroll giving
The shortlisted entries in alphabetical order are:
NFU Mutual/Make-A-Wish Foundation
TNT Post
Workplace Giving UK
NFU Mutual/Make-A-Wish Foundation
At the end of 2009 NFU Mutual decided to unite its fundraising efforts and elect a single cause to benefit from a three-year charity partnership. It has more than 3,500 employees across 12 locations in the UK who voted for the charity they wanted to support. More than 60% voted for Make-A-Wish Foundation. One element of the fundraising was payroll giving – Make Your Final Hour Count. NFU Mutual encouraged staff to donate their final hour’s salary of the year for the chance to win one of three iPods in time for Christmas, aiming for a 6% sign up and raising £3,150. The campaign was backed up by articles on the company’s intranet site, display screens in key areas, the employee magazine and the company’s main communication presentation. Ultimately 12.6% of staff signed up raising £7,792.94.
TNT Post
The group charity, The World Food Programme is well supported within TNT Post. The objective with GAYE was to allow staff the flexibility to give to their own choice of charitable organisation with the company’s support. A target of 10% sign-up was set initially, with a view of increasing this in future. Charities Trust helped to develop a very striking campaign with a play on TNT and its dynamite association. Marketing included CEO endorsement, a visual campaign, ‘dynamite sticks’ issued with payslips, site visits and reminders. The targets were achieved, with a total of £6,048 being raised in the first year.
Workplace Giving UK
Workplace Giving exhibits annual at the Employee Benefits Life Show. Despite genuine enthusiasm and passion from companies at the time of the exhibition, once back in the office other matters take over. This LemonAIDer Campaign aimed to encourage companies to promote their scheme by offering a timed incentive to all their employees. The exhibition stand was redesigned like an old fashioned Lemonade stand and included a timed offer that added £5 to the chosen charity of every employee joining if the scheme was promoted before a certain date. Targets were to launch five new schemes and to promote them with a budget of at least £1,000 to give away. In the 10 week period to 17 December 14 employers launched the scheme with 346 employees being eligible for the £5 sign up.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.