Class:
Not-For-Profit Promotion/Budget
Objective:
To increase employee participation and
raise more money for the United Way.
Strategy and
Execution:
In addition to
the personal pronoun, the slogan "U Light the Way" stood for the "U"
in Union Bank as well as in United Way. Influenced by President
Bush's inaugural address reference to "points of life" in community
service, this one-month campaign was targeted to 7,200 employees at
four California locations. Balloons, buttons, and bentcils imprinted
with the "light" theme ere distributed at the campaign kickoff.
Employees at other sites got a button and bentcil through
inter-office mail. Employees who made a commitment to donate
received a Spin A Klip bearing the names of 11 organizations the
United Way helps through its donations. Flyers and posters promoting
the theme were placed at all four sites and at various statewide
offices.
Results:
In a tough year
for fundraisers, bank employees rallied behind the theme and donated
$430,165, a three percent increase over the previous year.
Additionally, the campaign reached a 78 percent employee
participation rate.
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