Taking Your Employee Giving Campaign to the Next Level
Jacqueline Walsh
Published: 10/11/2018
This article is adapted from an AHP webinar presented by Jonathan McCoy, Director of Annual Giving, INTEGRIS Foundation, and Becky Endicott, Leadership Gifts Officer, INTEGRIS Foundation.
Employee giving is a vital component of any healthcare system, fostering a culture of philanthropy that strengthens organizational commitment and longevity. When employees are inspired to give back, they deepen their connection to the mission, creating a workplace rooted in passion and shared purpose.
The INTEGRIS Approach: Rethinking Employee Giving
INTEGRIS, the largest Oklahoma-owned not-for-profit health care system, recognized a need for a stronger internal philanthropic culture. They identified three key challenges: a lack of internal philanthropy culture, low employee giving participation, and minimal centralized communication about philanthropic initiatives. To address these issues, INTEGRIS took a ground-up approach, focusing on long-term, sustainable employee giving strategies.
The Strategy: A Fresh Take on Employee Giving
INTEGRIS developed a multifaceted strategy designed to engage employees in a meaningful way. They shifted from corporate jargon to a more conversational tone, making messaging more relatable. Instead of focusing on a single project, they introduced multiple giving opportunities to increase engagement. Storytelling played a crucial role, putting faces to the cause through the experiences of employees and patients. Branding was also a priority, ensuring the campaign was easily recognizable and consistently promoted.
Additionally, peer-to-peer stewardship became a key element, as employees were encouraged to express gratitude to their colleagues, reinforcing a culture of appreciation. Giving was simplified through seamless electronic donation options, while creative giving avenues, such as the ability to donate paid leave hours, further expanded participation.
The Results: A Culture of Generosity
This approach led to remarkable growth, with employee participation increasing from 310 to over 3,000 annual donors. The campaign achieved an 80% donor retention rate without relying on automatic-rollover gifts and has raised over $4 million in the first seven years after its launch.
How to Elevate Your Employee Giving Campaign
Organizations looking to replicate INTEGRIS’ success should prioritize authentic engagement. Cultivating relationships with auxiliary groups can lead to valuable matching-gift commitments. Small incentives, such as the $5 challenge with branded T-shirts, encourage participation while enhancing campaign visibility. Rolling out the campaign in phases allows for strategic donor upgrades and renewals, maximizing impact over time.
Transform Your Approach
To create a lasting culture of giving, move beyond gimmicks and focus on genuine connections. Treat employees as valued donors, reinforcing their role in advancing your mission.